Acer re-launches Gateway PC
- 06 August, 2009 09:45
- Comments (5)
After more than seven years out of the market computer vendor, Acer, has re-launched Gateway PC in Australia but restricted it to selected resellers, a single distributor and one major retail partner.
The iconic cow-themed brand’s launch retail partner is Harvey Norman, while its launch distributor partner is Synnex Australia. Another major retailer is in discussions with Gateway, but no deal has been confirmed. Only selected resellers will be allowed to sell the product.
“We have identified at this point of the launch that there is no need for a second distributor,” Gateway general manager, Nigel Gore, said.
“As and when we ascertain there would be an additional distributor or resellers we would review it on an ongoing basis.”
According to Synnex product manager, Jason Lee, only 60 resellers in Australia and 40 in New Zealand will be part of the initial product launch. Resellers will be picked based on minimum sales revenue, whether or not they have a shop front and whether or not they have suitable point of sale marketing.
Other Synnex resellers are allowed to purchase Gateway products, but will not have the same level of access to marketing materials.
“There is a gentleman’s agreement on [not selling to large resellers/retailers]] because Acer wants to handle national retailers directly. Later on down the track we could look into selling to tier 2 resellers,” he added.
Lee said Synnex expects to be the only Australian distributor for at least 12 months, but confirmed there was no contractual obligation for exclusivity.
According to Gore, Gateway, Acer and eMachines will be using a unified design and marketing strategy that coordinates products for certain market segments. He said this would mitigate market cross-over and focus the business on gaining market share together.
Gateway will be targeting style-conscious customers that would normally purchase Toshiba, HP and ASUS notebooks. The re-launched brand will be advertised using billboard, print and online publication, but TV commercials are not being planned.
“Now with the portfolio of Acer with Gateway, we can cover 80 per cent of the PC market. I think that will be good leverage for us to get to the number two PC vendor position in Australia,” Gore said.
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Comments
aaasfdds
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aaasfdds
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nadia1
timing
It's understandable Acer would want to re-launch Gateway in the Australian market following its purchase of the company, but I have to question the timing of the announcement.
During Q1 of this year, PC shipments suffered massive declines as the economic downturn hit consumer and businesses alike. Given there's even less purchasing going on, is there really room for another PC brand in the market? Sony's recent financial results, and the popularity of netbooks, also point to a shift away from style-conscious machines in favour of cheaper, accessible devices.
Gateway's absence from this market for so many years is also going to be a branding challenge Acer will need to overcome if this strategy is going to succeed. It'll be interesting to see the marketshare figures over the next few quarters.
Anonymous
Gateway Notebooks
Even though the brand "Gateway" is synonymous with PC's of the 90's and early 2000's, I believe Acer is using the Gateway brand for a new notebook range - as per the comment from Jason Lee. I think Acer would be making a mistake if they were to introduce another PC brand into their current portfolio, as they are still trying to market their own brand in that market space.
It'll be interesting to see how the Gateway brand moves in the retail space, especially when it's aiming to compete against the likes of Toshiba, HP and Asus.
Anonymous
Gateway returns
I welcome the return of Gateway to the Australian market, many comapnies I dealt with had implemented the Gateway range as a core PC solution, many still have them. They have been clunking away for years reliably and consistently. If Acer maintains the high standard of the original Gateway philosophy then many existing Gateway users will again refresh using the brand they have grown to admire.
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