Time threatens PC World with new venture

Time Computers is poised to stock other computer brands in a new venture, branded Time Extra, which it is launching to rival PC World.

Time has sealed deals with other major manufacturers, including Hewlett-Packard and Fujitsu, to sell 1,500 products through three major channels.

Time Extra concessions will be rolled out in 200 UK Time Computers stores throughout November. The whole range of products, from PCs to MP3 players, will also be sold at www.timeextra.com (previously powerstore.com) and through 64-page mail order catalogues.

Time Extra will become Time’s third core brand, following Time Computers and Time Talk, the group’s mobile phone retail outlet. Time Computers will continue to sell made-to-order computers through its showrooms.

Time marketing director Mike Phillipson says &£2m will be spent on a launch press campaign, with TV ads to follow in the new year. Creative work for Time is handled by HHCL, with media through CIA. The company plans to spend &£30m on marketing over the next year.

Time has also developed a new strapline, “Life technology”, which will be incorporated into future advertising.

Phillipson says: “Customers will be able to get the best products at the lowest prices through Time Extra. We’re positioning Time as bringing technology and living together in harmony.”