Good design makes a difference: Fujitsu Siemens Computers with a uniform design concept

Munich / Frankfurt, May 29, 2008

The mass market for computers is confusing; products are frequently carbon copies of each other. Fujitsu Siemens Computers raises the bar with its new end-to-end design concept, setting its products above the rest. Europe’s leading IT manufacturer has also decided to integrate the design process in all its production phases. The exterior as well as the interior has become a design issue: Fujitsu Siemens Computers aims to deliver innovation, user-friendliness and processing power. “Design is not just a fad for us, but a long-term strategic investment in the brand”, said Barbara Schaedler, Chief Marketing Officer, today at the international press conference in Frankfurt.


The company developed the design language in an interdisciplinary project over the course of two years. The design is binding in future for all Fujitsu Siemens Computers consumer and business products. Designers, engineers, product managers and marketing experts have all put their heads together to find the best solutions, taking valuable customer opinions into account as well. The renowned international design- and innovation consultants IDEO with premises in Palo Alto, London and Munich supported the team as an external partner. Fujitsu Siemens is the first computer manufacturer in Europe to define a uniform design language for all product lines. For example, the design guidelines stipulate that all human-machine interfaces are standardized in the black part of the device as is the case with ports and card readers which are positioned at the front of the product whether it is a PC or laptop; the same applies for the mouse and USB stick. The easy-to-use and easy-to-access features also apply for entry-level models.


“Developing the exterior from within” is the credo for the end-to-end design concept which the majority of 1,200 customers surveyed in a comprehensive Conjoint analysis favoured. The clearly defined design with its 45-degree angles ensures that the user enjoys using the computer and peripherals. Whether mobile or stationary, workplace or home, web or power-user, users want computers they can enjoy and which they can use to set up their own communications infrastructure. This is why the designers and engineers at Fujitsu Siemens Computers have cooperated closely to develop a concept that brings out the best in innovative technologies. Blinking soft keys and the flat keyboard invite intuitive handling. Default application keys provide swift access to a large number of functions, for example multimedia. The technological elements of the devices are immediately visible. Technology makes the difference, design shows it.


Fujitsu Siemens Computers is to launch three product lines in the new design:


+ AMILO is the name for the consumer products in high-contrast black and white, the beauty of which is functional sophistication. An elegant accessory is the small, square GraphicBooster which, for example, makes a genuine graphics powerhouse out of the ultra-light AMILO Sa 3650. The models, in a bright and shiny white surface with straight black separating lines, look good wherever you are.


+ SCENICVIEW, ESPRIMO Mobile, ESPRIMO and CELSIUS display their talents in the business environment. Clad in classical/understated anthracite, these devices radiate reliability, security and robustness. Whether you are an engineer or a manager, male or female – these mobile devices are the perfect companions for business meetings and as desktops the perfect partner in the workplace. (available as of Summer 2008)


+ PRIMERGY is, as before, the Fujitsu Siemens Computers name assigned to all the powerhouses that bring the best out of every data center. These gray-black servers do not just look strong, they really are, ensuring security and high-availability, safeguarding the data. (available as of Q1 2009)


The consistency of the design concept enables a high level of standardization as well as individualism. Specific products and models, tailored to suit groups of customers, will appear in this design in short innovation cycles. Customer tests have shown that design ensures a high degree of brand recognition: 80 per cent classified the products as coming from Fujitsu Siemens Computers