Star Trek film link to Tesco PC enterprise

German technology firm Siemens will use Star Trek branding to sell its latest Xpert PC package in Tesco stores as part of an agreement with Hollywood studio Paramount Pictures. The branding will coincide with the release of the ninth Star Trek film, called Insurrection, in mid-December.

German technology firm Siemens will use Star Trek branding to sell

its latest Xpert PC package in Tesco stores as part of an agreement with

Hollywood studio Paramount Pictures. The branding will coincide with the

release of the ninth Star Trek film, called Insurrection, in

mid-December.



The computers will sell through 73 Tesco stores from this week and

include a Star Trek game and a headset for players. Siemens hopes that

the movie tie-in and games package will attract families and first-time

buyers of PCs.



Tesco, which has sold cut-price Siemens computers since July, is now

considering selling computers at more of its 660 UK stores.



Andrew Humphries, business development PC manager at Siemens Computer

Systems, said: ’Customers know they can trust the Siemens and Tesco

brands.



We have brought together the best hardware and software on the market

from Intel, Microsoft and Microprose.’



As part of the deal with Siemens, Tesco will sell the software

separately from the PC package at its petrol forecourts.



The launch of Siemens’ latest cut-price package coincides with criticism

from manufacturers that UK retailers are over-pricing PCs. The Office of

Fair Trading is deciding whether to investigate.



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