Acer, the Taiwanese multinational hardware and electronics firm focuses on offering superior electronics technology. It is headquartered in Xizhi, New Taipei City, Taiwan. The Taiwanese multinational corporation was launched in 1976 by Stan Shih, his wife and a group of five others as Multitech. Later it was renamed to be Acer in 1987.
Today, Acer offers its consumers a varied range of products, which has made it one of the top brands in the PC Industry. In order to reach the customer, it takes the help of the channel community and is considered to be a channel-friendly company.
Further, Chandrahas Panigrahi, CMO and Consumer Business Head, Acer India enlightened us more on Acer’s channel ecosystem and future roadmap.
Acer’s Market Share in the Indian Laptop Market
According to IDC’s recent report, Acer has become no. 1 gaming brand of India, two quarters a row. Acer has proved leadership in the Indian gaming market with 37% market share in gaming laptops and 21% share in PC gaming segment. Besides this, Acer also emerged as the No. 2 player in the Monitor category according to a leading market research firm.
Acer GTM Strategies
Chandrahas Panigrahi said that their go-to-market strategy will be aligned to serve the market needs. As, the coming years will be about more adoption of gaming, IoT and AI related products. And Taiwanese multinational is well poised to address the needs.
Simultaneously, the company is also expanding their retail presences through its flagship stores across the country. By introducing more than 100+ flagship stores in Tier II, Tier III and Tier IV cities, it looks forward to engaging with first-time buyers and provides them with the full brand experience.
Channel Ecosystem in Acer
Talking about the channel ecosystem, Chandrahas Panigrahi stated, “Being a channel-friendly company, we believe in growing with our channel partners. We have always tried to reach our channel partners through our partner outreach programmes and made a stronger communication model. Our partners have played a crucial role in positioning Acer as a leader in the technology segment and remain the key medium to reach out to our customers.” Moreover, it is aggressively strengthening its partnership with the channel community to expand their presence consumer, enterprise, banking and government segments.
Digital transformation Impact on Vendor-partner relationship
Th company has 5000+ partners, which include exclusive stores, as well as multi-brand outlets along with large format retailers and this phenomenal growth and channel base, is due to its very channel friendly policies and initiatives. Digital transformation has helped them work closely with partners on training, demo programs for high-end models, schemes to focus on the portfolio to help them increase average selling price, training to ISPs through mobile app etc.
Future Road Map of Acer
Chandrahas Panigrahi also shared the future plans of Acer. He said, ‘In the coming months, we are planning to launch an exciting range of products under our Swift, Spin, Switch, Aspire, Predator and Nitro series. We see great potential in the gaming segment and plan to focus rigorously on it. We will be introducing best of gaming, laptops, desktops, monitors and accessories which caters to enthusiast to hard-core gamers. VR and MR is another area where Acer will take the lead.”
To conclude, with much hype about IoT and AI in consumer space, Acer too will have its key focus on it. Though, there are certain products launched under the Aspire, Switch and Swift series that are equipped with Amazon Alexa globally. With this latest technology, it aims to offer the best of technology to its consumers.