Business as usual: Dell’s private life

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

Tags: Big dataBring Your Own Device (BYOD)Cloud computingDell Corporation
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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

The Register's story (despite publishing Frink's denial, it insists several sources have given it conflicting information) came at a time when Michael Dell's victory was little more than a month old and the industry assumed a scale-back of the new-co's PC business. Brooke is anxious to tell a different story. He highlights Dell's acquisition spree, where the company spent in excess of $13bn in total and bought up more than 20 firms, some for their services, some for their technology. This activity was designed to build a portfolio rich enough to offer end-to-end infrastructure solutions to enterprises, a strategy that will live on as Dell moves forward in private. But so too, Brooke insists, will the devices venture.

"We are absolutely in the client [PCs and other devices] business," he declares. "We break [that business] down into two distinct environments. The first is the consumer space, primarily focused on notebooks, but now we have the introduction of tablets. Michael has been very clear in his public statements that Dell will remain in the client space. It is our belief that client is an integral part of our end-to-end solution.

"Here in the Middle East, depending on the quarter, we will be number one or number two, potentially, in terms of overall devices sold in the markets we address - notebooks, desktops. Tablet is a smaller element at the moment, but on the consumer side we have introduced a lot of really cool Windows 8 tablets and those that start to address the Android space."

One such Windows 8 tablet - and these are pure tablets, as opposed to hybrids - is the Dell XPS 18, an 18-inch slate model that has received medium-to-rave reviews among consumer sites. The evolution of mobile and touch has transformed the way entities can do business, Brooke explains.

"What touch brings is [something apart] from the physical device," he says. "What technology is bringing to both commercial and consumer entities at the moment is a much broader set of devices that enable an experience. You can't do your Excel spreadsheets on a mobile telephone. But a fixed device on your desk will allow you to do the full range of activities.

"Those usage models start to really make an impact if you're in a bank. How can you utilise mobile technology to help you interface with customers?"

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