Quantum QuickView Spotlighted with Fall Advertising Program; Enabling Technology for Digital Video Recorders the Focus of Branding, Awareness Campaign.MILPITAS, Calif.--(BUSINESS WIRE)--Aug. 31, 1999-- In an unusual move, the Consumer Electronics Business Unit of Quantum Corporation's Hard Disk Drive Group (NYSE NYSE See: New York Stock Exchange :HDD (Hard Disk Drive) See hard disk and HDD caddy. HDD - hard disk drive ) 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 Marketing communications (or marcom) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales at Quantum explains, "Without Quantum QuickView technology, digital video recorders See DVR. 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 The cable TV box that sits on "top" of the TV "set," although it is often located several feet away in an equipment rack. The set-top box descrambles the premium channels and provides a tuner for the higher cable numbers that very old TVs did not support. . 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. Light Touch The Quantum QuickView campaign was developed by San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden advertising agency Goldberg Moser O'Neill (GMO GMO abbr. genetically modified organism ), who also created Quantum's corporate branding Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to leverage corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. campaign. Mike Massaro Mike Massaro is a racing analyst at ESPN for the NASCAR Nextel Cup Series. On October 12, 2006, ESPN announced that Massaro will be a pit reporter when NASCAR coverage returns to ESPN, ESPN2, and ABC in 2007. , executive vice president and chief operating officer Chief Operating Officer (COO) The officer of a firm responsible for day-to-day management, usually the president or an executive vice-president. 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 nf snack breaks -- and offers Quantum QuickView-'s leadership in and commitment to the new consuuickView-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 wore, Quantum's investment in new technologies aned on extensive consumer surveys, Forrester estimates that these devices will be used in some 900,000 households by 2001. "For consumers, the Holy Grail Holy Grail: see Grail, Holy. A very desired object or outcome that borders on a sacred quest. There are several Holy Grails in the computer business. 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 Odyssey (ŏd`ĭsē): see Homer. Odyssey Homer’s long, narrative poem centered on Odysseus. [Gk. Lit.: Odyssey] See : Epic Odyssey , a San Francisco-based media market research firm. "With 40% of U.S. households saying they are very likely to purchase a digital video recorder, consumers are voting 'yes' to the increased choice and control offered by these devices." 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.'" About Quantum 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 (Original Equipment Manufacturer) The rebranding of equipment and selling it. The term initially referred to the company that made the products (the "original" manufacturer), but eventually became widely used to refer to the organization that buys the products and 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 United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. and other countries. Quantum QuickView is a trademark of Quantum Corporation. |
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