ARTHUR GOLDSTUCK: Big tech brands branch out to target niche buyers
Honor is a sub-brand of the Huawei Group, but shares little of its designs or styles
In the past few weeks, two major global computer makers have launched sub-brands aimed at specific niche audiences, and a spin-off brand launched its first offerings in SA. A company best known for its gaming machines, Acer, announced a new brand for creative professionals, ConceptD, aimed at the likes of architects and graphic designers. "We noticed that 50% of people buying our gaming products were not involved with gaming," said Angelica Davila, senior marketing manager for Acer Latin America, at the New York launch. "They were looking for a product that was powerful enough to run their software and to do their everyday design work." This week, the world's number one PC and printer maker, HP, lifted the lid on the new Stitch range, a portfolio of digital textile printers intended to accelerate commercial digital print adoption. The printers combine HP's Thermal Inkjet technology with industry-standard dyes for improved colour durability, helped along by the world's first built-in...
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