Acer aims for more enterprise clientele

Acer aims for more enterprise clientele

Mr Chiang (centre) with Mr Nitipat (right) and Mr Supong at the announcement for Acer Thailand's business strategy.
Mr Chiang (centre) with Mr Nitipat (right) and Mr Supong at the announcement for Acer Thailand's business strategy.

Acer Computer Thailand, the local operating unit of the world's fifth-largest computer maker, is embarking on a "dual transformation" strategy that develops new products and services as business engines to go beyond the computer market.

"We are rolling out a 10-year plan for growth under a dual transformation strategy meant to keep our core PC business and diversify into new businesses," said Alan Chiang, managing director for Acer Computer Thailand and Indochina.

Within 5-10 years, Acer wants half of its revenue to come from enterprises or commercial clients, with the other half from consumers.

Last year, enterprise and commercial clients accounted for 30% of the company's revenue and consumers made up the rest.

Under the dual transformation, Acer will go forward with acquisition, incubation and cooperation with users for innovative products and software solutions.

Acer is aiming for a position as a multi-brand solution provider that offers solutions for commercial and corporate users, helping them undergo varying digital transformations.

The solutions will cover edge computing/cloud, blockchain, autonomous devices and artificial intelligence security. These are under the first transformation that will be carried out by Acer's enterprise business group.

Regarding the second transformation, Acer wants to create brands from these products to tap into a new blue ocean market, which can create better margins.

Nitipat Praweenwongwuthi, marketing director of Acer Computer, said the enterprise group will focus on the education market this year because there is strong demand.

On smart campuses, facial recognition technology can be used to detect suspicious visitors and boost safety for students, as well as check attendance.

Acer has also developed Internet of Things devices with sensors that can gauge pollution levels, Mr Nitipat said.

"We have developed qualified education curriculum that enables students to learn STEAM [science, technology, engineering, art, mathematics], such as robotics for kids in primary school, as well as AI courses that could provide essential skills in the future," he said.

Supong Tungtongbenjasin, associate director of Acer Computer, said Acer will use multi-brand strategies with greater focus on segmentation or microtrends, including notebooks for casual and hardcore gaming and those for content creators, as well as more durable tablets and notebooks designed for industrial use.

Acer, which is the PC market leader in Thailand, will use multi-brand strategies to avoid the red ocean market and price wars by driving towards blue ocean segments for better margins and to serve customer needs, Mr Nitipat said.

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