To: Elwood P. Dowd who wrote (645 ) 5/28/2002 8:17:17 PM From: PCSS Read Replies (1) | Respond to of 4345 PC prices, already low, headed down with chip cuts NEW YORK, May 28 (Reuters) - Personal computers, which any savvy shopper can pick up on the Internet for as little a $600, are about to become cheaper still, analysts said on Tuesday. Intel Corp. (INTC) this weekend slashed prices on microprocessors by as much as 53 percent, making it possible for PC makers to cut prices and potentially spur demand in the doggedly weak PC market. "Historically, that's why PC prices have dropped every year -- passing those component prices through and hopefully maintaining gross margin as a PC manufacturer," said Barry Jaruzelski, a managing partner in the global technology practice at Booz Allen Hamilton in New York. PC prices fell in 2001 amid a price war led by Dell Computer Corp. (DELL) , which used its direct business model to gain market share and maintain profits while its competitors booked losses trying to keep up. Demand from both corporations and consumers weakened in 2001 due to the economic and technology spending decline and as PC buyers began replacing computers less frequently. As Dell cut prices, Hewlett-Packard Co. (HPQ) and Gateway Inc. (GTW) tried to keep up, lowering prices to try to retain market share and spur overall demand. So far in 2002, prices have remained low, although research firm Gartner Dataquest said prices did increase slightly in the first quarter from the fourth quarter, when companies cut prices to jumpstart holiday sales. But demand for PCs is off from the fourth quarter, with unit sales down in this year's first quarter. HP said recently consumer demand dropped off as its April quarter ended. As a result of continued weak demand, the Intel cuts and stable pricing of other components such as memory, lower PC prices are likely, analysts agreed. And the first company they say will take advantage of the cuts is Dell, which has low inventories and a direct line to its customers. A representative of Dell, the No. 2 personal computer maker, wasn't immediately available for comment. "The way (Dell) benefits is that they have less inventory," said Bear Stearns analyst Andrew Neff. For instance, he said, "If I cut the price today, I'm going to get your business because I'm going to be going up against somebody else at a higher price." Competitors like Hewlett-Packard who use distributors and sell their PCs to consumers through computer stores, have weeks of inventories of PCs that were built with more expensive chips that they need to sell. Intel cut the price of its second-fastest processor, the Pentium 4 running at 2.4 gigahertz, by 29 percent to $400 from $562. It also cut its fastest mobile chip by 45 percent to $348 from $637.