Dell is planning a new line of high-end PCs and laptops.
The new category will consist of computers priced between $1,200 and $3,500, said Mike George, Dell's chief marketing officer.
Some customers want nothing but an inexpensive bare-bones PC without a support package, which can be easily found on Dell's website, but other customers are looking for powerful multi-media PCs with all the bells and whistles and personalised support options, said a spokesman.
Dell already offers high-end desktops and notebooks for gamers with its XPS gaming systems. But the company wants to provide a wider variety of powerful systems. New support packages will also accompany the new product line.
Most of Dell's promotional efforts in recent months have been designed to get its emerging printer and IT services businesses off the ground. However, PC shipments still pay the bills. With PC shipment growth expected to slowly decline in coming years, Dell and its competitors are trying to find new ways to sell the increasingly mature products.
The new Dell PCs are expected to be available in the second half of the year.