Going After the Corporate Customer
Topic Business-to-Business (B2B) Marketing
Key Words Business markets, personal digital assistant (PDA), handheld devices
InfoTrac Reference A136677783
If your textbook came with an InfoTrac passcode, click here to login on InfoTrac.
News Story 

In a move designed to undercut the Blackberry's dominance in the handheld PDA (personal digital assistant) market, former software rivals Microsoft and Palm have teamed up to produce a Windows-based version of Palm's Treo 700 mobile smartphone. The announcement, which was staged at an official press conference in San Francisco, included three of the biggest names in the computing and telecommunications industries: Microsoft's Bill Gates, Palm CEO Ed Colligan, and Denny Strigl of Verizon Wireless.

Like the wildly popular Blackberry PDA, the Treo 700 wireless handheld device provides access to email, corporate data, phone, Web, and organizer features. Until now, the Treo has run only on Palm's own operating system. But the new Treo for Windows will utilize the well-known Windows interface, enabling users to operate powerful programs like Microsoft Outlook, Excel, and Word in the palm of their hands.

According to spokespersons for Palm, the Treo 700 will ship in early 2006, and analysts say the handheld device could run between $600 and $700. The timing of the release is important to both Palm and Microsoft, as the Trio will be jockeying against other leading PDA products, including Dell's Axim, and Hewlett-Packard's iPAQ.

Questions
1.

Why will adding Windows operating software to Palm Inc.'s popular handheld computer help Palm and Microsoft sell to corporate customers?

2.

How does this business partnership help both Microsoft and Palm Inc.?

Source "Palm To Debut Handheld Running Windows; The Windows Mobile-based Treo 700 is expected to compete with Research in Motion's BlackBerry wireless device," Information Week, Sept 26, 2005 pNA.
Instructor Discussion Notes Discussion Notes
These notes are restricted to qualified instructors only. Register for free!

Return to the Business-to-Business (B2B) Marketing Index

©2005  Thomson Business and Professional Publishing.  All Rights Reserved   webmaster  |   DISCLAIMER