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It’s Official: Dell Buying Alienware

Sometimes rumors turn out to be false, but as reported here earlier Dell is going to purchase Alienware. They have announced that they will be keeping it as a wholly owned subsidiary, meaning that they will keep the marketing, sales, tech support and development as a separate entity from their current brand. No other terms of the agreement were released today.

It would seem that in order for Dell to realize any advantage from this they would have to keep it separate. They already have their own high end line of gaming rigs in the XPS. It’s not like they don’t know how to build a high end gaming PC. What they really seem to be buying is 1) the customer loyalty and brand recognition that Alienware enjoys and 2) the ability to get into the AMD market in a hurry and without involving the Dell name. Not sure Intel will see it like that, though.

I personally do not see this as a positive for those that had the means to purchase Alienware systems. Dell says they are going to bring their efficiencies to the Alienware brand. What they will most likely lose, try as they might, is the innovation that Alienware had. They were the first to offer high end PC’s as other companies, Dell included, raced to the bottom of the price range with mediocre offerings that offered little besides basic functionality. In the worst case scenario, Alienware users could find their customer support coming from India as Dell has forced their own users to do. At that point, Alienware will be nothing but an AMD Dell XPS in the Alienware case. I hope Michael Dell is smarter than that, but we’ll see.


Posted by Jeff


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