Laptop You Can Hold in Your Hand
To keep in track with the latest developments in the industry of hi-tech gadgets, Microsoft launched the Origami project. The main purpose of this work project was to develop a new product that would revolutionize the computer industry. And they have! Microsoft's Origami project came up with the Q1, or the Ultra Mobile Personal Computer. The Q1 is a computer with considerably decreased sizes, "portable, lightweight and configured to connect on the go."1 Not larger than the average notebook, the mini laptop uses wireless connections. As the computer has "support for touchscreen and keyboard input"2, the user can send out commands towards the computer through a special stylus by simply writing down the commands on the display. Also, the mini computer offers the users the ability to connect it to the keyboard (also of small size) and type in the commands. According to Microsoft programmers, the Q1 was developed to "go anywhere and do anything. This is possible due to the incorporated powerful processor, big and bright displays, easy input options and support for the latest connectivity standards."3 The hand held laptop possesses almost all features of the large size computers: it can read a
Promoting the Q1 onto this market segment would be done throughout most available media channels: television commercials, radio announcements, press conferences, specialized magazines and the Internet. In other words, members of a certain group are expected to react similar to the promoted product, but significantly different to the members of other groups. Based on income, the potential market targets can be divided into three groups: the group of individuals registering under average incomes, the group of individuals registering average incomes and the group of individuals registering above average incomes. This will probably be the fate of the Q1, but not until it redefines the usage of personal computers and laptops. The number of smart phone owners is relatively low at the present, mostly due to the high prices. Therefore, the segment suitable for promoting the Q1 is consisted of individuals between the ages of 20 and 50 which register average and above average incomes. (For instance, the web site YouTube. However, the general trend with telephones and IT products is their price diminishing over time. The chosen market segment In order to decide upon a market segment on which to promote the Q1, the producers have to clearly analyze the advantages and disadvantages of all available segments. Otherwise said, the mini laptop is expected to entirely revolutionize the concept of personal computer and producers believe that within the following years, a large majority of the American population will possess a Q1. According to age, there can be formed four groups: adolescents, the group whose members are of ages between 20 and 35, the group whose members are of ages between 35 to 50 and the group of whose members are aged above 50 years.
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