Acer, a leading hardware and technology company, is a staple of the personal and corporate electronics sectors. From laptops to monitors, accessories, home PCs and more, the company is a leader in a variety of fields. Acer’s products can be found in homes the world over, so it comes as no surprise that the company has transformed into a lifestyle brand that accommodates a wide range of users. ITP.net recently sat down with Joumana Karam, Acer’s Head of Marketing and Product BU, to talk about the company’s evolution.
Technology and people
The way people interact with electronic devices is constantly evolving as new technologies and use cases emerge. From the emergence of smart devices and mobile technologies such as device-based payment apps to the boom in PC gaming, people’s relationship with electronics is always in flux.
To address changing needs and customer priorities, Acer has worked to create products that meet contemporary demands. “We have introduced multiple lifestyle products that embody the lifestyle brand strategy, such as our devices built with antimicrobial solutions, our sustainability-focused Vero series, our thin and light products for hybrid learning and flexible work style, our creator portfolio ConceptD and finally our amazing gaming ecosystem products, with our own e-sports platform, Planet9,” says Karam.
The ultimate expression of modern technology is the smart device, and Acer has been active there too. “Acer subsidiaries offer a wide range of services for customers in daily life, such as a smart wearable device with e-payment function from Acer Gadget, a smart roadside parking app from Acer ITS, smart air purifiers from AcerPure, and other smart city solutions,” says Karam. As technology spreads through every aspect of consumers’ lives, creating a unified hardware and software platform is key and Acer’s offerings present a compelling option for discerning users.
Personal computers
The idea of one PC per family is long dead as the majority of adults will own their system, along with other smart devices. “These past couple of years witnessed lots of changes in the way customers view and use technology. The pandemic has accelerated the push to digitisation where a PC and its accessories from peripherals and gadgets have become an essential individual commodity,” says Karam.
On individual computers, Karam said, “The device is now being used for learning, working, playing, entertaining and staying connected with friends and family. These multiple different uses have increased the demand for longer battery life, consistent connectivity, sleek designs, high performance in light devices, big display screens for hybrid workers/students and specific colour accuracy for design creation.”
Going green
As computers and other devices have become ubiquitous, and environmental awareness is ever-present, concern over a device’s environmental impact weighs heavily on the minds of many consumers. In this regard, Acer has developed innovative products that address this need in the market.
“2021 was a key year for us as we introduced our green sustainable Vero portfolio, which includes two laptops, a mini-PC desktop, a display, and some accessories,” explains Karam.
The company has also launched the Earthion Platform, which encourages and helps Acer’s employees, supply chain partners and external partners to collaborate and help tackle environmental challenges through innovative and integrated solutions in product design, packaging material, logistics routes, and more. The Acer Group has also signed up to the RE100 initiative, an international agreement where the world’s leading businesses have committed to using 100% renewable energy. Acer has pledged to do so by 2035.
To address the demand for environmentally-friendly technology, Acer recently announced the Aspire Vero laptop for consumers, the Travelmate Vero laptop for commercial use, the Veriton Vero mini-PC, the Acer Vero BR277 display and Vero accessories. The Aspire Vero laptop is made of recycled plastic and is designed to be easy to repair, upgrade and recycle when the time comes. According to Acer, the new laptop chassis results in a 21% reduction in CO2 emissions during production.
Continued evolution
In order to push innovation and adapt to an ever-changing environment, Acer works hard to understand industry trends and consumer demands. “We closely monitor the industry trends, as well as the customer’s various behaviours to identify the segments that have the potential to create new opportunities, as well to sharpen our existing line-up to ensure our products incorporate all the tools needed by the customers today, even the niche ones. This is done not only with one product, but with a series that caters to the needs of the customer,” says Karam.
This monitoring allowed Acer to discover that gaming PCs and laptops were being bought by creators working on media projects including video production, animation, music and more. The creators needed the processing and graphics power offered by the gaming machines. As a result, Acer created ConceptD in 2019 to present creators with a range of devices that combine colour accuracy, powerful technology, new form factors (for example, systems with an Ezel hinge), sleek designs and cooling systems. 2021 saw the creation of the ConceptD 7 SpatialLabs Edition notebook to help creators to work in real-time, review and present their 3D creations from a powerful mobile package.
Regional promise
Acer has a long-established presence across the Middle East and is working to further its offerings and support. “We are collaborating closely with our partners on a daily basis to ensure that our customers have access to our latest services and products. We closely monitor the status of our supply chain and proactively adjust to respond to market demand,” says Karam.
The region is full of potential and, according to Karam, 2022 is looking up, “With supply improving, we look forward to growing in more markets. We are looking forward to launching our green Vero line-up in the region and spreading the sustainable message locally.”
