This is the problem with trying to faux-innovate by creating an "experience".
For starters, Dell is shit at it. Second of all, you spend so long tailoring it to the firmware version you started it on that it's now obsolete and the default experience is a million times better anyway.
IMHO Dell needs to differentiate themselves in two ways:
1) By a "build your own smartphone" model using a couple of different form factors (tablet, slider, flip) with commodity snap in parts that are user customizable (screen tech/screen size/flash space/CPU+GPU combo/camera) that would allow them to deliver any phone in any segment at any price point.
2) Keeping up with the latest version of Android and providing the latest default Android experience as soon as possible. Make a generic firmware, stuff it with all the drivers you might need for all of the hardware used in the different combinations and release it quick. Sell on volume, sell on having the latest and greatest Android features available to customers a week after the general release and laugh at HTC promising firmware updates at some undetermined point in the future.
If you give people what they want and quickly you won't have to differentiate yourself with all of this experience wank. You can just sell them whatever they want and sell them by the truckload because you're DELL. When people just want a laptop they jump on Dell's website, price one up, it's cheap as chips and they buy it. Just do the same damn thing with smartphones already.