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Dell expands mcommerce strategy to Android platform

September 21, 2011

Computer manufacturer Dell Inc.  has rolled out a dual-purpose shopping and support application that not only helps consumers find the products they need, but also expands the company’s reach in the mobile space.

Consumers can access the Dell Mobile App by typing into any Android device browser. The app is also available for free download in Google’s Android Market.

“Dell’s strategy is to reach more people in more places and give customers the choice in how they interact with Dell, whether that’s by phone, in store, online, and now through their mobile device,” said Brandon McGee, director of global mobile at Dell, Austin.

“As technology evolves, people have changed their online viewing, research and shopping habits,” he said. “Many people today use mobile devices, whether smartphones and tablets, to go online.

“It was a natural progression for us to build a mobile app to provide a choice to customers in how they engage with Dell for both shopping and support.”

Mobile shopping
The Dell app lets consumers browse and compare products, read reviews and place orders.

Consumers are also able to compare up to three choices side by side.

Through the app, users can access support forums, videos and open the advisor tool.

Dell is also giving instant recommendations on products that might fit consumers’ lifestyles via the app.

Via the app, consumers can track their orders and manage their account.

“Information about the Dell Mobile app can be found on,” Mr. McGee said. “Additionally, when a customer visits on an Android mobile device, a pop-up page will surface giving users the option to download the app free of charge.

“We also provided information about the Dell Mobile app for Android on our Direct2Dell blog,” he said. “Dell is marketing the app through various media types such as print, mobile online ads and in-app ads, mobile search and in emails to Dell’s consumer customers.”

Mobile efforts
Dell has been doing a lot in the mobile space.

In 2009, the company turned to mobile to promote its Vostro models, targeting the entry-level laptop market in India to generate qualified sales leads.Dell tapped BuzzCity for the campaign, using WAP as a channel to generate sales leads as a complement to print and outdoor media, which promoted brand awareness.

The three-week WAP-interaction-based text banner campaign achieved daily exposure to an average of 71,308 consumers, while the average CTR was 0.55 percent, which prompted Dell to quadruple its initial mobile spend (see story).

Last year, Dell signed a deal with AT&T to offer a smartphone from Dell’s Mini 3 Android-based lineup. Dell has established smartphone arrangements with leading carriers China Mobile, the world’s largest with more than 500 million subscribers, and Claro in Brazil, a division of América Móvil (see story).

“Dell’s heritage was, and continues to be, about making technology more accessible for customers,” Mr. McGee said. “Our focus is to enable customers to live a connected lifestyle – regardless of screen size.

“Dell offers mobile devices including the Venue Android-based smartphone, the Venue Pro Windows Phone 7-based smartphone, and the Streak 7 Android-based tablet,” he said. “In addition we offer a variety of mobility solutions for a number of our customers from small and medium businesses through to large corporations as part of end-to-end technology solutions.

“As mobility is part of our business on the hardware and solutions side, it makes sense that we enable customers to shop and get support from Dell through mobile devices as well.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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