'Dell aims for wider appeal in new marketing push'...FYI
<<By Nicole Volpe
Wednesday September 22, 7:34 pm EST
NEW YORK, Sept 22 (Reuters) - Dell Computer Corp. (Nasdaq:DELL - news) on Wednesday unveiled new computer products including laptops in new colors and a personal computer/stereo system, and a marketing push to rev up its image to appeal to new age groups.
''We want to broaden the appeal across age groups and demographics,'' said Janet Mountain, vice president and general manager of Dell's consumer division.
Dell said it is offering a new personal computer/stereo combination, which includes MusicMatch Jukebox software, a Diamond Rio 500 Digital Audio MP3 player, which works like a walkman for music taken off the Web, and speakers with a subwoofer.
One new ad reads ''I want a PC that makes my stereo fear for its life.''
The new computer is meant to offer consumers a system pre-configured to save and listen to music off of the Web, without the glitches many users have experienced.
The Round Rock-Texas based computer maker, taking a cue from Apple Computer Inc.'s (Nasdaq:AAPL - news) colorful iBook, will also offer Inspiron laptops in a choice of Tahoe Blue or Storm Grey.
''We're likely to have more colors,'' said Mountain.
Dell also said it has partnered with high-speed Internet access provider ExciteAtHome Corp. (Nasdaq:ATHM - news) that will allow Dell customers to check for availability of high-speed Internet service over cable lines.
''It's a complicated market, and a customer may or may not be in a qualification area,'' said Mountain. ''A customer can call up and order a Dell PC, find out whether they are in an area for the service and subscribe.''
The advertising, which will begin appearing on television and in print, is the result of an investment Mountain said was in the tens of millions of dollars.
Dell's consumer business has been growing at 80 percent per year, Mountain said.
"Our goal is to keep up the momentum," she said.>>
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