World's thinnest notebook: Acer aims thin, light, cheap

World's thinnest notebook: Acer aims thin, light, cheap

Acer's new Swift line of ultra thin and light notebooks have gained a reputation as the thinnest notebooks in the world.
Acer's new Swift line of ultra thin and light notebooks have gained a reputation as the thinnest notebooks in the world.

Thin & light notebooks are the new high-growth market segment for Acer. Gaming computers also promising segment.


Thin & light notebooks: High-growth computer segment 

Young consumers targeted for growth


Suchit Leesa-nguansuk

Acer Computer Thailand, the local operating unit of the Taiwanese computer maker Acer, is pulling the plug on its mid- range smartphones locally after struggling to survive in cut-throat competition for three years.

The new plan is to place more focus on computers, particularly in the high-growth thin -and- light notebook segment.

The Acer Swift 7 and its cheaper cousin the Swift 3 have gained a reputation as the slimmest notebooks in the world. As the magazine Wired observed in its recent review:

"A laptop [notebook] that is 12mm thick at its widest point and under 10mm thick if you ignore the rubber feet... It’s thinner than an Apple MacBook Air (18mm) and thinner than the Microsoft Surface Pro 4 (15mm with keyboard). At 10mm, it flirts with the thickness of many tablets, and is even thinner than some models on the market" (see here).

Ultra-thin Swift 7 (Source: Acer)


"Starting from now, we will stop selling mid-range smartphones in the Thai market, and only remain in the entry-level smartphones segment, priced below 4,000 baht per unit," said Nitipat Praweenwongwuthi, senior marketing director of Acer Computer Thailand.

Mr Nitipat said the fierce competition will leave only a few dominant players in Thailand's smartphone market, as seen in the computer fray where Acer is a dominant player.

From any angle the Swift 7 is thin, ultra-thin.

A report from global IT research firm Gartner showed three Chinese smartphone vendors -- Huawei, Oppo and BBK Communication Equipment -- had a combined 21% share in the global smartphone market in the third quarter of this year.

Mr Nitipat also cited another report by global IT research firm IDC Thailand that said Acer had 20% of the global market share in personal computers in the third quarter.

Acer's notebook market share reached 29% in the quarter, followed by Asus with 21% and Lenovo 16%.

Mr Nitipat said Acer is increasingly focused on digital marketing channels that cater to younger consumers.

"We believe we can gain a foothold in the entry-level smartphone market here," Mr Nitipat said.

Acer will shift its focus to notebooks after a rough time in Thailand's mid-range smartphone market.


Acer entered the Thai market nearly three decades ago.

He said Thailand's computer market has reached maturity, with only the thin-and-light notebook and gaming computer segments seeing double-digit growth against flat numbers for conventional computers.

The average selling price of computer in Thailand ranged between 18,000-19,000 baht a unit.

Acer yesterday launched what it dubs the world's thinnest notebook, slimmer than one centimetre, equipped with Intel Core i7 Processors, at 39,000 baht apiece.

It also introduced a gaming notebook, the Predator G9.

Mr Nitipat said Thailand's computer market is expected to be flat this year with 4 million units predicted to be sold.

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  • apiece: for each one - แต่ละ
  • average: an amount calculated by adding several amounts together, finding a total, and dividing the total by the number of amounts - เฉลี่ย, ค่าเฉลี่ย
  • cater to: to try to satisfy a need - จัดหามาเพื่อคนใดคนหนึ่งหรือคนกลุ่มหนึ่ง
  • channel (noun): a method for doing something - วิธีการ, ช่องทาง
  • combined: counted together - รวมกัน
  • competition: a situation in which people or organizations compete, i.e., try to be more successful or better than somebody else who is trying to do the same as you - การแข่งขัน
  • conventional: usual or normal - ธรรมดา
  • cut-throat: in which people compete with each other in aggressive and unfair ways -
  • decades: periods of ten years - เป็นสิบๆปี
  • director: one of a group of senior managers who run a company - กรรมการบริษัท
  • dominant: more powerful or important than all others - เหนือกว่า
  • double-digit (adj): 10 or more, by an amount that two or more digits -
  • entry-level: the first and most basic version of a product available to buy without any special features -
  • equipped: having the necessary supplies, equipment, training, etc. - ครบครัน, ซึ่งมีเครื่องประกอบพร้อม
  • expect (verb): to think or believe that something will happen or that somebody will do something - คาด, คาดว่า, คาดการณ์
  • firm: a business or company - บริษัท
  • flat: lacking interest, energy or enthusiasm - ไร้ชีวิตชีวา
  • flirts with: is almost the same or better than ... -
  • focus: to give attention, effort, etc. to one particular subject, situation or person rather than another - เพ่งความสนใจ
  • foothold: a secure position from which you can improve your situation - ฐานที่มั่นคง
  • global: throughout the world - ทั่วโลก
  • growth (noun): economic growth, an increase in economic activity - การเติบโต
  • ignore: to fail to pay attention to; to pretend that you have not noticed or do not know about something - เพิกเฉย
  • launch: an event held to start selling a new product or service to the public - การเริ่มวางขาย
  • light: not heavy - เบา,ไม่หนัก
  • local (adjective): in this country (Thailand) -
  • market share (noun): the percentage of sales that a company has in a market or industry compared to total sales - เปอร์เซ็นต์การขายสินค้า, ส่วนแบ่งตลาด
  • maturity (noun): the state of being fully grown or developed; the quality of thinking and behaving in a sensible, adult manner - ความเป็นผู้ใหญ่, การโตเต็มวัย
  • mid-: in the middle of .... -
  • operating: carrying out an activity - ดำเนินการ
  • particularly: especially, or more than usual - โดยเฉพาะ
  • predator: an animal that kills and eats other animals - ผู้ล่า
  • predict: to say that an event or action will happen in the future, especially as a result of knowledge or experience - คาดการณ์ว่า พยากรณ์จากสถิติว่า
  • pulling the plug: ending a project; to not go ahead with something that has been planned - เลิกโครงการ
  • quarter (noun): three months of the year on the official calendar of the government or companies - ไตรมาส
  • range: a number of different things that are of the same general type - ขอบข่าย
  • range: to have an upper and a lower limit in amount, number, etc - ผันแปรภายในขอบเขตหนึ่ง
  • remain: to still be present after the other parts have been removed, used, etc; to continue to exist - ยังเหลืออยู่
  • reputation: the opinion people have about how good or bad someone or something is - ชื่อเสียง
  • research: a careful study of a subject, especially in order to discover new facts or information about it - การวิจัย
  • rubber (noun): a bouncy, elastic material used in car tires and waterproof gloves - กล้ายาง
  • segment: market segment; products produced for a group of customers that have many things in common such as income or family size or age or location - ส่วนตลาด
  • senior: with a high rank or position - อาวุโส
  • slim: thin, in a way that is attractive - ผอมเพรียว
  • struggling: having serious difficulties - มีความยุ่งยาก
  • survive: to continue to exist - อยู่รอด  สืบต่อไปได้
  • tablet: a small light-weight computer device shaped like a book; e.g, iPad, Galaxy Tab, etc. -
  • thick: having a larger distance between opposite sides or surfaces than other similar objects or than normal - หนา
  • unit: a part of a company or organisation that carries out a particular function; a group of people who work or live together, especially for a particular purpose - หน่วย,กอง,กลุ่ม
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