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Acer wants one global strategy

Incoming Middle East managing director says company is moving towards single unified organisation bringing together its brands, strategies and products under one umbrella.

Acer is unifying global brands, strategies, and product lines, and bringing its disparate entities around the world under a single umbrella, according to new Acer Middle East boss Eric Tien.

The move comes as a bid to increase profitability in an increasingly-battered hardware business—and is coupled with new forays into software and services.

“The hardware side is one of our core competencies from day one and that is somewhere that we do not see that the value will disappear. But from that end, nobody can really earn enough money to satisfy shareholders anymore,” said Tien.

The general direction Acer has taken over the past two years, according to Tien is to see how the company can move into higher value-added areas besides hardware.

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