Midland, MI - March 14, 2005
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The ubiquitous gray and silver laptop computer received a makeover today with the unveiling of the "E-Go," the world's first line of mass-produced leather and fabric covered laptop computers. Tulip Distribution International Holding, owner of the national sales organizations for Tulip branded products, and Inclosia* Solutions", a business unit of The Dow Chemical Company that specializes in developing enclosures, will join together at CeBIT to bring an element of fashion to devices that for decades have been stylistically challenged.
"Tulip has identified a growing tendency towards design needs within the computer industry. The ordinary computer has grown from a specialty product to a commodity product. Competition in the computer market is driven by specifications and price, with a growing demand of users willing to pay a premium for computer designs which are more personalized," said Huub van den Boogaard, Founder, Tulip Distribution International Holding.
One of the key objectives for TDIH is to become a leading player in the design niche market. Therefore, TDIH has developed the first lifestyle design laptop. The laptop is aptly named the Tulip "E-Go." It's an 'Easy Going' device that has the ability to reflect the individual personality and mood of the owner by changing the covers. The E-Go utilizes Inclosia's patented mass-production EXO™ overmolding system technology which is designed to incorporate fabrics, leather and other materials into electronic devices. Six fabric and leather laptop versions have been designed and developed, a preview of what will become available in October 2005. The Tulip E-Go will be a premium quality product which distinguishes itself by its contemporary design and unique organic styling. To ensure 'Easy Going' the E-Go will embody the latest mobile technology; furthermore, the functions and benefits will meet the demands of the most advanced user (widescreen, integrated units, checking mail without having to wait for the OS to load, etc). Inclosia and Tulip Distribution will preview the E-Go lifestyle laptop with the Inclosia fabric and leather covers during the CeBIT show at the Inclosia booth, Hall 11, stand E36 and at the Tulip booth Hall 25, stand D79.
"Tulip has always provided reliable high-quality performance laptops but the challenge for years has been in the aesthetics," said Jeroen de Punder, Marketing Director, Tulip Distribution International Holding. "Inclosia's EXO helped us find a new niche in the design marketplace. Inclosia is enabling Tulip to strike an emotional connection with consumers."
"For years laptops have been differentiated by electronic capabilities," said Tony Frencham, global business director, Inclosia Solutions. "The housing was often designed for basic protection with very limited aesthetic appeal. We believe the E-Go will be the first of many devices to use fashion as a major focus for consumer satisfaction."
"The trend toward genuine and luxury materials has been growing for some time now," said Frencham. "In a recent survey conducted by Russell Research on behalf of Inclosia Solutions, we found that 72% of Inclosia's target audience see authentic materials as making their consumer electronic devices a lot more stylish."
The Tulip E-go is another example of how Inclosia Solutions continuously monitors and analyzes consumer trends and behavior to help OEMs identify new opportunities to differentiate their products through aesthetics and functionality.
About the EXO overmolding system
The EXO™ Overmolding System is a patented technology that enables authentic materials like fabrics, leathers, woods, and metals to be incorporated into a high volume manufacturing process. EXO has opened up a new world of design options to makers of trendy yet functional enclosures for handheld electronic devices like mobile phones, PDA's and notebook PCs. Enclosures using the EXO process are made to offer the look and soft touch of the latest designer fabrics, the cold feel of real metal, and even the smell of real wood. Inclosia launched the EXO overmolding system for fabrics including suedes, denims, and leathers in 2003 and EXO wood and metal in late 2004.
About Inclosia Solutions
Inclosia Solutions is a business unit of The Dow Chemical Company that delivers innovative enclosure solutions through full-service capabilities from product design through full-scale mass production. Inclosia was created to help OEMs get their products noticed in today's electronics marketplace. Inclosia draws on Dow's material expertise and product development capabilities to yield advanced enclosure systems for telecom, datacom and other consumer products. Inclosia provides full-service, fully integrated global product development capabilities - from concept through high-volume production - improving both product design and speed-to-market. For further information visit www.inclosia.com.
About Tulip Distribution International Holding
Since it's carve out of Tulip N.V. in 2002, Tulip Distribution International Holding B.V. ("TDIH") is the independent international sales and marketing organisation for the Tulip branded ICT products (computers and related products). TDIH is located in 's-Hertogenbosch, the Netherlands, and has branches in the Benelux, France, Italy and the UK. TDIH works closely together with leading international ICT companies. For professional users, the company combines a comprehensive range of built-to-order desktops, server systems, notebooks and a complete line of communication products with a refreshingly accessible and people-focused approach. For the development of the E-Go lifestyle design laptop, TDIH founded a new private company, called E-Go, in which Tulip N.V. participates for 26,33% and TDIH for 20%; the remaining 53,77% are privately held.
For further information visit www.tulip.nl or www.tulip-ego.com
About The Dow Chemical Company
Dow is a leader in science and technology, providing innovative chemical, plastic and agricultural products and services to many essential consumer markets. With annual sales of $40 billion, Dow serves customers in 175 countries and a wide range of markets that are vital to human progress: food, transportation, health and medicine, personal and home care, and building and construction, among others. Committed to the principles of sustainable development, Dow and its 43,000 employees seek to balance economic, environmental and social responsibilities. References to "Dow" or the "Company" mean The Dow Chemical Company and its consolidated subsidiaries unless otherwise expressly noted.
®™* Trademark of The Dow Chemical Company ("Dow") or an affiliated company of Dow
For Editorial Information:
Scott Ochander
The Dow Chemical Company
(989) 430-2199
Jenny Shearer
Porter Novelli
(212) 601-8389
Jeroen de Punder
Tulip Distribution Int. Holding
+31 73 5481170
