Dell reaffirms commitment to client hardware business

Bread-and-butter PC shipments are still a vital part of strategy, says founder

Dell Technologies has re-emphasised the importance of its client devices business as part of workforce transformation efforts within the enterprise.

At Dell EMC World 2017, the company highlighted the role that devices like PCs, laptops and peripherals can play in modernising the way that businesses work, particularly focusing on how new technologies and device categories can enhance productivity, creativity and collaboration.

Global PC shipments have been steadily falling for the past few years despite a recent 1.6% hike in the UK, but Dell was quick to reassure customers that its core PC business is still a fundamental part of the company's strategy.

"The PC is very important to our customers, and to us," founder and CEO Michael Dell confirmed, pointing out that in the PC market, Dell's revenues, market share and average selling price are all going up, rather than down.

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The company told customers that its aim is not just to equip and enable today's workforce, but also to prepare businesses for the demands that future staff will place on them.

A key trend Dell highlighted was the growing number of employees who work from home, as well as the expectations of millenial workers - almost half of whom would quit their jobs if they had to use sub-par tech.

"One of the things that customers have figured out is that it really does not make sense to give the people that work in your organisation the cheapest, lowest-cost computer," said Dell. "If you want to attract and retain and make productive people inside your company, you actually want to give them great tools so you can inspire their creativity and their productivity."

One of his company's big pushes for this year's event has been around the idea that work isn't a place, but an activity. As such, the company is making special effort to shine a light on flexible working, enhanced mobility and collaboration technologies that enable employees to work from anywhere.

The vendor is also embracing emerging tech trends, with VR and AR featuring heavily. Use cases from Nike and Daqri were shown off, and the company even announced a new tech partner programme for connecting companies who want to start AR and VR projects with suppliers and experts to help them succeed.

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