Notebook computer manufacturers can’t seem to make up their minds which way the market is going. Apple has recently introduced the MacBook “Air” light-weight and wafer-thin laptop — a computer so small it will fit inside a standard A4 envelope. But over on the PC side of things, some manufacturers are going to the other extreme, creating the computer equivalent of rugged four-wheel-drive vehicles.
Dell has just introduced the Latitude XFR D630, a thick and rugged “all-terrain” notebook computer, built to withstand moisture, extreme temperatures, and even accidental falls from desk height. The newest Latitude, the XFR D630 is surrounded by what Dell calls “full body armor,” and made to withstand the rigors of life on the road.
While there have been “tough book” computers around for years, Dell is aiming to produce a tougher, more resilient notebook at a lower price point. The closest competition at the moment is the Panasonic CF-30, which is priced slightly higher than the $3,899 starting point for the new Dell XFR.
Dell’s profits have taken a hit lately, and recent earning reports indicate the company has been in something of a slump over the past year. They’re hoping that the new rugged notebook computers — along with a new marketing strategy — can improve the company’s bottom line in 2008.
Rather than trying to compete in the “thinner, lighter and more chic” marketplace, Dell is attempting to carve out the niche for themselves with a new “laptop on steroids” marketing strategy, which is designed to appeal to road warriors and larger businesses looking for more reliable notebook computer solutions.
In particular, Dell is going for the “IT department” market, by providing a tough and road-worthy laptop that is simplified in many aspects, easy to upgrade, and uses standard batteries, software and power adapters. The idea is to create a sturdy and solid laptop that is simplicity itself to operate and upgrade, and bypasses the usual bells and whistles found in modern multimedia notebook computers, in favor of a rugged, work-anywhere aesthetic.
While critics may argue that the new XFR is boring, and doesn’t include the kind of entertainment-oriented extras the public has come to expect from laptop computers, that isn’t really the point. The new line is aimed squarely at business users (you’re not likely to see many college students carrying around a thick, heavy, no-frills XFR notebook).
Whether this new strategy can bring life to Dell’s lackluster earnings reports remains to be seen, but at least the company has carved out a specific niche for themselves, and is throwing the full weight of their research and development team toward creating a “tougher toughbook.”
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I like its design
Comment by Ivan — March 9, 2008 @ 10:44 am