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With Adamo, Dell May Also Boost Earlier Efforts
By: Michelle Maisto
2009-03-18
Article Rating:    / 2
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The Adamo by Dell brand, launched March 17 with the Adamo laptop, is aimed at style-minded customers who might otherwise have eyes for the Apple MacBook Air or Lenovo ThinkPad. Can Dells sexy new look retroactively bring panache to its earlier offerings as well?After some teasing
and waiting, the Dell
Adamo was made available yesterday, touted by Dell as the worlds thinnest
laptop.
The Adamomilled from a single piece of aluminum and featuring a tempered
glass, high-definition displayis 0.65 inches thin and weighs 4 pounds.
Dell made a point of acknowledging the precision craftsmanship that went into
creating the Adamo laptopan entre into a new, and clearly very stylized,
Adamo by Dell brandwith which the company hopes to attract style-minded
consumers.
Its an attempt to deliver an extremely high-end, premium brand that sets it
apart from competitors, said John Spooner, a senior analyst with Technology
Business Research. Its a statement. Its Dell saying, Hey, we can design
sexy just as well as the other guys.
Some question
whether Adamo is more about an image refresh for Dell than actual sales, but
Spooner says its both. These days $2,000 is awfully expensive for a notebook,
but they definitely expect for it to be profitable, and to sell a reasonable
number of units, he said.
Theres also the hope, he explained, of a halo effect, where people are brought
in by one product and wind up buying another. The Dell XPS 13 weighs slightly
more but costs about half as much. Not to mention those leather accents.
With the Adamo, Dell is competing for such customers against the likes of
Apples MacBook Airwhich also has a 13-inch display, is 0.76 inches thin and
weighs 3 pounds. Steve Jobs introduced it in January 2008 at the Macworld Expo
as the worlds thinnest computer. At its thinnest point, it measures 0.16
inches.
Dells introductory materials to the Adamo state: At the thickest point,
Dells Adamo is thinner than any other laptop.
Dell has advanced the ball a little bit, said Spooner. Apples already been
there, but Dells followed up, and it is thinner, though not lighter.
Adamo, he said, is aimed at the customer who would be interested in the MacBook
Air or the Lenovo ThinkPad. People who are after the sleekest design and want
to make a statement, Hey
look at me!
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