From the horse’s mouth
Gateway, initially known as Gateway 2000, was a computer brand associated with affordable DOS/Windows personal computer packages that conveyed an increasing amount of value for money. This meant that you could get something decent and reliable for a price you wouldn’t quibble about.
Here, this company assembled the computers within the USA and sold them through bricks-and-mortar computer stores through a significant number of cities in North America. It is similar to how Radio Shack operated around the world through the 1970s and 1980s where you could get a decent piece of equipment at an affordable price. This happened from the mid 1990s to the early 2000s but they were known for a particular brand identity.
This identity was conveyed in the products’ packaging using spots associated with some dairy-cow breeds, relating to the company kicking off in rural America. As well, they ran multi-page ads in the various American computer magazines which effectively told a story and set a scene that related to American life through the years while advertising the various computer specials.
But it was taken over by Acer and subsequently extinguished. Bow Gateway has made a comeback to the USA market with a range of Windows laptops and Android tablets being sold at affordable prices.
Gateway equipment will end up being sold through Walmart, as part of the brand’s original vision to sell through a bricks-and-mortar storefront. It is very similar to how some of the consumer-electronics brands we have loved and reminisce about like AWA or Rank Arena are being sold – exclusively through particular big-box discount-store chains. Some people see this approach of bringing hack these classic brands, often associated with decent value-for-money goods, as a way for retailers to evoke nostalgia that surrounds them. This kind of brand comeback occurs during hard times as people seek comfort in the nostalgia of prior brands
In other countries for example, Aldi is doing something very similar by selling some computers and consumer electronics equipment through their discount supermarkets under their own Medion or Tevion brands.
The Windows-powered laptop range offered by Gateway will use Intel or AMD CPU and NVIDIA RTX graphics horsepower and be available at the different performance classes expected of today’s laptops. There will also be mobile-platform tablets that run Android in Gateway’s product line.
For example, their Ultra Thin series of laptop computers starts at USD$200 for a machine kitted out with a 11.6” Full HD screen, and an AMD A4 processor at least.. Here, a decent machine would set you back around US$500 and give you an Intel Core i5 current-spec CPU, 16Gb RAM and 256Gb SSD storage, 14.1” Full HD screen and an HD webcam. The most expensive option would be a multimedia laptop for US$999 having a 15.6” screen and performance specifications for gaming and content creation. This one even has NVIDIA RTX 2060 GPU for its graphics infrastructure.
This return to form by Gateway is being seen as viable due to reinvigorated market interest in regular computers especially laptops, and mobile-platform tablets being used at home. This is due to COVID-19 driving us more to work, run our businesses or study from home and we are relying on these devices for these activities including the many Zoom calls we make.
This will open up a stronger interest in second-tier brands including retailers’ private labels and distributor-exclusive labels stepping up to the plate when it comes to offering value-priced open-platform computing equipment for consumers.