In an effort to distinguish themselves from their competitors, more and more computer companies have begun releasing products that have a touch of glamor to them. This trend should continue, analysts say, until the next major breakthrough in computing arrives.

A case in point is the latest netbook released by Taiwan-based Asustek Computer Inc. Dubbed the Eee PC Seashell Karim Rashid Collection, the laptop resembles nothing so much as a crocodile-skin purse, one that a fashion model might bring with her to an exclusive upscale party. It is meant to draw attention to itself, and to make a statement.

The laptop comes in only two colors, both of which were recommended by the well-known New York industrial designer Karim Rashid. “The stylish Hot Pink and Coffee Brown colors make a fashion statement that will please even the most discriminating users,” said Aken Ke, a senior manager for Asus’ system product design group.

“The Eee—with its fluid lines, its woven-purse design, its three dimensional feel—is an industry first. The collection is the realization of Rashid’s vision of computing—one that is more sensual, more human and ultimately more hip,” Ke added Jan. 19.

Another example of the recent emphasis on style is provided by Taipei-based Acer Inc., ranked second among international PC vendors. To better promote itself, the company has joined forces with legendary automaker Ferrari S.p.A. As part of the collaboration between the two companies, Ferrari gave Acer permission to use its famous prancing-horse logo on its PCs.

“Cutting-edge innovation and technology have always characterized the worlds of Formula One and information technology,” said Jean Todt, team principal of Scuderia Ferrari, when the deal between Acer and Ferrari was announced.

“We have multiple brands to meet demand from technology fans as well as users seeking sophisticated industrial designs,” Henry Wang, a spokesman at Acer, commented Jan. 26. “PCs have been so well developed that innovation is a must to better serve clients.”

Both what Acer and Asus have been doing are part of a larger international trend in the information communications technology sector, analysts said. Samsung Electronics Co. Ltd. and industrial designer Jasper Morrison, for instance, have teamed up on mobile handsets, while Hewlett-Packard Co., the world’s largest PC vendor, has some models developed by fashion designer Vivienne Tam.

“We will lead the trend,” Asus Chairman Jonney Shih said at a conference Jan. 5 before the start of the Consumer Electronics Show in Las Vegas. “We will create classics,” he said, adding that the company’s goal is to pursue stunning innovation and perfect quality. The executive’s vision is for 2010 to be the start of a new era, when the company becomes known not only for the quality of its goods but also for its innovative design.

As if to emphasize his point, when the latest Karim Rashid edition was introduced to the public, the product launch party was held in a fashionable club where models walked down a runway carrying the devices. The air was filled with the scent of Kenzoamour Florale perfume, a product of the fashion company Kenzo. Rashid also designed the bottle for Florale.

“This collection, an Asus signature piece, emphasizes the importance of lifestyle,” Tony Chen, corporate vice president, told reporters during the launch party.

The emphasis on style has to do with the fact that it is becoming more and more difficult to make a truly revolutionary product that is superior to all its competitors in every way, analysts said.

By creating innovative designs, companies increase the added value of their goods, according to Edison Chen, manager at the Industrial Economics and Knowledge Center under the Taiwan government-backed Industrial Technology Research Institute.

“The development of hardware specifications has approached a ceiling, as evidenced by the slower progress in the creation of new technology,” Chen told “Taiwan Today” Jan. 25. “Another explanation is that current functions are sufficient to support software.”

Consequently, product prices could suffer a downswing if brand name companies fail to launch new gadgets. To prevent such a development from occurring, companies either have to introduce new lineups or they have to give added value to their goods.

“These players are expected to reduce product functions in order to introduce more affordable items to emerging markets,” Chen said. “Or they would have to add fashion or other value into their devices to tap high-end markets.”

“Industrial design and cultural elements are among measures adopted by these firms in enhancing the value of their ICT items,” Chen pointed out.

Apple Inc. is well known for its capability in developing applications and content. Local ICT vendors, based on the island’s track record in hardware strength, are now following suit.

“By bringing in designers from other industries such as the fashion segment, these vendors are injecting new blood into their products,” Chen said. Industrial designers from outside the ICT sector can often contribute new ideas and a new outlook, and further inspire the in-house designers of ICT firms.

The emphasis on fashion and design will continue until a breakthrough arrives in the world of PCs, Chen said. Cloud computing, for example, would be a game changer, as would the development of so-called three-dimensional computers.

But before that day arrives, the biggest beneficiaries of this chic movement will be consumers—especially those who want their computers to have more than a utilitarian value, who see their computers as an expression of who they are. (HZW)

Credit Sources: taiwantoday.tw | ph miracle |  wb-3d.com