California, Here We Come
Best known as a direct marketer of personal computers for consumers, Gateway is taking several steps to try to push the business model beyond simple computer assembly
NEW HEADQUARTERS
To more easily attract the engineers and top execs needed to boost its technical expertise, Gateway is building a new administrative headquarters in San Diego.
BEYOND MANUFACTURING
Looking to do more than just PC assembly, Gateway plans to hire 100 new engineers and other workers to develop everything from customized software for technical support to more cutting-edge product design.
INNOVATIVE PRODUCTS AND SERVICES
Gateway is offering a novel program so customers pay one monthly fee for Internet access and purchasing a PC. More such offerings are on the way.
RETHINKING CORPORATE IMAGE
To broaden appeal beyond consumers and attract more corporate customers, Gateway's TV and print ads will drop the trademark Holstein cow.
Return to main story
| 
