Getting with the programme
Giant computer retailer PC World has reacted to growing competition from Carphone Warehouse (CPW) by offering broadband, digital TV and, most tellingly, mobile broadband from today.
The new initiative is called Get Connected and has been created to service the market for broadband connectivity to desktops, laptops and TVs bought in store.
CPW, through its joint venture with US technology retail behemoth Best Buy, is threatening to open a number of large retail outlets specialising in connectivity next year. So PC World has six months or so to get its retaliation in first.
The UK computing division was culpable for a large chunk of the drop in parent company DSGi’s underlying profits, which were announced last week. Get Connected was pre-announced as being among the measures being undertaken to remedy the situation.
The mobile broadband element of Get Connected is likely to be the most critical as that is the area CPW is strongest in and is the product associated with eye-catching ‘free’ laptop offers.
As ever with hardware and telco contract bundles, a broad definition of ‘free’ is used. For example the BB Plus tariff is a modem only offer with a 3GB data allowance for £15 per month and a minimum contract length of 12 months. Whereas the BB Plus + 150 tariff throws in 150 text messages and £200 off all laptops for £30 per month and a minimum contract length of 18 months.
“Get Connected reflects customer demand for a complete, one-stop solution that provides a way for our customers to not only get a great deal on a laptop, but also get connected to the right service,” said Glenn Orchard, head of commercial development at PC World. “As the UK's leading laptop retailer we are uniquely placed to offer impartial advice and the widest possible choice of packages.”
