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
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
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.