IBM MAN MOVES TO DIGITAL
By Adnews Staff
A former executive of U.S.-based International Business Machines is now heading up the personal computer division of Digital Equipment Corp. Digital hired Bruce Claflin away from IBM in a move aimed at increasing Digital's PC market share. Claflin was general manager of IBM's personal computer division. At Digital he has replaced Bernhard Auer who is now running the personal computer business of C. Olivetti & Company of Italy. Auer resigned after his unit's sales growth fell to 20% this summer. The industry's average growth rate is 22%. Digital has been unable to crack into the list of top 10 personal computer suppliers worldwide. It sits in the number 11 spot, according to market research firm Dataquest of San Jose, California. However, Digital started picking up more business during the summer in the U.S. It increased sales to home buyers by expanding its presence in retail outlets. Last week Digital cut its prices on home computers in the U.S., and introduced three new multimedia computers there under the brand name Starion. In Canada, Digital doesn't currently sell home computers, Canadian communications manager Ron Catcheside told Adnews last week. The company is working on a retail plan to market them here, but no date has been set. Young & Rubicam does PC advertising for Digital in Canada.