To: William F. Wager, Jr. who wrote (172585 ) 3/28/2003 5:10:14 PM From: kemble s. matter Respond to of 176387 Bill, Hi!! RE: What's Dell's secret? Efficient factories and direct sales keep costs low, allowing the computer maker to undercut competitors and steal market share, especially while demand has been soft. And because Dell collects from many customers long before it fills orders, it has little debt. In 2002, Dell, No. 14 on the annual BusinessWeek 50 list of top-performing companies, expanded sales 14%, boosted net income 70%, and kept its debt-to-equity ratio a lean 10.4%. HEFTY PREMIUM. Having proven it can outrun a technology recession, Dell should see its shares soar as investors gain confidence, right? Probably not. Dell's valuation remains rich -- 27 times expected earnings for fiscal 2004, which ends Jan. 31, compared to 13 times for rival Hewlett-Packard (HPQ ). Part of that premium is due to Dell's dependable execution, analysts say. It hasn't had to guide Wall Street lower for seven straight quarters and has remained free of accounting scandal and management missteps. DELL's secret, that really is, no secret to IT managers...The DELL experience...What DELL brings when you deal with them...That's the real "secret"... And, as for the "Hefty Premium"...Well, just visualize Wal*Mart...Then picture DELL becoming such..."THE OPPORTUNITIES ARE NUMEROUS".. So how "hefty" is the stock price when one visualizes a company, that can sell whatever they feel is of the most profit, bring the DELL experience with it, and no other company can compete with the quality or value? The DELL experience is what IT managers really want...The items they purchase are frequently not their first concern...Sure they want the product(s)...But, it's what DELL can show them that makes DELL their preferred choice..."Bringing them inside DELL" Best, Kemble