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Acer capitalises on confusion

Acer capitalises on confusion

In the dog-eat-dog world of PC vendors, Acer is keen to claw ahead of the competition, and the proposed merger of HP and Compaq could provide the ideal opportunity to do so.

"It is one of those big transition times in the industry and one more opportunity for Acer to show its strength in the market," Acer marketing director Raymond Vardanega told ARN. "The channel will determine the outcome with their wallets," he said.

"Acer has invested a lot of money and resources on building a channel support infrastructure and has recently launched a new trading hub. We have been receiving a lot of calls from some very large HP and Compaq resellers."

The company hopes to capitalise on the tumult created by HP and Compaq over the coming months.

"The general feeling [among resellers] is confusion. Acer provides the next logical step because we are stable, there is no restructuring required for the channel and we have personalised service," Vardanega said.

Acer is aggressively moving to grab market share from rival PC vendors, announcing a price-guarantee initiative and opening the doors to its new offices in Adelaide.

John Winter, formerly of HiTech Distribution, has been appointed to head operations in South Australia - a market that accounts for 5 per cent of Acer's total revenue in Australia. Acer hopes the new office will increase local sales by 60 per cent over the next 12 months as resellers make the most of the vendor's local response times and partnerships.

Acer has also launched a shot across the bows of HP, Compaq, Dell and IBM, announcing a new incentive scheme for resellers targeting the small business market. Acer will match prices on identically specified desktops, notebooks and servers from these vendors.


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