Dell has big plans for our local market, and the HWM team was able to witness their official entry into the Philippines in the form of an event with a dazzling display of versatility and color – more than representative of Dell’s excitement and bullish attitude towards the potential for growth locally.

                                             Arabian (Persian?) themed room set the mood.

The night started out normally enough for a product launching at the Prince of Jaipur at the Fort, with tasty if somewhat strange food, an atmosphere of anticipation tingeing the businesslike efficiency of the event proceedings, and computer hardware that seems familiar due to its ubiquity and availability in other markets yet seemed jarring when seen locally and in the flesh, so to speak.

                                             Barry Bunyi and Toru Matsuura, Dell Philippine Country Manager and ASEAN Marketing Director respectively, are two of the key people in this launch.

Flamenco-flavored dance steps down the wide staircase of the venue were joined by belly dancers in a multitude of colors. White-gloved performers under ultraviolet lights let their hands do the talking, and a rock band with an uncanny semblance to the Beatles capped off the evening. Even the actual topic of the event was presented in a refreshing mixture of stolid assurance based on Dell’s stability as a brand, and the local executive’s excitement in presenting this, the first time Dell is entering the local market to the arrayed media people. In other words, it was a night of contrasts and uniqueness very fitting for the first-time introduction of such a world-wide brand so famous that it seems it’s hardly going to need any marketing budget for Filipinos to sit up and notice.

                                             Just some of the varied presentations during the event.

Regardless, Dell isn’t going to sit back and let its name do the work; it is setting out to put its best foot forward. Strangely enough, it involves nothing more radical than their staying the course as a customer-oriented company that is service and quality based. Dell’s insistence on personalized manufacturing, as opposed to mass production of models that won’t fit the majority of tastes, certainly is a more difficult production model than the competition’s, yet Dell values its advantages of customizability and rapid response to customer demands, be it for build-up, repair or modification.

                                             XPS and Inspiron models making the rounds.

In fact, this unique business model of build-when-ordered is very similar to the local hodge-podge of PC retail shops that build your PC to your specifications, although dependent on availability. The exciting thing about Dell’s business model however is its commitment to after-sales support and the infrastructure and resources to support it – something that none of the small retail shops can match. It’s easy to see why the event was such a mix of familiarity and uniqueness; it reflects Dell’s unique approach to PC retailing, while at the same time giving the customer a comforting sense of security in their products.

                                             The models generated lots of interest.

Dell is introducing the Inspiron laptop and desktop lines, as well as the XPS laptop line to the local market. Dell  is working with Accent Micro and Abenson, both well known technology-oriented stores of good standing, to deliver these laptops and desktops and the requisite before, during, and after-sales support to buyers certainly eager to invest in a world-class PC. After showing their commitment in the corporate side of the business, this first foothold in the retail PC industry is certainly a big and exciting step for the company.

                                             Some members of the media became the proud owners of what is probably the first official Dell units on Philippine soil.

Dell’s way of doing business was reflected perfectly during the event – it was no cookie-cutter event with the same activities, venue, and topic, it was different, and it was effective, and it got its message across. It was also different for this editor as this was the first time said editor was able to win any kind of raffle – one that raffled off an Inspiron 530. Dell is in the country doing its stuff in its own unique way, and it will get its message of great customer service, great technology and great value across to long-suffering Filipino PC customers looking for a better consumer experience.

                                             The night didn't so much end as go out with a bang, with a live band, light show and belly dancing as part of the fun. Experience Dell indeed.