Dell buying gaming PC maker Alienware

An Alienware Desktop

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Austin-based computer giant Dell is acquiring boutique gaming PC maker Alienware for an undisclosed amount, executives at both companies said Wednesday. Alienware of Miami will operate as a wholly owned subsidiary, independent of Dell in terms of marketing, product development, manufacturing and technical support. In fact, Alienware Chief Executive Nelson Gonzalez said Dell's name won't appear anywhere on his company's Web site, through which most customers buy Alienware's high-end desktop and notebook PCs.

Likewise, a Dell spokesman said there would be no link to Alienware from Dell's site. The acquisition of Miami-based Alienware by Dell has been rumored for several weeks, and was first speculated upon in a blog entry by Rahul Sood, the founder of Canada-based Voodoo PC, an Alienware competitor.

Gonzalez said Alienware will take advantage of Dell's greater efficiences, allowing it to buy computer parts at very low cost and assemble them quickly. Mark Vena, a former Compaq and Dell executive who became Alienware's vice president of marketing in January, said the time between when an order is placed by an Alienware customer and the PC is built and delivered can be as much as 3-5 weeks. Full Article...