Dell not axing XPS – retaining it alongside Alienware as gaming brand
By Erna Mahyuni
The reports that Dell is phasing out its XPS line of gaming machines have been greatly exaggerated. Seems Dell is not concentrating solely on Alienware for gaming offerings whatever the Wall Street Journal might say.
WSJ broke the ’story’ that Dell will be phasing out its gaming machines in the XPS line, in favor of strengthening their Alienware offerings. Alienware, a popular gaming outfit known for touting its ‘for gamers by gamers’ machines was acquired by Dell in March 2006. The WSJ speculated that the phasing out of four high-end XPS desktops signalled Dell’s intent to focus on not diluting the Alienware brand. Dell decided to clarify the ‘misunderstanding’ with a post on their corporate blog.
Anne Camden, Dell’s Consumer Product PR person, admittedly lays the PR-speak a little thick in the post. Another PR rep (who’d rather not be named) says the post reads like a press release. Still, at least she clarifies Dell’s position on the Dell XPS – calling them both great brands that will live on though Dell is going to expand its focus on Alienware.
“We are integrating the best gaming product development, engineering and design teams in the industry — Alienware and XPS — and this all-star lineup will be supported by a worldwide sales and marketing organization, ” says Camden in the post.
Camden also points out that the XPS is more than a gaming brand, with products like the XPS One, an all-in-one, and XPS M1330, an ultraportable notebook, decidedly not gaming machines. “How the WSJ missed all this is a little beyond us.”
Though it’s nice Camden made that little dig at WSJ’s reporting, it’s hard not to make fun of the last paragraph of her post which is a bit too full of spin-speak.
“We love gamers. We love gaming. And much like we want to win every game we play, we want to lead in this market. Simple really. So that’s why we’re investing so much in the gaming systems of the future – we want those on an Alienware or XPS to reign supreme.”
Yes, point taken, Camden. XPS is not going to be axed, Dell is spending more money on gaming machines. PC gamers who still persist on playing games on desktops/notebooks when the console crowd insists PC gaming is dying, you will soon have more choices to blow your money on.
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