Friday, September 12, 2008

Carphone Warehouse battle PC World over laptop ad

PC World has riled Carphone Warehouse by running a provocative advert in The Sun over the weekend comparing its laptop deal with Carphone’s laptop deal.

Carphone is now readying itself for a battle with the computer retailer, and is even believed to be considering lodging a complaint with the Advertising Standards Authority.

DSG, PC World's parent company, ran a direct comparison between Carphone’s mini laptop, the ‘Webbook’ and PC World’s version, the Advent 4211. Carphone offers its free Webbook in a mobile broadband deal with Orange, while PC World has a similar deal in place with Vodafone.

The advert made various comparisons between the two laptops inclusing memory and operating system and the fact that PC World customers pay £20 per month, and customers signing up to the Webbook pay £25 per month. However, there are numerous aspects to consider such as the contract length and retail value of the PC when making a comparison of laptop-inclusive mobile broadband deals such as these.

Carphone is also believed to be planning an advertising fightback in response to the PC World campaign, by trying to claim the territory as the first place consumers think of when buying a laptop or broadband deal.

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