March 6, 2008

What Technology Is Hot With Online Europeans — And What's Holding Back Adoption?

by Paul Jackson

with Michelle de Lussanet, Lauriane Camus

Executive Summary (This is a document excerpt)

As a consumer spending squeeze hits Europe, it is more important than ever that product strategy professionals at consumer technology vendors push the right buttons with prospective buyers. Overcoming a lack of purchase spontaneity or ignorance about what new functionality a laptop or HDTV offers will be key if you want to avoid unsold stock. To prevent deep discounting, manufacturers and their retail partners need to be clearer about product benefits, offer more opportunities to see new technologies in action, and reassure consumers that their purchases are "future-proof."

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