Burt Helm’s recent article in BusinessWeek got me thinking. He seemed spot on in identifying the subtle and not-so-subtle value-driven changes under way in luxury category marketing. But there are upside implications for players — current and contending — in the luxury space as well. In Dell’s case, it’s a unique opportunity to leverage its heritage as a value brand to capture the attention of luxury and “aspirational” shoppers. PCs are no longer considered luxury items, but consumers still seek out unique, high tech/high touch 
products that express their personal style. Dell is now in a position to use “deals” to capture the frugal luxury shopper’s attention, while also delivering unexpected design and personalization options (per Reena Jana’s BusinessWeek article this week).
The netbook category will certainly be one to watch, with even diehard Apple fanboys conceding that the new Inspiron Mini 12 could give potential MacBook Air shoppers at least $500 worth of reasons to reconsider. According to reports in the blogosphere, Apple’s done introducing products before the holidays. We’re not—you’ll see Dell introduce new products and services throughout the holiday season. Apple might not be willing to build a $500 netbook, but Dell is very good at it. The Mini 9 is available now starting under $400, and the Mini 12 will be here soon for under $600. And we’ve seen many customers who agree with Dave Winer on the topic… these devices offer portability and more flexibility than any smartphone available today.
As you continue to survey the marketing landscape this holiday shopping season for innovative strategies, take a look at dell.com/everyday, a new purpose-built consumer site that features daily deals and tools for finding the best values in consumer electronics — PCs, TVs, digital cameras, content and accessories. And soon after the integrated Community platform launch that Lionel and others have been blogging about, you will see more integrated approach between Dell.com and the new Dell Community.
It’s about Dell’s brand heritage, but also an invitation to discover Dell products and online shopping in new ways.
Note from Lionel: Earlier this morning, I got an e-mail from Jack the Bartender who let me know he had just published a mini review of his Mini 9. Thanks Jack, glad you like it.
November 4th, 2008 at 6:34 pm
Loved my former dell and it was a price point that made me buy a competitor a few years ago…I\’m regretting the choice for loss in customer service…thankful for these options!
November 11th, 2008 at 9:48 am
I think this is a good niche, somewhere between an iPhone and a full sized notebook. I vote for no HD, just static RAM for instant start-up, 3G connectivity and a very small size. When I travel, smaller is more important than big screen. My developers at http://www.maysoft.com/ who build our anti-spam offerings for Lotus Notes and Domino, all like Dell products.