Angela Natividad's Live & Uncensored!

06 November 2010

Post Enfatico, Dell Tamely Invites You on a 'Rendezvous'

Perhaps still smarting from the shrapnel of Enfatico, Dell turned to Mother London for its new Streak tablet. And "Rendezvous" is what Mother produced.

It's warm, just trendy enough, and inoffensive. Impressive handling by Mother of a socially traumatised and still-rattled brand.

"We wanted to show that our technology enables something important—relationships—and forge an emotional connection with viewers," explained Liz Matthews, Dell's global consumer brand director.

There remains the question of who'd buy one of these when everybody's swinging from Apple's nuts right now. The answer, at least according to Boston Consulting Group, is possibly a lot of people, actually: 49% of respondents from a May 2010 survey plan to scoop up a tablet in the next three years.

People want something multi-purpose (meaning Kindle's singularity may be a turnoff) but also blanch at the price tag of your standard iPad (which starts at $499). Dell's Streak is currently going for $299.99 - not a bad compromise, especially if you want to differentiate yourself without looking like a Luddite.

1 comment:

Howie said...

I really like ads that show how a product works. Dell needs help. Fortune covered them last issue and they are still stuck in PC world.