AS CONSUMERS shift focus to mobile computing devices that are lighter and can be used as a phone, Dell launched three models of laptop units in the Philippines the sales strategy of which an executive said is based on customization.

“We offer products that can suit what a customer asks of us and what we think they need,” said Ricky Benipayo Lopez of Dell Global B.V., the Philippine representative office, at the sidelines of the launch of Dell laptops for the business market.

The launch came nearly a month when its ultimate parent company, the Round Rock, Texas-headuartered Dell Inc. reported in May 17 the impact of weak demand in the consumer segment and even weaker spending on notebooks and laptops in its public business unit.

It doesn’t help that the International Data Corp. downgraded its forecast for worldwide personal computer shipments growth to “just” 4.2 percent this year from a February forecast of 7.1 percent.

It also doesn’t help that Dell admits not being cheap, as Lopez said in the long-term the experience is more valuable than the dollars forked over for the company’s laptop that range between $1,200 to $1,500 as starting prices.

“That’s why we work closely with customers. For a chief executive, we ask how often he or she travels, so we can offer our 12-inch model sans an optical drive. For those working on spreadsheets, they may need a wider screen of up to 17 inches and a lot of computing power,” said Lopez, MLE country manager at Dell Global B.V.

Lopez said Dell can offer products that are within cost-specifications as well as achieve goals. “Ultimately, the question is about how to increase productivity and efficiency and how the technology and equipment will help you do that.”

The laptops that Dell launched were enhancements of the company’s lines: Inspiron, Latitude and Vostro.

The Inspiron series is positioned to consumers and enhanced by Dell for mobile entertainment. The Latitude series, on the other hand, targets professionals while the Vostro eyes small businesses.

In May, before the parent company announced first quarter 2012 earnings, Dell executives announced the launch of its Windows-based Venue Pro smartphone and Streak tablet as its entries to the highly competitive domestic mobile market.