MIAMI
— Alienware — a company that started making its
elite line of gaming computers in a Hialeah, Fla.,
garage — is expanding its reach from six countries to
35 and unveiling next week the new M17x, marketed as the
most powerful 17-inch laptop in the world.
But
with expansion comes change for the 13-year-old company.
Alienware was acquired by Dell three years ago, and
about six weeks ago announced it will eliminate
manufacturing jobs in its Miami office to use existing
Dell facilities elsewhere.
"In
order to launch this brand globally, obviously we
weren't going to be able to fulfill the products from
here in Miami," said Arthur Lewis Jr., chief
executive of Alienware. "So we had to leverage
existing Dell facilities. We're going to cease
manufacturing operations here in Miami, but the
development of the product and the braintrust that comes
with those products is going to remain here in
Miami."
Dell
hasn't announced how many of the 300 employees in Miami
will lose their jobs, Lewis said, because the layoffs
won't happen until the end of the year. Founders Nelson
Gonzalez and Alex Aguila left the company in 2007, but
still give input on product design marketing from time
to time.
"It's
a pretty exciting time," Lewis said. "It's
nerve wracking for sure for a lot of people because
we're going to be growing into so many countries so fast
and there's so many new responsibilities . . . we're
making sure we get everything just right."
Among
the challenges is programming Alienware's products in 17
languages for all those new countries.
Technology
analyst Rob Enderle, principal analyst at Enderle Group,
said Alienware has been struggling to get a voice and
stay relevant since its acquisition by Dell.
The
sleek M17x will be featured Tuesday at Electronic
Entertainment Expo in Los Angeles. It has an anodized
aluminum industrial design, improved performance,
"and even a more aggressive looking logo are all
designed to help Alienware stand out in their segment
again," Enderle said.
And
it's certainly a notebook that will catch some
attention. Starting at $1,799, the M17x has an
illuminated keyboard, and different parts can be
customized to glow different colors. Aside from the
cutting-edge guts of the machine, the screen is actually
better than typical high definition — it's 1200p,
where as the top HD TVs are sold with 1080p.
"Shifting
to Dell manufacturing allows them to lower prices while
maintaining margins and holding or increasing product
quality," Enderle said. "In the end, this
should make the unit more competitive in what is a very
hard fought and difficult market at the moment."
It's
not the only thing to be launching soon from Alienware.
Be
on the lookout for a 42.8-inch curved wide-screen
monitor with a resolution of 2880 x 900 pixels, and a
response time of less than .02 milliseconds, enough to
make any PC gaming enthusiast drool. Price hasn't been
set yet, but expect it to be a pretty penny when it
comes out later this year.
"What
we're trying to do is give the customer the ultimate
gaming experience," said Alienware executive vice
president Frank Azor.
———
TECH
SPECS FOR THE M17X LAPTOP
Alienware's
new M17x laptop includes:
—New
Anodized Aluminum Industrial Design with color options
and personalized laser engraved nameplate
—Dual
1GB NVIDIA GeForce GTX 280M graphics processing units
(GPUs)2 with SLI technology
—
Intel Core 2 Extreme Quad-core overclockable Mobile
Processor1
—
Up to 8GB DDR32 1333MHz Memory
—Up
to 1TB3 7200RPM or 512 MB of Solid State Storage
Capacity (Raid 0)
—Beyond
HD resolution with a WUXGA 1200p (1920 x 1200)
—Internal
Wireless a/g/draft-n with MIMO (2x2) Technology
—Exclusive
Alienware Command Center Software Solution
—Exclusively
designed AlienFX Illuminated Keyboard
—NVIDIA
GeForce 9400M G1 GPU with HybridPower technology
—Microsoft
Windows Vista (64 bit)
Source:
Alienware