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MSI blasts notebook homogeneity

Taiwanese PC assembler and component manufacturer, MSI, has taken vendors to task on the lack of design innovation in products, comparing them to sellers of identical tissue boxes.

MSI blasts notebook homogeneity
Steven Chen says notebook PCs are often like boxes of tissues: All the same.

Taiwanese PC assembler and component manufacturer, MSI, has taken vendors to task on the lack of design innovation in products, comparing them to sellers of identical tissue boxes.

Steven Chen, senior regional sales director, confirms the company is out to position itself as an innovator at GITEX TECHNOLOGY WEEK this year.

“When you talk about the notebook industry, you can find a lot of big names providing a lot of products. In my personal view, it’s a lot of me-too products,” he states. “It’s like tissues – everyone buys one and they only care about the colour, whether it’s white or yellow. It’s difficult to identify who you are unless you spend on the marketing dollars to put on a new logo to differentiate Tissue A from Tissue B. If they didn’t have the logo, users would not be able to figure out the difference between these tissues.  So it comes down to giving the customers new ideas about what the notebook can look like,” continues Chen.

This year at GITEX, the manufacturer plans to target two disparate groups: gamers and audio enthusiasts.

“In this booth, you can find 80% of products based on two such concepts, gaming and high end audio technology,” says Chen. “Even though I’m not a gamer, they do have different demands from normal users. That demand can be only fulfilled by special design.” MSI enlists the help of core gamers to help it design the right products. “For example, we have LED keyboards for playing in the night with special key combinations. Our 17” notebook has the highest performing graphics card in the world.

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