ZF English

Acer aims to become best-selling notebook brand

27.09.2005, 19:13 6

In a market characterised by decreasing profit margins and the fierce level of competition this implies, computer manufacturer Acer sees opportunities for future growth in the EMEA (Europe, the Middle East and Africa) region and Central and Eastern Europe, in particular.

The Romanian market is also in their sights, however this market, say Acer managers condescendingly, is "special, in a certain unique situation". "Unfortunately, profit margins in notebook production are falling. The average sales price is shrinking and cheaper products are emerging from the entry-level category. This market is different from the PC market because it is more clearly divided between major players. For instance, last year, 60% of the market was disputed by five major vendors," Dmitri Elizarob, a ROEE (Rest of Eastern Europe) country manager, told Ziarul Financiar.

The notebook market will continue to grow, but the increase in sales does not necessarily mean higher revenues, says Gianfranco Lanci, Acer Inc. chairman. "Profitability is still a problem for everybody." With sales growth of 913% and 448.3% in Poland and Russia respectively - as certified by Gartner, a US research company, in the second quarter of 2005 - Acer is planning an even more aggressive approach to the Eastern European markets.

Although Acer is enjoying strong growth on Western markets - (Netherlands: 115%, Denmark: 202%), these markets will become saturated at a certain moment. According to the latest data from Gartner, the Acer brand ranks first on the notebook market in 13 European countries. victor@zf.ro

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