SUPERBRANDS 2018 superbrandsindia.com

Dell’s Client Solutions business caters to the technology needs of end users and enterprise users. India, which continues to be among the top fve markets for consumer PCs, is stimulating Dell to realise the vision of a PC for every Indian. To make this vision a reality, whether you are a technology novice or an evolved user, Dell has a PC for you.

Market the Dell PC on a year-over-year basis, for the focuses on empowering mothers by showing how The PC is more than just a gadget. In an nineteenth consecutive quarter. to understand and best utilise the PC in aiding environment that demands people be digitally holistic growth of their children. It has increased equipped, the personal computer acts as a port Achievements its reach to fourteen cities reaching out to about key to the individual, immediately transporting the Dell has endeavoured to understand India’s 23,000 households and trained over 11,000 user into a world of knowledge, productivity and computing needs and espousing the mothers till date. These efforts have placed Dell of course, entertainment. With household motto of giving users the Power To Do prominently on the maps in the edu-tech space. penetration that stands at a little over 10% in the More has built a robust network of Dell Aarambh was identified by The United over 240 million urban and rural households, India over 650 Dell Exclusive Nations Development Program as being aligned presents a massive opportunity for PC Stores, in addition to being to the Sustainable Development Goal 4 – Quality adoption. While metro cities see higher rates present across multiple Education and was subsequently chosen to be of adoption, emerging towns and cities still retail platforms like featured in the UNDP’s Time for Global Action exhibit the scope for people to fully large format Series that highlighted stories of inclusive understand and use the power of retail businesses. computing. stores, Campaigns achieve their potential when the Recognising this opportunity to products on offer excel and are able to fulfil and digitally empower citizens, Dell has even exceed consumer demands. The need of remained committed to the Indian PC the hour is to build PCs based on innovations that market and is repeatedly investing in India take inspiration from evolving consumer needs towards the growth of this category. The and demands. Dell’s pursuit of relentless nation, with its diverse and growing economy, a innovation has been rewarded with international government that is focused on building a digital industry recognition including an overwhelming 66 India, a vibrant business community and a awards for the flagship Dell XPS alone and a total significant youth population, all present significant of 87 awards in the world’s biggest annual potential for the PC industry. As the nation technology congregation – the Consumer progresses amongst its global peers, the need to Electronics Show (CES). In India, Dell garnered a enable digital skills in a robust and tech savvy total of 33 awards in 2017 ranging from Best workforce is greater today than ever before. Laptop Brand, Best All-in-One PC Brand, Best Dell’s consumer business strategically targets LED Monitor Brand and the Most Trusted Brand two segments of technology users: existing PC – this in a challenging year that saw new users who understand the potential of the PC economic models like demonetisation and GST to complement their individual aspirations and followed by BIS regulations. Further, the company first time adopters residing primarily in the has made a conscious effort to make innovation tier 2, 3 and 4 cities who have not been in PC technology available to Indian consumers, exposed to a PC. The brand’s consistent be it the newly expanded gaming portfolio for effort has been to provide a PC for every multibrand every kind of gamer or the Gore Thermal individual and the company has taken it outlets and most Insulation in its 2018 edition of the XPS 13 – the upon itself to equip a population recently, e-commerce. same technology that NASA uses to protect the constituting students, entrepreneurs, The brand has also Mars Rover. working professionals, the creative increased customer services to community, gamers, the CXO 20,000 pin codes, all in the effort to History community, teachers and parents become a more approachable and ’s belief in creating technologies with the power of computing. accessible brand. that drive human progress, has birthed the In the personal computing One of the key initiatives demonstrating the world’s largest privately controlled market, Dell has come a long way brand’s commitment to not only offer the best-in- technology company that is providing over the years, and the crux of its vision has class technology to its customers but also aid in solutions and services to customers in consistently rested on the consumer. As access to technology in education through PC 180 countries today. It is not just a technology evolved over time, Dell evolved with adoption has been the conceptualisation of Dell story of how a young Michael Dell it; from its humble beginnings in the era of CRT Aarambh. Launched in 2016, this pan-India PC started PC’s Limited with US$ monitors and large processors to medium sized was introduced to enhance technological learning 1000 in hand; it is about how desktop PCs in the 90s, Dell provides the most in young students thereby shaping digital India. Dell’s game changing vision for the technology advanced, powerful and sleek personal technology This initiative seeks to provide parents, teachers industry formulated the founding principle of devices today. Dell has paid attention to its design and students with the necessary training so that selling personal computer systems directly to philosophy focusing on delivering products that they better utilise the PC for learning, both at customers, helping organisations better resonate with the style preferences of consumers, school and at home. Aarambh, which ignites the understand consumer needs. bringing thinner, lighter devices packing more passion of learning in students has touched over Dell started off by selling IBM PC-compatible power and performance. The success of this 4000 schools, training over 75,000 teachers in 79 computers built from stock components and later philosophy is reflected in increased global share of cities. Digi Moms, an extension of Aarambh producing the first computer of its own design –

40 dell.com Dell the Turbo PC. After changing its name to Dell intent to strengthen its portfolio Computer Corporation in 1987, the company for Indian users. Dell has leveraged began expanding globally. In June 1988, Dell more than two decades of its PC Computer’s market capitalisation grew from gaming market expertise to US$ 30 million to US$ 80 million. Dell went increase investments and presence public, raising US$ 30 million and increasing in this segment. While the category market capitalisation from US$1000 to US$ 85 was seen as being inherently million, in 1988. Dell’s game-changing vision for price-heavy, Gaming, the technology industry, formulated the founding for the first time in the company’s principle of selling personal computer systems history, has made gaming devices directly to customers, helping organisations better accessible to every level of gamer understand customer needs. from amateurs to professionals. Fortune magazine included Dell Computer Over the past year, Dell has added Corporation in its list of the world’s 500 largest seven products to its gaming companies and Michael Dell became the youngest portfolio, introducing variants for CEO of a Fortune 500 company in 1992. In the every type of gaming need. next decade, Dell began selling computers via its User experience has gained website and attempted to expand by tapping into priority in Dell’s efforts to deliver innovative them to make the most of the PC to hone and the multimedia and home entertainment markets technology solutions to consumers with recent live their passions. The 2016 #FlipWithDell with the introduction of televisions, launches like Dell Cinema – a combination of campaign for its 2-in-1 range of devices clearly handhelds, and Dell DJ digital audio players, and three cutting edge technologies all working in recognised and celebrated the multiple roles changed the company’s name to Dell Inc. to concert to give viewers the most immersive, consumers play in their everyday lives. recognise the company’s expansion beyond captivating viewing. The brand’s VR ready Dell relies on a large number of daily computers. In 2006, Dell purchased the computer notebooks and Dell Inspiron All-in- interactions with customers around the world to hardware manufacturer Alienware and become a ones are fine examples of Dell’s conscious efforts develop deep, insightful relationships that lead to premier gaming PC player in the industry, adding to incorporate these technologies in its product innovative technology, rewarding customer a powerful gaming legacy to the strength of its lines. The brand will likely continue building on experiences and superior long term value. In India, existing portfolio. 2016 saw Dell and EMC these trends and deliver progressive technology Dell is present in both offline and online media, Corporation unite – making the combined whilst enhancing accessibility for first time sharing innovations, enabling purchase of new company a global enterprise solutions technology users. machines and providing a comprehensive service powerhouse. Despite the Millennials, tech savvy support framework to ensure seamless technology evolving landscape, Dell’s and the fashion focused experiences. focus on innovation and account for a huge design-centric approach percentage of Dell’s Brand Values that revolves around users, with signs pointing Dell is a company that runs on a 33 year old consumer needs has toward further growth in culture. Now with the creation of Dell successfully led to the their numbers. Their Technologies, and the merging of Dell, EMC, creation of an end to end preference trends lean VMware and Pivotal into one family, the belief is solutions centre and Dell towards advanced that establishing shared values is as important as prides itself on the fact that technologies like Virtual integrating the sales force. every Dell design reflects reality, Augmented The philosophy that drives Dell and has led it the virtue of customer Reality and Gaming. The to build trusted relationships with consumers obsession. brands VR ready around the country is that customer relationships Alienware notebooks are the ultimate differentiator and the foundation Product and Dell Inspiron for success. Dell believes in and values team With Dell, beauty and All-in-ones are fine work and the ability to innovate and cultivate brawn are more than skin deep and that defines examples of Dell’s conscious efforts to stay breakthrough thinking. Dell believes integrity the Dell experience. Every detail counts; relevant to this ever evolving set of users. The must always govern the desire to win and is performance, battery life and mobility are critical, brand will likely continue building on these trends accountable for exceptional standards of as is the resistance of the keyboard, the in the coming year and deliver progressive excellence and performance. movement of the hinges, the clarity of the display, technology while enhancing accessibility for first the temperature of the device – the list is endless. time users. Dell has been more committed to cutting edge With the growing demand for stylish and Things you didn’t know about design and experience, aspects that matter the powerful machines, the company recently fortified most to customers. At Dell, the design philosophy its Thin & Light PC portfolio with new Inspiron Dell is about the customers and the support they seek and XPS devices, which personify robust

from their personal technology device to meet configuration, an eye-popping cinematic u Globally, Dell has had over nineteen their goals. From the solid, powerful Alienware experience and eye-pleasing aesthetics. Dell’s consecutive quarters of year-on-year gaming notebooks to the sleek and stylish XPS flagship consumer products – the Inspiron and ultrabooks to Dell’s most loved Inspiron XPS portfolios have won more product awards global market share gain in the PC consumer notebook, desktop and All-in-one than any other brand in the company’s history. market (Source: IDC) brand – Dell is constantly growing to ensure customers have access to the widest, most Promotion u Dell has been the No. 1 workstation versatile product portfolio of devices. As a brand, Dell doesn’t just engage, but vendor worldwide, outperforming the constantly thinks about its consumers. Award Recent Developments winning, insight driven consumer engagement industry with positive growth in every In recent years, Dell has showcased a growing campaigns from the brand over the years, have major region (Source: IDC) commitment to its PC gaming audience with the had a common theme – empowering consumers

with the power of technology. u In India, Dell has been recognised as the For first time users, Dell has most trusted technology brand for four seasonally implemented flagship consecutive years by the Trust Research programmes like Dell Champs – where school students get to Advisory – Brand Trust Report understand how to use PC

technology through interactive u To keep plastics out of the ocean learning and a spirit of healthy globally, Dell is processing plastics competition. For youth, the collected from beaches, waterways and campaign centres on ambition coastal areas and using them as part of and a sense of personal achievement with campaigns like a new packaging system for the XPS 13 #ICanDoKuchBhi encouraging 2-In-1 laptop

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