Packard Bell switches to tablet strategy

Packard Bell is shifting its consumer marketing focus away from desktop PCs and laptops to concentrate on pushing its first tablet device.

/h/h/b/PakcardBellTablet.jpg

The Liberty Tab (pictured) is due for launch early June and is currently being communicated with the strapline “Whatever…wherever, whenever” – although the company says this messaging could change closer to launch.

Packard Bell says it will be the first tablet to offer a choice of colours in order to distinguish the device from other products on the market.

The device will originally be launched in black or burgundy, but further colour options will roll out later in the year.

Country manager Sylvain Braem says: “Nobody in the market has thought of colours. Our philosophy is for products to be personal, you should be able to pick your own colour.”

He adds that the company will be marketing the new tablet to its usual markets but also trying to “seduce new customers who like design and funky colours”.

Marketing will be positioned in the trends and lifestyle sectors and the creative will be colourful and “not too techy”.

The device will be priced between £400 and £500 and will run with Android Honeycomb technology.

Taiwan-based technology company Acer acquired Packard Bell in 2008. It led to a subsequent Packard Bell rebrand.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here