Dell Re-Orgs Again; Garriques To Run New Mobile Group

In somewhat surprising news, Dell re-organized its consumer business (again!) and named Steve Felice as its new head of Global Consumer and Small Business.  Ron Garriques, both the former President of Global Consumer and Motorola Handset Chief, shifted over to run a new Mobile Group focusing on mobility devices.

The move to create a new handset group was not a surprise. When Garriques joined the company in 2007, it was assumed that he would help push the company (albeit late) into the cellular device market. Lenovo Group announced last week that it was repurchasing its Mobility Device group as part of a renewed commitment in to cellular devices.

What is a surprise, is a repeated move by the company to merge its Consumer and Small Business divisions into one group. Back in 2005, this was attempted in the United States with the goal of achieving ’synergies’ in marketing spend and headcount. The merger however was a failure and the company quickly divided the sales organizations into their rightful areas and Garriques was named as the head of the first Global group within Dell.