Dell looking to boost NZ sales

By ADAM GIFFORD

The thing that really annoys competitors about Dell people is the smirk they wear as they win by being second.

Dell's rise to become the world's number one PC maker has come not through innovation, but by packaging the inventions of others once the market is proven and getting them to the customer quicker and cheaper through its efficient manufacturing and distribution networks.

A Dell tablet? Not just yet, says Dell Australia and New Zealand managing director David Miller. Wait until the market volume increases and the technology standards are established.

"Let's be clear, we do not get into any business or sustain any business unless it is profitable. Unlike some of our competitors, we don't have a single line of business that doesn't make money," said Miller, who was in New Zealand a week ago.

So for now Dell doesn't make tablets. It does make printers, handheld computers, music players and flat-screen televisions. What's the chance of seeing them here soon?

"It is a question of profitability, volume and the cost to get it here," Miller said.

New Zealand sales figures were disappointing compared with other markets. "Historically, Dell has not given the attention to New Zealand we should. You will see me invest heavily in the New Zealand marketplace with sales, pre-sales and post-sales support."

Miller said he would be increasing staff on the "relationship" side of its business - selling to corporates.

"It would be unacceptable to me if I am not growing at double or triple the market in the next 12- to 24-month period," he said.

Dell is negotiating with New Line Cinema to do technology marketing around the third Lord of the Rings film.

Miller admitted Weta Studios, which did the film trilogy's special effects, used little Dell equipment, and the negotiations were being carried out in the United States.

"New Line and Dell have a great relationship [there] ... I am just trying to sell to Weta every way I can. We would love to penetrate ... but IBM is strong there."