Dell

Dell
Dell
Dell Inc.
The Dell logo; the circle was added in late 2010.

Type
Public
Traded as
NASDAQ:DELL
SEHK:4331
NASDAQ-100 Component
S&P 500 Component
Industry
Computer hardware, Computer software, IT consulting, IT services
Founded
Austin, Texas, U.S.

(November 4, 1984)
Founder(s)
Michael Dell
Headquarters
1 Dell Way, Round Rock,

Texas, United States
Area served
Worldwide
Key people
Michael Dell
(Chairman & CEO)
Products
Desktops, netbooks, notebooks, peripherals, servers, printers, scanners, smartphones, storages, televisions
Revenue
US$ 63.07 billion (2012)
Operating
income
US$ 4.43billion (2012)
Net income
Total assets
US$ 44.53billion (2012)
Total equity
Employees
110,000 (2012)
Subsidiaries
Alienware, Dell Services, Force10, SonicWall, WYSE, SecureWorks, KACE Networks, Exanet, Compellent, AppAssure
Software, Quest Software
Website
Dell.com
Dell Inc. (NASDAQ:DELL ) is an American multinational computer technology corporation based in 1 Dell
Way, Round Rock, Texas, United States, that develops, sells and supports computers and related products and
services. Bearing the name of its founder, Michael Dell, the company is one of the largest technological corporations
in the world, employing more than 103,300 people worldwide. Dell is listed at number 41 in the Fortune 500
list. It is the third largest PC vendor in the world after HP and Lenovo.
Dell
2
Dell has grown by both increasing its customer base and through acquisitions since its inception; notable mergers
and acquisitions including Alienware (2006) and Perot Systems (2009). As of 2009, the company sold personal
computers, servers, data storage devices, network switches, software, and computer peripherals. Dell also sells
HDTVs, cameras, printers, MP3 players and other electronics built by other manufacturers. The company is well
known for its innovations in supply chain management and electronic commerce.
Fortune Magazine listed Dell as the sixth largest company in Texas by total revenue. It is the second largest
non-oil company in Texas behind AT&T and the largest company in the Austin, Texas area.
History
Dell traces its origins to 1984, when Michael Dell created PCs Limited while a student at the University of Texas at
Austin. The dorm-room headquartered company sold IBM PC-compatible computers built from stock
components.
Dell dropped out of school in order to focus full-time on his fledgling business, after getting about
$300,000 in expansion-capital from his family.
In 1985, the company produced the first computer of its own design, the "Turbo PC", which sold for US$795.
PCs Limited advertised its systems in national computer magazines for sale directly to consumers and custom
assembled each ordered unit according to a selection of options. The company grossed more than $73million in its
first year of operation.
The company changed its name to "Dell Computer Corporation" in 1988 and began expanding globally. In June
1988, Dell's market capitalization grew by $30million to $80million from its June 22 initial public offering of
3.5million shares at $8.50 a share.
In 1992, Fortune magazine included Dell Computer Corporation in its list of
the world's 500 largest companies, making Michael Dell the youngest CEO of a Fortune 500 company ever.
Growth in 1990s and early 2000s

From 1997 to 2004, Dell enjoyed steady growth and it gained market share from competitors even during industry
slumps.[14] Dell previously earned and maintained the #1 rating in PC reliability and customer service/technical
support, according to Consumer Reports, year after year, during the mid-to-late 90s through 2001 right before
Windows XP was released.
In 1996, Dell began selling computers through its website, and in 2002, it expanded its product line to include
televisions, handhelds, digital audio players, and printers. Dell's first acquisition occurred in 1999 with the purchase
of ConvergeNet Technologies.
Dell surpassed Compaq to become the largest PC manufacturer in 1999. In 2002, when Compaq merged with
Hewlett Packard (the 4th place PC maker), the combined Hewlett Packard took the top spot but struggled and Dell
soon regained its lead.
In 2003, the company was rebranded as simply "Dell Inc." to recognize the company's expansion beyond computers.
In 2004, Michael Dell resigned as CEO while retaining the title of Chairman, handing the CEO title to Kevin Rollins
who was the President and COO. Under Rollins, Dell began to loosen its ties to Microsoft and Intel, the two
companies which were responsible for Dell's dominance in the PC business. During that time, Dell acquired
Alienware, which introduced several new items to Dell products, including AMD microprocessors. To prevent
cross-market products, Dell continues to run Alienware as a separate entity, but still a wholly owned subsidiary.
Dell
Missed expectations and return of founder

However in 2005, while earnings and sales grew, sales growth slowed considerably, and the company stock lost 25%
of its value that year.
The slowing sales growth has been attributed to the maturing PC market, which constituted 66% of Dell's sales, and
analysts suggested that Dell needed to make inroads into non-PC businesses segments such as storage, services and
servers. Dell's price advantage was tied to its ultra-lean manufacturing for desktop PCs, however this became less
important as the market shifted to laptops, and as rivals such as Hewlett-Packard and Acer made their PC operations
more efficient. Throughout the entire PC industry, declines in prices along with commensurate increases in
performance meant that Dell had fewer opportunities to upsell to their customers (a lucruative strategy of
encouraging buyers to upgrade processor or memory), and as a result the company was selling a greater proportion
of inexpensive PCs than before which eroded profit margins.[14]
There has also been a decline in consumers purchasing PCs through the Web or on the phone, as increasing numbers
were visiting consumer electronics retail stores. As well, many analysts were looking to innovating companies as the
next source of growth in the technology sector. Dell's low spending on R&D relative to its revenue (compared to
Apple Inc.) which worked well in the commoditized PC market prevented it from making inroads into more lucrative
segments such as MP3 players.[16]
Dell's reputation for poor customer service, since 2002, which was exacerbated as it moved call centres offshore and
as its growth outstripped its technical support infrastructure, came under increasing scrutiny on the Web. There was
also criticism that it used faulty components for its PCs.[17] There was also a battery recall in August 2006, as a
result of a Dell laptop catching fire which caused much negative attention for the company, although later Sony was
found to be responsible for the faulty batteries.[14]
2006 marked the first year that Dell's growth was slower than the PC industry as a whole. By the fourth quarter of
2006, Dell lost its title of the largest PC manufacturer to rival Hewlett Packard which was invigorated thanks to a
restructuring initiated by their CEO Mark Hurd.[16] [18] [19]
After four out of five quarterly earnings reports were below expectations, Rollins resigned in 2007 and founder
Michael Dell assumed the role of CEO again. Dell announced a change campaign called "Dell 2.0," reducing
headcount and diversifying the company's product offerings.
Recent plans and acquisitions

In 2006, Dell acquired Alienware, a manufacturer of high-end PCs popular with gamers.[20][21][15]
The company acquired EqualLogic on January 28, 2008, to gain a foothold in the iSCSI storage market. Because
Dell already had an efficient manufacturing process, integrating EqualLogic's products into the company drove
manufacturing prices down.[22]
In 2009, Dell acquired Perot Systems, based in Plano, Texas, in a
reported $3.9billion deal.[23] Perot Systems provided Dell with
applications development, systems integration, and strategic
consulting services through its operations in the U.S. and 10 other
countries. In addition, the acquisition of Perot brought a variety of
business process outsourcing services, including claims processing
and call center operations.[24]
In 2009, Dell acquired Perot Systems, a

technology services and outsourcing company,
mainly active in the health-sector, founded by
former presidential hopeful H. Ross Perot
On February 10, 2010, the company acquired KACE Networks a leader in Systems Management Appliances. The
terms of the deal were not disclosed.[25]
On August 16, 2010, Dell announced plans to acquire the data storage company 3PAR.[26] On September 2,
Hewlett-Packard offered $33 a share for 3PAR, which Dell declined to match.[27]
Dell
4
On November 2, 2010, Dell acquired Software-as-a-Service (SaaS) integration leader Boomi. Terms of the deal
were not disclosed.[28]
In February 2011 the acquisition of Compellent by Dell was completed after the initial announcement of Dell's
intention to buy the company was announced on 13 December, 2010
On Friday February 24, 2012 Dell acquired Backup and Disaster Recovery software solution AppAssure Software
of Reston, VA. AppAssure delivered 194 percent revenue growth in 2011 and over 3500% growth in the prior 3
years. AppAssure supports physical servers and VMware, Hyper-V and XenServer. The deal represents the first
acquisition since Dell formed its software division under former CA CEO John Swainson. Dell added that it will
keep AppAssures 230 employees and invest in the company.
In March 2012, USA Today said that Dell
agreed to buy SonicWall, and the acquisition
was completed 9th May 2012[29]. A company
with 130 patents, SonicWall develops security
products, and is a network and data security
provider[30].
On 2 April, 2012, Dell announced that it wants
to acquire Wyse, global market-leader for thin
client systems[31]
On 3 April, 2012, Dell announced that it has
acquired Clerity Solutions. Clerity, a
Dell is headquartered in Round Rock, Texas
company offering services for application
(re)hosting, was formed in 1994 and has it
headquarters in Chicago. At the time of the take-over aprox. 70 people were working for the company[32].
On 2 July, 2012, Dell announced that it was buying Quest Software.[33][34]
Dell facilities
Dell's headquarters is located in Round Rock, Texas.[35] As of 2010 the company employs about 16,000 people in
the facility,[36] which has 2100000 square feet (unknown operator: u'strong' m2) of space.[37] As of 1999 almost
half of the general fund of the City of Round Rock originates from sales taxes generated from the Dell
headquarters.[38]
Dell previously had its headquarters in the Arboretum complex in northern Austin, Texas.[39][40] In 1989 Dell
occupied 127000 square feet (unknown operator: u'strong'm2) in the Arboretum complex.[41] In 1990 Dell had
1,200 employees in its headquarters.[39] In 1993 Dell submitted a document to Round Rock officials, titled "Dell
Computer Corporate Headquarters, Round Rock, Texas, May 1993 Schematic Design." Despite the filing, during
that year the company said that it was not going to move its headquarters.[42] In 1994 Dell announced that it was
moving most of its employees out of the Arboretum, but that it was going to continue to occupy the top floor of the
Arboretum and that the company's official headquarters address would continue to be the Arboretum. The top floor
continued to hold Dell's board room, demonstration center, and visitor meeting room. Less than one month prior to
August 29, 1994, Dell moved 1,100 customer support and telephone sales employees to Round Rock.[43] Dell's lease
in the Arboretum had been scheduled to expire in 1994.[44]
Dell
The company sponsors Dell Diamond, the home stadium of the Round Rock
Express, the AAA minor league baseball affiliate of the Texas Rangers
major league baseball team
By 1996 Dell was moving its headquarters to

Round Rock.[45] As of January 1996 3,500 people
still worked at the current Dell headquarters. One
building of the Round Rock headquarters, Round
Rock 3, had space for 6,400 employees and was
scheduled to be completed in November 1996.[46]
In 1998 Dell announced that it was going to add
two buildings to its Round Rock complex, adding
1600000 square feet (unknown operator:
u'strong' m2) of office space to the complex.[47]
In 2000 Dell announced that it would lease 80000

square feet (unknown operator: u'strong'm ) of space in the Las Cimas office complex in unincorporated Travis
County, Texas, between Austin and West Lake Hills, to house the company's executive offices and corporate
headquarters. 100 senior executives were scheduled to work in the building by the end of 2000.[48] In January 2001
the company leased the space in Las Cimas 2, located along Loop 360. Las Cimas 2 housed Dell's executives, the
investment operations, and some corporate functions. Dell also had an option for 138000 square feet (unknown
operator: u'strong'm2) of space in Las Cimas 3.[49] After a slowdown in business required reducing employees and
production capacity, Dell decided to sublease its offices in two buildings in the Las Cimas office complex.[50] In
2002 Dell announced that it planned to sublease its space to another tenant; the company planned to move its
headquarters back to Round Rock once a tenant was secured.[49] By 2003 Dell moved its headquarters back to Round
Rock. It leased all of Las Cimas I and II, with a total of 312000 square feet (unknown operator: u'strong' m2), for
about a seven year period after 2003. By that year roughly 100000 square feet (unknown operator: u'strong'm2) of
that space was absorbed by new subtenants.[51]
2
In 2008 Dell switched the power sources of the Round Rock headquarters to more environmentally friendly ones,
with 60% of the total power coming from TXU Energy wind farms and 40% coming from the Austin Community
Landfill gas-to-energy plant operated by Waste Management, Inc.[37]
Dell facilities in the United States are located in Austin, Texas; Nashua, New Hampshire; Nashville, Tennessee;
Oklahoma City, Oklahoma; Peoria, Illinois; Hilsboro, Oregon (Portland area); Winston-Salem, North Carolina; Eden
Prairie, Minnesota (Dell Compellent); and Miami, Florida. Facilities located abroad include Penang, Malaysia;
Xiamen, China; Bracknell, UK; Manila, Philippines[52] Chennai, India;[53] Hortolandia and Porto Alegre, Brazil;
Bratislava, Slovakia; d, Poland,[54] Panama City in Panama, Dublin and Limerick, Ireland.[55]
The US and India are the only countries which have all of Dell's business functions and provide support globally:
Research and Development, manufacturing, finance, analysis, customer care.[56]
Dell
Products
Scope and brands
The corporation markets specific brand names to
different market segments.
Its Business/Corporate class represent brands where the
company advertising emphasizes long life-cycles,
reliability, and serviceability. Such brands include:
OptiPlex (office desktop computer systems)
Vostro (office/small business desktop and notebook
systems)
n Series (desktop and notebook computers shipped
with Linux or FreeDOS installed)
Latitude (business-focused notebooks)
Precision (workstation systems and
high-performance notebooks),[57]
Dell's tagline 'Yours is Here', as seen at their Mall of Asia branch in

Pasay City, Philippines
PowerEdge (business servers)

PowerVault (direct-attach and network-attached storage)
PowerConnect (network switches)
Dell Compellent (storage area networks)
EqualLogic (enterprise class iSCSI SANs)
Dell's Home Office/Consumer class emphasizes value, performance, and expandability. These brands include:
Inspiron (budget desktop and notebook computers)

Studio (mainstream desktop and laptop computers)
XPS (high-end desktop and notebook computers)
Studio XPS (high-end design-focus of XPS systems and extreme multimedia capability)
Alienware (high-performance gaming systems)
Adamo (high-end luxury laptop)
Dell EMR [58] (electronic medical records)
Dell's Peripherals class includes USB keydrives, LCD televisions, and printers; Dell monitors includes LCD TVs,
plasma TVs and projectors for HDTV and monitors. Dell UltraSharp is further a high-end brand of monitors.
Dell service and support brands include the Dell Solution Station (extended domestic support services, previously
"Dell on Call"), Dell Support Center (extended support services abroad), Dell Business Support (a commercial
service-contract that provides an industry-certified technician with a lower call-volume than in normal queues), Dell
Everdream Desktop Management ("Software as a Service" remote-desktop management),[59] and Your Tech Team (a
support-queue available to home users who purchased their systems either through Dell's website or through Dell
phone-centers).
Discontinued products and brands include Axim (PDA; discontinued April 9, 2007),[60] Dimension (home and small
office desktop computers; discontinued July 2007), Dell Digital Jukebox (MP3 player; discontinued August 2006),
Dell PowerApp (application-based servers), and Dell Omniplex (desktop and tower computers previously supported
to run server and desktop operating systems).
Dell
7
Manufacturing
From its early beginnings, Dell operated as a pioneer in the "configure to order" approach to
manufacturingdelivering individual PCs configured to customer specifications. In contrast, most PC manufacturers
in those times delivered large orders to intermediaries on a quarterly basis.[61]
To minimize the delay between purchase and delivery, Dell has a general policy of manufacturing its products close
to its customers. This also allows for implementing a just-in-time (JIT) manufacturing approach, which minimizes
inventory costs. Low inventory is another signature of the Dell business modela critical consideration in an
industry where components depreciate very rapidly.[62]
Dell's manufacturing process covers assembly, software installation, functional testing (including "burn-in"), and
quality control. Throughout most of the company's history, Dell manufactured desktop machines in-house and
contracted out manufacturing of base notebooks for configuration in-house.[63] However, the company's approach
has changed. The 2006 Annual Report states "we are continuing to expand our use of original design manufacturing
partnerships and manufacturing outsourcing relationships." The Wall Street Journal reported in September, 2008 that
"Dell has approached contract computer manufacturers with offers to sell" their plants.[64]
Assembly of desktop computers for the North American market formerly took place at Dell plants in Austin, Texas
(original location) and Lebanon, Tennessee (opened in 1999), which have been closed in 2008 and early 2009,
respectively. The plant in Winston-Salem, North Carolina received $280 million USD in incentives from the state
and opened in 2005, but ceased operations in November 2010, and Dell's contract with the state requires them to
repay the incentives for failing to meet the conditions.[65][66] It is expected that most of the work that used to take
place in Dell's U.S. plants will be transferred to contract manufacturers in Asia and Mexico, or some of Dell's own
factories overseas.[67] The Miami, Florida facility of its Alienware subsidiary remains in operation. Dell servers
continue to be produced in Austin, Texas.
Dell assembles computers for the EMEA market at Limerick in the Republic of Ireland, and employs about 4,500
people in that country. Dell began manufacturing in Limerick in 1991 and went on to become Ireland's largest
exporter of goods and its second-largest company and foreign investor. On January 8, 2009, Dell announced that it
would move all Dell manufacturing in Limerick to Dell's new plant in the Polish city of d by January 2010.[68]
European Union officials said they would investigate a 52.7million aid package the Polish government used to
attract Dell away from Ireland.[69] European Manufacturing Facility 1 (EMF1, opened in 1990) and EMF3 form part
of the Raheen Industrial Estate near Limerick. EMF2 (previously a Wang facility, later occupied by Flextronics,
situated in Castletroy) closed in 2002, and Dell Inc. has consolidated production into EMF3 (EMF1 now contains
only offices).[70] Subsidies from the Polish government did keep Dell for a long time.[71]
Dell's Alienware subsidiary also manufactures PCs in an Athlone, Ireland plant. Construction of EMF4 in d,
Poland has started: Dell started production there in autumn 2007.[72]
Dell opened plants in Penang, Malaysia in 1995, and in Xiamen, China in 1999. These facilities serve the Asian
market and assemble 95% of Dell notebooks. Dell Inc. has invested an estimated $60million in a new manufacturing
unit in Chennai, India, to support the sales of its products in the Indian subcontinent. Indian-made products will bear
the "Made in India" mark. In 2007 the Chennai facility had the target of producing 400,000 desktop PCs, and plans
envisaged it starting to produce notebook PCs and other products in the second half of 2007.
Dell moved desktop and PowerEdge server manufacturing for the South American market from the Eldorado do Sul
plant opened in 1999, to a new plant in Hortolandia, Brazil in 2007.[73]
Dell
Technical support
Dell routes technical support queries according to component-type and to the level of support purchased:[74]
1. Basic support provides business-hours telephone support and next business-day on-site support/ Return-to-Base,
or Collect and Return Services (based on contracts purchased at point of sale)
2. Dell ProSupport provides 24x7x365 telephone and online support, a selection of 4 or 6-hour onsite support after
telephone-based troubleshooting, and a Mission Critical option with two-hour onsite support, for customers who
choose the highest level of support for their most critical hardware assets.[75]
Dell's Consumer division offers 24x7 phone based and online troubleshooting in certain markets such as the United
States and Canada. In 2008 Dell redesigned services-and-support for businesses with "Dell ProSupport", offering
customers more options to adapt services to fit their needs. Rather than take a one-size-fits-all approach, Dell allows
various options for its customers.
In addition, the company provides protection services, advisory services, multivendor hardware support, "how-to"
support for software applications, collaborative support with many third-party vendors, and online parts and labor
dispatching for customers who diagnose and troubleshoot their hardware. Dell also provides Dell ProSupport
customers access to a crisis-center to handle major outages, or problems caused by natural disasters.[76]
Commercial aspects
Organization
The board consists of nine directors. Michael Dell, the founder of the company, serves as chairman of the board and
chief executive officer. Other board members include Don Carty, William Gray, Judy Lewent, Klaus Luft, Alex
Mandl, Michael A. Miles, and Sam Nunn. Shareholders elect the nine board members at meetings, and those board
members who do not get a majority of votes must submit a resignation to the board, which will subsequently choose
whether or not to accept the resignation. The board of directors usually sets up five committees having oversight
over specific matters. These committees include the Audit Committee, which handles accounting issues, including
auditing and reporting; the Compensation Committee, which approves compensation for the CEO and other
employees of the company; the Finance Committee, which handles financial matters such as proposed mergers and
acquisitions; the Governance and Nominating Committee, which handles various corporate matters (including
nomination of the board); and the Antitrust Compliance Committee, which attempts to prevent company practices
from violating antitrust laws.
Day to day operations of the company are run by the Global Executive Management Committee which sets strategic
direction. Dell has regional senior vice-presidents for countries other than the United States, including David
Marmonti for EMEA and Stephen J. Felice for Asia/Japan. As of 2007, other officers included Martin Garvin (senior
vice president for worldwide procurement) and Susan E. Sheskey (vice president and Chief Information Officer).
Marketing
Dell advertisements have appeared in several types of media including television, the Internet, magazines, catalogs
and newspapers. Some of Dell Inc's marketing strategies include lowering prices at all times of the year, offering free
bonus products (such as Dell printers), and offering free shipping in order to encourage more sales and to stave off
competitors. In 2006, Dell cut its prices [77] in an effort to maintain its 19.2% market share. However, this also cut
profit-margins by more than half, from 8.7 to 4.3 percent. To maintain its low prices, Dell continues to accept most
purchases of its products via the Internet and through the telephone network, and to move its customer-care division
to India and El Salvador.[78]
A popular United States television and print ad campaign in the early 2000s featured the actor Ben Curtis playing the
part of "Steven", a lightly mischievous blond-haired youth who came to the assistance of bereft computer purchasers.
Dell
9
Each television advertisement usually ended with Steven's catch-phrase: "Dude, you're gettin' a Dell!"
A subsequent advertising campaign featured interns at Dell headquarters (with Curtis' character appearing in a small
cameo at the end of one of the first commercials in this particular campaign).
A Dell advertising campaign for the XPS line of gaming computers featured in print in the September 2006 issue of
Wired. It used as a tagline the common term in Internet and gamer slang: "FTW", meaning "For The Win". However,
Dell Inc. soon dropped the campaign.
In the first-person shooter game F.E.A.R. Extraction Point, several computers visible on desks within the game have
recognizable Dell XPS model characteristics, sometimes even including the Dell logo on the monitors.
In 2007, Dell switched advertising agencies in the US from BBDO to Working Mother Media. In July 2007, Dell
released new advertising created by Working Mother to support the Inspiron and XPS lines. The ads featured music
from the Flaming Lips and Devo who re-formed especially to record the song in the ad "Work it Out". Also in 2007,
Dell began using the slogan "Yours is here" to say that it customizes computers to fit customers' requirements.[79]
Dell partner program
In late 2007, Dell Inc. announced that it planned to expand its program to value-added resellers (VARs), giving it the
official name of "Dell Partner Direct" and a new Website.[80]
Criticisms of marketing of laptop security
In 2008, Dell received press coverage over its claim of having the world's most secure laptops, specifically, its
Latitude D630 and Latitude D830.[81] At Lenovo's request, the (U.S.) National Advertising Division (NAD)
evaluated the claim, and reported that Dell did not have enough evidence to support it.[82]
Retail
Dell first opened their retail stores in India.[56]
United States
In the early 1990s, Dell sold its products through Best Buy, Costco and Sam's Club stores in the United States. Dell
stopped this practice in 1994, citing low profit-margins on the business. In 2003, Dell briefly sold products in Sears
stores in the U.S. In 2007, Dell started shipping its products to major retailers in the U.S. once again, starting with
Sam's Club and Wal-Mart. Staples, the largest office-supply retailer in the U.S., and Best Buy, the largest electronics
retailer in the U.S., became Dell retail partners later that same year.
Kiosks
Starting in 2002, Dell opened kiosk locations in shopping malls across the United States in order to give personal
service to customers who preferred this method of shopping to using the Internet or the telephone-system. Despite
the added expense, prices at the kiosks match or beat prices available through other retail channels. Starting in 2005,
Dell expanded kiosk locations to include shopping malls across Australia [83], Canada [84], Singapore [85] and Hong
Kong.
On January 30, 2008, Dell shut down all 140 kiosks in the U.S. due to expansion into retail stores.[86]
By June 3, 2010, Dell had also shut down all of its mall kiosks in Australia.[87]
Dell
10
Stores
In 2006, Dell Inc. opened one full store, 3000-square-foot (unknown operator: u'strong'm2) in area, at NorthPark
Center in Dallas, Texas. It operates the retail outlet seven days a week to display about 36 models, including PCs and
televisions. As at the kiosks, customers can only see demonstration-computers and place orders through agents. Dell
then delivers purchased items just as if the customer had placed the order by phone or over the Internet.
In addition to showcasing products, the stores also support on-site warranties and non-warranty service ("Dell
Solution Station"). Services offered include repairing computer video-cards and removing spyware from hard drives.
On February 14, 2008, Dell closed the Service Center in its Dallas NorthPark store and laid off all the technical staff
there.
Elsewhere
As of the end of February 2008, Dell products shipped to one of the largest office-supply retailers in Canada, Staples
Business Depot. In April 2008, Future Shop and Best Buy began carrying a subset of Dell products, such as certain
desktops, laptops, printers, and monitors.
Since some shoppers in certain markets show reluctance to purchase technological products through the phone or the
Internet, Dell has looked into opening retail operations in some countries in Central Europe and Russia. In April
2007, Dell opened a retail store in Budapest. In October of the same year, Dell opened a retail store in Moscow.
In the UK, HMV's flagship Trocadero store has sold Dell XPS PCs since December 2007. From January 2008 the
UK stores of DSGi have sold Dell products (in particular, through Currys and PC World stores). As of 2008, the
large supermarket-chain Tesco has sold Dell laptops and desktops in outlets throughout the UK.
In May 2008, Dell reached an agreement with office supply chain, Officeworks (part of Coles Group), to stock a few
modified models in the Inspiron desktop and notebook range. These models have slightly different model numbers,
but almost replicate the ones available from the Dell Store. Dell continued its retail push in the Australian market
with its partnership with Harris Technology (another part of Coles Group) in November of the same year. In
addition, Dell expanded its retail distributions in Australia through an agreement with discount electrical retailer, The
Good Guys, known for "Slashing Prices". Dell agreed to distribute a variety of makes of both desktops and
notebooks, including Studio and XPS systems in late 2008. Dell and Dick Smith Electronics (owned by Woolworths
Limited) reached an agreement to expand within Dick Smith's 400 stores throughout Australia and New Zealand in
May 2009 (1 year since Officeworks owned by Coles Group reached a deal). The retailer has agreed to
distribute a variety of Inspiron and Studio notebooks, with minimal Studio desktops from the Dell range. As of 2009,
Dell continues to run and operate its various kiosks in 18 shopping centres throughout Australia. On March 31, 2010
Dell announced to Australian Kiosk employees that they were shutting down the Australian/New Zealand Dell kiosk
program.
In Germany, Dell is selling selected smartphones and notebooks via Media Markt and Saturn, as well as some
shopping websites.[88]
Competition
Dell's major competitors include Hewlett-Packard (HP), Acer, Toshiba, Gateway, Sony, Asus, Lenovo, IBM, MSI,
Samsung, Apple and Sun Microsystems. Dell and its subsidiary, Alienware, compete in the enthusiast market against
AVADirect, Falcon Northwest, VoodooPC (a subsidiary of HP), and other manufacturers. In the second quarter of
2006, Dell had between 18% and 19% share of the worldwide personal computer market, compared to HP with
roughly 15%.
In late 2006, Dell lost its lead in the PC-business to Hewlett-Packard. Both Gartner and IDC estimated that in the
third quarter of 2006, HP shipped more units [89] worldwide than Dell did. Dell's 3.6% growth paled in comparison
to HP's 15% growth during the same period. The problem got worse in the fourth quarter, when Gartner estimated
Dell
11
[90]
that Dell PC shipments declined 8.9% (versus HP's 23.9% growth). As a result, at the end of 2006 Dell's overall
PC market-share stood at 13.9% (versus HP's 17.4%).
IDC reported that Dell lost more server market share than any of the top four competitors in that arena. IDC's Q4
2006 estimates show Dell's share of the server market at 8.1%, down from 9.5% in the previous year. This represents
a 8.8% loss year-over-year, primarily to competitors EMC and IBM.[91]
In 2011, The Brand Trust Report, India study revealed that Dell is ranked as the 27th most trusted brand as compared
to Samsung which stood at 5th and HP which ranked 23[92]
Partnership with EMC

The Dell/EMC brand applies solely to products that result from Dell's partnership with EMC Corporation. In some
cases Dell and EMC jointly design such products; other cases involve EMC products for which Dell will provide
support generally midrange storage systems, such as fibre channel and iSCSI storage area networks. The
relationship also promotes and sells OEM versions of backup, recovery, replication and archiving software.[93]
On December 9, 2008, Dell and EMC announced the multi-year extension, through 2013, of their strategic
partnership that began in 2001. In addition, Dell plans to expand its product line-up by adding the EMC Celerra NX4
storage system to the portfolio of Dell/EMC family of networked storage systems, as well as partnering on a new
line of de-duplication products as part of its TierDisk family of data-storage devices.[94]
On October 17, 2011, Dell announced officially discontinued reselling all EMC storage products, this put end to 10
years of Partnership.[95]
Environmental record
Dell committed to reduce greenhouse gas emissions from its global activities by 40% by 2015, with 2008 fiscal year
as the baseline year.[96] It is listed in Greenpeaces Guide to Greener Electronics that scores leading electronics
manufacturers according to their policies on sustainability, climate and energy and how green their products are. In
November 2011, Dell ranked 2nd out of 15 listed electronics makers (increasing its score to 5.1 from 4.9, which it
gained in the previous ranking from October 2010).[97]
Dell was the first company to publicly state a timeline for the elimination of toxic polyvinyl chloride (PVC) and
brominated flame retardants (BFRs), which it planned to phase out by the end of 2009. It revised this commitment
and now aims to remove these toxics by the end of 2011 but only in its computing products.[98] In March 2010,
Greenpeace activists protested at Dell offices in Bangalore, Amsterdam and Copenhagen calling for Dells founder
and CEO Michael Dell to drop the toxics and claiming that Dells aspiration to be the greenest technology company
on the planet[99] was hypocritical.[100] Dell has launched its first products completely free of PVC and BFRs with
the G-Series monitors (G2210 and G2410) in 2009.[101]
Green initiatives
Dell became the first company in the information technology industry to establish a product-recycling goal (in 2004)
and completed the implementation of its global consumer recycling-program in 2006.[102] On February 6, 2007, the
National Recycling Coalition awarded Dell its "Recycling Works" award for efforts to promote producer
responsibility.[103] On July 19, 2007, Dell announced that it had exceeded targets in working to achieve a multi-year
goal of recovering 275 million pounds of computer equipment by 2009.[104] The company reported the recovery of
78 million pounds (nearly 40,000 tons) of IT equipment from customers in 2006, a 93-percent increase over 2005;
and 12.4% of the equipment Dell sold seven years earlier.[105]
On June 5, 2007 Dell set a goal of becoming the greenest technology company on Earth for the long term. The
company launched a zero-carbon initiative that includes:
1. reducing Dell's carbon intensity by 15 percent by 2012
Dell
12
2. requiring primary suppliers to report carbon emissions data during quarterly business reviews
3. partnering with customers to build the "greenest PC on the planet"
4. expanding the company's carbon-offsetting program, "Plant a Tree for Me".
The company introduced the term "The Re-Generation" during a round table in London commemorating 2007 World
Environment Day. "The Re-Generation" refers to people of all ages throughout the world who want to "make a
difference" in improving the world's environment. Dell also talked about plans to take the lead in setting an
environmental standard for the "technology industry" and maintaining that leadership in the future.
Dell reports its environmental performance in an annual Corporate Social Responsibility (CSR) Report that follows
the Global Reporting Initiative (GRI) protocol. Dell's 2008 CSR report ranked as "Application Level B" as "checked
by GRI".[106]
The company aims to reduce its external environmental impact through energy-efficient evolution of products, and
also reduce its direct operational impact through energy-efficiency programmes. Internal energy-efficiency
programmes reportedly save the company more than $3million annually in energy-cost savings.[107] The largest
component of the company's internal energy-efficiency savings comes through PC power management: the company
expects to save $1.8million in energy costs through using specialised energy-management software on a network of
50,000 PCs.[108][109]
Criticism
In the 1990s, Dell switched from using primarily ATX motherboards and PSU to using boards and power supplies
with mechanically identical but differently wired connectors. This meant customers wishing to upgrade their
hardware would have to replace parts with scarce Dell-compatible parts instead of commonly available parts.
However, company practice in this respect changed in 2003.[110][111]
In 2005, complaints about Dell more than doubled to 1,533, after earnings grew 52% that year.[112]
In 2006, Dell acknowledged that it had problems with customer service. Issues included call transfers[113] of more
than 45% of calls and long wait times. Dell's blog [114] detailed the response: "We're spending more than a
$100million and a lot of blood, sweat and tears of talented people to fix this."[115] Later in the year, the
company increased its spending on customer service to $150million.[116] Despite significant investment in this
space, Dell continues to face public scrutiny with even the company's own website littered with complaints regarding
the issue escalation process.[117]
On August 17, 2007, Dell Inc. announced that after an internal investigation into its accounting practices it would
restate and reduce earnings from 2003 through to the first quarter of 2007 by a total amount of between $50million
and $150million, or 2 cents to 7 cents per share.[118] The investigation, begun in November 2006, resulted from
concerns raised by the U.S. Securities and Exchange Commission over some documents and information that Dell
Inc. had submitted.[119] It was alleged that Dell had not disclosed large exclusivity payments received from Intel for
agreeing not to buy processors from a rival manufacturer. In 2010 Dell finally paid $100million to settle the SEC's
charges of fraud. Michael Dell and other executives also paid penalties and suffered other sanctions, without
admitting or denying the charges.[120]
In July 2009, Dell apologized after the firm offered its Latitude E4300 notebook at NT$18,558 (US$580), 70%
lower than usual price of NT$60,900 (US$1900) in its Taiwan website. The firm withdrew orders and offered a
voucher of up to NT$20,000 (US$625) a customer in compensation. The consumer rights authorities in Taiwan fined
Dell NT$1million (US$31250) for customer rights infringements. Many consumers sued the firm for the unfair
compensation. A court in southern Taiwan ordered the firm to deliver 18 laptops and 76 flat-panel monitors to 31
consumers for NT$490,000 (US$15,120), less than a third of the normal price.[121] The court said the event could
hardly be regarded as mistakes, as the prestigious firm said the company mispriced its products twice in Taiwanese
website within 3 weeks.[122]
Dell
13
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Dell
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Further reading
Dell Company Information (http://www.hoovers.com/Dell/--ID__13193--/free-co-factsheet.xhtml)

Dell Company Profile & News (http://www.alacrastore.com/company-snapshot/Dell_Inc-1004833)
Michael Dell, Catherine Fredman, Direct From Dell, ISBN 0-88730-914-3
"Dell Inks Computer Deal in China" (http://www.time.com/time/business/article/0,8599,1664718,00.html)
on Time.com (a division of Time Magazine), 2007-09-24, retrieved 2007-10-14
Serwer, Andy (November 28, 2005). "Dell's Midlife Crisis". Fortune: pp.6366.
Dell as the seventh-most-admired computer company in the USA (http://money.cnn.com/magazines/fortune/
mostadmired/industries/industry_114.html), eighth overall (http://money.cnn.com/magazines/fortune/
mostadmired/), and seventh worldwide (http://money.cnn.com/magazines/fortune/globalmostadmired/top50/
). Fortune, Most Admired Companies 2006.
Dell Named Top Computer Hardware Provider for Life Sciences (http://today.reuters.com/stocks/
QuoteCompanyNewsArticle.aspx?view=PR&symbol=Dell.O&storyID=170878+23-May-2006+BW). Reuters
Dell Ottawa references:
CNWGroup news website (http://www.newswire.ca/en/releases/archive/December2005/08/c4870.html)
Dell official website (http://www1.ca.Dell.com/content/topics/topic.aspx/global/hybrid/careers/
content/4BE7A554-FF0E-4598-AD37-7DBFF92A0D3B?c=ca&l=en&s=corp)
Ottawa Business Journal (http://www.ottawabusinessjournal.com/333493270230219.php)

BBC News, August 21, 2003, Dell makes grab for market share (http://news.bbc.co.uk/1/hi/business/
3169407.stm)
USA Today, January 20, 2001, Dell business model turns to muscle as rivals struggle (http://www.usatoday.
com/money/industries/technology/2003-01-19-Dell-cover_x.htm)
Ubuntu Forums, June 7, 2007, Dell's with Ubuntu called Dellbuntu (http://ubuntuforums.org/showthread.
php?t=465723&highlight=Dellbuntu)
External links
Dell.com (http://www.Dell.com/)
About Dell (http://content.dell.com/us/en/corp/about-dell.aspx?c=us&l=en&s=corp)
Dell Reviews (http://reviews.dell.com/2341n/10001/all-products-reviews/category.htm)
Dell mobile website (http://m.dell.com/)
Article Sources and Contributors

Dell Source: http://en.wikipedia.org/w/index.php?oldid=502077482 Contributors: -Majestic-, 12 Noon, 123456789far, 159753, 16@r, 33rogers, 403dan, 4870x2, 4twenty42o, A1b2c345,
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File:Dell Logo.svg Source: http://en.wikipedia.org/w/index.php?title=File:Dell_Logo.svg License: Public Domain Contributors: Dell
File:Increase2.svg Source: http://en.wikipedia.org/w/index.php?title=File:Increase2.svg License: Public Domain Contributors: Sarang
File:Perotsystems.png Source: http://en.wikipedia.org/w/index.php?title=File:Perotsystems.png License: Public Domain Contributors: User:134.10.124.87, User:Aznismyname2367,
User:Cydebot, User:Esrever, User:PhilKnight
File:Dell RR1.jpg Source: http://en.wikipedia.org/w/index.php?title=File:Dell_RR1.jpg License: Creative Commons Attribution-Sharealike 3.0 Contributors: Eustress
File:Dell diamond2.jpg Source: http://en.wikipedia.org/w/index.php?title=File:Dell_diamond2.jpg License: Creative Commons Attribution-Sharealike 3.0 Contributors: Larry D. Moore
File:Dell wiki.JPG Source: http://en.wikipedia.org/w/index.php?title=File:Dell_wiki.JPG License: Trademarked Contributors: Ninjakeg
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Dell

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Dell

The Dell logo; the circle was added in late 2010.

Computer hardware, Computer software, IT consulting, IT services

Austin, Texas, U.S.

1 Dell Way, Round Rock,

US$ 63.07 billion (2012)

US$ 4.43billion (2012)

US$ 3.49billion (2012)

US$ 44.53billion (2012)

US$ 8.91billion (2012)

Growth in 1990s and early 2000s

Missed expectations and return of founder

Recent plans and acquisitions

In 2009, Dell acquired Perot Systems, a

By 1996 Dell was moving its headquarters to

In 2000 Dell announced that it would lease 80000

Dell's tagline 'Yours is Here', as seen at their Mall of Asia branch in

PowerEdge (business servers)

Inspiron (budget desktop and notebook computers)

Partnership with EMC

http:/ / www. nasdaq. com/ symbol/ dell

Dell Company Information (http://www.hoovers.com/Dell/--ID__13193--/free-co-factsheet.xhtml)

Ottawa Business Journal (http://www.ottawabusinessjournal.com/333493270230219.php)

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Article Sources and Contributors

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