Troubled PC maker Dell has moved to reinvent itself by introducing a new technology brand for small business customers.
The Vostro product line includes new notebook and desktop computers as well as support and services tailored for companies with less than 10 employees.
The launch is part of Dell's overhaul of its business as it attempts to move from being a transaction-focused company to a service provider that gets revenue from customers over the life time of the relationship.
According to the European Commission, 99 per cent of European Union businesses are small or medium-sized enterprises and there are 23 million such firms who employ 75 million staff.
"These companies run IT themselves and they are looking for advice, support and help bringing new solutions into their business," said Aongus Hegarty, Dell's vice president for home and small business. "Our research has also found that security is their number one issue."
The new brand will be supported by dedicated sales and technical support teams who have been trained to work exclusively with small firms. Dell said globally 6,500 staff would be devoted to the brand.
All Vostro (Latin for "yours") systems come with a one-year onsite warranty with Dell committing to solve problems by the next business day. The PC manufacturer said that the products - initially four notebooks, a desktop PC, a printer and a widescreen monitor - have been designed to "work out of the box" with software not relevant to the target market removed.
Prices ex-VAT and delivery for Vostro notebooks start at €399 while desktops will cost from €249. Customers can also purchase six different support packs which include training, tools to help customers manage their own IT, remote support functionality and online backup of data.
Charlie Tebbs, a director of brand management with Dell, said it was not targeting any specific manufacturer, distributor or reseller with the initiative.
Dell-sponsored research and feedback from its online customer forums had been the inspiration for Vostro, he said.
In association with Intel, Dell has launched a new website providing information and resources for small companies.
