Dell Steps Up Investment On Customer Lead Campaign To Help Businesses Take Their Own Path





Round Rock, Texas (PRESS RELEASE – August 24, 2010) – Dell Small and Medium Business evolves Take Your Own Path beyond featuring real customer “heroes” in advertisements to building online and offline resources that offer no-nonsense advice, definitive technology solutions and strategies for using technology more effectively to address top business challenges.

“More and more, I hear from business owners that they need end-to-end technology solutions that drive growth, cut costs and improve customer service,” said Paul-Henri Ferrand, Dell’s chief marketing officer for Consumer, Small and Medium Business. “With the expansion of Take Your Own Path, we provide greater access to straightforward IT advice and bring businesses together to share best practices on growing a successful company.”

In collaboration with Intel, the Dell Take Your Own Path (TYOP) campaign introduces nine new founders and amplifies the stories of existing heroes who embrace technology, view it as a competitive advantage and serve as role models to others — bringing the total number to 50 companies across nine countries.

One such example is Sanjana Rathnam, Dell hero and designer and CEO of No-Ordinary Bride, a bridal gown house. “Technology is really helping my business connect better with customers,” said Rathnam. “Being part of Take Your Own Path enables me to share our story and inspires us to implement new technology strategies like in-store videoconferencing that allows the bride to share the dress buying experience with her mother or best friend not there in person – which also helps us close the sale.”

“As we predicted at the start of 2010, small and medium businesses are spending again but only on solutions that provide demonstrable bottom and top line benefits,” said Laurie McCabe, partner, SMB-Group. “By showing technology solutions at work in real businesses, Dell’s Take Your Own Path campaign provides the evidence SMBs are looking for in terms of how technology is providing payback value.”

In addition to the campaign, Dell continues to make significant investments in building direct relationships with businesses on and off Dell.com. In June, Dell hosted the inaugural Dell Women’s Entrepreneur Network, an extension of the Take Your Own Path campaign, at the World Expo in Shanghai. Specifically focused on promoting women-owned businesses, this event brought together 75 female founders, CEOs and innovative leaders who run businesses in the world’s top markets to share best practices on running high-growth companies and how to make it to the next level. Discussions tackled business challenges from talent management, launching against the odds, scaling for growth, to critical issues for boards and social media. And with the incorporation of online resources, any customer can experience highlights of the event through the LinkedIn group, Flickr and YouTube.

For businesses looking to share their own best practices, stories and technology ideas, Dell recently expanded its user-friendly site called Business Trailblazers outside the United States to Canada, China, France, Germany, Japan and the United Kingdom. The community is dedicated to companies seeking to gain and share practical technology advice and establish business credibility. With the potential to reach the millions of visitors to Dell.com, small and medium business owners and their IT staff are empowered to promote their business expertise online by creating a company profile that highlights their business and technology challenges, solutions, product ratings and recommendations.

Complementing this effort, Dell, Intel and LinkedIn have built a first-of-its-kind custom business group, the Business Solutions Exchange. This group offers business owners up-to-date video, white papers, case studies, podcasts and news focused on technology solutions including data storage, virtualization, systems management, mobility, security and cloud computing. With this content and the ability to easily connect with subject matter experts and fellow entrepreneurs, businesses can learn the steps needed to implement the right IT strategies for them.

Some of the new Heroes include:

ANJUKE, Liang Weiping, CEO: online Real Estate search site for cities throughout China.

Easou, Wang Xi, CEO: leading mobile search and advertising provider in China.

Silk Road Telecommunications, Lixia Qiu, Founder and CEO: provides an internet data center, enterprise communications services and internal management services to more than 300,000 customers in China, the Philippines, Vietnam and Thailand.

Shirogumi Inc., Tatsuo Shimamura Founder and CEO: based in Japan, technology company that develops computer graphics and special effect(VFX) for movie and animation.

CoOptions Technologies Ltd., Subrahmanyam Yadavalli, Managing Director: provides sustainable and scalable business services by empowering the rural hubs in India.

Chitale Dairy, Vishvas Chitale, CEO and CTO: dairy farm that distributes products throughout Maharashtra.

Caudalie, Mathilde Thomas, Founder and CEO: extensive, global line of high-quality cosmetics and skincare products and four Vinothériapie® spas.

Colloquium Group, Natalie De Chalus, Founder and CEO: based in France, organizes, manages and executes virtual and on-site meetings for groups of 1,000 to 15,000 business professionals.

PensionsFirst, Timothy Lyons, CEO, and Fiona Page, Partner: through an application they developed, Pension First helps companies in the United Kingdom quickly and accurately analyze, manage and track pension risk.

About Dell

As the visionary outcome of a true entrepreneur, Dell (NASDAQ: DELL) is committed to helping small and medium businesses solve their technology challenges, ease business pain points and draw greater value from IT. With Managed Services, Optiplex™, Latitude™ laptops, the designed-for-small business Vostro™ line, energy-efficient PowerEdge™ servers and Small and Medium Business Solutions Center, Dell supports entrepreneurs every step of the way.

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Marie Hernan



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