Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: SUNDAY, April 3, 1994                   TAG: 9404010224
SECTION: BUSINESS                    PAGE: F-1   EDITION: METRO 
SOURCE: Associated Press
DATELINE: NEW YORK                                LENGTH: Long

PCS AS COMMON AS VCRS? PLUG IN AND FIND OUT

The technological advances in personal computers have made all this and much more possible. Yet only a third of the 96 million U.S. households are plugged into that world.

Many of the unplugged confess they're scared by the sight of a "mouse," not to mention a keyboard, monitor and modem. They're perplexed by the techno-jargon of bits, bytes, baud, RAM, ROM, DOS.

Part of the problem lies with the computer industry, which in the past catered mainly to experienced commercial users. Individuals were dismissed as "dead-end" users, a term technicians used for the painfully obvious questions novices could pose.

But that has rapidly changed as high-tech firms, nearing a saturation point in the corporate market, turn to consumers as a source of business. The technology also has made computers more powerful for less money.

"The PC industry has historically never really addressed consumers," said Rick Martin, director of product marketing for Compaq Computer Corp. "We have to tell our story to the people . . . and explain all the benefits of having a PC in the first place. Then we have to provide the technology to do those things.

"Our goal is to go after the two-thirds of the households that don't have a computer."

To tap into that market, Compaq has been heavily marketing its Presario PC brand, unveiled last summer with individuals and small businesses in mind. It includes all-in-one-units that require no assembly, a software program that organizes computer files like a notebook, and easy-to-read manuals.

Gateway 2000, a mail-order company, has been "advertising in magazines that we have never advertised in before - more consumer-oriented magazines," said Wendell Watson, a company spokesman.

Consequently, he said, sales have been brisk for its recently introduced Family PC, which comes equipped with a "multimedia" package that includes a CD-ROM player and speakers that allow users to both see and hear information from their software programs.

Other companies, including industry leaders such as International Business Machines Corp. and Apple Computer Inc., have made their equipment easier to use and more fun to operate. Their lightweight laptop PCs pack the same punch as the larger desktops but can be used just about anywhere.

Improved software has helped. A standard installation in many machines now is the Windows program created by Microsoft Corp., which lets users point to on-screen pictures to tell the computer what to do.

Windows has made it easier to work with the computer's disk operating system, or DOS, the cumbersome foundation software that tends to the basic functioning of all IBM-compatible computers.

"The technology has come a long way in a relatively short time. You can do so much with your PC," said Lawrence Magid, author of the "The Little PC Book," written for PC novices.

While technology has leaped, prices have fallen. Today, a fast, well-equipped PC unit can be purchased for between $1,200 and $2,000, with portable units costing about a third more than desktops.

About a year ago, the average PC sold for around $3,000. Four years ago, it cost around $5,000. Six years ago, it wasn't even available.

The normal reaction may be to wait until technological advances bring prices down even more. But Magid's book recommends: "If you need a computer now, buy one. If you wait a year or two, you'll save money or wind up with a more powerful system, but think of the opportunities you'll have missed."

Magid says the safest bet is to avoid both the ultra-high end models and last year's leftovers. "You should try to buy as much technology as you can afford . . . It's sometimes more expensive to upgrade," he added in a recent interview.

Before shopping, decide why you want a PC: Will it be used mainly as a word processor for occasionally working at home? To organize family finances? Help with your children's homework? Play games? Perhaps a little of each?

The initial choice boils down to either an IBM-compatible PC or an Apple Macintosh. Either will do the job; the main difference is each uses its own proprietary software, and the IBM standard is more prevalent. Apple recently introduced Macintoshes that are IBM-compatible, however.

While it's not necessary to fully understand a computer's components to run one, it's helpful to become familiar with basic functions to make a more educated choice.

You'll need to know two key things: how powerful a PC is, and its memory capacity.

The power, or main computing work, comes from the microprocessing chip, the computer's brain. A chip's ability to process data depends on the level of megahertz. The higher the number, the faster the speed.

Each PC has random access memory, or RAM, which is where the computer stores programs and files in use. It also contains what's known as a hard disk, which acts as a warehouse by holding all data. Storage capacity is expressed in megabytes, with 1 MB storing 1 million characters. Again, the higher the number, the more information can be handled, and the more you do with your PC.

Among the other important features: floppy disk drives, which provide access to data from card-like disks known as floppies inserted into the computer; the monitor, which displays data on a screen; the keyboard and a hand-manipulated device known as the mouse, which give the computer commands; the modem, which carries data over phone lines and lets users access on-line services; and the CD-ROM drive, which plays disks that contain multimedia programs.

Experts recommend a PC with nothing lower than a 386 chip, at least 4 MB of RAM and a hard drive with a minimum 105 MB.

Computer experts recommend that novices buy from reputable dealers or manufacturers with a strong technical support system and warranty. Some suggest joining a local PC user group.

"New users always need a little extra reassurance," said Richard Schinnell, president of Capital PC User Group in Rockville, Md., among the largest of the nation's 1,000 user groups.

Andrew Bose, vice president of Link Resources, a research group, predicts PC usage will grow through the decade and that 60 percent of all households will own a computer by the year 2000.

"It will rival . . . consumer electronics such as the compact disc player and basic cable television," Bose said.

\ SHOPPING TIPS\ \ Decide on a system that is compatible with several brands, such as IBM or Apple Macintosh. To help determine which one, ask an employer or local school system what they use.

\ Consider how you expect to use the computer. Are you setting up a home office, or looking to organize your household finances?

\ Pick components based on those needs. Someone interested mainly in word processing won't need a machine loaded with embellishments.

\ Select a reputable dealer. Retail stores usually charge the most but offer the best service, while discounters have better prices with less support. Mail-order buying can offer bargains, but support services vary.

\ Consider used equipment. Check ads in newspapers and consumer magazines. The American Computer Exchange, (800) 786-0717, matches buyers and sellers.

\ Do your homework before buying. Books like "The Little PC Book," and the "Dummies" series are helpful. For added support, take a computer class or join a PC user group. The Association of Personal Computer Users, (914) 876-6678, provides a list of local groups.