Bloomberg News

Dell Names Felice Chief Commercial Officer to Boost Sales

January 07, 2012

(Adds closing share price in final paragraph.)

Jan. 6 (Bloomberg) -- Dell Inc. named Steve Felice president and chief commercial officer, overseeing all its sales and marketing efforts as the company aims to sell more packages of technology products and services to businesses.

Felice had been president of the world’s third-largest personal-computer maker’s consumer and small-and-midsize business sales and will now head all corporate, consumer and government units, Dell said in a statement. Paul Bell, who ran sales to large businesses and governments, will retire in March.

The moves are designed to help Dell develop and market groups of products that better meet customers’ needs, the company said. Round Rock, Texas-based Dell is seeking to transform from a low-cost PC maker into a broader supplier of computing devices, data-center equipment, software and technology services.

“This is still a company in transition,” said Shaw Wu, an analyst at Sterne Agee & Leach Inc. in San Francisco, in a telephone interview. Felice, who headed the company’s Asian operations until 2010, may help as it seeks more sales outside the U.S., Wu said. “He definitely has a track record of execution,” said Wu, who rates the shares “neutral.”

Broadening Business

Dell, which is competing in markets for servers, storage, networking and technology services with Hewlett-Packard Co. and Cisco Systems Inc., has used acquisitions of companies such as Perot Systems Corp. to expand in those areas.

Felice, 53, joined Dell in 1999. In 2010, Dell moved him from Singapore to its Texas headquarters to manage sales to small-and-midsize businesses, and last year gave him the company’s low-margin consumer PC business. Profit from the consumer arm has improved as Dell has pared back its product line and walked away from price battles with rivals.

Bell, 51, may pursue more personal philanthropy, said spokesman David Frink. Bell, who was president of the company’s large enterprise and public-sector units, joined Dell 15 years ago.

Frink said Felice wasn’t available for an interview.

Dell gained 1.1 percent to $15.34 at the close in New York trading. The shares rose 8 percent last year.

--Editors: Niamh Ring, Stephen West

To contact the reporters on this story: Aaron Ricadela in San Francisco at

To contact the editor responsible for this story: Tom Giles at

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