Business as usual: Dell’s private life

Dell Middle East boss, Dave Brooke, insists the company remains on the same track

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Business as usual: Dell’s private life Brook: The global strategy for Dell from a product technology offerings perspective has not fundamentally changed from the public to the private entity.
By  Stephen McBride Published  February 23, 2014

Unless you were asleep in 2013, you will know that Dell Inc's founder, Michael Dell fought a hard-won battle to take private the company he founded from his college dorm room in 1984.

The company saw early success, arguably revolutionising an industry when it challenged conventional go-to-market models in the PC sector by selling directly to end users.

Flash forward 29 years and the company's story, as market analysts would have it, was one of missed windows. The market pioneer had, like many in its space, not anticipated the rampant demand for tablets and its core business was receding.

Michael Dell saw an answer: take the company private and rebuild away from quarterly pressures and the prying eyes of impatient investors. Amid boardroom posturing and dramatic portents of proxy battles and Michael Dell's potential ouster, little coverage was given to the founder's vision for the company. When mentioned, it was painted by analysts and media (including as a strategy change. Surely the company was running from the flagging PC towards enterprise solutions?

But according to Dave Brooke, executive director and general manager, Dell Middle East, nothing could be further from the truth.

"The global strategy for Dell from a product technology offerings perspective has not fundamentally changed from the public to the private entity," Brooke told "In fact Michael Dell has been very consistent in his strategic outlook and we see the opportunity as a private company to accelerate that strategy."

In mid-January, UK-based tech site The Register claimed that Dell was about to shed 9,000 employees from its workforce as part of that strategy, but even that appeared to have been exaggerated.

In a public statement in early February, Dell's director of corporate affairs, David Frink called the story "wildly inaccurate" going on to say: "I can confirm that a very small percentage of Dell's global team members accepted the company's recent offer of a significant severance package associated with our voluntary separation programme. Meanwhile, Dell is hiring in strategic areas of our business including hardware and software development, engineering and customer coverage worldwide."

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