• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

The Dell dilemma

By
Kevin Kelleher
Down Arrow Button Icon
By
Kevin Kelleher
Down Arrow Button Icon
April 6, 2012, 5:00 AM ET

By Kevin Kelleher, contributor



FORTUNE — Is Dell finally turning a corner? Five years after Michael Dell returned to lead the PC maker he founded and transformed into a colossus, Dell may actually be ready for a second act. But the next several months will be crucial in determining how strong any recovery will be.

Between 1995 and early 2000, Dell’s (DELL) stock enjoyed one of the biggest rallies — even for the tech sector — rising nearly 900% to $59 a share. The dot-com crash brought it back down to $16 share by the end of 2000, but the strength of its brand in the PC market helped Dell rebound to $42 over the next four years as Dell’s reputation for efficient manufacturing and assembling customized PCs made it the market leader.

But in 2005, following the departure of Michael Dell as CEO, Dell’s stock began to decline again, pushing the price back down below $20 a share in early 2006. Hewlett-Packard (HPQ) and Chinese manufacturers such as Acer began competing harder in laptops. Michael Dell returned as CEO in 2007, vowing to revive the company.

MORE: The problem with Zynga’s growth

But as HP is learning, turning a tech giant around is a grueling process that can take years. In February 2009, the Great Recession brought Dell’s stock down to $8 a share. After that, it rebounded to and hovered around the $15 mark for a few years. Meanwhile, netbooks and then the iPad and other tablets became hot items, slowing growth rates for PCs and laptops. The company that helped invent the modern PC company was suddenly living in a “post-PC world.”

But this year, the company’s stock is signaling that investors are starting to believe in Dell again. The stock rose to $18.33 a share in February, marking a 25% gain from the beginning of the year. The key reasons: Dell’s efforts to rely less on PC and laptop sales and more on services, servers and storage are working. Meanwhile, the company is pushing harder into higher-end PCs so it doesn’t have to compete with Apple’s (AAPL) iPads and Amazon’s (AMZN) Kindle Fires.

Over the past six fiscal years, PCs and laptops have shrunk from 65% of revenue to 54%. Meanwhile, servers have gone from 10% to 13%, while the services division, which includes consulting and handling IT for companies, has risen from 8% to 13%, partly through acquisitions of companies like Perot Systems, an IT services company, for $3.9 billion and Boomi, a cloud-computing company, for an undisclosed sum.

MORE: PayPal’s bid for the digital wallet looks strong

Over the past several months, Dell has stepped up the pace of its acquisitions in the services area. In February, it bought AppAssure, a backup software vendor. A month later it bought network-security firm Sonicwall. And in the past week, news emerged that it’s buying Wyse, a maker of thin-client systems, for $375 million as well as Clerity Solutions, another IT services company for an estimated $1 billion.

These moves are encouraging because they show Dell is focusing on its areas of growth. In its last fiscal year, PC sales fell 4% while laptop and tablet sales rose 1%. Meanwhile, sales from servers grew by 10% and sales from its services division grew by 8%.

And despite all the talk of a post-PC era, Dell isn’t doing too badly all things considered. In the last quarter of 2011, Dell’s share of the PC market rose to 12.6% from 11.6% a year earlier. HP’s share, meanwhile, fell to 16% from 18.8%, but Lenovo’s share rose from 11.3% to 14%.

The company also managed to offset declines in its lower end laptops by pushing harder on its higher-end XPS line of notebooks. And the arrival of Microsoft’s (MSFT) Windows 8 later this year will likely trigger a demand for new PCs and laptops, especially as companies upgrade to new the operating software.

MORE: Yahoo’s risk-taking may be its best chance

Dell has also fought off a decline in consumer sales by focusing on businesses and governments, which make up 80% of its sales. Dell has had success in selling to big companies. Sales to consumers fell to 19% of its total revenue last year from 23% two years ago. But sales to big companies rose to 30% of total revenue from 27% in the same period. Those big-company sales lead to higher margins: Operating profit in that segment were equal to 10% of its sales, while the operating profit from the consumer segment was 2.7%.

As a result, Dell’s total revenue grew by 17% over the past few years and its operating margin increased from 4.1% to 7.1% in the same period. The stock, however, still trades at only 7.7 times its earnings, about half of the 14.8 P/E for the S&P 500.

For all that, Dell has some challenges ahead that are keeping investors from feeling too bullish. For one, Chinese companies are starting to get aggressive in the low-end servers that has been an area of growth for Dell. Intel’s (INTC) Ivy Bridge chip, which powers higher-end laptops, is facing a delay.

MORE: What Google needs now? To wow again

And the flooding in Thailand late last year disrupted the supply of hard disk drives, although one analyst, Jefferies & Co.’s Peter Misek, has said he thinks that all the talk about Thai floods is really “a smokescreen to mask underlying slower demand trends,” such as the increasing popularity of iPads. The ability of Windows 8 to run on tablets could also pressure PC prices further, even as the components used to make PCs inch higher.

Those concerns have weighed on Dell’s stock in recent weeks, causing it to drop 10% from its February high. Dell’s turnaround has taken nearly five years to start winning over investors. It has at least a few more months of hazards to navigate in the PC business still at its core. But if it can weather them, the company’s second act could be a strong one.

About the Author
By Kevin Kelleher
See full bioRight Arrow Button Icon

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Leadership
  • Success
  • Tech
  • Asia
  • Europe
  • Environment
  • Fortune Crypto
  • Health
  • Retail
  • Lifestyle
  • Politics
  • Newsletters
  • Magazine
  • Features
  • Commentary
  • Mpw
  • CEO Initiative
  • Conferences
  • Personal Finance
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map

© 2025 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.


Most Popular

placeholder alt text
Success
Gen Z could wave goodbye to résumés because most companies have turned to skills-based recruitment—and find it more effective, research shows
By Orianna Rosa RoyleDecember 29, 2025
1 day ago
placeholder alt text
Arts & Entertainment
Gen Zers and millennials flock to so-called analog islands 'because so little of their life feels tangible'
By Michael Liedtke and The Associated PressDecember 28, 2025
2 days ago
placeholder alt text
Success
African millennials and Gen Z are quitting their big-city dreams to go make more money back on the farm
By Mark Banchereau and The Associated PressDecember 29, 2025
1 day ago
placeholder alt text
Banking
Former Russian banking billionaire says an Instagram post cost him $9 billion: His company was sold for 3% of its value in 'hostage' situation
By Nick LichtenbergDecember 29, 2025
1 day ago
placeholder alt text
Success
MacKenzie Scott's close relationship with Toni Morrison long before Amazon put her on the path give more than $1 billion to HBCUs
By Sasha RogelbergDecember 28, 2025
2 days ago
placeholder alt text
Europe
George Clooney moves to France and sends a strong message about the American Dream
By Nick LichtenbergDecember 30, 2025
4 hours ago

Latest in

Tatiana
PoliticsObituary
Tatiana Schlossberg, granddaughter of JFK and cousin of Health Secretary RFK Jr., dies of cancer at 35
By Nick LichtenbergDecember 30, 2025
48 minutes ago
Gaza
Middle EastIsrael
Doctors Without Borders kicked out of Gaza: Israel suspends dozens of humanitarian organizations over new registration rules
By Melanie Lidman, Sam Mednick and The Associated PressDecember 30, 2025
2 hours ago
buddhist
PoliticsReligion
Buddhist monks peace-walking from Texas to DC persist even after being run over on highway outside Houston
By The Associated PressDecember 30, 2025
2 hours ago
Traders work on the floor of the New York Stock Exchange (NYSE) on December 30, 2025 in New York City.
AIData centers
An AI super-bull who just backed the Nvidia-Groq deal warns of a data center bust: ‘We foresee a significant financial crisis’
By Eva RoytburgDecember 30, 2025
2 hours ago
Vought
LawWhite House
No, the White House can’t defund the CFPB, judge says, just days before agency would run out of cash
By Ken Sweet and The Associated PressDecember 30, 2025
2 hours ago
Warren
Big TechBerkshire Hathaway
Warren Buffett plans to keep coming to the office every day, despite stepping down as Berkshire CEO at 94 years old
By Josh Funk and The Associated PressDecember 30, 2025
2 hours ago