Dell announced on March 19 the launch of Direct2Dell Chinese (www.direct2dell.com/chinese ), becoming the first computer systems company to open a corporate blog in Chinese. The new blog was announced on the eve of Michael Dell's latest visit to China.

"By listening directly to Chinese customers through digital-community tools and networks, Dell can deliver better, more customized products and a superior experience," said Mr. Dell. "About one-fifth of the world's population speaks Chinese as their first language. As the number of Dell customers expands globally and the online population doubles from one to two billion people over the next few years, we will continue to have conversations in the language of choice for our customers."

China, where Dell last year ranked No. 3 in computer shipments, is one of the company's fastest growing markets. Dell's position in China after eight full years of operation is significantly ahead of what the company had achieved in the United States after a similar period of time.

At Direct2Dell Chinese, bloggers from Dell management, engineering, customer care and sales will blog about products and services, discuss IT trends, share work and life experiences, and listen to customers feedback. Readers are encouraged to suggest topics and leave comments to interact with Dell bloggers.

Direct2Dell Chinese is an extension of Dell's existing English-language corporate blog (www.direct2dell.com) which started in July 2006. The company has been using Web 2.0 tools (digital communications tools) to develop deeper relationship with customers. Last month, Dell launched IdeaStorm (www.dellideastorm.com), an online community where customers can post ideas on technology and Dell products, services and operations. Another digital communications tool from the company, StudioDell (www.studiodell.com), enables customers to watch, download and upload videos and podcasts on Dell-related products and better harness emerging technologies.

By Yong Tang, People's Daily Washington-based correspondent