戴尔首席运营官Jeff Clarke在新闻发布会上表示：“客户确实喜欢容易记住和发音的名字。”他表示，买家不应该花时间“弄清楚我们的命名法，这有时会让人有点困惑”。Dell Technologies (DELL.US) plans to re-name its personal computer (PC) brand using a naming convention similar to Apple's (AAPL.US) to stimulate demand.
The Zhitong Finance App learned that Dell Technologies (DELL.US) plans to rename its personal computer (PC) brand using a naming convention similar to Apple (AAPL.US) to stimulate demand.
Dell announced before the opening of the Global Consumer Electronics Show (CES) on Monday that it will eliminate decades-old PC product names such as “XPS” and “Inspiron” in the next generation of products and replace them with simplified brand names around the word “Dell.”
Dell Chief Operating Officer Jeff Clarke said at a press conference: “Customers really love names that are easy to remember and pronounce.” He said buyers shouldn't spend time “figuring out our nomenclature, which is sometimes a bit confusing”.
After the buying spree in the early days of the COVID-19 pandemic, PC sales have been sluggish for years. Dell and its counterpart HP (HPQ.US) have been experimenting with new strategies to encourage users to upgrade their products. Artificial intelligence optimization systems and Microsoft's discontinuation of support services for the Windows 10 operating system are seen as catalysts for the upgrade wave.
Most of Dell's new PCs will now be classified into three tiers: Dell, Dell Pro, and Dell Pro Max.
This is similar to how Apple devices are named. Recent generations of Apple iPhones have also been named “pro” and “pro max” to distinguish higher-level devices.
Dell executives defended this naming method, saying no one owns the words “pro” or “max.” Clarke said the decisions were supported by a study of “tens of thousands of customers.” Kevin Terwilliger, vice president of Dell's personal computer business, said there is a similarity between Dell and Apple's approach, which is that Dell “anchors” its products to a simple brand name.
Alienware, a gaming PC brand acquired by Dell in 2006, was not affected by this name change. Terwilliger said many of the new Dell-branded devices will be equipped with neural processing units — chips optimized for artificial intelligence tasks.
Dell CEO Michael Dell said at a press conference: “Currently, the installed base of PCs is 1.5 billion, and they are aging. These PCs will need to be replaced by artificial intelligence innovations.” The new name will “make it easier for customers to close deals with us.”
Dell rose 3.96% to $124.66 by the close of the US stock market on Monday.
