Dell OEM Mobility strategy is aimed at industry making sense of tablet computing

On the 23rd October Dell went live with the official launch of a new tablet line up Latitude 10 and XPS 10 based on Microsoft Win 8 operating system.  The introduction and delivery of Microsoft Windows 8 allows a multitude of manufacturers to enter the market with an operating system that can now rival, and in many cases out preform the 2 current incumbent mobile tablet operating systems, Apple iOS and Google Android. Dell’s entry into the Windows 8 market with a line up of new devices comes with a very clear ‘end to end’ strategy based around a mobile ecosystem suited to meet the needs of the Bring your own Device (BYOD) user right up to the professional worker.

So how does Dell support and backup that claim with fact?

Answering that question actually can be put down to its clear forward planning to transform  what has been essentially a remarkably successful and innovative pc company into a forward thinking Enterprise ‘end to end’ solutions company. In order, to complete that transformation Dell has also made a series of strategic external acquisitions over recent years to enable it build out that capability. Combine Dell’s transformation, which includes the creation of a global Software division, with the acquisitions (Wyse, Quest, Kace, Boomi to name a few) we now have a company able to address arguably the five main focus technology areas affecting companies today: Mobility, Social Media, Big Data, Cloud and Security.

Taking all the points I have outlined in the previous paragraph now sets the backdrop for Dell to develop a mobile strategy that addresses the enterprise and differentiate its message in what is a crowded consumer based tablet market. In my previous mobility blog titled ‘Mobility drives and enables OEM’s to extend their business to more customers’. The emphasis was on creating the awareness on getting your mobile strategy focused around the core tenants of mobility (Strategy, Application, Mobile Device Management and Expense Management). So for the Enterprise customer the impact of Dell’s ‘end to end’ strategy provides companies the ability to address a single supplier rather than forge a complex and multi-tiered service agreements. In other words there is now just one throat to choke.

Taking the point one step further Enterprises today are transforming their companies, just like Dell, within the backdrop of a turbulent global economy combined with the disruptive technologies coming out of Mobility, Social Media, Big Data, Cloud and Security . Mapping all this into the OEM market, companies are in no doubt faced with making strategic decisions to adapt or change their business model in order to stay competitive and current.

The Dell Mobility launch is designed and well planned to coincide with the Microsoft Windows 8 launch, but more importantly it will deliver tablets that actually address the Commercial, Enterprise and Industrial customer.  Interpreting Dell’s mobility capability within the Original Equipment Manufacturer (OEM) becomes very important when businesses are trying to consider how to mobilise its solution within the current climate.

Whilst mobility is not necessarily a new technology for the industrial and commercial markets, they have for decades already been using mobile devices for specific tasks, whether it is related to logistics, warehouse management, field technical support, healthcare worker and so on. These devices were and are still purpose built for specific tasks often on a proprietary operating system, often expensive, over engineered and bulky. In 2009, with

the launch of the Apple iPad followed quickly by consumer Android tablets served to act as a catalyst for the commercial and Industrial sector to start to adapt lower cost consumer devices. In essence looking for a cost effective alternative at the expensive of the purpose built tablet.

I would argue that adoption has not been as successful as these companies would have hoped. There is enough media references that show that adopting consumer devices with a consumer mobility ecosystem does and can lead to failure. The overall reason for this failure is the consumer tablet requires an enterprise class management environment, security, enterprise class support services along with services like customisation. That inability to meet these base requirements with a lower cost over functionality creates a clear market void in these sectors.

The new Dell Latitude 10 Microsoft Windows 8 now enables Dell to address the industry sector with a Intel Dual Core 10.1” tablet packed with features that answer the demands for manageability, security, factory services related to custom image loading, global support services, 15 month lifecycle, Latitude 10 accessories and peripherals, an after-market rugged case, swappable battery, and connectivity options for legacy devices from the tablet or is docking station. Taking that in consideration along with Dell’s Enterprise ‘end to end’ capability we now the capability to address industry mobility requirements and fill the void that consumer tablets and niche tablets cannot meet.

In my next blog I will focus on delivering an in-depth run through of the Latitude 10 line up, system specification, features and benefits.

Anthony Sayers

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