May June 1980 - Commodore Computers

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94 COMPUTE. MAY/JUNE. \980. ISSUE 4 94 COMPUTE. MAY/JUNE. 198O. ISSUE 4 Introducing AppleSeed, our newest publication to whet your Apple* appetite! We invite you to subscribe to AppleSeed - the magazine that Is to the Apple II* what SoftSlde Is to the TRS-80**. It offers the newest in software pro gramming hints and Ideas tailored especially for your computer. AppleSeed features challenging pro grams for both the do-it-yourselfer and the in dividual Interested in pre-packaged programs and games... your own preview of the best available on the market today. A typical slice of AppleSeed con sists of one major (new 16K) commercial level pro gram (completely listed for your keying pleasure), accompanied by two or three applications for prac tical use or fun, supplemented by informative ar ticles to polish your Apple*. Get right to the core of your Apple* needs and order AppleSeed today! 12 Issues, 1 year, $15.00. AppleSeed Is the newest member of... _5oft5i3e: PUBLICATIONS 6 South Streat, Mllford, NH 03055 (603) 673-5144 *A registered iradamark of Apple Computers. "A registered trademark of Radio Shack and Tandy Corp. i
MAY/JUNE. 1980. 198O. ISSUE 4. COMPUTE. 95 ■5 Edilor Editor's 'j Nole: Note: / In 11 flllllre future ismts, issues, llle'II/Jrtsrnl we'll present inlerviews interviews wilh with J\ Marketing ' arJ.:t:li".t: /Jrrsmlnel personnelfrom Alari Atari (Iud and Commodore. An Interview With Taylor Pohlman Taylor Pohlman Apple's Ap~le's Product Marketing Michael Manager g S Tomczyk Manager Recently, I had an opportunity to talk with Taylor Pohlman, Apple Computer's Product Marketing Manager. Taylor is 33 years old aand came to Apple less than a year ago from Hewlett Packard, where he was educational marketing manager. During our interview, he discussed two important areas -- computer dealers and consumers. HeH e described two basic types of dealers, noting that dealers are first of all businessmen and secondly, tend lend to operate in those markets they are most comfortable or experienced in. The first type of dealer is the hobbyist who becomes a businessman. For these dealers, technology is the e key. Since the first-round hobbyist market is pretty y much saturated, Pohlman n feels these dealers have to start moving g from hardware re —-- their original orientation -- to software, and the application io n problems ol of non-hobbyist users. The second type of dealer is the retail businessman. ToT o them, , selling computers is much like selling hi-fi stereo systems. A fair amount of retail audio-visual anda electronics outlets are personal computer dealers, he said, anda many have already y developed the exper tise needed to reach the computer market. A-V stores Stores may already be dealing with schools, for r example, and the educational market is a natural for them. . Small stores also relate well to small businessmcn because the dealers, as businessmen, , have them emselves encountered problems in general ledger keeping, manufacturing, accounting, etc. men "The " personal computer market is emphasiz ing g solution-oriented merchandizing as opposed to hardware-oriented merchandizing," Pohlman n said, and this poses important t challenges for r all types of computer dealers. He said Apple has 600 to 700 computer dealers, all with different interests, sales and facilities. Some sell a single line and others a complete line, from m small games to LO minicomputers. m "The " question n they all have to ask is, who are an: those hungry people outside outsidc the store sLOre who have problems to be solved by a personal computer? m pUler? At Apple, we try to 10 turn the dealers on to those markets -- and solutions -- whatever the dealer's ''focus'. By ''focus' I mcan mean hobbyist, businessman, educator, , home entertainment user. .... . .but whatever it its s focus, a good Apple store doesn't n )t confuse the e custOmer. customer. ""For example, the businessman doesn't ' t want to know this microprocessor runs 20 percent faster than that one. He wants to know will it solve hiss problem? On the other hand, the store that just has a bunch of hardware silting sitting aaround may respond well to the hobbyist by making the hardware available on the floor aand letting himm look inside." " (Incidentally, Taylor Pohlman's n definition of a computer hobbyist is, ""the e individual who's interested ted in thee manmachine interface.") Hee kept emphasizing that the key to the overall personal computer market is problem-solving. In this regard, rd , Apple's magazines aand other literature ture are rc designed to trigger people's problem-solving approaches and stimulate their imagination. ation . He also called attention to the company's seminarr program, which encourages dealers to get out and give seminars where thee people are arc -- at Rotary Clubs orr real estate groups, forr example. Apple provides instruc tional and advertising materials to dealers for this purpose. ""For the dealer to survive in the new marketplace, he's also goingg to havc have to provide service aand suppOrt support -- not just j sales," he said. Consequently, Apple has a modular design and can be field-repaired at over 500 dealer-based repair centers, in 24 hours. If the e dealer can't ' t repair it, , he can simply replace the failed part aand send it to Apple for repair. This is especially {"spcciall y important to the businessman, who can't allord afford to have his general ledger or other system go down for a week. Turning his s attention attcn tion to consumers, he guessed that there therc are "tens " of 0(" thousands" of Apples in homes, mcs, schools, and companies. "We're " the oneo personal l computer vendor that has achieved a truly disk-basedd population n -- as opposedo to those who are still outo there hyping g cassettes. es. Disk-based software is more ma rc sophisticated and makes the e Apple more useful and powerful as a problem-solving tool. LOol. "What " I, as a consumer, , want t is a computer that allows me to define e a problem and allows the machine to solve it in language and terms that t I can n understand. nd. If the problem is solved I could care less what the e machine is doing." He added that lhal the e level of computer pUler awareness is very high but the level of computer literacy is not nearly high enough to create the e "home " computer revolution," mostly y because right now using g a computer means you u have to: - define a problem - create an algorhylhm ythm lo to solve the problem - write e programs to express the algorhythm hm - put the e program in the e computer - run n and debug (he th e program "A lot of time lime is wasted trying tryill g to translate LranslaLe information, , and a this is wasted time is directly y related to the reluclance —-- or lack of reluctance -- of customers lo to tance get
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THANKS FOR THANKS FOR THE MEMORIES.
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May June 1980 - Commodore Computers

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