Dell's new Studio range is targeted at more design-conscious consumers, and fits between the functional but cheap business machines and the high-end XPS customised models with great graphics. This is a market segment where Dell hasn't competed before, and it's one that's becoming increasingly important to Dell as it expands from direct sales into retail sales.
Having a distinctive consumer range helps justify the higher prices charged in the retail market, and should help Dell to avoid cannibalizing its huge online sales business. However, if it works, it could hit both Hewlett-Packard (with its Compaq brand) and Sony, which is the high-priced supplier.
Dell's ambitions for the Studio range have been underlined by its launch of Designed for Dell peripherals that are available in a wide range of colours to match the colours offered on Sudio notebooks. The peripherals themselves are being produced by Belkin and Targus (bags etc), Creative Labs (earbuds and speakers), Iomega (external hard drives) and Logitech (mice).
There won't be a viable market for the add-ons unless Dell sells millions of Studio computers. However, I'd assume that the Dell E series of minibooks (subnotebooks) will come in the same colours, and enlarge the potential market.
Anyone placing bets on Dell getting back the number 1 spot in the PC market?
