Dell-ienware: Dell Buys Alienware
Rumours finally confirmed, Dell to sell AMD-based computers.
As reported recently on SPOnG, rumours have been doing the rounds now for some time about Uber-PC manufacturer Dell buying out hardcore gaming PC specialist Alienware. Check our recent bang-on-the-money coverage right here on SPOnG.
Well, the rumours were true. The buy-out has finally been announced, despite the many protestations to the contrary from various quarters, including one forum poster on SPOnG who declared: “As an Alienware employee, I can tell you this: THAT IS NOT GOING TO HAPPEN.”
Well, SPOnG has one thing to say to all you doubters: “Pwnned!!1”
Not that we are quite sure how to actually say that. However, back to the story. Dell purchased the privately-owned Alienware for an undisclosed amount, saying that it was acquiring the gaming PC specialists in order to "better satisfy" consumers and corporations looking for high-performance machines. Dell say that Alienware will stay as an independent operation, and that its management structure will remain intact.
Speaking to an Alienware UK rep earlier today, SPOnG was told that it was very much “...business as usual, operationally”.
The deal leaves Apple as the only major computer maker selling Intel-based - not AMD-based - computers.
Michael Dell, chairman of - yep you guessed it - Dell, had the following to say: "Alienware's products are an excellent complement to Dell's own line of high-performance computers designed for gaming, enthusiast and media content customers. In addition to offering high-quality, high-performance products, Alienware has tremendous brand appeal with consumers and creative business professionals.”
Miami-based Alienware was founded in 1996 by childhood friends Nelson Gonzalez and Alex Aguila, who have built up a cult following for their machines amongst the hardcore PC gaming community. Whilst many of the hardcore will no doubt see this move as a sell-out on Alienware’s part, SPOnG salutes them. We only hope that they continue to make machines for gamers and that they continue to lead the market with their innovative and knowledgeable gamer-centric marketing and PR and, perish the thought, that they don’t become just another Dell subsidiary.
Nelson Gonzalez, CEO of Alienware - who, if he has any sense, will currently be swimming in champagne, slurping oysters and truffles served by former Miss Worlds now working as ‘exclusive executive escorts’- had the following to say: "Perhaps the biggest surprise to most people will be that you're not going to see a lot of changes after this announcement. You're not going to see Alienware logos show up on Dell products and vice versa. Our website is not going to change and the majority of our business practices will stay the same. Both Alex and I remain in charge as we have before to manage Alienware... Don't look to see cranes starting to erect Dell signage on top of our Miami headquarters."
Gonzalez explained his decision on Alienware's Web site earlier today, stating that: "Since 1996 when Alex Aguila and I co-founded Alienware on not much more than a dream and a personal credit loan of $10,000, no other business has had the inspirational impact on our organization from a business model and efficiencies standpoint than Dell." He goes on to point out the synergies between the two companies, including their parallel commitments to the direct sales business model.
To reassure the hardcore PC gaming faithful, Gonzalez also stressed that the Alienware brand and business methodology are not going away. "I have learned one vital thing that is the basis of our success: the Alienware brand is everything. In the minds of our customers, the Alienware brand immediately connotes coolness, style, unbridled raw performance and bleeding-edge innovation. People like us because we're edgy, trendy and, at times, irreverent. Alienware product designs are certainly not traditional and conventional. In short, we're not your father's PC company and our customers know that."
As yet, it’s unclear what will happen to Alienware’s less publicised roster of business and more general consumer-oriented machines, such as its Sentia laptops. It’s also unclear what will happen to Dell’s own gaming PC brand, XPS. It’s a fair bet to say that both Alienware’s Sentia range and Dell’s XPS gaming range will most likely disappear with as little fuss as possible in the near future.
Product development, marketing, branding, sales, and support will all continue to be handled by Alienware, operating as a subsidiary of Dell.
Well, the rumours were true. The buy-out has finally been announced, despite the many protestations to the contrary from various quarters, including one forum poster on SPOnG who declared: “As an Alienware employee, I can tell you this: THAT IS NOT GOING TO HAPPEN.”
Well, SPOnG has one thing to say to all you doubters: “Pwnned!!1”
Not that we are quite sure how to actually say that. However, back to the story. Dell purchased the privately-owned Alienware for an undisclosed amount, saying that it was acquiring the gaming PC specialists in order to "better satisfy" consumers and corporations looking for high-performance machines. Dell say that Alienware will stay as an independent operation, and that its management structure will remain intact.
Speaking to an Alienware UK rep earlier today, SPOnG was told that it was very much “...business as usual, operationally”.
The deal leaves Apple as the only major computer maker selling Intel-based - not AMD-based - computers.
Michael Dell, chairman of - yep you guessed it - Dell, had the following to say: "Alienware's products are an excellent complement to Dell's own line of high-performance computers designed for gaming, enthusiast and media content customers. In addition to offering high-quality, high-performance products, Alienware has tremendous brand appeal with consumers and creative business professionals.”
Miami-based Alienware was founded in 1996 by childhood friends Nelson Gonzalez and Alex Aguila, who have built up a cult following for their machines amongst the hardcore PC gaming community. Whilst many of the hardcore will no doubt see this move as a sell-out on Alienware’s part, SPOnG salutes them. We only hope that they continue to make machines for gamers and that they continue to lead the market with their innovative and knowledgeable gamer-centric marketing and PR and, perish the thought, that they don’t become just another Dell subsidiary.
Nelson Gonzalez, CEO of Alienware - who, if he has any sense, will currently be swimming in champagne, slurping oysters and truffles served by former Miss Worlds now working as ‘exclusive executive escorts’- had the following to say: "Perhaps the biggest surprise to most people will be that you're not going to see a lot of changes after this announcement. You're not going to see Alienware logos show up on Dell products and vice versa. Our website is not going to change and the majority of our business practices will stay the same. Both Alex and I remain in charge as we have before to manage Alienware... Don't look to see cranes starting to erect Dell signage on top of our Miami headquarters."
Gonzalez explained his decision on Alienware's Web site earlier today, stating that: "Since 1996 when Alex Aguila and I co-founded Alienware on not much more than a dream and a personal credit loan of $10,000, no other business has had the inspirational impact on our organization from a business model and efficiencies standpoint than Dell." He goes on to point out the synergies between the two companies, including their parallel commitments to the direct sales business model.
To reassure the hardcore PC gaming faithful, Gonzalez also stressed that the Alienware brand and business methodology are not going away. "I have learned one vital thing that is the basis of our success: the Alienware brand is everything. In the minds of our customers, the Alienware brand immediately connotes coolness, style, unbridled raw performance and bleeding-edge innovation. People like us because we're edgy, trendy and, at times, irreverent. Alienware product designs are certainly not traditional and conventional. In short, we're not your father's PC company and our customers know that."
As yet, it’s unclear what will happen to Alienware’s less publicised roster of business and more general consumer-oriented machines, such as its Sentia laptops. It’s also unclear what will happen to Dell’s own gaming PC brand, XPS. It’s a fair bet to say that both Alienware’s Sentia range and Dell’s XPS gaming range will most likely disappear with as little fuss as possible in the near future.
Product development, marketing, branding, sales, and support will all continue to be handled by Alienware, operating as a subsidiary of Dell.
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Comments
daCuk 23 Mar 2006 18:39
1/1
Yup, I was the one who posted that, and 5 min after I did, I was "slapped" by my boss, telling me the transaction was going to be real indeed.
As a punishment, I was sentenced to play Time Killers 8 hours a day, listening to Jerry Macguire soundtrack until I learned all the script and promised to not to touch a computer unless it is a Commodore-64...
As a punishment, I was sentenced to play Time Killers 8 hours a day, listening to Jerry Macguire soundtrack until I learned all the script and promised to not to touch a computer unless it is a Commodore-64...