YOUR:)WARE: ANIL ARORA

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For a short time late last year, Gateway used the ad theme, "Get more out of the box." The PC direct marketer moved on to other advertising, but Gateway is living by the line.

With its innovative Your:)Ware marketing program, Gateway moved beyond selling boxes-PCs-to pushing a package of computer-related goods and services intended to turn a PC buyer into a long-term customer.

Gateway introduced Your:)Ware in May 1998 as its brand for a variety of options, including Internet access service, financing and a software bundle.

Anil Arora, senior VP-chief marketing officer, says more than half of Gateway's PC buyers are picking at least one Your:)Ware option, generating revenues that help insulate Gateway from the free fall in PC pricing. While Gateway's average PC fell 14% in price last year, the company managed to increase profit margin to 20.7% last year, from 17.1% in 1997, based in part on new revenue streams from Your:)Ware.

It was up to Mr. Arora, 38, to execute and expand the program. Mr. Arora has

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