9/11/2008 10:27:00 AM
PC World laptop advert riles Carphone and triggers fightback
PC World has riled Carphone Warehouse by running a provocative advert in The Sun over the weekend comparing its laptop deal with Carphone’s laptop deal.
Carphone is now readying itself for a battle with the computer retailer, and is even believed to be considering lodging a complaint with the Advertising Standards Authority.
DSG, PC World’s parent company, ran a direct comparison between Carphone’s mini laptop, the ‘Webbook’ and PC World’s version, the Advent 4211 (pictured). Carphone offers its free Webbook in a mobile broadband deal with Orange, while PC World has a similar deal in place with Vodafone.
The advert highlighted that the PC World laptop has better memory capacity, has Windows XP, while the Webbook runs the Linux operating system. Also, PC World customers pay £20 per month, and customers signing up to the Webbook pay £25 per month.
One source at Carphone said: ‘They’ve completely ignored really basic stuff like their laptop is £280 and ours is £220, and the fact that customers are signing up to 18 months with us and two years with them.’
Carphone is also believed to be planning an advertising fightback in response to the PC World campaign, by trying to claim the territory as the first place consumers think of when buying a laptop or broadband deal.
Carphone has already identified laptops as a critical area for its growth plans, and will be targeting DSG on the laptop front, as well as taking on DSG’s other brand, Curry’s Digital, with its Best Buy Big Box operation next year.