It's the very latest thing

This development has been highlighted in a major report, Tech to Impress Nation, recently released by the Microsoft Company that interviewed more than 1,000 consumers aged between 18 and 55 in the UK.
The report is timely: money spent on mobile technology has risen by 14 per cent in the last five years. It also found that nearly half of those surveyed said they would rather buy a piece of eye-catching technology than an item of clothing.
The principal reasons for the trend are a significant increase in “mobile working” in the UK and the growing spending power of young, technologically aware professional women. Uninspired by dull black or dark grey “slabs”, they want high-tech kit that look good.
Companies are working to meet their demands and are coming up with fresh designs in brighter colours, pastel shades and patterns. Laptops are becoming smaller and lighter and some have softer, curvier outlines.
Ego Lifestyle, for example, has designed the award-winning Tulip that looks more like a replica designer handbag than a laptop, while earlier this year (2009) Sony released a new tranche of its Vaio range in look-alike crocodile skin with girly pink shades and rounded corners. Hp’s range of “girl-friendly” laptops include a raspberry pink model with make-up kit and mirror, and a slim, virtually transparent one with a place for perfumes.
Dell has worked with artist Mike Ming to produce laptops decorated with exciting artwork that, like the racy red model designed by Acer in conjunction with Italian car company Ferrari, could appeal to both sexes.
Acclaimed fashion designers have been getting in on the act, and laptops have appeared at several catwalk shows. Internationally renowned Vivienne Tam has twice created designs for mini laptops by Hp (the latest will be available in early 2010) and Roland Mouret, who has a star-studded client list, has created several eye-catching “skins” for Intel to add immediate zing to standard laptops.
Hp’s Jennifer Walker reports that the company has taken other values into consideration as well as image. “We have also been working with Studio Toon Boontje to produce a mini notebook for women who are both design and environmentally conscious,” she said.
Netherlands-born Boontje is professor and head of design products at the Royal College of Art in London. Made partly from recycled materials, the top of the notebook has been printed to give a striking 3D effect, with images of endangered animals hidden among winding flora.
The mobile phone market tuned into the importance of design to discerning customers some time ago and this has been developing in its own way. The latest angle is to get top designers involved. Georgio Armani, Prada, and Dolce Gabbana have devised covetable examples for Samsung, LG, and Razr.
Marketing these high-end technology products has also played a part, says Microsoft’s report. Manufacturers have been using A-list celebrities such as David Beckham, Kate Moss and Beyonce to advertise their brands.
The survey has confirmed Microsoft’s reading of future needs by consumers. Andre Reuter says: “As more people use technology on the move and, therefore, in front of others, more importance is placed on the look of the accessories they are using. It’s got to the point where technology is now an integral part of many people’s image.”
The company’s research is backed up by a BBC report that highlighted mobile phones with mirrors and clothing and shoe size converters, as well as super-slim, easy-to-carry digital cameras.
Information and communications technology is an industry sector that is given priority in the UK. It is being supported and promoted by UK Trade Investment, the government organisation that helps UK-based companies succeed in the global economy, and helps overseas companies bring their high quality investment to the UK’s economy.
UK Trade Investment helped a record 69 UK electronic companies to seek international business deals with global brands, such as Deutsche Telekom and Fox Television, at this year’s International Broadcasting Convention in Amsterdam.