Designing under pressure

Despite healthy high street sales, extreme competition in consumer electronics has made risk-reduction the new design mantra. The problem is market overcrowding. PC, laptop and games console companies; camera makers; software firms; mobile phone and PDA players; telecom and broadcast service providers; as well as the traditional giants like Sony and Philips, are all jostling for market share. And generic brands-the Coca-Colas of this world-may also soon join the fray in the handheld sector as that fragments into new directions. This article discusses the actions being taken by consumer electronics companies to ensure their share of the market and reduce design risks further.