Dell Launches Aggressive Push Into 386SX Market With Price-Performance System 316

AUSTIN, Texas, April 5, 1989 -- PRNewswire -- Dell Computer Corporation (NASDAQ: DELL) today launched an aggressive push into the rapidly expanding 386SX PC marketplace with the introduction of the 16-megahertz Dell System(R) 316, offering an attractively priced and flexible entry to 32-bit applications. The System 316 features Dell's first in-house designed application-specific integrated circuit (ASIC), which integrates serial and parallel ports and the keyboard interface on the product's system board.

The Dell System 316 is the 386SX market's most expandable system with seven available expansion slots for peripherals and add-in enhancement cards, and five peripheral bays to accommodate up to 644 megabytes of hard disk storage -- almost six times that of the COMPAQ(R) 386S. While multiple user-specified configurations are available, the Dell System 316 configurations start at $2,949 with a 29-millisecond 40-megabyte hard drive, one megabyte of RAM and a Monochrone graphics video display. The same configuration with two megabytes of RAM is $3,149, a difference of $200 for the additional megabyte of RAM. Both systems are priced more than 35 percent below competitive offerings. Included in the purchase price of all System 316 configurations is the Dell Satisfaction Guarantee Package: a 30-day money back guarantee, next-day, deskside service; a toll-free technical support line; and a one-year warranty on parts and workmanship.

The System 316 will begin shipping in mid-April.

"We expect the System 316 to address the significant market that exists between our high-end 286 systems and Dell's family of high performance 386(TM) products," said Michael S. Dell, the company's chairman and CEO. "The explosion of local area networks and 32-bit UNIX software in corporate computing environments make the Dell System 316 an attractively priced option for today's high-performance applications, while providing an expandable platform for the emerging base of 32-bit software applications."

Dell said the System 316 is targeted at mainstream business applications including spreadsheets, word processing, database management, desktop publishing, presentation graphics, and accounting. Other applications include using the System 316 as a cost-effective network station.

Each Dell System 316 features either a 1.2-megabyte, 5.25-inch or 1.44-megabyte, 3.5-inch floppy disk drive, and one parallel and two serial ports. In addition to the 40-megabyte drive, other mass-storage options include a 25-millisecond, 100-megabyte hard drive, and 18-millisecond, 150-megabyte and 322-megabyte hard drives.

The Dell System 316 runs Dell Enhanced MS-DOS(R) 3.30, Dell Enhanced MS-DOS 4.01, Dell Enhanced MS(R) OS/2 Standard Edition or Dell UNIX System V/386.

Dell Silicon

Dell, which has always been on the forefront of tightly integrating system functionality through VLSI technology, brings its first in-house designed ASIC to market with the System 316.

"We're very proud of our first custom-silicon product," said Dell. "Dell has set the industry pace in integration -- our System 220 is the most tightly integrated 286 system on the market today -- and we're making these investments to maximize the features we can offer users and to deliver the most reliable products available to our customer base."

386SX Background

The 386SX microprocessor was introduced by Intel as a cost-effective entry into 32-bit applications. The 386SX features a 16-bit data bus, the same as the 80286 processor, but offers true 32 bit processing, providing the user access to 32-bit 80386 software, such as Dell's UNIX System V/386 or Borland Corporation's Paradox 386 -- both of which are optimized for performance advantages of a 32-bit architecture.

According to Glenn Henry, Dell's senior vice president of the product groups, the Dell System 316 enable users who want to run 32-bit applications, such as UNIX and Microsoft Windows/386, to obtain a cost- effective but fully expandable 32-bit platform.

Service and Support

Each Dell system is custom-configured during production, built to the exact specifications of the user. A comprehensive after-the-sale service and support package includes toll-free technical support hotlines and next-business-day, deskside service from Xerox Corporation. Dell's service package was rated as the highest in the industry in a PC Week survey of volume PC purchasers.

Dell Computer Corporation and its subsidiaries design, develop, manufacture, market, service and support Dell personal computers. The company also sells a line of personal computer products including software, printers, monitors, peripherals and accessories.

(R) -- Dell System is a registered trademark of Dell Computer Corporation.

(R) -- COMPAQ is a registered trademark of Compaq Computer Corporation.

(TM) -- 386 is a trademark of Intel Corporation.

(R) -- MS and MS-DOS are registered trademarks of Microsoft Corporation.

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/CONTACT: Brian K. Fawkes of Dell Computer, 512-338-4400, or Michelle Soleau of Neale-May & Partners, 415-967-4444, for Dell Computer/

(DELL) CO: Dell Computer Corporation ST: Texas IN: CPR PS -- NY050 -- 1976 04-05-89 12:44 EST