Contents

1. Contents • Overview of EMEA Reviews Project • Proof that Reviews Drive Leads • Capacity Analysis for EMEA RAP Lab • EMEA RAP Lab Structure • Process flow for Eval Units • Job Description-Transactional PR for EMEA • Q1 Process Improvements for EMEA RAP Lab • Next Steps • Backup EMEA Reviews Process Improvement Project Marisa Manheimer, Transactional Product Group Fiona McCallig, EMEA RAP Lab February 21, 20001 Dell Confidential

2. Overview • Goal: • To drive incremental leads to EMEA BUs through media coverage of new product introductions and innovative placement of existing products to keep up the momentum between launches. • Analysis to-date: • Reviews Drive ~10% leads from Core Marcom in UK (conservative measurement) • EMF RAP Lab needs to be structured & resourced for current workload • To meet press review deadlines and facilitate process improvements • No EMEA HSB PR Headcount exists resulting in • Lack of consistent Transactional Messaging to publications • Missed opportunities/leads • Lack of sharing of best practices between LOBs • No prioritization between LOBs for RAP Lab • Low leadership for smaller Bus • Agency management for HSB is limited from COC • Tracking/measurement of results/coverage is only evident in UK/Ireland • Ideal Solution: • Hire HSB PR headcount to add expertise, improve reviews quality, and manage process • Structure & resource RAP Lab headcount appropriately to better manage workload, assure processes improve, and expanded reach to additional BUs then LOBs. • Short-Term Containments in place: • COC is taking a more active role in Reviews (Inspiron and Dimension reviews contact in place) • 1 representative assigned from Dim/Insp to handle reviews for region (prioritization between LOBs/BUs) • Monthly Reviews Team Meetings begin March • Sarah Lavender (EMEA PR)to begin investigation on LOB targets, processes, improvement plan • RAP Lab introduced new processes to deal with current workload • New review system tracking methods; Agreed with COC on channels of comms and containment process Dell Confidential

3. Proof that Reviews Drive Leads Paul Bell’s 10 Commandments-- #5 Invest in Winning Reviews • Reviews performance is critical factor in scaling marcom • Positive reviews coverage drives CPL down 30% • Negative coverage drives CPL up 20% • Positive reviews provide incremental benefits over and above the immediate financial benefit of CPL reduction • Communicates credibility via an unbiased 3rd party • Provides awareness-driving communications • Validates the price/performance positioning • Can be used as the basis for compelling advertising and communications executions In Americas HSB, sales calls spike dramatically when key awards are won. Calls are especially high for Service award wins In UK/Ireland, reviews account for 10% of core marcom calls Calls tracked by reviews-specific 800# Note: Additional UK/Ireland data will soon be published Dell Confidential

4. HSB RAP Lab Capacity AnalysisForecast vs. Actual Today Proposed • Current RAP Lab capacity is not able to meet BU demand • Overtime is being used in Feb/March to increase lab capacity and will need to be sustained to meet forecast • Lab personnel build ~17/month each • Add Headcount to RAP Lab (2) • Process improves • Capacity increases • Lab personnel can each build 18-19 systems/month • No additional headcount • Reduce reviews in BUs or • Increase overtime in lab Dell Confidential

5. HSB RAP Lab Structure • Recommendation: • Increase headcount in RAP lab by two ASAP to help improve capacity • To expand service to other BUs and LOBs, more Tech Specialists will be required Today Proposed • Liaison with CoC, BUPR/Mkting, AMF RAP • Communicate prioritization requirements • Metrics and Capacity • Resource management • Process Management • Operations Management RAP Lab Manager Engineer (1) Tech Specialist (4) Process Lead (1) • Magazine research • Performance Analysis • Assign/Monitor tests • Config recommendations for BUs • Publication support • Approves Database request • Liaise with AMF RAP • Track incoming systems • Ordering processes • Manage forms and orders • Expedite systems • Capacity analysis • Process improvement • Cost Center Transfers • Configure Systems • Test Systems • Report Results • Escalate Problems • Highlight inventory problems or exceptions Dell Confidential

6. Current Eval Unit Process • COC will be managing the EMEA Reviews Process until HSB EMEA Headcount is secured • Adam Griffin (Inspiron), Tess Swinkels (Dimension) • Coordinating the allocation, prioritization, building and distribution of Media Evaluation Units (pre-production) requires consistent communication between PG, RAP Lab (EMF/AMF), COC, BU/PR. See process below: http://insidedev.euro.dell.com/emea/escm/Qproc/Central%20Engineering/4221073.doc RAP Lab Form Dell Confidential

7. Job Description HSB PR Headcount • JOB PURPOSE: • To increase leads to EMEA Bus through management and development of Dell’s brand image as a leading, direct supplier offering dedicated products and services to the small business and experienced second time consumer sector. • KEY CUSTOMERS: • EMEA Transactional COCs, BU HSB PR/Marketing, EMEA HSB Management ; EMEA RAP Lab; Transactional Product Marketing • CHALLENGES • Becoming integrated into the business and managing programs across different BUs • Ensuring balance between product and business PR • Working with Relationship COCs to ensure consistency of overall Dell messaging while ensuring dedicated HSB messaging is clearly communicated • Working to tight deadlines on projects while simultaneously resolving issues and managing people both internally and at agency level • Management of Product PR –45% • Add 10% incremental leads into the HSB business by replicating the successful product reviews campaign in the UK across EMEA • Act as champion across the region, particularly for the smaller BUs to: • Improve communications, share best practices, Manage ongoing PR Strategy, Maximize Dell wins in reviews, Analyze Dell’s share of voice vs. the competition, Conduct post-mortems, Manage/co-ordinate with RAP Lab/COCs, EMEA-ise all external communications, Develop key tools for managing the business (databases, metrics and reporting) • Management of Business PR –45% • Develop business and consumer PR plans and programs throughout EMEA in association with the BUs/HSB PR agencies to support Dell’s revenue goals. Influencer programs • Support visits by key PG executives to exploit media coverage • Eliminate/ reduce exposure to negative PR regarding Dell in the HSB space across EMEA • Offer advice and guidance to HSB senior management and EMEA wide where required • General management –10% • Monitor and manage agencies EMEA wide Source: Annette Condon, UK/Ireland PR Dell Confidential

8. Next StepsEMEA RAP Lab • Fix Current Top BU issue---Options Order Process • Move Options orders from BU level to EMF RAP Lab • Establish/Communicate new process • Consistent Communications • COC to work with RAP lab to set up monthly Reviews calls • Continue and improve AMF/EMF weekly RAP Lab call • Foster relationships with lab personnel at publications • Conduct lab tour of Top BU pubs to determine benchmarking needs • Set up ongoing reviews of top BU press and their benchmarking tests • Create, Publish and Evangelize Processes • Visit BUs to determine how to improve process and communicate current process, escalation paths, and contacts • Publish monthly lead-times for eval units by Machine type Dell Confidential

9. Next StepsCore Team & Steering Committee • Steering Committee to determine feasibility of adding headcount to RAP Lab and attaining an HSB PR Manager. • Core Team (COC, Fiona, Marisa) to continue implementing process improvements • Improve communications, better understand BU needs, evangelize process • Tim Boyd, Sarah Lavender, Fiona McCallig, Gary Lusk (AMF RAP) to coordinate Q1 BU visits---synch up on goals • Contingency plan for not receiving headcount • Continue pursuit of IT assistance in aggregating process tools • Establish metrics for measuring leads generated from reviews • Continue investigation on Relationship/Enterprise use of RAP Lab • Potential use of AMF Server RAP Lab • Scope forecast for future relationship use of lab to determine headcount requirements Dell Confidential

10. Backup capacity Note: Awaiting confirmation of data from CoC on Mummy, Superman and Spiderman. Figures are estimates Note: Q3 data tbc. Estimates from CoC at present Dell Confidential