Acer eyes corporate move

Acer is expanding its global presence in a bid to strengthen its share in the corporate market. The company, known more as a strong SOHO (small office and home office) and small and medium-sized (SMB) vendor, plans to put more emphasis on the corporate sector by replicating the business model it applies to its SMB and consumer segments.

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By  Peter Branton Published  February 27, 2005

Acer is expanding its global presence in a bid to strengthen its share in the corporate market. The company, known more as a strong SOHO (small office and home office) and small and medium-sized (SMB) vendor, plans to put more emphasis on the corporate sector by replicating the business model it applies to its SMB and consumer segments. In an interview with IT Weekly, Emanuelle Accolla, vice president for Acer Europe, Middle East and Africa, said that Acer’s corporate play would involve building on brand credibility in the enterprise space first. “In order to develop a strong and solid corporate business, you need credibility and stability for a long time. We started to play Acer as a brand [in the Middle East] only in January 2003, so it has only been two years for us,” he said. Although Acer has some corporate customers in the region, Accolla said that the number is not as significant as the corporate clients it has in Europe, where Acer, as a brand, had a longer history. The company plans to offer existing products, which include desktop and notebook PCs, servers and storage, to its corporate clients. It has started building up a corporate team, and has signed several corporate dealers as well. However, Accolla said that the companyz doesn’t plan to restructure its local operations but will be reallocating some resources to its corporate business. Already, Acer’s enterprise focus is taking shape, Accolla said, with the company winning several large tenders in the region — mostly dealing with the education sector. “Recently, we won several large Ministry of Education tenders in the Middle East. The corporate business is starting to come. We’re already realising the same objectives we could never achieve before,” he said. Unlike most IT vendors though, Acer has no plans of becoming a technology innovator, like IBM or HP. The company’s strategy is to implement the same volume-based approached it’s been using for its SMB and consumer markets. “As a brand, our position is that we want to play with volume. On the corporate side, whenever we can play with products that deserve volume, we will try to offer them that. But if that involves designing a specific and extremely sophisticated solution for a customer, then that’s not our job,” he said.

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