Dell started in 1983 when Michael Dell began upgrading and selling IBM compatible computers from his dorm room. Dell pioneered a direct sales model where they assemble computers from supplier components according to customer specifications. This allows Dell to eliminate costs from intermediaries and warehouses. Dell's USPs include lower prices from direct sales, total customization, and 24/7 customer support. Dell became a global leader in PC sales and by 2010 was the second largest PC company worldwide.