I think they'd have a very tough time with it. More phones now a days look exactly the same with maybe a couple light difference. They'd be better off building a tablet, they can at least have some heavy duty processor in it for gaming. Phone is out the question.
Next problem is that they'd have to come out with a working model right now, because Razer is coming to the end stages of Project Phiona and tablet from every other manufacturer are already bringing new tablets out. I think Alienware is kinda screwed, they've firmly wedged themselves in the 'High End PC' spot on the market and it'll be nearly impossible for them to expand with how they are going.
I think they need more than just new form factor laptops, they need so make a chain of more affordable products so people go "Oh wow, Alienware" more often. I get that reaction with my laptop at the mall but only because I had 14XX$ to dish out, more people settle for some HP or Compaq piece of crap.