Seagate takes aim at retail

Seagate is revamping its entire line of external drives in a bid to better position itself in the fast-growing consumer electronics market.

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By  Published  January 18, 2007

Seagate is revamping its entire line of external drives in a bid to better position itself in the fast-growing consumer electronics market.

The hard drive giant launched its FreeAgent brand of external storage devices in the Middle East this week, which will replace its Pocket, Portable and External lines when the new products come on the market in March.

The FreeAgent line, all of which come with a five-year warranty, will join Seagate's Maxtor brand of consumer external storage devices that the vendor acquired when it purchased Maxtor last year.

Instead of its Pocket drives Seagate will sell the 1-inch FreeAgent Go Small; the vendor replaces its Portable line with the 2.5-inch FreeAgent Go; and its External range is replaced with the 3.5-inch FreeAgent Pro and Desktop.

"Seagate is moving beyond ‘just storage', offering innovative products that differentiates our Maxtor and Seagate brands, separate us from the competition, and help us grow the consumer storage capacity," explained Andreas Hasse, head of retail sales for EMEA at Seagate.

The launch of FreeAgent is part of Seagate's global push into the consumer market, but analysts have suggested the vendor will have a harder time convincing consumers to buy its products as they do not have the same appeal as gadgets like Apple's iPod.

To counter this, the company has redesigned and repackaged the products and is focusing on their use rather than their storage capacity.

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