Copyright 2010 Dell Inc.

Who we
our purpose and values
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From modest beginnings as a start-up PC maker, Dell has grown to become one of the worlds leading technology companies. Today, people everywhere trust Dell to provide world-class technology solutions.

We built a legendary reputation by listening to customers and developing thoughtful solutions that make technology work harder for them. We made it easy for people to get customized solutions delivered directly, and we created a business model and supply chain that made technology accessible to everyone.

Today, Dell is the place where people come together to make technology simpler, drive out inefficiency and create solutions that deliver better long-term value. We do this so people everywhere can do more.

Our success is grounded in an unwavering drive to provide practical solutions that solve real problems. As we look to the future, we continue to provide technology solutions that make a real difference from virtualization and automation, to making IT operations more efficient, to communication solutions that help people and businesses stay connected.

As we expand into new categories and meet new opportunities, we draw confidence from our past success and form a shared purpose that unites our efforts and propels us forward.

OUR PURPOSE

Our statement of purpose explains why we exist. It is the goal we set for ourselves and the ultimate reason we are undertaking the task of transforming Dell.

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values

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our purpose

Our purpose is the driving force behind everything we do. It comes from our deep beliefs that technology can change the world and that its essential for people to succeed.

Delivering technology solutions that enable people everywhere to grow and thrive

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Thriving is about moving forward, flourishing, expanding horizons and achieving success. This is the outcome we want all of our stakeholders to achieve.

Here are some interpretations of what thrive means around the world:

Thriving Russir

growing, flourishing, expanding my horizons

Prosperidad

significa crecer, evolucionar, ampliar horizontes

samliorer, spanouir, largir ses horizons

Prosperare Mein Potential verwirklichen

crescere, evolversi, espandere gli orizzonti

Prosperita

den Horizont erweitern, wachsen und erfolgreich sein

rast, spen rozvoj, rozirovanie horizontov

Rozwija si

, , ,

osign sukces, rozwin potencja, poszerzy horyzonty

Avanar

Floreren/ontplooien
tot bloei komen, boven zichzelf uitstijgen

crescer, progredir, ampliar meus horizontes

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While there are many ways to express our passion for helping customers, one thing remains truethe work we do together enables human potential everywhere.

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Zhang Wei, a young boy in rural China, and thousands more like him, can realize their dream of an education.

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Leading energy companies are steps closer to discovering solutions to the worlds energy crisis.

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150 million people around the world go online using a Dell system every day.

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We know we can deliver on our purpose because we constantly strive to deliver more. Where others see limitations, we see possibilities. We revel in the spirit of healthy competition. By being the best we can be, we enable our customers, employees and strategic relationships to be the best they can be.

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We ask ourselves, Is there a new or better way? Its an optimistic, can do attitude that is deeply rooted in our character. We work at Dell because we know that when we combine our collective knowledge, creativity and winning spirit, we share more than a purpose. We share values that guide everything we do. Our values help us make amazing things possible.

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OUR VALUES

As we continue to evolve Dell to better serve our customers, seize new opportunities and drive growth, our values guide the decisions we make and the actions we take.

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values

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Our values have been part of Dell since the day the company was founded. Our values remain constant and steadfast as the world continues to change. Although the way we express our values may evolve, they have always been grounded in three fundamental areas:
WHaT We FoCus on eaCH daY HoW We InTeraCT WITH people HoW We operaTe In THe World

Delivering results that make a positive difference

Leading with openness and optimism

Winning with integrity

Our values will become even more vital as we continue to expand the impact and reach of Dell. They unite us and differentiate us in the world.

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WHAT WE FOCUS ON EACH DAY

Delivering results that make a positive difference

We strive to make sure that everyonein any environmentcan take advantage of technology. We deliver solutions that make a real difference in peoples lives. We are constantly curious, and we never stop trying to find smarter ways to get things done.

We focus on what matters most to help our customers succeed while increasing operational efficiency.

We take time up front to understand what needs to be accomplished so our actions can be more efficient and effective.

We strive for programs, projects and policies that support our goal of making the complex simpler so we can help our customers succeed.

We reward employees who put long-term value creation over short-term wins.

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HOW WE INTERACT WITH PEOPLE

Leading with openness and optimism

We value different perspectives and experiences because we believe everyone has a contribution to make. Thats why we focus on honest and practical communications with our customers, partners and employees. We listen carefully and take action to deliver efficient solutions for real-world challenges.

We ask for real-time feedback.

We foster an environment of mutual respect and open, honest collaboration in every interaction.

We earn trust by listening carefully and making smart decisions to solve the right issues.

We seek diverse experiences and points of view.

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HOW WE OPERATE IN THE WORLD

Winning with integrity

We operate legally and ethically. We contribute our time, technology and know-how to improve the communities where we work and live. We are committed to growing our businessand helping our customers succeedin ways that benefit the environment and society.

We take 100% accountability for Dells operational carbon footprint.

We honor our commitments to customers, employees and partners.

We respect local market customs and business traditions while always following Dells Code of Conduct.

We operate with a high level of transparency so employees and customers see how decisions align with our purpose.

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OUR STAkEHOLDERS

Defining what we deliver for every audience we serve brings focus to our transformation strategy.

CUSTOMERS

PEOPLE

SHAREHOLDERS

PARTNERS

COMMUNITIES

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CUSTOMERS
We listen carefully to our customers needs and desires, and collaborate to find new ways to make technology work harder for them. In everything we do, were focused on delivering solutions to enable smarter decisions and more effective outcomesso our customers can overcome obstacles, achieve their ideas and pursue their dreams. Above all, we are committed to the superior long-term value they need to grow and thrive.

We Help our CusTomers THrIve

Dell has made technology accessible to everyone. Weve helped enterprises redefine industries, communities organize to meet challenges, small businesses grow bigger, and parents teach children something new every day.

Customers trust us to drive out inefficiency so they can focus on what they need to do. To help customers realize more benefits, Dell completed its own IT consolidation project, achieving a 30% return, and were using this learning to help customers achieve these same immediate paybacks to fuel their future success.

Dell is always looking for ways to make technology work in service of our customers. Our solutions are making it easier for emergency crews to communicate in a disaster, armed forces to attend to their mission, and doctors to dedicate more time to providing better patient care.

Dell strives to make the complex simple. From embedded systems management to more scalable storage architecture, we are always looking to deliver better, simpler solutions that let customers spend more time on whats important to them.

We deliver superior long-term value. Dells support of open standards gives customers the comfort of knowing everything will work well together for years to come, while allowing them maximum flexibility to integrate technology innovations.

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PEOPLE
At Dell, we want our employees to be able to do their best work. When we combine our diverse experiences and creativity, we produce better solutions for the people we serveand we help our company grow. Thats why were committed to creating a winning culture that allows all of us to share our ideas, be recognized for our achievements and, most importantly, deliver results that have a positive impact on the world.

We Help our people THrIve

Dell is a meritocracy where everyone has the opportunity to deliver extraordinary results and be recognized for their efforts with exceptional rewards and opportunities.

We invest in our people. Every year, thousands of our team members take advantage of growth opportunities by moving into new roles, getting involved with a mentor, networking, attending formal training and obtaining new certifications.

We believe collaboration is the key to delivering better results for our customers. Thats why we embrace diversity of thought, culture and experience, and attract people who reflect our worldwide marketplace.

Our Flexible Work Solutions provide a healthy balance of work and personal time so each of us can perform at our best for our teams and customers, and together achieve our business objectives.

Each year, people TELL DELL that the thing that makes Dell special, and engages them most, is the smart, dedicated and passionate people they work with and learn from every day.

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SHAREHOLDERS
By successfully executing our strategy and driving greater efficiency and productivity in how we operate, we help our customers thrive. We honor our obligation to optimize returns for the owners of our company.

We Help our sHareHolders THrIve

Dell is one of the most successful technology solutions providers in the world. In revenue we rank among the top 40 U.S. and the top 100 global companies.

We consistently focus on generating strong cash flow from operations to allow us to expand our capabilities and acquire new ones. We intend to grow our top-line revenue by 5 to 7 percent annually with even faster earnings and cash flow growth.

Dell plans to profitably grow the desktop and notebook business and innovate the Dell.com shopping experience.

We are focused on expanding our customer solutions business by delivering best-value solutions in servers, storage, services and software.

Dell is growing with a combination of internal company investments and business partnerships, as well as technology and solutions acquisitions, to win in the most profitable business segments.

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PARTNERS
Our strategic relationships are critical to delivering success for our customers and our company. By entering and succeeding in global markets and categories, and expanding our products and solutions across current customers, Dell creates new opportunities for our strategic relationships to grow their businesses as well.

We Help our parTners THrIve

Dell partners with other industry-leading companies like Intel, Microsoft and EMC to deliver the technology solutions that people and organizations need to help them improve their business or live better lives.

Our hardware and dell.com provide our partners with access to one of the largest and most diversified pools of potential clients.

Our relationships with the worlds largest telecommunications companies allow more people to stay connected to their friends and families than ever before.

In India, Dell has developed a unique Sales Affiliate program that allows more than 6,000 people to receive a commission by helping friends and family purchase Dell computers through our build-to-order platform.

Dell is leading globalized supplier diversity efforts. We created a strong internal network of champions who mentor diverse suppliers, and we were the first in the industry to launch a minority supplier development program in China.

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COMMUNITIES
We are a force for positive change around the world. As a global enterprise, we use our collective power to make a meaningful difference in the worlds most pressing social issues. We have a responsibility to contribute our time, technology and know-how to create a more promising tomorrow for communities everywhere. As employees, we rally together and get involved, sharing our talents and time to help others.

We Help CommunITIes THrIve

Dell is serious about making a meaningful difference in our communities. We are committed to a goal of contributing 1 percent of our pre-tax profits to our global giving efforts.

Dells giving program takes a strategic approach focused on youth in the areas of education, digital inclusion and sustainability.

Dell employees contribute hundreds of thousands of hours volunteering to help repair homes, feed the hungry, build gardens and walking trails, and educate children about technology.

Thousands of students around the world are engaged and interested in driving social change by reading about and voting in Dells Social Innovation Contest.

Dell signed a multiyear commitment to partner with (PRODUCT)RED, which contributes a portion of the profits to the Global Fund to Fight AIDS, Tuberculosis and Malaria.

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PLANET
We are committed to preserving the planets finite resources so future generations can prosper. By finding smart ways to use resources, we make operations more efficient. We actively engage with our employees, customers and partners to find solutions that significantly reduce the environmental impact of technology. We know that working together, we can create a healthy, sustainable future.

We Help THe planeT THrIve

Dells energy-smart PCs save billions of dollars in electricity costs and reduce the creation of tens of millions of tons of CO2 emissions.

Dell is the first company in the technology industry to go operationally carbon neutral, and Dell implemented the industrys first free consumer recycling programcurrently operating in more than 70 countries.

We focus on the entire lifecycle of the products we produce. Because of Dells extensive recycling program, weve kept hundreds of millions of tons of e-waste out of landfills.

Dell partners with Conservation International to support conservation activities that inhibit deforestation and protect the rich biodiversity in the Fandriana-Vondrozo Forest Corridor in Madagascar.

Dell exceeded its commitment to recover hundreds of millions of kilograms of used computer equipment for responsible recycling ahead of schedule, and we continue to focus on responsible recycling efforts around the world.

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When we put these elements together, we create a clear picture of who we are and our role in the world.

ENDURING

purpose values

CUSTOMERS

PEOPLE

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PARTNERS

COMMUNITIES

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Our purpose and values shape the work we do every day.

We use a shared framework to illustrate how our purpose and values inform our multiyear strategies for business transformation and how they drive our annual business plans.
CUSTOMERS PEOPLE

ENDURING

purpose values

SHAREHOLDERS

PARTNERS

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MULTIYEAR
BusIness / people / Brand sTraTeGY

ANNUAL
Bus / FunCTIonal plans

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Because we know that when technology works harder for people, they thrive. Communities thrive. The world thrives. And so do we.