Description: Dell Inc plans to launch a smartphone with Google’s Android mobile software on carrier AT&T’s network, a source said, marking the PC maker’s first foray into a cut-throat U.S. cellphone arena.

Source: Reuters.com

Date: 10/08/2009

Keys: Competing in world markets (p100), Marketing (p387)

Link:  http://www.reuters.com/article/newsOne/idUSTRE5965IP20091008

Questions for discussion:

• Who is the target market for this sort of device?
• How important is the brand to the customer when selecting a device?
• What advantage or disadvantage does the Dell brand name have with these customers?
• Do you think Dell’s entry into this market is going to succeed? Explain your answer.