Dell dumps its roots and goes retail in Asia

Dell, the world's second-largest computer maker, has announced plans to sell computer systems at retail outlets in Asia-Pacific, however, no Australian chain has been named.

This follows the company's already-announced plans to sell systems through Wal-Mart in the US.

Reversing a 23-year-old company policy, Dell last month started selling low-priced desktop PCs at the massive Wal-Mart chain in the US. On Thursday, it announced an expansion of this program, with plans to sell systems through various retail chains in east Asia.

However, Dell has refused to specify any particular companies at this time.

At a media briefing in Singapore, Paul-Henri Ferrand, head of operations for Dell in Asia-Pacific (excluding Japan, China and South Korea), declared Dell was in talks with several different partners.

"What we want to make sure is that we customise our approach by country and target via these [retail] channels the customers that we want to go after," said Ferrand in a Reuters report.

Unlike the US strategy, which has involved selling only one low-priced desktop through Wal-Mart, Dell will target its whole range at different retailers and markets in Asia.

Ferrand also told assembled media that while industry growth was averaging at 14 percent, Dell's growth in the Asia-Pacific region was at 20 percent yearly, with even greater growth in new markets such as Pakistan, Philippines and Indonesia.