Dell Streamlines Pricing Structure

Updated from 12:12 p.m. EDT

Under siege from rivals such as Hewlett-Packard (HPQ Quote), Dell (DELL Quote) is trying to make itself a more customer-friendly place.

As part of that effort, the giant PC maker plans to largely replace its plethora of promotions and rebates with generally lower list prices, said Ro Parra, senior vice president of Dell's home and small-business group, on a conference call Thursday. The company is also extending the warranties on its computers and expanding what's covered, Parra said.

The moves follow the company's previously announced $100 million effort to bulk up and retrain its customer support staff to better handle inquiries and reduce phone hold times. ...