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Amin Mortazavi is Acer’s new VP for MEA

Mortazavi’s appointment underlines the focus of Acer on EMEA emerging markets

Acer says Mortazavi's appointment underlines the company's focus on emerging markets in the broader EMEA region.
Acer says Mortazavi's appointment underlines the company's focus on emerging markets in the broader EMEA region.

PC maker Acer, has named former HP Middle East GM for IPG business in MEMA, Amin Mortazavi as its new vice president for the Middle East and Africa (MEA) region. Acer says Mortazavi will report directly to Oliver Ahrens, president of Acer EMEA.

Mortazavi, who left HP  earlier this year, is credited for turning HP's IPG business to be one of the most profitable divisions in the Middle East and Mediterranean Africa (MEMA) region.

According to Acer, this new assignment underlines the company's focus on EMEA emerging markets, which are considered strategic. The vendor says Mortazavi will be part of the new Acer organisation that reflects further reforms in the region, focused on guaranteeing the necessary efforts and resources to grow profitability and revenue.

"I am delighted to welcome Amin as the new vice president for MEA. His extensive experience in the IT world will be critical in the development of strategic marketing actions in order to enhance Acer's position," said Ahrens. "This appointment reflects Acer's commitment to further increase the prominence and market share of the company in emerging markets. I'm confident he will help in strengthening the Acer brand in  the MEA region while maintaining the focus on growth and conveying rewarding experiences to our customers."

Mortazavi joins Acer MEA from rival HP, where he spent the last 12 years, eight of which where in Dubai where he was general manager for IPG in the MEMA region.

"Acer is a global brand to be respected for its innovation, design and limitless lifestyle possibilities. I am very much looking forward to my new role as head of its regional leadership team," said Mortazavi.

With the Taiwan-headquartered vendor having taken a $150m financial hit as a direct result of excess inventory in its EMEA channel in June 2011, Mortazavi takes over the new role at a time when Acer has shifted its sales strategy from chasing market share and selling into the channel, to focus more on sell out.

Sources close to Acer that spoke to Channel Middle East on condition of anonymity, said Mortazavi's appointment is the step in the right direction given his track record when he was GM of IPG business at HP. "Acer will gain immensely from Mortazavi's experience and channel know-how given the track record he set during his stint at HP," said the source.

Mortazavi was instrumental in raising channel awareness around counterfeits and combating the importation of fake goods and grey products into the Middle East region.  Not only was he the face of the anti-piracy campaigns, but Mortazavi also played a crucial role in revamping IPG's channel strategy in the whole MEMA region with the unit successfully integrating its consumables and printing hardware business into one single division.