--Dell warns market trends endanger transformation

--Company says Icahn counterproposal based on "unrealistic multiples"

--Case made amid reports CEO would be asked to help raise offer price

Dell Inc. (DELL) on Friday again told investors to accept Chief Executive Michael Dell's $24.4 billion go-private proposal amid reports the board is asking the founder to raise the deal's offer price.

The company said the performance of rival Hewlett-Packard Co. (HPQ) "has been superior to Dell's' and reiterated that trends hurting the PC business could endanger Dell's planned transformation into a more profitable information technology provider, which it hopes to do by growing its portfolio of software and services.

A buyout offer led by Mr. Dell and private equity firm Silver Lake Partners would take those business risks off current shareholders' shoulders, the company said.

Dell made its arguments in a slideshow prepared for investors and filed with the Securities and Exchange Commission. The filing comes a week before Institutional Shareholder Services, a firm that advises investors on how to vote on company proxies, is expected to release its analysis of the go-private offer. That review could influence the outcome of shareholders' vote on the proposal scheduled for July 18.

According to The Wall Street Journal, ISS's questions to Dell management suggested that the firm was at least sympathetic to the concerns raised by dissident shareholders Southeastern Asset Management Inc. and Carl Icahn.

After a torrent of public filings promoting Mr. Dell's offer, the company's special committee "will probably be a little more quiet with the shareholder vote coming up in a couple of weeks," ISI Group analyst Brian Marshall said. "If they can convince Michael to raise his bid a little bit, ultimately would look a little bit sweeter in the eyes of shareholders."

Media reports have said Dell's board has quietly asked Mr. Dell to raise the per-share offer price from $13.65 by using more of his own wealth, a move that could head off the counteroffer from Mr. Icahn and Southeastern Asset Management that plans to keep a slice of the company publicly traded.

Mr. Icahn has said he has raised more than $5 billion to finance his plan to recapitalize the ailing PC maker, a move he said should end speculation that the funds wouldn't be available. Mr. Icahn wasn't immediately available for comment Friday.

Dell on Friday said Mr. Icahn's proposal valued the company at "unrealistic multiples" worth more than twice the current valuation of H-P. The company also said PC exposure will likely continue to weigh on its share price, creating "substantial downside risk" to shareholders if the deal is rejected.

--Melodie Warner, Sharon Terlep, David Benoit and Shira Ovide contributed to this article.

Write to Drew FitzGerald at andrew.fitzgerald@dowjones.com

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