Dell 2010 Annual Report Download - page 16

Table of Contents
Board of Visitors, Association of National Advertisers, the Ad Council and Dell's Women's Networking Board.
• Ronald V. Rose — Mr. Rose joined Dell in May 2010 as Senior Vice President of Dell.com, where he oversees global online
platforms for Dell, including the company's Web site, its customer Premier Pages and its online customer support. He is
responsible for driving the strategy, execution and measurement for Dell.com, one of the leading ecommerce destinations for
people around the world. From 1999 until joining Dell, Mr. Rose led technology at priceline.com. as Chief Information Officer.
He helped build its reputation for outstanding technology execution, and was instrumental in building and managing the IT
infrastructure that provides travel services in 90 countries around the world. Prior to joining priceline.com in 1999, Mr. Rose
was Chief Technology Officer for Standard & Poor's Retail Markets, where he led many of the company's most advanced
technology initiatives. He has also worked as a technology management consultant for international travel companies. A
published technology author, Mr. Rose earned a Master's degree in Information Technology from Georgia Tech. He also holds a
Bachelor's degree in Science from Tulane University and a Bachelor's degree in Science from the University of Aberdeen,
Scotland.
• Stephen F. Schuckenbrock — Mr. Schuckenbrock currently serves as President, Services. In this role, he is responsible for
developing and delivering a best-in-class suite of intelligent, end-to-end IT services and business solutions for global
corporations, government, health care, educational institutions and medium-sized businesses in more than 180 countries around
the world. Mr. Schuckenbrock joined us in January 2007 as Senior Vice President and President, Global Services. In September
2007, he assumed the additional role of Chief Information Officer, and he served in those roles until January 2009. In those
roles, he was responsible for all aspects of our services business, with worldwide responsibility for Dell enterprise service
offerings, and was also responsible for our global information systems and technology structure. From January 2009 until re-
assuming the Services role in January 2011, Mr. Schuckenbrock was President, Large Enterprise, leading the delivery of
innovative and globally consistent Dell solutions and services to the world's largest corporate IT users. Prior to joining Dell,
Mr. Schuckenbrock served as Co-Chief Operating Officer and Executive Vice President of Global Sales and Services for
Electronic Data Systems Corporation ("EDS"). Before joining EDS in 2003, he was Chief Operating Officer of The Feld Group,
an information technology consulting organization. Mr. Schuckenbrock served as Global Chief Information Officer at PepsiCo
from 1995 to 2000. Mr. Schuckenbrock earned a Bachelor's degree in Business Administration from Elon University.
• Lawrence P. Tu — Mr. Tu joined us as Senior Vice President, General Counsel and Secretary in July 2004, and is responsible
for overseeing Dell's global legal, governmental affairs, and ethics and compliance departments. Before joining Dell, Mr. Tu
served as Executive Vice President and General Counsel at NBC Universal for three years. Prior to his position at NBC, he was
a partner with the law firm of O'Melveny & Myers LLP, where he focused on energy, technology, Internet, and media-related
transactions. He also served five years as managing partner of the firm's Hong Kong office. Mr. Tu's prior experience also
includes serving as General Counsel Asia-Pacific for Goldman Sachs, attorney for the U.S. State Department, and law clerk for
U.S. Supreme Court Justice Thurgood Marshall. Mr. Tu holds Juris Doctor and Bachelor of Arts degrees from Harvard
University, as well as a Master's degree from Oxford University, where he was a Rhodes Scholar.
ITEM 1A — RISK FACTORS
Our business, operating results, financial condition and prospects are subject to a variety of significant risks, many of which are beyond
our control. The following is a description of some of the important risk factors that may cause our actual results in future periods to
differ substantially from those we currently expect or seek.
• We face intense competition, which may adversely affect our industry unit share position, revenue, and profitability.
We operate in an industry in which there are rapid technological advances in hardware, software, and service offerings, and we
face aggressive product and price competition from both branded and generic competitors. We compete based on our ability to
offer to our customers competitive open, capable,
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