NEW YORK--Dell executives on Tuesday rolled out new products and initiatives aimed at keeping the embattled PC giant afloat in an increasingly competitive market. As user-generated "Web 2.0" content has taken the Internet by storm, Dell chose to focus on the topic of consumer experience customization at this year's Dell Technology Day, held in the Westin Times Square hotel here. Using the moniker "Dell 2.0" to describe the company's aim at revitalization, CEO Kevin Rollins laid out a set of goals and initiatives that emphasized service improvements and a reach into emerging markets, especially India, Brazil, China and Central Europe. After showing a montage of new Dell commercials that showcase its new "Purely You" slogan, Rollins delivered a keynote address that touched upon a "holistic" willingness to partner with other companies. He also announced that Dell's partnership with storage manufacturer EMC would be extended for another five years.