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Company: Alienware

Alienware reportedly was inspired by the X-files program which was a preferred series by its founders Nelson Gonzales and Alex Aguila. The two founders established the company in 1996 apparently basing the corporate name on the popular science fiction series of the 1990s. Consistent with this, the company followed similar naming conventions for majority of the devices in its product portfolio.

An Original Equipment Manufacturer (OEM) division was created by Alienware for the distribution of its computer hardware components which catered mostly to the preferences of advanced gamers. In this context, majority of the products of the company have inherent configurations that go way beyond the settings of basic computer systems. Gaming computers are known for their demanding applications and high quality components to respond to the specifications of modern computer games.

Thus, Alienware manufactured systems have faster processors, better audio components, and higher resolution video adapters with a corresponding increase in the installed memory capacity. Products produced by the company can be distinguished by their unique computer casings that have sci-fi inspired themes.

The uniqueness by which the company presents its products is part of the company’s appeal. On March 22, 2006 Dell computer purchased the control of Alienware and absorbed the company as its subsidiary. However, as stipulated in the acquisition process, Alienware would retain all the rights to its products and would continue to operate as a separate business entity.

This process gave Alienware complete access to the production facilities of Dell allowing it not only to increase its competitiveness but also become more efficient in the manufacturing of its computer systems while attaining a substantially lower operating cost.

The direction and future of Alienware is dictated mostly by the key management personalities of the company which include Arthur Lewis (General Manager) and Frank Azor (Executive Vice President) aside from its founders. It also maintains its base in Kendall, Florida while expanding its presence in the European, Middle Eastern, and African (EMEA) computer markets.

The base of operation for EMEA has been situated in Athlone, Ireland from October of 2002. Its current 700-man strong workforce is partially responsible for raking in approximately $170 million in annual profit.

The XPS gaming line was maintained by Alienware even after the acquisition. In 2008, this product line was scaled down due to the restructuring of the company. Gaming developments of Alienware are done in collaboration with Dell to maximize their efforts.

Alienware’s presence in the international IT market began in 2003 with its expansion into Canada, Costa Rica, Australia, Germany, France, and the United Kingdom. The company has its own customer support center in Costa Rica to address sales and technical support inquiries.

Alienware also put in place an AlienExchange program to allow its loyal customers to trade in their old part for newer technologies. The latest product innovation released by the company to the market came at the Consumer Electronics Trade Show in Las Vegas, Nevada in 2008 where it showcased its newest prototype that featured a large curve display that is equivalent to using two 24-inch LCD monitors side by side. Primary market competitors in terms of design and innovation are Velocity Micro, Puget Systems, Falcon Northwest, and VoodooPC.

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