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Acer CEO: goal of becoming the first in the mobile
Acer CEO: goal of becoming the first in the mobile
Notebook: Randy Schmidt for help Miami Valley Research in the field of sports medicine for students to use laptop Acer Aspire Ones.
In the center of Dayton, 11 miles northwest of the Ohio Valley Vocational title = "Asus EEE PC battery"> Asus Eee PC Battery Technical Center in Miami, laptops are everywhere. Vocational school sports medicine program is the use of computers to track data recovery. In nursing, using the patient simulator. In the cooking classes, using the online menu.
A few years ago Dell (DELL – news – people), Hewlett-Packard (HPQ – news – people) or Apple (AAPL – news – people) is likely to provide the Centre with tens of thousands of computers. The recent most of the school team Acer computer hardware in Taiwan. Technical Director Randy Schmidt school in 2007, this change made the decision. "I have an amount fixed purchase, but the Acer can give a good discount. "He said:" I've never regretted that decision. "
As this case represents Schmidt Acer's new development, the rapid development of major computer brands, through the expansion of commercial sales. Acer aims to become a computer Portable in 2011 and the largest seller of Internet. According to U.S. research firm Gartner shows that Acer currently ranks second. "Mobile is the next revolution in the treatment, "said the CEO of Acer, Gianfranco Lanci," Our goal is to become the first in the mobile area. "
Lanci strategy is: to move quickly, maintain low costs, to establish close ties with retailers. This approach with considerable certainty to sell products online in this together, so that a local vendor Acer active role in the world and become the focus of choice for cost savings from consumer. Last year the company reported revenue 18 million U.S. dollars, in the context of economic crisis, compared with the previous annual increase of 5%. Net income totaled $ 354 million USA.
To maintain this growth, Acer is looking for new clients, including schools. In this market, Acer is still long way to go. It is education market share has almost tripled in the last year, but only 4%. Dell, Apple and HP led the market yet. Acer held last year, forums online and school library makeover contest, trying to attract the attention of teachers and administrators. "Our retail business has been very mature, Acer Vice President of U.S. Commercial Sales Gregg Prendergast said, "We believe in vertical markets such as education, the development of promising. "
With the success of the struggle Acer Randy Schmidt, who has arrived. School where students enrolled in each new laptop. One day by chance Acer promotions, the unit price to U.S. $ 450. He found that the costs Acer choose to save a lot of money ultimately reduced.
After initiating this cooperation with Acer, Schmidt no longer inseparable from it. Because he likes the attitude of Acer, education forward sales their problems to answer your phone, the warranty is also very flexible. "I've never seen anyone at HP, I do not know that these companies should contact." Schmidt said.
Prendergast said his company "orderly" development. "And the school title = "FUJITSU FPCBP80 battery"> FUJITSU FPCBP80 battery building trust and awareness takes a long time, but once they start to recommend the brand, will have a huge multiplier effect, "he said. very encouraged by the results of the past, Acer, Acer ready for Canada and Europe, the implementation of the curriculum, and adopting similar strategies to expand the U.S. health care and government markets.
Acer has been in the small and medium enterprises occupy a certain reputation, in the field of sales accounted for the company with an annual income of 30%, Acer hope that in 2010 this proportion increased to 40%. Ready to upgrade to Microsoft (MSFT – news – people) Windows 7 operating system, companies tend to buy new hardware.
"Without a strong sense of professionalism, hard Acer to become in the leading suppliers of equipment, "the United States, Gartner analyst Mikako Kitagawa said.
While Acer expects to introduce new series of servers, but also in the United States responsible for the management of your company's customers to provide substantial support for its distributors, but Acer did not develop the same market rate of large enterprises. "The larger the user needs to provide services and support for more complex, so we started from small businesses, and use as a basis for development, "said Prendergast.
Acer does not always have a clear sense of direction. Founded in 1976, its predecessor microprocessor by the consulting firm, until 1990, rapidly grown to become big business groups and clumsy, including the production of computer components and peripheral devices. Successive losses of hundreds of millions of dollars has led to its U.S. subsidiary in 1999 to stop production and sales of computers. In 2001, a decrease in technology, Acer's operating loss of up to 9 1 000 9000000. "The outlook for the company are not clear," said Acer president of North and South America operations center Rudi Schmidleithner recognition. "We know that you may not be successful."
Results of some bold decisions to create the Acer back to the beginning of the situation. In 2001, the company canceled its production department. Soon after, he began to focus on developing mobile computing products, and in the future with the help of the administrative Lanci expanded the Western European market, Lanci Texas Instruments (TXN – news – people) joined the Italian company Acer. In 2003, Acer rally, starting in 2008, a well-known series of acquisitions (gateway (GTW – news – people), eMachines, Packard Bell) for Acer and Hewlett-Packard and Dell, among the company can scale to compete state.
Acer also develop company truly global with offices in San Jose, California Battery "> HP Pavilion ze4400 battery Milan (Lanci your area), its R & D team in Taipei, manufacturing in China. Lanci said the company and development Gianpiero market as competent as Acer Morbello, executive director of Europe, has brought global perspective, and Asian manufacturers and suppliers to promote cooperation closer and better products. "There was a time in each company with the outsourcing business, we are close to producing products," said Schmidleithner.
The partners also agree with this view. Acer organizations "In the case of innovation still have the incredible cost optimization and efficiently, "Intel (INTC – news – people) sales and marketing director Thomas Kilroy said." So we know why Acer can succeed today .
Stan Shih, founder and CEO JT Wang has always been fully involved in the operation and development of Acer, Acer Lanci, but called the new architect. The engineer was born in Turin in 2008, served as the company positions itself as superior.
Earlier this year, Acer has asked its partners Nvidia (NVDA – news – People) to accelerate the next generation of graphics processors product development work in order to participate in a timely and important trade fair. Nvidia completed two weeks ahead of schedule on behalf of the ion-processor, so Acer can add to this new Internet technology. "If Acer is in a position leadership in their ranks on the market of the opportunity, be included as targets, "Nvidia PC sales to consumers," said Drew Henry, general manager.
Acer is the use of other faith retailers to control costs (see box). Wal-Mart in the United States (WMT – news – people), Best Buy Inc. (BBY – news – people) and try Amazon with most of Acer consumer sales. Acer Amazon online sales success of this, thin and light notebooks Chronology Revo series desktop computer. "It years everyone would like to direct sales, so great was the success of Dell in this way, "said Schmidleithner." But for a long time, we know that the partners help us to develop faster. "
Although the guide has Lanci, but Acer, the latter being the best business of portable devices is a very difficult task. Acer plans than others, some of its business by expanding the field of smart phones. In recent years, Acer has developed more than ten types of touch screen mobile phone, almost all use of Microsoft Windows Mobile software (Windows Mobile). The phone has been marketed in Europe and Asia, through the Canadian carrier Rogers Wireless (Rogers Wireless) signed the order to enter the North American market in June. Lanci expects Acer 2014 to become one of the top five providers of smartphones.
"Tweener" device is another big game. Apple IPAD, caused an uproar in the Tablet PC. Already in 2002, Acer has already begun R & D Test Tablet PC development tools for IBM ThinkPad X40 battery components of the network, as Lanci's request, specifications of control between smart phones and the Internet this. New products on the market later this year, competes with Amazon Reader eBook (Kindle).
Acer challenge is how to balance and budget products. "The new ultra-thin device is very good," Schmidleithner said American head. "But the products reach the public can buy at any time —- to carry people, working ten hours of battery with a laptop or access this —- will be more exciting. "
Redouble our efforts
In the global PC vendors, the number of units, Acer has jumped into second place.
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