Feeds

Alienware evolves from gamers to corporates

Revamped website signals desire for broader customer base

  • alert
  • submit to reddit

Alienware UK has updated its web site in a bid to shed its image as a purveyor of odd-looking, geek-friendly systems and recast itself as a provider of odd-looking business, creative consumer-friendly products.

The changes undertaken in the UK follow a similar make-over for the US operation, which saw the company attempt to move beyond its core gamer audience and pitch for big business, government and creative customers.

The more conservative of said now have a range of less unorthodoxly cased boxes to choose from

"Alienware still regards high-end gaming PCs as being a core market but it also became apparent that other types of users are willing to pay for good looking high-performance computer systems," Alienware said.

Indeed. They're called 'Mac users'.

Alienware UK also launched its latest Centrino-based notebook, the Sentia, this week, and is preparing to ship an Athlon 64-based desktop replacement system, the Aurora 64m, in due course. Presumably, it's been waiting for AMD to announce the Athlon 64 3700+ DTR, which the chipmaker finally did this week.

Alienware was ticked off by the UK's Advertising Standards Authority (ASA) in July 2004 after promoting its £2499 Area 51m notebook for £1899. The company admitted the lower price was an error. But since that figure was more than 25 per cent lower than the actual price, the ASA ruled that Alienware's "errors and omissions excluded" caveat was no justification. ®

Related stories

AMD unveils Athlon 64 3700+ DTR
Alienware comes to Europe

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.