odd Bradley at the helm of their Personal Systems Group, that included oversight of PCs. Todd came from Palm, an outfit that had both good direct sales and retail sales of consumer products. Todd understood that PCs were now over configured for the average user, meaning that most users didn't require customization or many feature tradeoffs. Consumers needed competitive prices and instant gratification, which can only be had at a retail outlet. Soon thereafter the shelves of every office supply I like to pick on HP more than most people, so it is odd I now must praise them.

Back when I was on the other side of the B2B technology exchange, I was primarily an HP customer. I ran shops with multiple minis of varying HP operating system flavors (RTE, MPE, HPUX) and thus had a deep love/hate relationship with the company. To this day I keep a number of HP executives in my virtual Rolodex and hound them when necessary or advantageous.

For a long time it appeared that HP's PC business was going to go the way of IBM's, namely "out the door." Sales were weak, and the fatter margins promised by the Compaq merger were not evident. HP went toe-to-toe with Dell, attempting to clone their success without ever coming close. Mass customization was not something HP was going to be good at, and like all things Carley inspired, was heading for the technology sewer.

Two things happened at about the same time that changed HP's PC fortunes. First the market changed. Dell was the PC king when mass customization was demanded by the market. Keep in mind that Dell grew during the period when PCs were fragile, components were expensive, and building system to order allowed consumers to get what they wanted without overspending. Michael Dell saw the weakness in the market (incompatible system, limited store selection, and high prices) and made a business out of eliminating those problems for the consumer.

But the market changed, to which HP responded and Dell did not. First, components became more standardized and the price of components fell through the floor. My bookkeeping system reports that I gave Dell $3,500 back in 1998 for well loaded desktop. Today a server grade desktop with a quad processor costs around $2,000 at CompUSA. This is due primarily to standardization, which kicked a key differentiator out from under Dell. Take away the need for mass customization, and you remove mass sales.

About the time this market shift occurred, HP installed Todd Bradley at the helm of their Personal Systems Group, that included oversight of PCs. Todd came from Palm, an outfit that had both good direct sales and retail sales of consumer products. Todd understood that PCs were now over configured for the average user, meaning that most users didn't require customization or many feature tradeoffs. Consumers needed competitive prices and instant gratification, which can only be had at a retail outlet. Soon thereafter the shelves of every office supply a

ss was going to go the way of IBM's, namely "out the door." Sales were weak, and the fatter margins promised by the Compaq merger were not evident. HP went toe-to-toe with Dell, attempting to clone their success without ever coming close. Mass customization was not something HP was going to be good at, and like all things Carley inspired, was heading for the technology sewer.

Two things happened at about the same time that changed HP's PC fortunes. First the market changed. Dell was the PC king when mass customization was demanded by the market. Keep in mind that Dell grew during the period when PCs were fragile, components were expensive, and building system to order allowed consumers to get what they wanted without overspending. Michael Dell saw the weakness in the market (incompatible system, limited store selection, and high prices) and made a business out of eliminating those problems for the consumer.

But the market changed, to which HP responded and Dell did not. First, components became more standardized and the price of components fell through the floor. My bookkeeping system reports that I gave Dell $3,500 back in 1998 for well loaded desktop. Today a server grade desktop with a quad processor costs around $2,000 at CompUSA. This is due primarily to standardization, which kicked a key differentiator out from under Dell. Take away the need for mass customization, and you remove mass sales.

About the time this market shift occurred, HP installed Todd Bradley at the helm of their Personal Systems Group, that included oversight of PCs. Todd came from Palm, an outfit that had both good direct sales and retail sales of consumer products. Todd understood that PCs were now over configured for the average user, meaning that most users didn't require customization or many feature tradeoffs. Consumers needed competitive prices and instant gratification, which can only be had at a retail outlet. Soon thereafter the shelves of every office supply

PC king when mass customization was demanded by the market. Keep in mind that Dell grew during the period when PCs were fragile, components were expensive, and building system to order allowed consumers to get what they wanted without overspending. Michael Dell saw the weakness in the market (incompatible system, limited store selection, and high prices) and made a business out of eliminating those problems for the consumer.

But the market changed, to which HP responded and Dell did not. First, components became more standardized and the price of components fell through the floor. My bookkeeping system reports that I gave Dell $3,500 back in 1998 for well loaded desktop. Today a server grade desktop with a quad processor costs around $2,000 at CompUSA. This is due primarily to standardization, which kicked a key differentiator out from under Dell. Take away the need for mass customization, and you remove mass sales.

About the time this market shift occurred, HP installed Todd Bradley at the helm of their Personal Systems Group, that included oversight of PCs. Todd came from Palm, an outfit that had both good direct sales and retail sales of consumer products. Todd understood that PCs were now over configured for the average user, meaning that most users didn't require customization or many feature tradeoffs. Consumers needed competitive prices and instant gratification, which can only be had at a retail outlet. Soon thereafter the shelves of every office supply

irst, components became more standardized and the price of components fell through the floor. My bookkeeping system reports that I gave Dell $3,500 back in 1998 for well loaded desktop. Today a server grade desktop with a quad processor costs around $2,000 at CompUSA. This is due primarily to standardization, which kicked a key differentiator out from under Dell. Take away the need for mass customization, and you remove mass sales.

About the time this market shift occurred, HP installed Todd Bradley at the helm of their Personal Systems Group, that included oversight of PCs. Todd came from Palm, an outfit that had both good direct sales and retail sales of consumer products. Todd understood that PCs were now over configured for the average user, meaning that most users didn't require customization or many feature tradeoffs. Consumers needed competitive prices and instant gratification, which can only be had at a retail outlet. Soon thereafter the shelves of every office supply

odd Bradley at the helm of their Personal Systems Group, that included oversight of PCs. Todd came from Palm, an outfit that had both good direct sales and retail sales of consumer products. Todd understood that PCs were now over configured for the average user, meaning that most users didn't require customization or many feature tradeoffs. Consumers needed competitive prices and instant gratification, which can only be had at a retail outlet. Soon thereafter the shelves of every office supply and computer store were filled with HP hardware. The prices were low, the features competitively rich, and you could take it home today.

IBM never saw this opportunity because IBM is IBM, and makes it's money selling expensive gear to enterprises. Today HP is happily schizophrenic, selling both enterprise and consumer technology goods. It took time, and it took getting consumer marketers like Bradley into the mix. Recent news shows Dell playing catch-up and elbowing their way onto retail shelves, sadly by fishing on the bottom of the lake by peddling through Wal*Mart ("Hey, honey, fetch me a 12-pack of BVDs, some shotgun shells, and a Dell Core Duo" ). Though not abandoning their direct sales model, they have a bit to learn about resurrecting a brand that suits retail sales, as well as manufacturing to meet the perpetual feature/price crush of the PC market. I would bet they do well, but HP now has the commanding lead and Dell has an uphill battle ahead.

The marketing take-away is this: markets change, and complacency kills. Recognizing a shift in your market, and acting on that shift is essential to staying alive. No market is static, and neither are your competitors.