To: Lucretius who wrote (42563 ) 5/16/1998 8:36:00 PM From: Andy Turk Respond to of 176387
OK, I'll take Lucretius' bait... He said: "DELL sells a commodity. You can buy it from anybody. Only the price matters." I think that's oversimplifying the situation. There are differences between PC products that customers prefer. Dell is incorporating those differences into its products and is also making itself an easier vendor to deal with. This builds brand awareness that helps separate high-end products from the rest of the pack. Your analysis seems to be predicated on the assumption that Dell *is* a low cost provider, and if they can't continue to be a low cost provider then their business is shot. I think that argument misses the point. The real issue here isn't whether Dell's historical business model will continue to support the kind of growth we want, but rather the strong possibility that the PC market has bifurcated. I.e. Dell is moving away from the low-cost-provider-in-a-larger-market position into the driver's seat of low-end workstation market. As an illustration, chip companies used to have product mixes that included proprietary designs, standard chips and custom chips. Intel, for instance, used to sell both RAM chips and proprietary designs. But the competition got very intense for RAM and Intel got out of that business. I think it would have hurt the company to try to win the DRAM battle as well as the microprocessor battle. Intel chose wisely and has done pretty well. I think Dell is making a similar choice as we speak by getting out of the $1K PC business. As long as Intel churns the PC market by spitting out improved chips every three months, I think Dell's direct BTO model will be a *huge* strength. As many have said, Dell doesn't have to sit on inventory that rots in the warehouse. The other thing that Dell avoids is paying the channel. Business customers don't need what the channel offers anyway. In my mind, Dell will continue to see higher margins because: 1. It's inventory doesn't rot; 2. It doesn't have to pay the channel; and 3. It sells to customers who aren't as price sensitive (as consumers) This is basic stuff, but it does lead to cash. Andy PS. Yep, I'm long on DELL, and I bought more late yesterday afternoon. :-)