Over the course of the last few weeks I have had a number of conversations with big PC and laptop vendors, most memorably Fujitsu-Siemens Computers and Hewlett Packard. During the course of these conversations it quickly became apparent that both companies have much in common when it comes to designing and building their new offerings. Clearly both companies have designs to produce systems that will appeal to a very broad range of potential customers, stretching from top of the range machines designed for enterprise use all the way down to relatively low cost entry level machines targeting consumers. For both companies the goal, naturally, is to produce quality systems at the right price and to ensure that the customer support systems operate effectively. So just how can vendors with such similar goals differentiate themselves?

Well, it appears that both HP and Fujitsu-Siemens have identified two key differentiators, one obvious and easy to promote and market, the second far more ethereal. As for the later element, both vendors have strong, though difficult to communicate, green credentials. And for these two vendors their credentials really do have strong realities for the organisations as entire entities, not just simple marketing stories. But however sound their green back stories, these are not easy accounts to market simply, either directly to potential customers or via channel partners.

This leaves them with the other card they have independently decided to attempt to exploit. Each will be looking to attract buyers by playing strongly the "design" card. Indeed both have carried out market research that suggests, in my opinion almost certainly correctly, that not only is design an attribute they can exploit, it is also one for which some customers would be willing to pay a premium.

It will be interesting to watch the style battles develop. The promotion and evolution of these new premium styles will match them not only against their traditional competitors but will also bring them up against those such as Sony and Apple. Equally Lenovo, Acer and, to a lesser degree, Dell, will be looking at how they could capture more of these premium sales. It will certainly make for a much more interesting marketplace in the coming months.