Since few years, the desktop market is slowly losing its attraction to a rising notebook and netbook offer. This shift in the computer market forced Packard Bell to reconsider the strengths of desktop computers. They decided to merge two of their four desktop ranges, creating a computer offering performances of the mid-high range with the price point of the mid-low one, targeted to multimedia users.
We researched the market, from focus groups to world gaming competitions, met and observed consumers, their lifestyle and expectations. We kept the main PDI(Product Design Identity) of the range, but a radical approach was taken in terms of features and form factor. There were concerns that such a change would pull of some of the target users, but the early feedbacks we received were enthusiastic. We focused on ease of use like transport with integrated handles and easily removable side doors through an innovative clipping system.
The result was definitely part of the Packard Bell range yet innovative enough to allow a smooth transition towards a higher end market. The iMax received the Plus X Award for “innovation and usability,” and contributed to Packard Bell being named “most innovative brand” at the gala ceremony held on 20 May 2008 in Cologne, Germany.
It was available in European retail outlets that same year at €599.
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