US-based technology giant Dell has a mission laid out for next year: it will move its line-up of liquid crystal display technology for notebooks to light-emitting diode (LED) displays.

The move aims to save 25 per cent of the energy spent in powering its computers.

The firm is also moving its position from that of a hardware vendor to a solution provider; from selling computers, servers and data storage devices to also provide software and business support.

This has the company's Thailand unit, Dell Corporation (Thailand), preparing to operate 15 Dell shops around the country by the end of this year.

Managing director Anothai Wettayakorn said Dell had a commitment to reduce the energy consumption of its laptop and desktop computers by 25 per cent before the end of 2010. Its new laptop displays will all be changed to mercury-free LED displays within the coming 12 months.

"We take this issue seriously," Anothai said. "Dell is committed to becoming the greenest technology company on the planet."

The company began using LED technology in display screens built into its Latitude 6400 commercial notebooks last year. The technology will soon become a company standard, supporting the principles of green IT and helping the fight against global warming.

Anothai said that in its change from a hardware vendor to a solution provider, Dell aimed to cooperate with partners to provide turnkey solutions to support business customers.

The partners will include global organisations such as Oracle and companies in Thailand like Metro Systems, to provide business intelligence solutions and others. Dell will provide hardware and infrastructure while its partners will contribute software solutions and business practice support for companies.

This year the company is focusing on providing solutions to support the healthcare, education, insurance and banking industries, Anothai said.

Moreover, Dell Corporation (Thailand) will concentrate on three areas of business: its Consumer Business Unit, creating awareness and new product development.

In its focus on its Consumer Business Unit, the company plans to expand the number of Dell Shops from five in Bangkok to other parts of the country, and aims to have 15 shops operating before the end of the year. The first new shop will be opened in Chiang Mai this month.

"Dell Shops are very successful business in Thailand because we can receive feedback from our customers and we can configure our products to suit their needs and demands. The Dell Shops can generate up to double the revenue from consumers, because they feel confident about purchasing our products for their business and private use," said Anothai.

The firm offers configuration-to-order for notebook and desktop computers. Custom configurations can be ordered from Dell Shops and the products are delivered within seven days. The company also provides on-site service around the country.

Anothai said that to create awareness, Dell would launch both indoor and outdoor promotional activities. These would range from billboards to roadshows introducing its products both in Bangkok and upcountry.

In its new product development strategy, Dell plans to introduce new products ranging from mini notebooks to notebook and desktop computers every quarter.

One of the first will be a notebook computer with total video-conferencing technology, designed to help users and businesses to control their travel budgets.