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Acer Going Into "Attack Mode" in 2012, Says Chairman

By - Source: DigiTimes | B 19 comments

Acer is attacking the consumer market on four fronts: ultrabooks, netbooks, tablets and smartphones.

On Tuesday, Acer chairman JT Wang warned the opposition that his company has moved away from purely defending its position in the market as seen in 2011. Instead, Acer is now in full attack position and poised to deal a vicious blow from four specific angles: ultrabooks, netbooks, tablets and smartphones. The chairman made his virtual war cry during Acer's ceremony for the Lunar New Year.

Acer's strongest blow, according to JT Wang, will be on the ultrabook front. The company will reportedly launch four new models in 2Q12 alone, and then an additional, unspecified number of ultrabooks sporting a tasty pricetag of $699 to $799 USD the following quarter. Acer president Jim Wong added that the company will adopt a passive strategy over pricing, that going forward, user experience and demand will become the major selling points rather than a competitive price tag.

In the tablet sector, Acer plans to steer clear of the high-end and low-end markets ruled by Apple's iPad and Amazon's Kindle Fire respectively. Instead, Acer will attack via the mid-range avenue priced between $299 and $499 USD. Currently this specific market has an estimated shipment scale of around 10 to 20 million units, but that may change once Apple reportedly introduces the iPad 3 which addresses both the mid-range and high-end markets.

As for Acer's netbook assault, the company assumes that developed countries will sway towards the ultrabook form factor. However the shipment volume of netbooks in emerging countries is still growing, allowing Acer to maintain its 45-percent worldwide market share. But eventually that will come to an end, as the netbook and ultrabook sectors are expected to merge into one happy segment within the next 18 to 24 months.

Tuesday’s report did not offer details surrounding Acer's smartphone assault, so stay tuned.

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Top Comments
  • 11 Hide
    NightLight , February 1, 2012 2:26 PM
    let them start with better QC. They have a lot of faulty laptops.
Other Comments
  • 2 Hide
    batkerson , February 1, 2012 2:17 PM
    Good for Acer, and the consumer. I personally like Acer laptops, esp. for the money, and have been very pleased with several owned by my family. Look forward to future good products from Acer, and to push the competition on price/features. Yippee!
  • 11 Hide
    NightLight , February 1, 2012 2:26 PM
    let them start with better QC. They have a lot of faulty laptops.
  • 2 Hide
    southernshark , February 1, 2012 2:40 PM
    I hate the keyboard on Acer laptops.
  • 2 Hide
    back_by_demand , February 1, 2012 2:45 PM
    Window Tablet in the Acer Ferrari brand and you have an exclusive
  • 3 Hide
    sunflier , February 1, 2012 2:50 PM
    Quote:
    Acer is now in full attack position and poised to deal a vicious blow from four specific angles: ultrabooks, netbooks, tablets and smartphones.

    So now when I power the device on I gotta take cover??
  • 1 Hide
    huron , February 1, 2012 3:13 PM
    I'll agree...good for the consumer when there is a battle for the mid-market (though many will likely be confused).

    I'm hoping for a quad tablet with a USB port soon (A510, I think)
  • 9 Hide
    Shodar , February 1, 2012 3:58 PM
    I like Acer. They've made me a small fortune fixing their laptops and netbooks... will definately never be out of work as long as they are in business.
  • 2 Hide
    Twitch016 , February 1, 2012 4:38 PM
    I'm all for Acer making a splash, but I truly hope that by "user experience" they don't do what other tablet and smartphone manufacturers do in adding custom UIs to Android. The best "user experience" is the fastest to operate and be updated - Nexus-style "vanilla" Android.
  • 3 Hide
    blazorthon , February 1, 2012 4:52 PM
    I've had a good experience with Acer products. A friend still has an Athlon 64 desktop from 2004 or 2005 running and another friend has a 2010 Acer laptop. I also find their website much easier to deal with than most other sites.
  • 2 Hide
    Anonymous , February 1, 2012 4:56 PM
    As far as the they have a lot of faulty laptops .. trust me, ALL of the manufacturers do. I can't speak of one issue we are currently facing with a brand but they ALL have faults.
  • -2 Hide
    Tiel , February 1, 2012 4:59 PM
    Go Acer, go Acer! Best company on the planet :D 
  • 0 Hide
    ubercake , February 1, 2012 5:20 PM
    The first PC I bought when I was on my own in college: an Acer. It did pretty well back in the Win 3.1 /3.11 days (as long as I used the correct boot disk). I think they had a rough patch by which they produced junk in the mid to late nineties through the mid 2000s.

    I've been making my own PCs since the mid 90s, but I now own a decent Acer Android tablet and a fantastic 120Hz 3D monitor made (or at least stamped with the logo) by Acer. Ultrabooks seem like the right path for the company this year.
  • -1 Hide
    pyr8t , February 1, 2012 5:27 PM
    They need to attack their support department, which is horrible, if not worst in the industry. I would not buy an Acer based on its warranty. Their quality of product has been fine, and so you rarely need to rely on the warranty. But, if you do happen to get a defective one, pitch it and buy another. It is not worth the hassle to deal with them. I no longer buy Acer for that reason.
  • -4 Hide
    kartu , February 1, 2012 5:35 PM
    Men should be banned from taking CEO position, ffs.
    "Vicious blow", "attack mode", are you kidding me?
    Is it 12 year old speaking?

    Jeez...
  • 1 Hide
    WR2 , February 1, 2012 5:59 PM
    Aggressive pricing and quality products would be good for the consumers.
    But actions always speak louder than words.
  • 4 Hide
    back_by_demand , February 1, 2012 8:22 PM
    kartuMen should be banned from taking CEO position, ffs."Vicious blow", "attack mode", are you kidding me?Is it 12 year old speaking?Jeez...

    Women should be banned from taking positions as CEO, all they do it talk about babies, shopping and handbags
    ...
    See? Anyone can make a broad sweeping generalisation, east peasy
  • 0 Hide
    slicedtoad , February 1, 2012 10:39 PM
    Acer has awesome prices and as long as you carefully check over everything you buy, they have fine products. As others mentioned, their qa kinda sucks. This doesn't hurt the actual product though, you just might end up getting a bad one. Just make sure it works perfectly before 30 days.

    I'd compare them to g.skill
  • 0 Hide
    trandoanhung1991 , February 2, 2012 5:20 AM
    ShodarI like Acer. They've made me a small fortune fixing their laptops and netbooks... will definately never be out of work as long as they are in business.


    Then you should probably consider Alienware/Dell and HP also. Acer IMO is much more reliable compared to those.
  • 0 Hide
    Chef_Boyardee , February 3, 2012 2:59 AM
    I like my 5742 laptop. But getting chunks of crap under the keyboard is a pain in the ass.