Transmeta (Semiconductor) (TMTA)

[DewDiligence]

Major omission in ad for Compaq Tablet PC:

I sent the following letter to TMTA’s Investor Relations. I believe the letter is self-explanatory:

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I am writing to express my displeasure with the wording in the advertisement for the Compaq Tablet PC in the 9 Dec 2002 issue of Business Week. That issue contains an 8-page ad spread for the Compaq Tablet PC beginning after page 60. On the last page of the spread is the following text:

“The Compaq Tablet PC. Work the way that works for you. With a 1GHz processor, 256-768MB of memory and up to a 60GB hard drive, The Compaq Tablet PC does what you need…”

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Although the overall content of the ad is excellent, it is disturbing to see that HP has chosen not to mention the name of the processor used in the Compaq Tablet PC. Instead of saying, “With a 1GHz processor,” the ad could have – and should have – said: “With a 1GHz Crusoe™ processor from Transmeta…”

One gets the impression that HP is ashamed to mention the name of the processor used in this very impressive machine. And that strikes me (and perhaps other readers) as shortsighted. Sooner or later, prospective buyers of the Compaq Tablet PC are going to learn that the machine is powered by a 1GHz Crusoe. When these people investigate further, they will undoubtedly grasp that the Crusoe is the ideal processor for this device and a shrewd selection by HP.

So why not tell people straight away that the Compaq Tablet PC is powered by a Crusoe and turn this into a selling point, rather than something to be concealed?

I look forward to your response as well as the possibility of improved ad copy in future versions of this advertising campaign.
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