To: rudedog who wrote (96656 ) 3/28/2002 7:56:19 PM From: Elwood P. Dowd Respond to of 97611 Dell's Margins Suffering? by: skeptically 03/28/02 07:41 pm Msg: 279207 of 279207 news.com.com Dell prices take a new turn By John G. Spooner Staff Writer, CNET News.com March 28, 2002, 2:40 PM PT Dell Computer roiled the PC market by relentlessly cutting prices in 2001, but the company is taking a different tack this year. Dell, which successfully mounted a campaign to cut prices and gain market share against competitors last year, has slowed its price cuts in recent months because of component price increases, and some say it has even raised prices within certain segments of its product line. While the Round Rock, Texas-based PC maker hasn't raised the price tag on specific PCs, a move already taken by both NEC and Apple Computer, the company has changed the configurations on existing PCs to avoid price increases. Additionally, the company came out with new, slightly higher priced models to replace cheaper, older ones in some instances. The Dimension 2200 desktop introduced this week, for instance, replaces the Dimension 2100. The new PC comes with a 1.2GHz Celeron processor--faster than the 1.1GHz found in the base level 2100--better speakers, and a faster hard drive. However, it's also priced starting at $669, $40 more than the Dimension 2100, which started at $629 and is no longer available, according to research firm ARS. And although Dell's Web site allows consumers to customize PCs, the 1.1GHz chip isn't an option on the Dimension 2200. Dell is "forcing you to spend more money, yes. But they're doing it...by bumping (up) base components," said Toni Duboise, desktop analyst with ARS. "The prices are increasing incrementally, but along with that, they're increasing the strength of the components in their bundle." The change largely comes as a result of component price increases. Memory, which many manufacturers sold for below cost last November, has since more than tripled in price, a rare phenomenon that has put pressure on manufacturers. Flat-panel monitors, an increasingly popular option, have also gone up. For the most part, Dell has reconfigured PCs to avoid price hikes, according to Mike Maher, a company spokesman. Some PCs now come with less memory. If consumers want more, they can purchase it. "We can emphasize different pieces (or components of a PC), and that's how we are managing around the different component price increases," Maher said. Dell executives are likely to address increasing component costs at the company's annual meeting with financial analysts in New York next week, he added. ...con't at link.............