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Ace(r)s High in PC Poker!

Posted by Ian Bandy

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Taiwanese manufacturer Acer are all set to take over the world. Like any sensible country they are starting with the good old United States of America, which is widely considered the world's largest and most competitive market.

By Ian Bandy

Taiwanese laptop builder Acer are all set to take over the world.Like any sensible country they are starting with the good oldUnited States of America, which is widely considered the world'slargest and most competitive PC market.

The trouble is that very few Taiwanese technology companies seem to make it over in the states despitehaving a strong following back home. They seem to build cheap,dependable, machines that perhaps lack the flair to engage theconsumers' imagination.

However Acer who are number five on the PC maker scene want tobe number three by 2008. Good luck to them I say there is nothinglike a little competition! They clearly have a difficultchallenge ahead of them as American brands such as Dell, HP, and IBM currently dominate the U.S market.

To vie for American consumers' attention, Acer plans toreplicate the strategy that has led to their success in othermarkets. They will sell laptops through distributors and retailers rather than offering directsales to the customer. This technique has been very successfulthroughout much of the world. Indeed the company reported revenueof nearly $5 billion in 2003, and the January to november salesfigures for 2004 have topped $6.39 billion. November's singlemonth revenue of $853 million marked a record high for thecompany.

An important aspect of Acer's previous growth, and the likelykey to its future success - is the impressive selection of mobilecomputers on offer. During May, 2004, Acer introduced two newnotebooks: the Aspire1800 and TravelMate3200 As a result of in-depth global market research, Acerdeveloped these two new notebooks to better meet customers'needs. Each model is based on the portfolio concept, offering"pure functional simplicity, smooth curves, and subtle elegance."The most unique feature of these new products is the eKey. Withone press of a button, Acer's eManager allows easy access tofrequently used settings to improve productivity and security, aswell as maximize battery life. This innovative feature may be onereason the Travelmate 3200 won PC Magazine's Editors' ChoiceAward in November, 2004.

Acer currently reigns as the No. 1 seller of notebook computers inwestern Europe. But the company's ambition does not end withEurope; they want a piece of the U.S. market. Gaining ground inthe U.S. will require persistence, patience, and a uniquemarketing strategy to highlight Acer's new global image. Thecompany will use a clear and simple approach, rather than acostly "American-style" campaign. The plan is to initially usethe channel only strategy in the U.S, working with distributorssuch as Ingram Micro and Tech Data, then eventually sell to theindividual consumer through retailers. Acer's goal is to reach25-30 percent of U.S. revenue in 2006 and to grow from the fifthto third largest PC maker worldwide.

Only time will tell whether Acer declare Aces high or a lowlypair of twos at the global notebook poker table.

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