DELL MATE RESEARCH
After an extensive research process, this is a more detailed summary of the journey that allowed us to get to our final insights and opportunities:
WHAT IS DELL?
A Consumer Electronics + Cloud Services Company
Founded in 1984 by Michael Dell in Texas
Built IBM competitor, twice as fast, half the cost
Business model - Small inventory, custom built
B2B & B2C
Net revenue of 78+ billion dollars in 2018
16% Marketshare (Consumer Electronics)
Dell has offices all over the United States, and in major cities like Paris, Hong Kong, Mexico City, Stuttgart, Jakarta, Dublin, among others
Michael Dell bought brand from stock market, merged with EMC to include cloud services recently
Main competitors today: Lenovo, HP, Acer, Apple, Google, Microsoft
STEEPX Analysis
Entrepreneur revolution
2.2 Million jobs created by 414’000 startups in 2015
50,000 Americans start new businesses every month
Business outside the office is on the rise
43% of employed Americans said to have spent time working remotely in 2017
In 2016 U.S. travelers took 458.9 million domestic business trips
65% of millennial workforce considers business travel a status symbol
Freelancers & co-working spaces
Co-working locations worldwide increased from 1,130 in 2011 to 13,800 in 2017
Number of members drastically increased from 43,000 to 1.2 million in
the same period of time
At its current growth rate, 50% of the U.S. workforce will be freelancers by 2027
Well-being and tech
The well-being and tech industries are merging quickly to bring solutions and tools that help users achieve well-being as competitive as the world has become.
SWOT Analysis (DELL only)
Strengths:
Succesful merger with EMC and others brings strong portfolio of Cloud Enterprise companies
Unique “PCaaS” model
Weaknesses
Events of vulnerabilities in Dell’s CE Security
Competition have similar cloud and hardware products, little differentiation
Opportunities
Build software or hardware for the smartphone/mobile industry
Develop data collecting systems that are not private or limited to the creator of the data
Approach younger demographic with DELL brand, potentially through Gaming PC’s Alienware
Threats
Competitors collecting data from users make them stronger, DELL is missing out
Lack of hardware innovation putting them behind the competition
Reduced consumer options (enterprise/students)
Archetypes
Innate Go-Getter
Work is main priority, has no kids, travels for work, single, lives in big city
Pain Points:
Emotionally unattached brings loneliness
Limited personal time
Remote work at times
Multifaceted Independent
Freelancer
Online shopper
pursues individuality
adrenaline
Pain Points:
Unsuccesful efforts to balance personal and professional life
Works from home for the most part
Immersed Youth
Grew up with gadgets and technology around
Online shopper
pursues individuality,
adrenaline
Pain Points:
Pressure to fulfill social media expectations
Considerable addiction to tech
Anxious when using tech (expectations), yet anxious
when not using it
Tech Tot
Grew up with gadgets and technology around
Pain Points:
Limited time using electronics
Connected Senior
Uses tech to connect with their family
Pain Points:
Boredom and loneliness
Hard time understanding tech
Matrices
Using a more graphical approach, matrices allowed us to more clearly state and identify opportunities by looking at archetypes and the companies efforts.
Expensive/Affordable, Unique/ Standard
Well-Being, Business/Consumer (B2B/B2C)
Expensive/Affordable, Strong/Weak Ecosystem
SURVEY & INTERVIEWS
SURVEY & INTERVIEWS INSIGHTS
Survey Insights:
Survey responders said they where anxious when using their phone too much, or when the phone was not near them
Know a lot of tools for well-being, yet they are aware they don’t apply them
Interview Insights:
Dell’s consumer electronics were perceived as cheap an generic
Main stressors in the work place where time management and miss-communications between colleagues
Privacy concerns when it comes to data gathering. They don’t see other options than to give up data to big tech companies
They would like to see a “dumb-down” version of agreements to data gathering
ROADMAP
Short Term (1 to 3 years)
Launch new branding, emphasis in well-being
Adapt new philosophy with add-ups to the current lineup
Start development of new products that more thoroughly pursue well-being
Start creating an ecosystem
Middle Term (3 to 6 years)
Launch new New product lineup
Transition from laptop, PCs and tablets to AR and AI
Develop new products to aim at transitioning office spaces / coworking / home office
Long Term (6 to 10 years)
Have a well curated ecosystem that seamlesly keeps customer’s devices connected, sharing data between devices
BRAND EXPERIENCE ATTRIBUTES + MOOD BOARDS
