European Stars and Stripes (Newspaper) - November 25, 1985, Darmstadt, Hesse                                Soft sales and hard times Silicon Valley has had a Tough year in the states but when will the computer Ware woes hit Europe by . Kominicki staff writer if Silicon Valley entered 1985 trumpeting the advantages of the Home computer. It is ending to year on a More subdued , once the Industry s Symbol of fast growth posted a $ 17 million second Quarter loss and Laid of a fifth of its workforce sacking the chairman and co founder Steven jobs in the process. Ism. 10 times As Inge As its nearest competitor says sales of its personal computers Are Well under 1984 Levels lower in fact than those of Apple. Burroughs. Motorola and Texas instruments announced layoffs in 1985, Hewlett Packard that it would close its plants several times a month idling 45.000 workers. A Host of smaller companies have simply vanished. And the consumer As one computer executive belatedly admits is terribly terribly  confusion May not fully describe the problem. The computer Industry has dazed potential buyers with an increasing Range of software and hardware one up Manship but it has also failed to give a truly compelling reason to buy a Home computer in the first place. Check books after All. Are balanced quicker by hand recipes found faster on not cards. And while the computer Industry has spent millions advancing the notion that kids without computers will grow up to be dullard most parents and Many schools have proved willing to take the risk. A Survey done last month by popular computing Magazine found that the typical owner of a personal computer in America is a male 40-year-old businessman Engineer or educator with an average income of $49.000 and a Bachelor s degree. Hardly the Type of consumer the computer Industry will have to attract Belore claiming it has conquered the Home front. Industry analysts in fact now say the initial surge in the sales of Home computers was caused by Consumers interested in owning them As status symbols and those wanting the so called game computers. Both markets have now dried up in the Stales. But not. Perhaps in Europe. Kathy Cole manager of the v.  computer Center near Mainz Germany reports sales that Are Only slightly off the Banner Pace of last year. And she added if i could keep everything in Stock i could really do some business. We have a couple of models that i could sell 20 of a Day if i could get  Cole said her customers come in looking for computers that feature graphics color word processing and programs Lor children. Many want Hook ups so the television set at Home can be used As a Monitor. Computers that have a Large variety of game software Are also popular. Our biggest Sellers Are Commodore. Atari and Apple especially Apple since they be dropped their  about half her customers seem Well versed in computers but Many Are  people who Don t know a bit from a byte bul want a computer anyway. We get people who come in ready to buy who have no idea How they even plan to use a computer. So i have to Start at the beginning with them find out what needs they have that a computer could  others she said Are status seekers interested in top of the line computers they May never need or use. I be had people walk out of Here with a High priced ism when they would have been just As Happy with an atari. These Are the kind of people who say i be got to have an ism because i Wear Jordache jeans " Cole s assistant Heric Silva said most customers buy first and worry about putting their computer to use later. It s a sort of reverse motivation thing. People buy a computer and then find ways to justify having spent so much Money on it he said. The computer Center is not alone in hoping that kind of motivation continues. Cafes is also banking on continued Strong computer sales in Europe. The Exchange service now has five computer stores run by concessionaires and plans Are under wily to expand direct sales of computers and software at Exchange outlets in Europe a spokesman said. But in some merchandisers Are expanding others Are cutting Back. Stars and stripes bookstores Are considering dropping some of their line of computer books magazines and software because of lagging interest. Sale have been soft for the last year said Jerry Wigen. The Chain s merchandising  we think what we re seeing pretty much reflects the trend in the  of the limited selection of software the bookstores carry Only Commodore programs seem to be Selling briskly but still Well off their 1984 Pace he said. Cole at the computer Center advises Consumers to have a Basic understanding of computers Belore heading out to buy. Computers Are something you have to work at she said. You be got to at least understand what a computer can do Tor you and some people Don t realize that. We get people who Are so lost that i get them a computer guide and Tell them to Road in and come Back later in they re still  a slow afternoon at a normally crowded computer of tit not Page 14 the stars and stripes Delphe million in adar Tang Silicon Vaut to Valon monday