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Success in a small package
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January 30, 1997: 7:47 p.m. ET
In only six months, Hitachi has left a big mark on the U.S. laptop market
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NEW YORK (CNNfn) - As the market for personal computers in the United States continues to grow, a number of companies around the Pacific Rim have recently started making inroads into the lucrative market.
One PC maker that has seen a great deal of success in a short amount of time is Hitachi PC.
The Japanese company, a unit of Hitachi Ltd., has been on the scene for only six months. But in that time, it has established itself as one of the top 10 laptop computer makers in the United States.
David Hancock, president and chief executive officer of Hitachi PC, attributed the company's success to their innovative laptop solutions.
"We have made a substantial investment with the aim of getting us into the top five," he told CNNfn's "Digital Jam". "We've already broken through the top 10. We saw a problem that the marketplace had not yet solved -- bringing communications and mobility together. We believe our products do that."
Hancock attributed the company's quick rise in the U.S. market to the partnerships it has developed with industry leaders including U.S. Robotics, 3Com, Microsoft and Intel.
He said those partners, combined with the strength of the Hitachi name, caused many computer shoppers to give them a look. Unique features, he added -- including built-in modems and a five-year warranty -- help seal the deal.
"We focused on fully integrating it and making it as easy to use as a telephone. We're already into 33.6 (kilobits per second) modems and are moving into 56 (kilobits per second).
"You don't have to add any cards. The product is there and has already been tested and the modem and software is in place."
Since Hitachi was already a major supplier of mainframe computers to U.S. companies, Hancock said it was easier to draw attention to their new laptops.
One of the biggest selling points, Hancock believes, is Hitachi's five-year warranty. He decided to offer the lengthy warranty after discovering many were much shorter.
"As a consumer, I get really upset with 90-day warranties and have seen them in the industry for too long. Once you buy the product, you don't want to be let go. I thought that a five-year warranty was a major statement for the industry," he said.
Still, as much as consumers don't want to see their computers malfunction, they are more conscious about price and value, he said.
In an industry where "speed is god," it's important to be the first on the scene, Hancock said. (282K WAV) or (282K AIFF) 
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Hitachi Ltd.
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