ALIENWARE: THE NEXT GEN

http://www.youtube.com/watch?v=MAw7eVfxJ7E&feature=related

SO WHAT IS ALIENWARE…?

THE STORY SO FAR

Alienware formed in 1996 by Nelson Gonzalez and Alex Aguila

One of the first manufacturers to have dual graphic card and liquid cooling system in their machines.

Known for its Customization, high-speed, superior graphic and stylish design.

Acquired by DELL in March 2006.

THE PROBLEM

AFTER THE ACQUISITION OF ALIENWARE, DELL HAS BEEN FACED WITH THE FOLLOWING SITUATION’s: Market cannibalization of

Dell’s XPS line P.C. game market has been

shrinking after the advent of the next-gen gaming consoles making sales go down of both the lines.

vs.

CURRENT P.C GAME MARKET

Innovators LaggardsLate Majority

Late Adopters

Early Majority

Early Adopters

P.C GAMING INDUSTRY

Sale

s L

evel

COMPETITORS

ALIENWARE’s STU’s

ALIENWARE STRENGTHS

PASSION FOR TECHNOLOGY UNDERSTANDING OF THE GAMING

MARKET WELL RESPECTED BRAND BY GAMERS CUSTOMER FOCUS EXPERIENCE WITH CUSTOMIZED

SYSTEMS

OUR RECOMMENDATION

LAUNCH A NEW BREED OF GAMING CONSOLE IN THE

MARKET.

THE CONSOLE WAR

EVEN WITH NINTENDO Wii’s IMPRESSIVE SALE,THERE IS NO

CLEAR WINNER

SO MANY GAMES SO MANY OPTIONS

A FATHERS CONCERN

TARGET MARKET 1

LITTLE BILL (AGE GROUP: 5-12)

TARGET MARKET 2

MARK AND JASON (AGE GROUP 13-

35)

TARGET MARKET 3

MR. GREG AND FAMILY(SOCIAL OR GROUP

GAMERS)

TARGET MARKET 4

LITTLE BILL’S GRANDPARENTS

(AGE GROUP- 50 +)

MEDIA MIX

I like SONIC, SUPER MARIO

DUDEWE JUST LOVE GEARS OF

WAR, HALO, CALL OF

DUTY

We love Wii

Sports, Wii Fit

We Love to see our

Grandchildren come and play

on the Wii with us

WE WANT TO TARGET THE WHOLE FAMILY

PLAY THE WAY YOU WANT TO

ALIENWARE SELECT CONTROL YOUR DESTINY

CUSTOMIZABLE CONSOLE PRICED HOW YOU WANT BUILT TO YOUR SPECIFICATIONS DESIGNED BY EXPERTS DIRECT TO CONSUMERS

CREATE YOUR GAMING FUTURE

BASIC COMPONENTS ON TODAY’S GAMING CONSOLE

HARD DRIVE PROCESSOR, MOTHERBOARD VIDEO CARD HDMI PORT OPTICAL DRIVE: DVD / BLUE RAY Wi-Fi CAPABILITIES – WIRELESS

CONTROLLER NETWORK CARD COOLING SYSTEM & POWER SYSTEM DOLBY SURROUND SYSTEM RAM U.S.B CAPABILITIES. BLUETOOTH

ALIENWARE PARTNERS

INNOVATIVE ACCESSORIES

PRODUCT LIFECYCLE

Innovators LaggardsLate Majority

Late Adopters

Early Majority

Early Adopters

CONSOLE GAMING INDUSTRY

P.C GAMING INDUSTRY

Sale

s L

evel

Bu

ild

ing

on

exis

tin

g b

ran

d

ALIENWARE GAMING

CONSOLE

CONSOLE PROJECT CLASSIFICATION

Breakthrough

Platform

New CoreValue

NewBenefits

ImprovedBenefits Variation

Radical

NextGeneration

Incremental

Base

Enablin

g T

ech

nolo

gy

New markets New customers Sell more Replace products

Derivative

Product/ brand support

ALIENWARE POSITION

LEADER NICHE

FOLLOWER

RATIONALIZATION

NICHE

FULL SELECTIVE

BEH

IND

AH

EA

D

CO

MPETIT

IVE

PO

SIT

ION

RANGE OF TECHNOLOGIES

IMPLEMENTATION

Set up a team of Hardware and Software Engineer.

Create a new O/S and a coding language.

Create Relationship with game manufacturer’s like EA, CAPCOM, EPIC games, etc.

SO WHAT ABOUT ALIENWARE LAPTOP’s AND P.C

Slowly Phase out Alienware from the P.C and Laptop hardware maket

Make XPS the TOP LINE Gaming P.C and Laptop machine

Use Alienware as a B2B Hardware. Target Scientific Research

firms NASA Military

PROBLEM: HOW TO TACKLE THE DROPPING SALES IN THE P.C GAMING MARKET

SOLUTION: DESIGN AND LAUNCH A COMPLETELY CUSTOMIZABLE GAMING CONSOLE.

SUMMARY

ALIENWARE SELECT

THANK YOU