Kevin Rollins, Dell’s president and chief operating officer has taken over the role of CEO from Michael Dell. Rollins joined the company as second in command in 1996, from Bains and Co.
Last year, Dell announced plans to launch new consumer products including televisions and its own personal music player.
Dell founded the company in 1984 with US$1,000 – last year Dell’s sales were worth $41.4bn. Shares in the company closed down slightly on the announcement, but the news is not expected to damage the company’s share price in the long term.