Dell aims for simplicity, colour

Dell aims for simplicity, colour

Dell is on a drive to simplify and personalise its product range, as products announced at the recent Consumer Electronics Show in the US make their way downunder.

The vendor is set to release new offerings in its Inspiron and Alienware PC ranges in New Zealand, and local carriers are testing the Venue Pro smartphone and the Streak tablet in five and seven-inch form factors.

The Streak five-inch tablet is already offered in Australia.

Dell’s trans-Tasman senior merchandising manager Stuart Buxton says consumers are facing a fragmented and confusing hardware market. This means Dell is focusing on maintaining a broad but simple product range, with an emphasis on colour and design.

“Historically we made grey boxes. Now we’re more personalised,” says Buxton.

Dell’s strategy is to personalise products rather than offer customised specifications, which intimidated consumers, Buxton claims. He adds it now uses more consumer reviews to tell potential buyers about its products, rather than posting a large amount of its own product information.

“We want to tell a simple story. We’ll continue to have this broad product offering but keep it as simple as possible.”

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