It hopes to increase its PC sales by 30% this fiscal year.
This ‘built-to-order label’ is somewhat misleading. All you are doing is changing the specifications within fairly restricted boundaties.
Basically you can chose between four processors, built-in software and two body designs and a few colors.
In other words Sony does not build a computer for you from scratch. (There are some small boutique companies that will do this for you — at a price.) Instead it lets you select from a fairly restricted list.
Dell probably pioneered it and made it into the center part of its marketing plan. And NEC and a few other PC makers also sell tailor-made models.
The downside is you order today and get delivery in two weeks.
Sony plans to make customization a core element of the sales experience in China although this may be difficult.
Source: Trading Markets