Petro:Lube Chooses Dell for the Long Haul; Leading Truck Service Opera

    Business Editors/High-Tech Writers

    ROUND ROCK, Texas--(BUSINESS WIRE)--Jan. 17, 2005--Dell (NASDAQ:DELL) digital signage technology is helping retailers easily and effectively customize their marketing and advertising. Among them is Petro:Lube, a leader in maintenance services for diesel trucks, which selected Dell servers and LCD TVs to enhance its advertising and employee training initiatives at 36 locations across the United States.
    Petro:Lube used Dell Services for the installation of dozens of Dell PowerEdge(TM) servers factory installed with Microsoft(R) Windows(R) Server and Dell LCD TVs to create digital signage that advertises its services, parts and vendor offerings for commercial truckers. Short videos providing drivers visual examples of the maintenance performed on their trucks also run on the Dell displays.
    By selling advertising space to vendors, Petro:Lube has been able to turn the Dell-based digital signage system into a successful profit-making initiative and helps speed its return on investment.
    "Dell's digital signage initiatives provide retailers with high-quality servers and LCD TVs at prices they can afford," said Tim Mattox, vice president of retail for Dell. "By offering turn-key solutions with Dell Services, customers like Petro:Lube can maximize their return on the investment over a short period and generate additional revenue and profit for years to come."
    The advertising content can be the same for all of the Petro:Lube Service Centers or can be dynamically tailored for each region because the digital signage play list is managed remotely from the company's headquarters in El Paso, Texas. Using ReflectView(TM) software from Reflect Systems, Petro:Lube is also able to use Dell's servers and LCD TVs for employee communications and training.
    "Dell's innovative digital signage offering allows us to educate our customers and employees on products and services in a unique way, at a lower cost and with more impact than traditional methods," said Dave Latimer, vice president of Petro Stopping Centers. "Our customer, vendor and employee response has been tremendous. We believe this initiative has significant profit potential."

    About Petro:Lube Express Truck Service Centers

    Petro:Lube is a leader in preventative maintenance services for diesel trucks and was the first company to introduce a national chain of express lube, oil, and filter change services for diesel trucks. Petro:Lube enjoys its reputation for quality workmanship performed by certified technicians, and is the top rated truck service center in the industry according to surveys of professional drivers. Petro:Lube is an operating division of Petro Stopping Centers LP, a nationwide operator of full service Travel Plazas. To find out more about Petro:Lube or Petro Stopping Centers please visit our website at www.petrotruckstops.com.

    About Dell

    Dell Inc. (NASDAQ:DELL) is a premier provider of products and services required for customers worldwide to build their information-technology and Internet infrastructures. Company revenue for the past four quarters totaled $47.3 billion. Dell, through its direct business model, designs, manufactures and customizes products and services to customer requirements, and offers an extensive selection of software and peripherals. Information on Dell and its products can be obtained at www.dell.com.

    Dell is a trademark of Dell Inc.
    Dell disclaims any proprietary interest in the marks and names of others.

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CONTACT: Dell Inc., Round Rock Media Contacts: Amy Stansbury, 512-723-8118 amy_stansbury@dell.com or Brian Kruse, 512-542-2822 bkruse@gcigroup.com

KEYWORD: TEXAS INDUSTRY KEYWORD: OIL/GAS ENERGY COMPUTERS/ELECTRONICS ADVERTISING/MARKETING AUTOMOTIVE PRODUCT SOURCE: Dell Inc.

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