Dell by telephone

Dell Computer, already at the forefront of high tech direct marketing, has introduced what it calls the first 'computer superstore by telephone.'DellWare offers more than 1,000 software packages and hardware peripherals from the straightforward - accounting software from Computer Associates and...

Dell Computer, already at the forefront of high tech direct marketing, has introduced what it calls the first ‘computer superstore by telephone.’

DellWare offers more than 1,000 software packages and hardware peripherals from the straightforward – accounting software from Computer Associates and printers from Okidata – to such esoterica as Olicom’s 16/4 Token Ring adapter and Syskonnect’s fddi networking cards.

Paul Rubin, vice-president of marketing for Dell Canada, says company research showed customers liked the idea of a computer superstore available to them by phone.

Howard English, a spokesman for Dell Canada, says the store by phone is already operating in the u.s. and is doing well.

Michael Dell, founder and chief executive officer of Dell, pioneered the direct marketing of personal computers in 1984.

The company, with its headquarters in Austin, Tex., designs and builds industry-standard pcs.

Its Canadian headquarters is in Richmond Hill, Ont.

In fiscal 1993, Dell revenues were more than $2 billion.

With the addition of the DellWare line, Rubin says Dell users can select the software and the peripherals of their choice with one phone call.

The new DellWare line is featured in a June to September catalogue mailed out in mid-June to about 50,000 Dell customers in Canada.

The 82-page catalogue carries a toll-free number so customers can place their orders.

Dell Canada says the prices in DellWare are comparable to those in computer superstores; and free pre-purchase information on advertised products and annual software support contracts are available.

Customers needing service or support can get help by calling one number.

Software Support is the help provider for English-language customers and Montreal’s Genie PC offers support in French and English.

English says Dell intends to increase the number of DellWare catalogue items offered.