To: kemble s. matter who wrote (173873 ) 2/12/2004 9:34:25 AM From: William F. Wager, Jr. Read Replies (1) | Respond to of 176387 Dell to Unveil Powerful New PCs Aimed at Game-Playing Market By GARY MCWILLIAMS Staff Reporter of THE WALL STREET JOURNAL Dell Inc. is expected to unveil Thursday powerful personal computers with advanced microprocessors, graphics and sound, designed to appeal to a small but growing group that buys top-of-the-line PCs for game-playing. The Round Rock, Texas, computer maker is expected to introduce its first notebook PC that uses Intel Corp.'s Pentium 4 Extreme Edition microprocessor and souped-up desktop PCs. A Dell spokesman declined to comment, saying only that the company has planned a consumer-products introduction in San Francisco tonight. The new machines take Dell into a small but lucrative market for very high-performance and high-priced PCs. Game-PC makers such as VoodooPC Ltd., Calgary, Alberta, and Alienware Corp., Miami, boast sales prices of as much as $5,000 a computer, compared with perhaps $460 for a home PC at retail stores. Hewlett-Packard Co. and Gateway Inc. also have expanded their home-PC lines with game-specific models. "It's a higher-margin item," said Rahul Sood, president and chief technical officer of closely held VoodooPC. "Dell is realizing that the market we deal with is very influential; gamers tend to recommend computer systems to their friends." VoodooPC's sales more than doubled last month as gamers looked to specialized machines, and tended to select higher-priced notebook PCs, Mr. Sood said. The game machines are designed with custom parts to eliminate air-cooling fans, along with interior lights and the latest graphics. Stephen Baker, director of research at retail market watchers NPD Group, said Dell previewed several game machines at last month's Consumer Electronics Show in Las Vegas. He said its gaming expansion should help offset rapidly falling prices on consumer PCs. "Gaming PCs tend to hold prices and generate prices far above that of a standard PC," said Mr. Baker. "It can generate additional dollars." Write to Gary McWilliams at gary.mcwilliams@wsj.com Updated February 12, 2004