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