Dell Computer will jump into printers next week as it continues its plan to think out of the box--the PC box, that is. The Round Rock, Texas-based PC maker intends to launch its first three printers next week--two laser jets as well as an inkjet that can print, fax and copy documents. The multifunction printer, one of the hottest types of printers on the market nowadays, will largely be aimed at consumers and small businesses. Dell has two goals for its printer push: boost its own sales and hurt archrival Hewlett-Packard. Printers, including printing cartridges, remain the crown jewel in HP"s product arsenal. At one time, Dell was one of the largest resellers of HP printers.
The prices of Dell"s new printers will likely undercut or match HP"s prices. Dell is expected to sell its multifunction printer for between $150 and $200, or close to the price of HP"s similar PSC 2110, which sells for $199.
In the past year, Dell has also entered the PDA market, increased the size of its services operation, pushed its own line of communications products and expanded into storage by striking an alliance with EMC. Some of the actions have angered former partners. Dell has also started making "white box" PCs for regional dealers and opened up kiosks in retail outlets. In the past, Dell has eschewed stores and dealers, preferring to sell its products to customers via the mail.