Dell has set up a new Global Consumer division as well as initiated a couple of programmes that will help it get closer to consumers. 

The company has appointed Ron Garriques to serve as president: Global Consumer, effective today (February 19). Garriques, who was most recently executive vice-president and president: Mobile Devices Division at Motorola, will report to Michael Dell, chairman and CEO of Dell.
“As the number of people online doubles from one to two billion over the next several years, the majority of new consumers will be located in fast-growing and emerging markets,” says Dell.
“We are asking Garriques to create a new global consumer organisation that will set new standards for innovative product design, leadership in providing the best customer experience, and flexibility in how we build and distribute products and services to meet the evolving needs of our customers around the world."
The news organisation will include the portfolio of all consumer products – from desktop and notebooks to software and peripherals, as well as product design and sales.Dell has also introduced two new ways for customers to share ideas and experiences directly with their peers and the company: Dell IdeaStorm ( and StudioDell (
“We are at our best when we are hearing directly from our customers,” says Dell. “We listen, learn and then improve and innovate based on what our customers want. It’s one of the real advantages of being a direct company.”
Dell IdeaStorm is an online community where customers can post their ideas on technology and Dell products, services and operations. The community will vote for the best ideas and discuss the ideas with other users. Dell will share the ideas throughout its organization to trigger new thoughts and evolve everything that is done at the company.
“It’s amazing to think that there are now one billion people online and then another billion will join over the next several years,” says Dell. “We already interact with about three million customers per day, but now we are rolling out some new ways for customers to share their ideas directly with us and the entire community of Dell users around the world.”
The company is also launching a new video upload feature on StudioDell in the section called “Your Stories". Similar to YouTube, consumers can submit their own videos showing how they are using Dell technology and services for whatever they love to do.
StudioDell has channels for consumers, small business and for IT professionals. Customers are encouraged to join to learn about technology tips and share their stories.