VIVAnews - Although the global sales of its computers have gone down to third position below Acer in this year’s third quarter, Dell is not being downhearted. The company claims that the level of customer satisfaction towards their products has increased.
“Dell has earned the top spot in TBR quarterly IT service and support research dubbing Dell as the ‘only competitor to consistently meet customer expectations for services value’” Dell Indonesia Director and Country Manager, Pieter Lydian said at the Editor’s Forum held in Jakarta on Thursday, December 3.
According to him, Dell is not merely going after sales volume. “We wish to achieve balance between sales and customer-satisfying services,” he said.
Dell Indonesia Marketing Manager, Arif Darmawan supported his boss’ statement by pointing out the result of research conducted by the IDC. “IDC’s survey shows that Dell products’ average selling value has kept escalating,” he said.
Average Selling Value or the ASV is the median prices of Dell commercial products which include PCs, notebooks and servers.
In this year’s first quarter, the Dell products’ ASV of US$ 797 per unit ranks third after Lenovo (US$ 889 per unit) and HP (US$ 845 per unit). Later in the second quarter, Dell’s ASV went up to US$ 972 per unit beating out HP (US$ 869 per unit) and Lenovo (US$ 851 per unit).
The figures were constantly increasing in the third quarter reaching the ASV of US$ 1.132 per unit above Lenovo (US$ 907) and HP (US$ 852). “This means the consumers are willing to pay more for our products and services,” Darmawan said.
However, the high amount of Dell’s ASV indicates that the company’s products, especially the commercial ones, are getting more expensive.
For example, the ASV of Dell products is twice higher than Acer and Ion’s. According to the data in the third quarter of 2009, Acer’s ASV was only US$ 566 per unit and Ion’s was only US$ 516.
The particular factor is may be the one causing Acer computer global sales increase. But, based on the same IDC data, Dell’s commercial computer sales (notebooks, desktop and servers combined) in Indonesia rank second behind HP, but are still above Acer.
Even though the sales of Dell’s commercial computers were only 8.5 percent in 2009 below HP (10.5 percent) and Acer (9.2 percent), the company managed to outrank Acer in the next quarter.
In the second quarter of 2009, Dell’s market share slumped to 8 percent but was still better than Acer with only 7.6 percent of share under HP’s domination of 14.8 percent. In the third quarter, Dell’s market share returned to 8.5 percent below HP (19.8 percent) and above Acer (7.3 percent).
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Translated by: Nataya Ermanti
