Acer's winning first-to-market strategy

Acer has announced its 'Fresh Technology' strategy, designed to introduce first-to-market products and services in the region has resulted in an enormously positive response from both customers and channel.

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By  Paul Barthram Published  November 30, 2003

Acer Computer Middle East has said its 'Fresh Technology' strategy, designed to introduce first-to-market products and services in the region has resulted in an enormously positive response from both customers and channel partners, a sign regional company executives hope will lead to increased market-share for the Jebel Ali-based regional IT giant.

"The IT market in the Middle East is highly competitive, and, to stand out in the crowd, a company needs to have a unique approach to meeting customer demands. At Acer, we aim to differentiate ourselves from the competition by regularly introducing first-to-market technologies and service initiatives," says Krishna Murthy, general manager, Acer Computer Middle East.

In the last six months Acer has launched several new products and services that can rightly be considered to be regional 'firsts' in the market, among those launches was the C100 tablet PC, with its capability to convert from the traditional laptop 'clamshell mode' for keyboard input to 'tablet mode' for use with a stylus.

"The Tablet PC, with its digital pen and speech technologies, considerably extends the functionality of PCs, offering Middle East users a truly 'fresh' approach to computing," comments Murthy.

On the services side of the business, the opening of Acer's flagship customer call centre in January 2003 was one of the first such sites to offer a 'Collect and Drop' service for all its mobile computing products, which the company sees as a sign of increasing sales, developing faster response times to customer demands, and improving customer satisfaction.

"The customised service that we offer through our call centre allows customers who have a problem with an Acer mobile product to dial up and give their address details - the rest is up to us. An Acer representative will then collect the Acer mobile product, take it to our facility to get it fixed, and then deliver it back to the customer," added Murthy.

"Introducing all of these products and services first in the Middle East has given us the opportunity to substantially increase the equity of the Acer brand, as well as build-up a strong rapport with our channel. And by having a strong reputation for being first-to-market, our channel can be confident that they are going to have the most innovative products in their stores, which always keeps customers happy," comments Murthy.

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