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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Technology > Article Home Business & Finance News U.S. Politics International Technology Internet Entertainment Sports Lifestyle Oddly Enough Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters With a fresh focus on design, laptops come of age Tue Sep 22, 2009 4:47am EDT Email | Print | Share | Reprints | Single Page [-] Text [+] By Gabriel Madway SAN FRANCISCO (Reuters) - Say goodbye to the "black brick" laptop. The era of the plain, dowdy PC is officially over. As computer makers roll out their new notebooks and netbooks ahead of the end-year holiday shopping season, razor-thin, sleek and colorful are most definitely in, as are arresting designs in an ever-expanding array of choices. Hewlett-Packard Co and Dell Inc are now more likely to point to subtle etchings in the exterior shell, or a famous artist behind a new design, than to the "speeds and feeds" that PC makers used to tout when they wrestled for technological superiority. It was only a few years ago that most laptops were some variation of a dull box that came in gray or black, with the exception of Apple Inc, which was making distinctive laptops back in the 1990s. Now, design is permeating the PC market like never before as the increasing commoditization of machines leaves few major differentiators on performance, so a stylish case is one of the last remaining areas of competition. Ed Boyd, vice president of design for consumer products at Dell, the world's No. 2 PC maker, arrived at the company nearly two years ago from Nike Inc. He said the PC market is transforming in the way that athletic shoes did. Nike "took a commoditized product -- sneakers -- and made it hip and cool and relevant," he said. "What you're witnessing is the same transformation in the PC business ... this phenomenon is crossing both the enterprise and the consumer space" As PCs have become ever more light and portable, consumers and businesses are placing a premium on the look of machines that are now more likely to travel out of the home or office. And PC makers are using design to target different demographics, such as HP's collaboration with fashion designer Vivienne Tam on netbooks aimed at fashion-forward women. Stacy Wolff, director of notebook product design at HP, said the world's largest maker of PCs took a "big gamble" when it began to focus on design in 2005 -- one that he said has paid off. Prior to that, HP notebooks were essentially "technology in kind of a nondescript container," he said. Wolff said HP's new focus was immediately evident in its income statement: "Once we made it a strategic element of any development, our financials have just skyrocketed." PLASTIC SLABS At the dawn of personal computing in the early 1980s, the first mobile PCs began to emerge from companies like Tandy, Osborne, NEC, Epson and others. Many of the early models resembled slabs of beige plastic, bulkier than desktops today. The early 1990s saw the launch of Apple's PowerBook line, which helped set the standard for design, along with IBM's ThinkPad. Sony's sleek Vaio notebooks followed later in the decade, along with Apple's colorful iBook line. But PCs 10 years ago were still largely seen as vessels for technology, rather than design or fashion statements. Continued... View article on single page Share: Del.icio.us Digg Mixx Yahoo! Facebook LinkedIn Next Article: EU court adviser backs Google on Net ads Also On Reuters With a fresh focus on design, laptops come of age Let pandas die out, says naturalist Blog: How green are U.S. companies? More Technology News EU court adviser backs Google on Net ads Proposed FCC Web rule change draws wireless ire Dell to buy Perot Systems for $3.9 billion Starbucks, Dell to aid online effort to save rainforest Nortel to sell carrier network assets in auction More Technology News... Editor's Choice Slideshow A selection of our best photos from the past 24 hours. Slideshow Most Popular on Reuters Articles Video U.S. charges Obama fund-raiser in $290 million fraud U.S. to push for new economic world order at G20 | Video CBS fails to end Rather suit; Redstone may testify Sun Micro losing $100 million a month, Ellison says "Option" mortgages to explode, officials warn Kremlin says Israel promised not to strike Iran UPDATE 3-CBS fails to end Rather suit; Redstone may testify Ahmadinejad warns against any attack on Iran Graying Britain looks to assisted suicide reform | Video UPDATE 1-Credit Suisse says take profits from Dell; add HP Most Popular Articles RSS Feed Video Future nears with bionic lens Obama appears on Letterman Obama deadpans on Letterman Balancing act for US at G20 Right-to-die man passes away More troops or "failure"? 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