Trends Report

Home-Based Businesses Represent A Great Opportunity For PC-Related Products

Target HBBs As A Special Subsegment Of The Consumer Market

July 28th, 2008
J. P. Gownder, Vice President, Principal Analyst
J. P. Gownder Vice President, Principal Analyst
With contributors:
Remy Fiorentino , Michelle de Lussanet , Laura Wiramihardja

Summary

Consumer product strategists in the PC market — PCs, PC peripherals, and software — are missing out on a fertile market opportunity: the home-based business (HBB) segment. Long ignored or treated as a subset of the SMB market, HBBs in fact sit firmly in the consumer market. HBBs wear two hats when buying a PC, taking into account both their personal/household needs and their business needs. And HBBs themselves are run as family businesses, often with a hobby orientation, making technology purchases similar to other consumer household purchases. Consumer product strategists should sell PCs, printers, and particularly software solutions to HBB owners, who are willing to spend money on these kinds of products. Targeting HBBs with a differentiated product proposition will yield additional revenues, as HBBs have unique needs that the market isn't meeting today.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.