Packard Bell re-launches in ME

Following its acquisition by Acer earlier this year, Packard Bell has officially re-launched its brand in the United Arab Emirates and Saudi Arabia.

Acer is currently positioned as the second leading notebook vendor in the Middle East, according to 2008 IDC statistics. Packard Bell, with its complete portfolio of notebooks, desktops and storage devices for the mainstream, will help strengthen Acer’s position in the consumer market.

Product design will be Packard Bell’s differentiating factor in the market - catering to consumers who aren’t necessarily tech experts, but are attracted by stylish products at affordable prices.

Commenting on the company’s absence in the Middle East so far Marco Cappella, international division director for Packard Bell, revealed that “the owners didn’t have the financial strength to enter this region”, which is why Acer’s multi-brand strategy made sense. Gateway, Packard Bell and eMachines are now part of the Acer family, with each brand addressing specific market needs.

“We’re already seeing a lot of consolidations and, if you ask me, in the next two or three years there will be only 3 or 4 big IT companies in the world,” Cappella commented. He added that any possible overlapping of market segments between Acer and Packard Bell “will be minimal, as the positioning is very different.”With Packard Bell’s presence in twenty countries, the company not only has plans to re-launch the brand in regions like the Middle East but will also enter new markets in Russia for the first time.