At CES 2025, Dell announced a major shift in its branding strategy. The familiar product line brands, such as Inspiron, XPS, and Latitude, are being replaced by Dell, Dell Pro, and Dell Pro Max, making it simpler and streamlined. Dell is now rolling out this new naming nomenclature across key markets. At the recent Dell event, Ritesh Bendre, Global Content Manager at Counterpoint Research, had a deeper conversation on this shift in strategy with Indrajit Belgundi, Senior Director and General Manager, CSG, at Dell Technologies. Belgundi discussed the reasoning behind this streamlining, which is aligning with the capabilities being offered by Dell as it expands into the AI PC era. Apart from Simplification, Dell’s AI PC strategy revolves around three key pillars – Silicon, Security and Sustainability.

The Interview

Key Takeaways from the Discussion

Simplification: Streamlining Branding for Consumer and Commercial Channels

• Dell’s simplified portfolio will include different tiers (base to premium) to cater to different user needs and budgets.

• With streamlined rebranding, Dell aims to make it easier for customers to select the right device based on their requirements, whether it is for their everyday use, or demanding professional tasks.

Silicon: Multi Partners to Bask in AI Era

• Dell has had a long-standing partnership with Intel for its laptop and desktop processors, and in this AI PC era, they continue to use new Core Ultra processors certified for Copilot PCs.

• Partnership with AMD has also reached a new level with Ryzen AI Pro powering their new commercial AI PC portfolio, thus offering the broadest silicon choices for client devices.

• True to their multi-silicon strategy, Dell has also diversified its portfolio with Qualcomm Snapdragon X series-powered Copilot+ AI PCs offering 45 TOPS AI performance, targeting consumers and enterprise.

Software: Working with Multiple ISVs to Unlock AI Experiences

• Dell is working with major ISVs from Microsoft for (Copilot+) and Teams Premium to take meeting notes, Zoom for video calling effects, among others to integrate AI features for enhanced productivity and collaboration.

• On the cybersecurity side, Dell is also working with CrowdStrike, among other security solutions, including below the OS or above the OS, and on-device.

• Vendor-side AI features include Dell Optimizer, which chooses the optimal Wi-Fi router with the best signal strength to offer the best connectivity while also saving battery life.

• There is also AI-based on-screen intruder detection that blurs the screen content when it detects someone prying on the screen, especially when working from public places.

Sustainability: Dell's Commitment to Environment

• Dell’s products and packaging come with an eco-friendly design, incorporating recycled materials in its products and packaging, and using recycled aluminum in notebooks and desktops.

• Dell is also redesigning key components like the USB-C port that can be easily replaced by a screw, which means one no longer needs to replace the entire motherboard, thus reducing electronic waste.

• Moreover, Dell is also offering a comprehensive asset recovery service to help customers recycle their old devices, thus contributing to a circular economy.

Analyst Takeaways:

• Dell’s move to simplify branding and tiering with Dell, Dell Pro and Dell Pro Max mirrors the successful strategy followed by smartphone brands, like Apple. This also helps in simplifying the buying process and improving brand recall.

• With consumer-facing branding ‘Dell,’ and enterprise-facing ‘Dell Pro’ and ‘Pro Max’ branding, the PC maker is going with a strategic segmentation by balancing and catering to both general consumers and professionals without diluting the brand messaging.

• Further, the Alienware brand is retained for gaming, which further clarifies Dell’s overall segmentation strategy.

• Embracing a multi-silicon strategy by incorporating X86-based Intel Core Ultra, AMD Ryzen, and Arm-based Qualcomm Snapdragon X-series processors, positions Dell strongly with diversified and optimized computing solutions covering multiple segments in the AI PC race.

• Software and Security will be the cornerstone for success in the highly competitive and commoditized PC segment, especially to deliver advanced but secure AI experiences.

• The advent of AI capabilities within the PCs has driven vendors to focus more on how they can offer more ‘on-device’ AI capabilities as well as sustainable design to differentiate and march towards their net zero goals. Dell has taken important steps on these fronts and hopefully it trickles down across the entire design holistically.