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.