Alienware to be focus for enthusiast systems.
Dell’s “Xtreme Performance Systems” (XPS) range has managed to gain a reputation of, as some might put it, being the only Dell PCs worth buying. Notebooks such as the XPS M1330, for example, won us over with its overall excellence – so much so Andy even bought one! Likewise, the XPS 420 pleased us with its good balance between performance and pricing and it even looks halfway decent. However, according to the Wall Street Journal the XPS line will be phased out as the company looks to focus on the Alienware performance brand, acquired in early 2006.
With the XPS brand out of the way, Dell intends to throw its marketing weight behind the Alienware brand, which could be risky given that Dell and Alienware have traditionally appealed to totally different markets. Hopefully it will not result in a watering down of Alienware to accommodate lower end XPS-equivalents catering to a more budget-conscious market.
That said, the wholly owned subsidiary is already focusing on a new range, but Arthur Lewis, a previous Alienware vice president and now head of Dell’s gaming PC division, did hint at the challenge of keeping gamers interested.
Wall Street Journal.