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Acer and Alloys pair up for digital home assault

Acer and Alloys pair up for digital home assault

Acer adopts vertically focused distribution to grow local business and made inroads into the home market

Acer has recruited Melbourne-based Alloys International as a value-added distributor to help capture a slice of the digital home market. It will take on Acer's large format LCD TVs and monitors, projectors and its Aspire iDea media centre PC.

"Acer is following Intel and Microsoft into the digital home market, which is set to go in 2008," Alloys product manager, Phil Gibbs, said. "It's the true converging experience that everyone has been talking about for years. We are using Acer's technology to capture that market."

Alloys joins Acer's list of broad-based distributors including Ingram Micro, Bluechip IT, CompuWholesale and Cellnet. Gibbs said it would bundle the Acer range with speaker systems and widescreen LCD TVs.

It currently has about 30 partners and wants to reach out to more.

"We're looking for smart dealers that understand where this opportunity is going," Gibbs said. "This is a whole new market and it's going to be a very profitable business."

Acer national channel sales manager, Greg Mikaelian, said Acer wanted to grow its overall business locally and looked at partnering with a vertically focused distributor that would not conflict with its existing channel. While current distributors had sold some TVs and projectors, they did not have a formalised approach to addressing the digital home space.

"Alloys are very methodical: they know the market, the customer base, where the technology is going, and that's why we are working with them trying to address that market segment," he said. "It's good for Acer to grow business in a vertical that is not being addressed by a lot of our competitors."


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