Quantum QuickView Spotlighted with Fall Advertising Program; Enabling Technology for Digital Video Recorders the Focus of Branding, Awareness Campaign.
In an unusual move, the Consumer Electronics Business Unit of Quantum Corporation's Hard Disk Drive Group (NYSE:HDD) today announced a fall advertising campaign featuring its Quantum QuickView(TM) technology for digital video recording devices in the personal television category.
Consumer electronics companies normally do not advertise what's 'under the hood,' but Mike Sanchez, director of marketing communications at Quantum explains, "Without Quantum QuickView technology, digital video recorders would not have the ability to perform live broadcast pause, personal instant replay, and simultaneous play and record. As the world's highest volume supplier of hard disk drives for personal computers, we at Quantum are demonstrating our strong commitment to this new and growing consumer product sector."
"We're investing in this campaign to achieve a couple of important objectives. First, it's a key part of our future consumer business strategy to position Quantum QuickView as the enabling technology behind personal television set-top boxes. Secondly, we're supporting the retail sales of our partners TiVo and Replay during the fourth quarter buying season."
Quantum QuickView is the umbrella technology that Quantum has developed to address the needs of the consumer electronics market. Quantum QuickView hard disk drives enable consumer electronics products instantly to record and play audio and video content simultaneously, as well as provide live broadcast pause and replay options.
Quantum QuickView is currently the only such technology enabling digital video recording devices available to consumers with these features and the company is working across the consumer electronics industry with a number of applications for digital storage. "Hard disk drive costs are down, capacity and reliability are up, and consumers will benefit with entirely new applications designed for them to take control of digital content coming into the home," observes Sanchez.
The Quantum QuickView campaign was developed by San Francisco advertising agency Goldberg Moser O'Neill (GMO), who also created Quantum's corporate branding campaign. Mike Massaro, executive vice president and chief operating officer of GMO, commented that, "The aim of the campaign is to entertain as well as to inform. This ad will stand apart and above other technology ads found in these publications, so we think the consumer will respond to it."
Breaking during September in a number of consumer electronics trade and home theatre publications, the campaign takes a sideways look at television's traditional power over the viewer -- even down to dictating the timing of snack breaks -- and offers Quantum QuickView-enabled devices as the way to retrieve control from the box and place it back in the hands of the individual.
Behind the humor, the campaign is intended to demonstrate Quantum QuickView's leadership in and commitment to the new consumer electronics category of digital storage devices based on hard drives.
Jeffrey Klugman, vice president of marketing for Quantum's Consumer Electronics business unit, says, "Quantum QuickView-enabled digital video recorders represent the first really new application for hard drives for a long while. We take pride in being first to market with a new way of leveraging our experience in the hard drive industry. Furthermore, Quantum's investment in new technologies and capabilities, including support for its partners such as TiVo, Replay, Philips and Panasonic, will enable the company to explore additional opportunities in this marketplace over time."
According to a report by Forrester Research of Cambridge, Mass. 14 million consumers are expected to purchase hard disk recorders by 2004. Fueling this growth is consumer enthusiasm for more convenience and choices for TV viewing. Based on extensive consumer surveys, Forrester estimates that these devices will be used in some 900,000 households by 2001.
"For consumers, the Holy Grail of at-home entertainment is being able to watch what they want when they want," said Elizabeth Atcheson, vice president of business development for Odyssey, a San Francisco-based media market research firm. "Odyssey's national surveys show that consumers' interest in digital video recorders greatly surpasses interest in other new entertainment devices, including DVD and TV-based internet access. Consumers are voting yes to the increased choice and control offered by digital video recorders."
Building Brand Recognition
Quantum has achieved a measure of recognition for its QuickView brand by capturing a physical presence for the brand mark on its partners' products. "With our logo on the TiVo/Philips system, as well as the Replay/Panasonic product, we've established a unique position for Quantum in the eyes of the consumer," said Sanchez. "Our message is: Quantum QuickView enables a new feature set and level of reliability that consumers should demand and expect. This ties in well with our Quantum corporate slogan, 'If it's important to you, save it with us.'"
Founded in 1980, Quantum Corporation (www.quantum.com) is a diversified mass storage company committed to achieving customer satisfaction through high quality and reliability. Quantum is the highest volume global supplier of hard disk drives for personal computers, a leading supplier of high capacity hard drives and the worldwide revenue leader among all classes of tape drives. Quantum sells a broad range of storage products to OEM and distribution customers worldwide. Quantum's sales for the fiscal year ending March 1999 were $4.9 billion.
Quantum Corp., 500 McCarthy Blvd., Milpitas, CA 95035, www.quantum.com, 408/894-4000.
The foregoing statements regarding future technology, products incorporating that technology, estimated product performance, availability and price, and the impact of the new products on Quantum and the market and are forward looking statements and actual results could vary. Factors which could affect actual results include the ability to successfully integrate new technology into products in a cost-effective manner, the ability to successfully manufacture and distribute new products at sufficient volume, quality and reasonable cost, the timing of new product introductions, competition, and the significant uncertainty of market acceptance of new products.
Note to Editors: Quantum and the Quantum logo are trademarks of Quantum Corporation, registered in the United States and other countries. Quantum QuickView is a trademark of Quantum Corporation.
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|Date:||Aug 31, 1999|
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