Trends Report

The PC Purchase Process For SMBs

Tech Marketers Should Develop New Offerings Based On The State Of The PC

April 25th, 2008
With contributors:
Simon Yates , Christine Atwood , Walid Saleh

Summary

PC manufacturers worldwide are turning their attention to new growth opportunities. After commoditizing the enterprise market, their next logical progression downmarket is to small and medium-size businesses (SMBs). Although SMBs have always been an important target for PC manufacturers, they've never been more important than they are today. Forrester recently surveyed 701 PC decision-makers at North American and European SMBs, who gave us valuable insight into their hardware budgets, key purchasing factors and buyer influencers, channel preferences, and preferred desktop and laptop suppliers; we also learned how buyers rated their laptop supplier across five key categories. Forrester recommends that tech marketers craft new products and services to deliver to SMBs based on this understanding of the current state of the PC in the SMB market.

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