A new focus for Acer

Sales of personal computers and laptops have grown tremendously due to the increasing demand from overseas Filipino workers (OFWs) and the robust growth in the number of call center agents in the country.

Industry observers said the growth in sales of notebooks or laptops has been considerably greater than desktops or personal computers (PCs) because of the advantage and convenience of owning the portable sets as against stationary desktops.

With this in mind, Acer Philippines Inc. — the country’s leader in electronic notebooks — is putting more focus in promoting notebooks to these sectors because they do not just have the disposable incomes to pay for the units but they are also the ones more updated with technological trends and developments, said Acer general manager Manuel Wong.

Wong, however, said the country’s sales of desktops and laptops have not grown as fast as Vietnam or China.

As of the fourth quarter of 2007, Acer said the company accounted for 11.5 percent of total notebook and desktop sales in the country.

Total notebook sales as of the fourth quarter of 2007 reached 53,000 units with Acer enjoying a share of 34.1 percent for the consumer market and 27.4 percent for the commercial market.

Total desktops sales as of the fourth quarter of 2007 reached 174,000 units with HP getting the biggest slice of the pie at 8.2 percent; Dell with 5.7 percent; Acer with 5.6 percent and Lenovo with 4.2 percent.

Globally, Acer manufactures and markets easy, dependable IT solutions that empower people and enhance their lives. It spun off its manufacturing operation in 2000, focusing on selling its brand of IT products and business solutions. It employs 5,000 people supporting dealers and distributors in over 100 countries with an estimated revenue of $9.7 billion in 2005.

Acer’s strength in the Philippine market lies in its good relations with its dealers and expanding the dealership base by tying up with appliance stores—erstwhile sources of high end appliances but are now a showroom and sales center for IT gadgets, Wong said.

The company, through its distributors, built relationships with some of the best and renowned appliance stores in the country like Anson’s, Automatic Center , Emcor, and SM Appliance Centers.

Acer believes these establishments, known for their wide and impressive lineup of brands in their stores, ranging from audio and video equipment to home and office tools and gadgets, can also showcase its products. Acer’s presence in these stores had a tremendous boost in the awareness of its products and their quality, which later translated to more sales for the company, Wong said.

But aside from visibility, Acer was able to win the hearts of its customers and dealers because of the superb after sales service it provided since 2000. Acer also partnered with Villman Computer Systems Inc., a revered establishment where it put up the Acer Concept Store at SM Megamall’s Cyberzone, which highlights the various Acer products from consumer to commercial uses. The Acer Concept Store is also a retail outlet and houses a service center for Acer clients needing repair or check up of their units.