Michele Montecchio (MM), General Manager and Peter Lacey (PL), Middle East Commercial Sales Manager, Acer Middle East explore Acer’s exciting initiatives, share insights into their localisation strategies in the diverse Middle East region and delve into the current trends shaping the commercial industry.
Can you elaborate on the company’s approach to localisation in the Middle East? How is Acer adapting its strategies to resonate with the diverse culture and preferences of the region, considering the presence of many immigrants and varying preferences?
MM: Acer’s approach to localisation in the Middle East starts with offering a wide range of products that cater to different needs and preferences. We provide a lineup of computing products that covers everything from entry-level devices for students to high-end gaming systems. This diverse product range ensures that Acer can meet the requirements of various cultures and territories within the Middle East. We serve schools with ruggedised and affordable systems, cater to casual consumers with the Aspire lineup, address casual gamers with the Nitro lineup hardcore gamers with the Predator lineup and serve professionals and creators with the ConceptD and Travelmate lineup. Acer also offers monitors with different specifications, including high refresh rates and 3D capabilities, to meet the demands of different user segments. In terms of localisation, Acer’s focus is on providing products that can serve every kind of customer in the Middle East, regardless of their cultural background or preferences. On that note, sustainability is a very relevant topic that impacts and unites each one of us, and to address this Acer has created a series called ‘Vero’ – our green scheme to make eco-friendly products that are responsible in nature.
What role does Acer envision for AI, IoT, or the Metaverse in its product portfolio?
MM: Acer primarily focuses on hardware production, providing the best-in-class technology to support the development of software solutions based on AI, IoT, and the Metaverse. For example, Acer’s recommended use of AI can be seen in the application of SpatialLabs for medical purposes. SpatialLabs combine virtual reality (VR) and augmented reality (AR) to create immersive 3D environments and can be used without the use of glasses. Acer’s spinoff dedicated to medical applications leverages this technology, which is used by doctors and can be adapted to the needs of various clinics and individual practitioners. In terms of gaming, Acer is well known for its gaming products and strives to incorporate advancements in AI and IoT to enhance the gaming experience. While Acer’s main role lies in providing the hardware foundation for these technologies, we actively support the integration and utilisation of AI, IoT, and the Metaverse in their product portfolio.
What is the most exciting trend that you see in the commercial space, especially in the Middle East region?
PL: One of the most exciting trends in the commercial space, particularly in the Middle East region, is AI. SpatialLabs technology – which is integrated into many of our devices, has significant applications in fields such as medical (mentioned above) but also engineering, architecture, fashion design, and marketing. For example, architects can use SpatialLabs to visualise and analyse building structures and lighting conditions. Similarly, fashion designers and marketing companies can utilise SpatialLabs to create accurate and vibrant colour palettes. This technology offers a new level of immersion and visualisation that enhances the possibilities within various commercial industries.
And what trends do you see in the education industry?
PL: The trends that I’m most excited about in the education industry are focused on moving away from traditional rote learning and emphasising skills like problem-solving, creativity, and collaboration. There is a shift towards engaging students by incorporating elements of esports and gamification in the learning process. Esports provides an opportunity for students who may not be interested in physical sports to participate in a competitive and collaborative environment. Additionally, there is an emphasis on making sure we integrate technology into education in a secure and safe environment. There are many freely available platforms to co-ordinate teams, train teams and interact with teams but these are open to abuse. Acer has developed a platform that not only allows students to learn from each other and participate in esports competitions, but can also offers enhanced security measures for pupils and teachers.
The introduction of an esports management curriculum and partnerships with third parties further support the integration of esports in education.
