Dell 2010 Annual Report Download - page 6

Table of Contents
strategic acquisitions. Our acquisition strategy will continue to target opportunities that we believe will expand our business by
delivering best-value solutions for the enterprise.
• Creating a Flexible Value Chain and Accelerating Online Leadership. We seek to profitably grow our desktop and mobility
business and enhance the online buying experience for our customers. We have improved our competitiveness through cost
efficiency initiatives, which are focused on improving design, supply chain, logistics, and operating expenses to adjust to the
changing dynamics of our industry. We will continue our efforts to simplify our product offerings to eliminate complexity that
does not generate customer value and focus on product leadership by developing next generation capabilities. Additionally, we
will continue to deepen our skill sets and relationships within each of our business units with the goal of delivering best in-class
products and services globally.
• Balancing Liquidity, Profitability, and Growth. We seek to maintain a strong balance sheet with sufficient liquidity to provide
us with the flexibility to respond quickly to changes in our dynamic industry. As we shift our portfolio focus more to enterprise
solutions and services, which we believe will improve our profitability, our financial flexibility will allow us to make longer
term investments. We continue to manage all of our businesses with the goals of delivering operating income over the long term
and balancing this profitability with an appropriate level of long-term revenue growth.
By successfully executing our strategy and driving greater efficiency and productivity in how we operate, we believe we can help
customers grow and thrive and create long-term value for our shareholders.
Operating Business Segments
All of our goals begin and end with the customer. Striving to meet and exceed customer needs is at the heart of everything we do. We
believe our business segments allow us to serve our customers with faster innovation and greater responsiveness, and enable us to better
understand and address their challenges. Our four global business segments are:
• Large Enterprise — Our Large Enterprise customers include large global and national corporate businesses. We believe that a
single large-enterprise unit enhances our knowledge of our customers and improves our advantage in delivering globally
consistent and cost-effective solutions and services to many of the world's largest IT users. We seek to continue improving our
global leadership and relationships with these customers. Our efforts in this segment will be increasingly focused on delivering
innovative products and services through data center and cloud computing solutions.
• Public — Our Public customers, which include educational institutions, government, health care, and law enforcement
agencies, operate in their own communities. Their missions are aligned with their constituents' needs. Our customers measure
their success against a common goal of improving lives, and they require that their partners, vendors, and suppliers understand
their goals and help them achieve their objectives. We intend to further our understanding of our Public customers' goals and
missions and extend our leadership in answering their urgent IT challenges. To meet our customers' goals more effectively, we
are focusing on simplifying IT, providing faster deployment of IT applications, expanding our enterprise and services offerings,
and strengthening our partner relations to build best of breed integrated solutions.
• Small and Medium Business ("SMB") — Our SMB segment is focused on helping small and medium-sized businesses get the
most out of their technology by offering open, capable, and affordable solutions, innovative products, and customizable services
and solutions. As cloud computing and workforce mobility become a routine part of a growing business's operations, server and
storage virtualization facilitate achievement of the organization's IT goals. Our SMB segment continues to create and deliver
SMB-specific solutions so customers worldwide can take advantage of these emerging technologies and grow their businesses.
• Consumer — Our Consumer segment is focused on what customers want from the total technology experience of entertainment,
mobility, gaming, and design. Using insights from listening to our customers around the world, we are designing new, open,
innovative products and experiences with fast development cycles and competitive features. We will continue our efforts to
deliver high quality entertainment
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