Last month, Hewlett-Packard glided into Amman with its “Personal Again” roadshow. “The Computer is Personal Again” is not an obvious choice for a campaign slogan: it almost automatically prompts the question, “When did computers stop being personal? ” For consumers, they haven’t. As technologies stride forward, computers have become not only an archive of their users’ personal, academic, and professional lives, but have come to serve as photo albums, music collections, media players, and a primary mode of communication. Nonetheless, the intensely personal nature of PCs is often overlooked by manufacturers and vendors. Emphasis is placed on specifications like processing speed, hard disk capacity and wireless capabilities. “Over the past decade, the Personal Computer has become simply the PC,” observed Salim Ziade, Category and Marketing Manager for the Personal Systems Group at HP Middle East. More than just commodities The significance of HP’s Personal Again campaign is not that the
