Brother In The 80sWORD PROCESSORSSome of Our Best Ideas Weren’t Ours…While Brother was developing products that would help it realize its “Billion Dollar Dream,” management kept an open mind; good ideas could come from anyone, anywhere. In fact, when a buyer proposed an idea for a “hybrid” word processor that would offer an alternative to computers, Brother analyzed the concept and ultimately produced it.The WP-500 featured a host of PC- like features, including a CRT display, a built-in letter-quality printer and a software suite, which featured PC-level word processing complete with spell check. At $399, the only computer-like feature the WP-500 didn’t have was the price.FAX MACHINESFrom One of the Last Brands In, to One of the First Names in FaxIT’S ALL ABOUT PRODUCT THE EM-1 – TYPEWRITER DESIGNED Today, Brother is recognized as a top brand in fax and multi-function. But when the company entered the fax business in TO TAKE CARE OF BUSINESSBIC-USA Management knew they had to expand the ‘80s, it was a decidedly different arena.Brother’s product offerings. This is best evidenced It was more than a typewriter; it was a statement. by the introduction of fax machines and word Although the FAX 50 and FAX 100 were considered good, It showed that Brother had the technological and processors in 1987. While the company did not reliable units in 1987, they weren’t technological breakthroughs marketing resources to address the needs of serious invent fax machines, it did develop the frst models like other Brother products. They used thermal paper, had no business. Designed as an alternative to the “heavy that, despite being feature-rich, were accessibly feed mechanism and no auto cutter, and competed with 30 other duty” offce typewriters of the era, it offered a full priced for virtually any business.manufacturers that had been selling such products for more than a range of commercial-grade features that were decade. Then, the company introduced the 195R, the market’s frst “All-in-One” word processors were also introduced in combined with solid design and ergonomics.2-color (red and black) fax machine. The product was recognized 1987 after the company discovered that over 80% of All of this translated into a unit that enabled the as an innovation in a category dominated by “speeds and feeds.” computers were bought for word processing.company to seamlessly continue its migration to Unfortunately, since consumers needed two units (one on the These self-contained units, marketed with the more corporate and commercial arenas.sending end and one on the receiving end) to use the 2-color headline “No Experience Necessary,” offered mode, it made the 195R a tough sell.letter-quality printing, full-function word processing A HIT ON BROADWAY AS WELLUndaunted by the soft sales of the 2-color fax machine, the and spreadsheets. They also cost about 75% less company kept at it. By analyzing market directions, consumer than a comparable computer system. Because Brother’s frst billboard was every bit as compelling demands and perceptions, Brother ultimately became a dominant they were portable, affordable and easy-to-use, as the EM-1 it advertised. Located in Times Square, player in the fax market beginning in the late ‘80s and early ‘90s.they quickly became a favorite of everyone, from “the crossroads of the world,” it featured a students to small businesses. dramatic – and massive ”3-D” close-up of the EM-1, complete with keys that lit up. Given its prominent location and striking design, it showed up in a number of major flms and TV shows of the era.29 30