Industry giants enter personal-computer market
Since they hit the market in 1975, personal computers have been treated more as a cult than as a business. But this one month, it's been all business for a new industry that may see its sales nearly triple by 1985.Skip to next paragraph
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In May three giants of electronics -- Sony, Digital Equipment, and Burroughs -- all jumped into the personal computer fray. And International Business Machines attacked the market last fall.
Still, the faddishness remains. When Steve Jobs, the chairman of Apple Computer Inc., recently appeared before computer buffs in Boston, he was mobbed for advice and autographs. Fans followed him as if he were the Pied Piper of personal computers.
But now the industry is undergoing a series of major changes, as the use of personal computers, or small, relatively affordable data-processing machines, spreads beyond technology lovers. Major American computer companies are entering the business, Japanese firms are targeting the market, and prices are expected to fall as competition heats up.
''Until now, we sold to people who wanted computers,'' Jobs told a computer conference here May 15. ''From now on, we have got to sell to people who need computers to solve problems.''
Apple now will have plenty of competition, as the market shifts from selling the devices as toys to selling computers for use as tools. Large companies are zeroing in on a business that has turned Jobs from a college dropout into a 27 -year-old industry leader with stock worth an estimated $200 million.
This year personal-computer sales are expected to hit $2.7 billion, soaring to $7.5 billion by 1985, according to estimates from G. S . Grumman-Cowen Institutional Services.
Lured by the exploding market, last week Digital Equipment Company, a major producer of large business computers, entered the personal-computer market on the heels of a similar announcement May 5 by Burroughs Corporation. Giant International Business Machines (IBM) brought out its personal-computer line in 1981.
And the scramble for business is becoming international. Sony Corporation announced May 17 that it will start selling personal computers this fall. Other Japanese entries are expected later this year. ''They'll be out with 14 (models) this spring,'' quips Jobs. And while Japan's success is by no means assured, industry participants are eyeing the Japanese warily.
'' What could happen is a major (Japanese) group could come in with a long-term strategy and (sell at a loss) for a couple of years,'' to build market share, says Osborne Computer Corp. marketing vice-president Georgette Psaris.
As a result of increasing competition, it is becoming harder to find market niches that are not already crowded. ''It is becoming tougher to enter the market, although products with special appeal can still do so,'' says Hambrecht & Quist analyst Gregory L. Kelsey.
Competitors will require more backup resources to keep up with the competition. For example, Apple alone will spend $40 million on research and development in 1982. ''I worry about anyone other than Apple in traditional personal-computer companies when Burroughs and Digital come in,'' says Richard Inatome, president of Detroit-based Computer Mart, a retail store for personal computers.