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.

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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.

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