Dell unveils new laptop lineup

Models pose with Dell’s latest Alienware gaming PCs and laptops during a launch event in Seoul, Tuesday. / Courtesy of Dell Korea

By Kim Yoo-chul

Dell, the U.S.-based computer manufacturer, introduced a new lineup of three gaming-specific laptops ― the Alienware 14, 17 and X51 ― in Seoul, Tuesday.

“The latest Alienware products were aimed at creating a new market. With striking surface designs and hardware specifications, these computers are ideal for gamers and people who want to experience something more different from existing models,” said Park Jae-pyo, head of Dell’s marketing in Korea, at a press conference in a Seoul hotel.

The Alienware series use Intel’s fourth-generation core processor and Nvidia’s GeForce 700 graphic card. The devices have increased battery life expectancy as its embedded DDR3L memory cuts consumption in energy. Three-dimensional (3D) features are optional, said Dell in a statement.

Dell was shifting its primary focus toward high-end computers and corporate servers, which are less-volatile and more profitable than conventional desktops and notebooks.

Like other PC manufacturers, Dell is expanding its partnership with top Korean distributors for better supply-chain management.

Dell was struggling as the market has declined amid the rising popularity of smartphones and tablets.

But the maker still sees some opportunity in the sector by introducing gaming-specific computers that are highlighted with advanced hardware specifications.

Dell officials said the devices’ surface design was a major change.

Alienware was acquired by Dell in 2006. It remains a “master brand” and is run as a separate entity in Florida.

It’s noticeable to see that Dell has been selling the high-end computers in Korea, according to analysts and officials. Some of them said the strategy is driven by Dell’s strong belief that the market is far from dead.

Although the market is evolving, the firm said gaming is still a key sector that has stronger growth potential helped by more content creation and extreme gaming.

Given such factors, Korea is the right place for Dell to push its new business as the Texas-headquartered outfit is buying chips and flat-screens from major Korea-based parts suppliers including Samsung Electronics and LG Display.

“Alienware desktops are performing exceptionally well as they deliver the graphics and processing power gamers are looking for,” said Park.