Monday, the Associated Press released a story on Wal-Mart‘s decision to discontinue the line of Everex Green gPCs in their brick-and-mortar stores. It appears that the retail giant has discovered that the demand for low-cost ($199USD) computers is much higher online than in the stores, so they decided to make the offering a web-only one, freeing up valuable floor and shelf space for other products that do sell well in the stores.
I have several news readers on my iGoogle homepage, and watched yesterday as the headline made it through each. I was intrigued by the way the story mutated as the day progressed. For example, the first headline I saw was from Yahoo! News, ” Wal-Mart ends test of Linux in stores“. LinuxInsider didn’t alter the story much, but the title was different, “Wal-Mart Yanks Linux PCs From Store Shelves“. The tone of the new title is not as objective, but slightly more disparaging. It gets deeper. According to Linux Loop, though Wal-Mart hasn’t given up on Linux completely, they have failed to “really give Linux a fair chance“. Actually, a search for Everex on the Wal-Mart website shows that the gPC is making way for the gPC2 and the Cloudbook and gBook laptops, all of which offer gOS Linux.
The worst headline I crossed was from Wired, “Middle America Hates Linux, Wal-Mart Discovers“. Following the link, the article title actually read, “Middle America ‘Rejects’ Wal-Mart Linux Experiment“. The link was obviously a teaser. Regardless, the article had a sarcastic tone, quite a departure from the original story. The main theme shifted from Wal-Mart customers are not buying gPCs from brick-and-mortar stores to Middle-America hates Linux. Come on now, get serious!
Here’s a reality check. Love ‘em or hate ‘em, Wal-Mart knows a thing or two about inventory and logistics. The company has a grossly-adequate volume of sales data to assist in pricing decisions. With unprecedented buying power, there is little left to squeeze out of suppliers. The magnitude and capabilities of the company’s logistics network are nothing short of breathtaking. Honestly, when the company’s spokeswoman says that “this really wasn’t what our [brick-and mortar store] customers were looking for,” I tend to believe her.
I’m certainly glad that the article pointed out the difference in demand between the online shoppers and the rest of us (hence, the qualification added to the quote above). To state it explicitly, the Everex Green gPC is not what offline Wal-Mart customers demanded – this pairing of product to market segment is key to understanding the decision that Wal-Mart made. It does not mean that nobody wants the gPC. It only means that selling the gPC in Wal-Mart stores is suboptimal in the current market. There are many varied reasons why this is true, but without more specific data, any attempt on my part to explain them would be purely speculative. Besides, it appears that ThinkGOS is already providing some explanations, media damage control which will undoubtedly get less press than the original story.
Personally, when I go to Wal-Mart, I am usually picking up groceries, lawn or car maintenance products, Christmas decorations or parts to repair the plumbing in the bathroom. I do not buy music there as I do not support censorship, and I do not typically think of Wal-Mart when making major computer system purchase decisions. It doesn’t necessarily stem from their offerings (which are big name brands) or their price (which I do find just a tad bit higher for some electronics items) – Wal-Mart just doesn’t scream “computer store” to me. I doubt I am alone in this.
Finally, I’d like to add that while the bulk of this article concerns Wal-Mart and Everex, and to an extent Linux, the AP still felt it was necessary to give Microsoft billing in the very first line (not that Redmond minds the much-needed free advertising, of course)! The AP just wants to make sure that everyone knows that this was a Linux-only phenomenon and rest assured that sales of machines loaded with Microsoft Corp’s Windows operating system were in no way impacted. Thanks y’all! A link to www.linux.com or to Wikipedia would have been sufficient.