Fujitsu’s attempt to attract women a little insulting

Tom Dougherty, CEO – Stealing Share

26 October 2012

And it just doesn’t make any sense

Fujitsu has developed a laptop specifically for women, which smells like a strategic mistake to me.

The “Floral Kiss,” as its called, will debut in Japan on November 2. This is one concept that should have been crumpled and tossed to the drawing room floor.

Boasting a hokey array of “female friendly” features, the computer includes a flip hatch that can “even be used by the well-manicured” and “a power button adorned with a pearl-like accent.” It also boasts a caps-lock key embedded with diamond-cut gem “for a sophisticated look.”

“While the Floral Kiss itself is inane, the apparent branding miscues behind it are worse. Women are just as technologically savvy as men.”

Frankly, the Floral Kiss seems more like a kid-friendly tablet – you know, the ones with rubber bumpers, vibrant colors and a designated application set just for tots – than something women will want.

The Floral Kiss comes in “elegant white,” “feminine pink” and “luxury brown” and equipped with the built-in Digital Scrapbook, Diary and Horoscope applications. Insulting, isn’t it?

FujitsuWhile the Floral Kiss itself is inane, the apparent branding miscues behind it are worse. Women are just as technologically savvy as men. Just like the guys, they effortlessly use iPads, stream Netflix and shop at Amazon.com.

Fujitsu ignores all that by lumping women into a bizarre stereotypical category of jewelry and arts-and-crafts lovers.

Interestingly enough, Jezebel’s Jenna Saunders agrees:

“Women are not some special subclass of humanity with totally unique needs in laptop computers (and a bizarre and unshakable preference for the color pink). Laptops are unisex, and the talents of the vague ‘team of female engineers’ who were tasked with designing this monstrosity would be put to better use improving the user experience of all Fujitsu’s existing female customers.”

I couldn’t have said it better myself.

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