Stumped on what brand of computer to buy? Here's a little helping hand.

Walk into the offices of the largest organisations in the country, and you'll see these PCs on the desks of employees: Dell Compaq, Acer. Walk into smaller, indepedent firms and you might see a mix of those names with other, locally produced "clones". Go into the room of most hard-core computer entusiasts and what you'll see are what I like to call "brandless" machines: a comprehensive hodgepodge of hig-end components to suit the enthusiast's needs exactly, custom designed, carefully assembled and precisely configured his or her supercomputer, if you will.

When it comes to computing, most of us fall broadly into two categories : those in the know, and those without a clue. But we do have every specific needs when it comes to computers, and not every computer manufacturer can meet those needs. Some of us play games; some use memory-heavy graphics programmes...some of us just need to type letters. Me... all I really want is a machine to watch cheap VCDs on.

For some of us, reliable customer service and having someone you can talk to when you're in trouble is more important because we're hardware ignoramus; something goes wrong, and our first thought is to call 911. Or chuck the Pc out the window.

This is why custom-designed PCs exist, because packages offered by manufacturers aren't up to speed for a lot of advanced users. And therein lies the problem: Is there really a big difference between buying an off-the-shelf Compaq, a local Cuzzy or getting someone to build one for you form scratch? Well yes or no.

Big brands

Firstly, let's get the facts straight: There is no such thing as branded PC; only branded parts(except in very rare instantces; see below). A typical Dell computer uses Intel Pentium processors, Kingston RAM and 3Com network cards. You can buy these parts from almost any computer shop. So when it comes to buying a big brand PC, your money is actually going to these component manufacturers.

According to DNA (yes, that's the nick he goes by) of Computer Store Sdn. Bhd. in Subang Parade, when you buy premium brand PCs, what you're actually paying for is the name. A similar system to any package that a Big Brand can offer is much cheaper when assembled on your own (or by the shop, if you prefer)

In rare instances, there are some brands that truly are independent of third-party computer parts. In fact, DNA cound only name two: IBM and Fujitsu.

According to him, IBM and Fujitsu manufacture their computers from base up, apart from certain components like Pentium processors.

"Those who know that most manufacturers don't really make their PCs will not buy branded products for two reasons," says DNA. "Firstly because of the price, and secondly because of performance."

Put yourself in the shoes of a PC manufacturer. Your customers are all individuals who just want a PC to get on the Internet and do some simple word-processing. You would offer them packages that will suit those needs; nothing too powerful that they won't have use for, and not too simple that it becomes overloaded after a time. They're designed as entry-level machines. the first PC that anyone evey buys is most likely a branded one.

Think of big brands as car dealers. The cars they sell all family-oriented, basic machines. For off-road vehicles or sports cars, you will have to look elsewhere.

The "safe" choice for a new user is obviously a branded one. A reputable brand usually offers par-excellent after sales service, and loyalty programmes like Gateway's buy-back programme are other perks to buying bug brands.

There is also the question of second-hand value. Although a lot of people prefer buying new PCs as opposed to second-hand ones, there is a market for second-hand systems, and in most cases, the big brands fetch better prices... especially if the warranties are still valid.

Most big brands offer several system options to potential buyers to choose from. At any one time, Dell and compaq offer 10 different off-the-rack PCs to customers. But with Dell, they go a step further in helping you customise your purchase, offering compatible components with that particular category of computers. Even Compaq's online store offers you that kind of customisability now. However, customising your PC online does have it's drawbacks. Biased opinion is one that I can think of; because of co-branding, some companies may only offer certain brand components to go with their system, eg offering a brand X processor as opposed to brand Y one, when in fact Brand Y suits your requirements better.

Another advantage to buying PCs from big names is the fact that most of them are able to offer easy-payment schemes. Some smaller, indepedent firms are not ables to do so, especially computer shops. The EPF scheme is also awareded to mostly the big names, as well as local brands. Therefore, buying self assembled machines with your EPF piggy-bank is largely out of the questions.

Small brands

So where do small brands fit in? Local manufacturers operate in the same way as their big brand counterparts; not so much computer manufacturers as they are computer assemblers (ie the I-Asus is in fact made up of Asus components). They use the same Intel chips and RAM as anyone else. But their prices are more competitive, because their names can't compete with multinationals and because they're local anyway.

It is a well-known lamentation of local, indepedent PC manufacturers live Cuzzy that the only reason they're finding it difficult to compete with the big boys is simply because they don't have the capital stamina to last the race. Product-wise, service-wise and reliability-wise, they can offer anything that their big brethren can... and more, by virtue of their being smaller and cosier.

When we want a cola, we think of Coke or Pepsi. And when we want a PC, we think of Compaq or Dell. Not Cuzzy. Clever (and expensive) marketing and brand-image is what keeps the big brands ahead of the competition. There are few local brands that come to mind when we think of computers. In recent months, the most aggressive campaign has come from I-Computers. But there are others like Cuzzy, who is in fact one of the pioneering local PC clone makers. Recently, Palette Multimedia entered the foray, and before that, MIMOS Smart Computing. And yet, we still recall names like Compaq, Acer and IBM.

Is it the quality of goods? No. Local manufacturers use the same parts that the big multinationals do, save for maybe the tower casing.

Quality of service? Maybe. Local companies are notorious for sub-standard customer service, so you can't blame people for thinking that local PC makers can only offer the same. Confidence? Probably. It's hard to match the surely tha brand names like IBM and Dell inspire in consumers.

But there are plus points to local PC manufacturers. One thing is that their prices are invariably lower. Maybe not by much, but in a price war, it's all that matters.

In some instances, companies may even price their products equally with the multinationals, to achieve the illusion of being on par with them even though they could under-price their products much further.

Also, fancy peripherals offered by companies like Cuzzy are far more innovative than some big brand offerings locally. Wireless keyboards and personalised design and colour schemes are some. Another: Ever heard of home theatre systems that come with Windows or Linux?

Co-branding is also much less evident among local PC manufacturers. Go to Dell, and you aren't offered the option of getting a Linux platform to go wiith your new PC. But as I mentioned earlier, multinationals serve the consumer market at large. and the average consumer is on a Windows platform. Lunix users will find Dell quite unfriendly, I think.

Final Analysis

I suppose you would have already figured out by now the choices that you have. If you do know about computers enough so as to be able to spot a rip-off a mile away, then you are probably looking at getting a custom-designed one. Most of us fall into the average user category, and need PCs only for such humdrum tasks are writing reports, some simple HTML editing and maybe a little design with photo-editing software. Most of us will still pot for a pre-packaged PC.

If I had to choose among a big brand, a local brand or a self-assembled one, I'd be at a loss for words. Since I'm a Windows user, however, I am more likey to opt for buying from a brand tha I not only know I can trust, but also offers the flexibility of custom-designing my PC to a certain extent. Enough for me to get some work done with minimal fuss, and play a few simple games.

And watch VCDs. Musn't leave that out.

Comparing PCs

This is a look a 4 average system : Compaq, Dell, Cuzzy & a self-assembled quote from a retailer.