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Acer shows off Saudi prowess

Hardware giant Acer is reiterating its ongoing commitment to the Saudi market at this year’s Gitex.

Hardware giant Acer is reiterating its ongoing commitment to the Saudi market at this year’s Gitex. Having recently finalised an in-country PC assembly joint venture with manufacturer Advanced Electronics Company (AEC), Acer is promoting its full range of products including notebooks, desktops, servers, LCD monitors and projectors this week.
Gautham Reddy, marketing manager at Acer Middle East, claims that the vendor is also highlighting its push into the consumer electronics and digital device space with an array of products including LCD TVs, digital cameras, MP3 players and media gateways. “Saudi Arabia is one of the largest markets in the Middle East. The Kingdom also contains the largest young population. By appearing at Gitex, Acer is re-emphasising its commitment to investing in the Saudi Market,” explains Reddy.

“Overall, Gitex Saudi Arabia presents us with opportunities to communicate with the Saudi Market about Acer’s technologies,” he adds. “Maintaining leadership in the retail market, aggressive promotions in the SMB space and penetration into corporate business are three of our strategic objectives in the Saudi market for 2006. Opportunities are high given the current economic growth and the young, technology savvy population.”

Acer’s new assembly facility, which is located in Riyadh, is expected to produce about 120,000 desktop PCs in its first two years of operation and will form part of AEC’s import substitution programme. Acer hopes that the new venture will allow it to tap into the Saudi corporate desktop market and also pave the way for participation in ‘PCs for homes’ initiatives.

“The announcement can be viewed as a major expansion of Acer’s Saudi activity,” adds Philip Ashkar, sales and marketing director of Acer Middle East. “The Riyadh plant will open up massive inroads into the corporate segment, add a timely boost to efforts in the lucrative SMB space, as well as allowing Acer to further consolidate its position in the retail sector.”

Acer had long expressed an interest in setting up a joint venture facility in Saudi Arabia and has been searching for the right partner.

Emanuele Accolla, VP Europe, Middle East and Africa (EMEA) at Acer, claims that the deal demonstrates the vendor’s confidence in AEC’s manufacturing capability and also underlines Acer’s long-term commitment to the Saudi market. Production is expected to exceed 60,000 units per year within the first two years out of the joint Saudi operation, and 60 job opportunities are expected to be created.

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