Acer doing IT for the kids

Acer Computer is hoping to increase sales in the region by targeting a younger audience with more stylish, media-friendly products. The first fruit of this strategy is its launch of the Acer n10 handheld, which comes with a video and MP3 player.

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By  Peter Branton Published  August 27, 2003

Acer Computer is hoping to increase sales in the region by targeting a younger audience with more stylish, media-friendly products. The first fruit of this strategy is its launch of the Acer n10 handheld, which comes with a video and MP3 player.

The reasoning behind Acer’s strategy is fairly simple: close to two-thirds of the Middle East’s population is estimated to be under 25, and this market wants IT products to come with entertainment and multimedia options.

Indeed, this reasoning is also being followed by former Acer subsidiary BenQ, which has recently launched its Joybook series of notebooks in the region. These products included a range of multimedia features.

“The launch of the n10 in the Middle East is a milestone for Acer because it signifies a new direction for us,” said Krishna Murthy, general manager for Acer Computer Middle East. “Until now most of the products we have offered in the Middle East have been designed with the corporate and home user in mind. Alternatively, the n10 is geared toward the younger generation with its fashionable looks and affordable price.”

“By opening up a new section of the market to Acer we expect our overall sales will increase by 15 %,” he added.

The n10, based on Microsoft’s Windows Pocket PC operating system, comes with an eBook reader, embedded games, photo viewer, video player and MP3 player.

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