Dell to launch high-end PC line

Dell will introduce a new product category of expensive PCs later this year.

Dell plans to bolster its PC business with a new high-end product category for buyers with more expensive tastes.

The new category, which has yet to be named, will consist of desktops and notebooks priced between $US1200 and $US3500, Dell's chief marketing officer and vice-president of the company's US consumer business, Mike George, said last week.

The vendor was refining its PC business to develop products tailored specifically to different types of customers, a Dell spokesperson said.

Some customers want nothing but an inexpensive bare-bones PC without a support package, which can be easily found on Dell's website.

Other customers were looking for powerful multimedia PCs with all the bells and whistles and personalised support options, he said.

Dell already offers high-end desktops and notebooks for gamers with its XPS gaming systems. But the company wanted to provide a wider variety of powerful systems for those with discriminating tastes, the spokesperson said. New support packages will also accompany the new product line, he said.

Most of Dell's promotional efforts in recent months have been designed to get its emerging printer and IT services businesses off the ground. However, PC shipments still pay the bills at the Round Rock, Texas, company. With PC shipment growth expected to slowly decline in coming years, Dell and its competitors are trying to find new ways to sell the increasingly mature products.

The new Dell PCs were expected to be available in the second half of the year, George said.

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Tom Krazit

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