A former Apple executive, Gonzales promises also the Micron brand will be tied to some emotional attribute, just as Apple's Macintosh was in the 1980s. He hopes the brand campaign will within a couple of years grow Micron's notebook computer shipments, which now account for about 15 percent of sales, up to about 30 percent. Kocher must also fine-tune Micron's direct sales model, get it more in line with what he experienced at Dell. That was evident even before the sun came up in Idaho last Wednesday. Three hours later, the company's top executives were using that information to refine their own hours-old prices.
Indications are that the revival plan is working.
Mike McGuire, analyst for mobile products at Dataquest, says Micron's products are solid. Now it's more of an issue of marketing and positioning the company.