Dell Computer doesn’t depend only upon its telephone and on-line sales: they have 81 kiosks within the hallways of shopping centers in 11 states. They’re now running a billboard promotion with the tag line, "We’re In The Mall." Interestingly, Dell calls the kiosks "stores," and 11 of them are located within the same shopping center as an Apple retail store. But that may only be a coincidence– I talked to a Dell employee at the Santa Rosa Plaza (N. Calif.), site of a future Apple store, and he was completely unaware that Apple would be opening a store about 200 feet away.