Dell 2009 Annual Report Download - page 6

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Table of Contents
sets and relationships within each of our customer-centric business units with the goal of delivering best in class products and
services globally.
• Shift Portfolio to Higher-Margin and Recurring Revenue Offerings. We are focused on expanding our customer solutions
business by delivering best-value solutions in the enterprise, including servers, storage, services and software. Our view is that a
large majority of the data centers and the server and storage opportunities now and in the future will be based on best value,
simplification, and more open data center solutions. These are the kind of solutions that we believe Dell is well positioned to
provide. We believe that our installed customer base, access to customers of all sizes, and capabilities position us to achieve
growth of our customer solutions business. We will focus our investments to grow our business organically as well as
inorganically through alliances and strategic acquisitions. Our acquisition strategy targets businesses that we believe will
expand our customer solutions business by delivering best-value solutions in the enterprise, including servers, storage, services
and software.
• Balance 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
products and solutions, 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.
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. During
the first quarter of Fiscal 2010, we reorganized the manner in which we manage our business from geographic commercial segments
identified as Americas Commercial, EMEA Commercial, and APJ Commercial, to global commercial business units we refer to as Large
Enterprise, Public, and Small and Medium Business ("SMB"). Our global Consumer business unit remained the same. This alignment
creates a clear customer-centric focus, which we believe allows us to serve customers with faster innovation and greater responsiveness,
and enables 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 thus furthers 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 data center
solutions, disruptive innovation, customer segment specialization, and the value chain of design to value, price to value, market
to value, and sell to value.
• Public — Our Public customers, which include educational institutions, government, health care, and law enforcement agencies,
operate in 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 execute
to their mission statements. 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 — Our SMB segment is focused on providing small and medium-sized businesses with the
simplest and most complete standards-based IT solutions and services, customized for their needs. Our SMB organization seeks
to accelerate the creation and delivery of specific solutions and technology to small and medium-sized businesses worldwide in
an effort to help our customers improve
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