Dell has recently decided to stop selling four of its XPS gaming PCs. This decision comes as the company has realized it may be more profitable to throw all of its marketing behind its dedicated gaming brand, Alienware, which Dell acquired in 2006. The models that will be retired include the XPS WoW notebook and the XPS 730 tower PC. This will bring Alienware to the forefront, although some are concerned that the move will emphasize Dell’s role in Alienware’s products and dilute brand loyalty.
The move to end the XPS gaming line and focus solely on Alienware should help revive Dell’s gaming PC market. Instead of having two brands competing, the company can focus all its energy on the more popular products. One major reason for Dell’s decision to pull several XPS models is that Alienware will now be offering more budget-friendly computers. The lower cost of these machines means they could easily compete with the XPS gaming systems. This means expanding Alienware’s offerings.
Dell Alienware Area-51 m15x laptop
One of the most recent Alienware releases is the Area-51 m15x laptop, which has a starting price under $1100. The model comes with a powerful Nvidia GeForce 9800M graphics card, which is ideal for games. This reasonably priced laptop is notable because, prior to its acquisition by Dell, Alienware was mostly known for its desktop PCs.
Alienware is Dell’s premium gaming brand
Following the shakeup at Dell, Alienware will emerge as the company’s premier gaming brand. Its existing reputation and appeal should remain intact, while the XPS line will carve a new niche for itself in the PC world. Dell is not looking to completely destroy the XPS line. Instead, it is hoping to shift the focus of this brand away from gaming and towards another niche. This would leave Alienware with a clear monopoly on premium gaming PCs from Dell. Meanwhile, the XPS line would be redesigned. Currently, XPS desktops are known for their flashy, gamer appeal. They are large, have flashy LED displays, and are powerhouses for playing computer games. With the move to make Alienware the only true gaming line Dell owns, though, XPS will be transforming its focus to multimedia PCs.
If you want a gaming machine from Dell, Alienware is the way to go…
Changing the XPS brand and eliminating competition between its XPS and Alienware products makes a lot of sense for Dell. When it first acquired Alienware, the computer company was essentially producing almost identical computers on both the XPS and Alienware lines. This was not the most practical business move, and, now, Dell is moving to rectify that situation.
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