Dell attempts to dump black box image

By Barry Collins, Marbella

Posted on 26 Jun 2007 at 15:15

Dell is trying to shed its boring black box image with a colourful new laptop range and ultra-thin notebook.

The company claims the new product range marks the beginning of a new design-led focus for the company. "You're seeing Dell in a transformation - a different Dell," claims Joe Curley, director of marketing at the PC maker. "This is a vastly different Dell to Dell six months ago, three months ago or even last week."

It certainly wasn't your usual Dell product launch. Models paraded the bright new laptops down a catwalk, accompanied by thumping dance music. It's clear the company is finally determined to attract the fashion-conscious laptop buyer usually targeted by companies such as Apple and Sony. Hoewever, Dell couldn't quite shed its old style, with product managers appearing in regulation shirt and jeans shortly after the models, and describing the new line-up as "snazzy".

The new product launches include four desktops and two laptops under the relaunched Inspiron consumer brand. The laptops will come in eight different colour casings, with options including "sunshine yellow", "bubblegum pink" and "espresso brown".

The laptops are priced from £549 inc VAT and include both AMD Turion 64 and Intel Core 2 Duo processor options. There's a choice of hard disks up to 250GB, optional Blu-ray drive and an integrated 2-megapixel webcam.

Dell has also launched what it claims is the world's thinnest 13in laptop. The XPS M1330 Ultramobile Notebook is just 0.9in thick and weighs less than four pounds. Priced from £729 inc VAT, it offers options for Nvidia GeForce Go 8400M GS graphics, HDMI support and a slot-loading DVD+/-RW drive.

It also includes a built-in Wi-Fi network indicator that means you don't have to switch your laptop on to find out whether you're in Wi-Fi range.