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Acer CEO: the aim is to become the first cellular area

Notebook: Randy Schmidt will help Miami Valley research, sports medicine students to use a laptop Acer Aspire Ones.

Dayton center, 11 km northwest Ohio Valley Vocational Asus EEE PC battery Technical Center in Miami, laptops are ubiquitous. Vocational school sports medicine program is the use of computers to monitor the data back. Nursing, they are using a patient simulator. In cooking classes, they use the online menu.

A few years ago, Dell (Dell – news – people), Hewlett-Packard (HPQ – news – people) or Apple (AAPL – news – people), the Centre is likely to provide tens of thousands of computers. Has almost a whole school IT equipment from Taiwan’s Acer. Technical Director Randy Schmidt school in 2007, this change has made a decision. “I have to buy a fixed amount, but the Acer can give a good discount.” He said, “I have never regretted that decision.”

Similar Schmidt in this case represents a new development in Acer, the rapid development of major computer brands by extending the sales negotiators. Acer will be a laptop computer in 2011 and the biggest seller on the Internet. According to U.S. research company Gartner that the Acer is currently in second place. “Mobile is the next revolution in treatment,” Acer CEO Gianfranco Lanci said, “Our goal is to become the first mobile phone industry.”

Lanci’s strategy is: to move quickly, keep costs low, to establish close ties with the dealers. This approach has a considerable degree of certainty to sell products online in this together, so that the local vendor Acer into the world of active and will focus on the consumer’s freedom of choice for cost savings. Last year, the company announced revenue of 18 billion U.S. dollars economic crisis, compared to the previous year growth of 5%. Net income was 354 million U.S. dollars.

To maintain this growth, Acer is looking for new customers, including schools. In this market, Acer is still a long way to go. It training market share almost tripled last year, but only 4%. Dell, Apple and HP are still the market leader. Acer concluded last year, online forums, and the school library makeover contest to try to attract the attention of teachers and administrative staff. “Our retail is a very mature,” Acer’s Vice President of U.S. Sales Negotiators Gregg Prendergast said: “We believe in vertical markets such as education, the development of promising.”

Successful battle with Randy Schmidts Acer, which has arrived. School, where he students of each new laptop. One day he happened to see the promotions, Acer unit price down to $ 450. He said that Acer chooses to save a lot of money, ultimately reducing costs.

Commenced, with Acer, Schmidt will no longer be separated from it. Because he likes the attitude Acer, sales training impatience of its difficulties in answering his phone, warranty is also very flexible. “I’ve never seen one at HP, I do not know of these companies, who should be contacted.” Schmidt said.

Prendergast said his company’s “orderly” development. “And the school FUJITSU FPCBP80 battery to build trust and awareness takes a long time, but when they start to recommend the brand, it is a huge multiplier effect,” he said. Greatly encouraged by the results of the past, Acer, Acer ready for Canada, and Europe, the implementation of school programs and to adopt similar strategies to expand the U.S. health care and government markets.

Acer has been the small and medium-sized enterprises occupy a certain reputation, the company’s annual sales accounted for 30%, Acer hope that in 2010 this ratio rose to 40%. Ready to upgrade to Microsoft (Nasdaq – news – people) Windows 7 operating system, companies that purchase new equipment.

“Without strong professional skills, Acer hard to become the leading computer suppliers,” the United States, Gartner analyst Mikako Kitagawa said.

Although Acer hopes the new server series, but also in the United States responsible for its enterprise customers will be able to provide substantial support to its dealers, but Acer has evolved at the same rate for large corporate market. “The larger the user has to provide services and support for more complex, so we started small businesses, and use them for development” Prendergast said.

Acer is not always as clear direction. In 1976, its predecessor, the microprocessor consulting firm, until 1990, rapidly grown into a large and clumsy, business groups, such as the production of computer components and peripherals. Successive losses of hundreds of millions of dollars led by its U.S. subsidiary in 1999 to stop production and sales of computers. In 2001, the downturn in technology, Acer’s operating loss of up to 9 1 000 9000000. “The company’s prospects are not clear,” said Acer chairman of North and South American operations center Rudi Schmidleithner recognition. “We know, can not fail to succeed.”

Result of bold decisions to create a situation Acer to the top. In 2001 the company withdrew its production department. Soon after this began to focus on the development of mobile products, and in the future with administrative Lanci expanded the Western European market, Lanci Texas Instruments (TXN – news – people) joined the Italian company Acer. In 2003, Acer rally, since 2008, several well-known acquisitions (Gateway (GTW – news – people), eMachines, Packard Bell) is an Acer and Hewlett-Packard and Dell among big companies to compete in the position.

Acer will also develop a truly global company with offices in San Jose, California, and the HP Pavilion ze4400 battery Milan (Lanci in your area), R & D team in Taipei manufacture in China. Lanci said the company and market developments, the competent Gianpiero Morbello such as Acer, leader in Europe, has brought a global perspective, and Asian manufacturers and suppliers to promote close cooperation and better products. “It was time for every company to use outsourcing services, we are close to the product producer” Schmidleithner said.

The partners also agreed with this view. Acer organizations “If innovation is still an incredibly cost optimization and efficiency, Intel (INTC – news – people), Sales and Marketing Thomas Kilroy said.” We know why Acer can achieve today’s success. ”

Stan Shih, founder and CEO JT Wang has always been actively involved in the operation and development of the Acer, but Acer’s Lanci called the new architect. Engineer was born in Turin in 2008, was the company’s top positions.

Earlier this year, Acer asked the partners, Nvidia (NVDA – news – people) to accelerate next-generation graphics processor product development work in order to participate in a timely and important trade fairs. Nvidia completed two weeks ahead of schedule on behalf of my CPU, so that Acer can add it to this new Internet technology. “If Acer can be found in leading position in the ranks of market opportunity, must be included in the objectives,” Nvidia consumer PC sales, “said Drew Henry, President and CEO.

Acer has used the second religion of retailers to control costs (see box). Wal-Mart in the U.S. (WMT – news – people), Best Buy Inc. (BBY – news – people) and Amazon’s deal with the majority of Acer consumer marketing. Acer Amazon online sales success, thin and light notebooks Timeline series Revo on your desktop. “Years ago, everyone would like to direct sales, such as Dell’s success in this way,” said Schmidleithner. But a long time, we know that our partners can help us to develop faster. ”

Although the guidelines have been Lanci, but Acer, the latest of which is the best portable device business has been very difficult. Acer plans than others, some of its business to expand the field of smart phones. In recent years, Acer has developed more than ten different touch screen mobile phone, almost all use Microsoft’s Windows Mobile software (for Windows Mobile software). The phone has been marketed in Europe and Asia through the Canadian carrier Rogers Wireless (Rogers Wireless) signed the orders to enter the North American market in June. Lanci hopes Acer 2014 as one of five major smart phone vendors.

“Tweener” device is another important game. Apple IPAD, raised a fuss about a Tablet PC. Already in 2002, Acer has already begun R & D Tablet PC to test the development of tools for IBM ThinkPad X40 battery of network components according to Lanci control request information between smart phones and the Internet to do so. New products to market later this year, competes in the Amazon eBook reader (Kindle).

Acer challenge is how to balance the budget and products. “The new ultra-thin device is very good,” said American head Schmidleithner. “But the products reach the public can buy at any time —- to do for people who are working ten hours of laptop battery or use of this —- It will be exciting.”

Redouble our efforts

In the global PC vendor, the number of articles, Acer has jumped into second place.

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