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Tue 21 Oct 2008 04:00 AM

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Dell's winning formula

Dell might be best known as a PC and server vendor, but visitors to its stand shouldn't be surprised if they hear the company talking up the strength of its services offering in the region.

Dell might be best known as a PC and server vendor, but visitors to its stand shouldn't be surprised if they hear the company talking up the strength of its services offering in the region.

The vendor has worked hard to boost local support for partners and customers through improved supply chain processes and investments in infrastructure. It is now keen to outline the steps it has made at GITEX Technology Week.

"What we didn't have in our Middle East operations in the past was enhanced service capabilities, but we can now offer our regional customers Dell's entire range of solutions and products," declares Michael Collins, general manager at Dell Middle East.

"Our increase in service capabilities is the most significant change in our regional business and we have hooked our Middle East business into Dell's global support structure," he continues.

Dell's previous exertions at GITEX have been in conjunction with partners, but the company is participating through its own stand for the first time year - a move that it insists is an indication of its commitment to the Middle East market.

The vendor is using the show to further its relationships with customers and better understand the IT needs of regional corporations.

"In the enterprise space our customers are looking for more than just hardware," explains Collins. "The most important aspect is service and support, along with power and cooling issues and things like blade server technology, which we are highlighting at the show," he adds.

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