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Acer aspires to better slice of small businesses

Acer aspires to better slice of small businesses

Despite having one of the biggest market segments in the country, Acer, by its own admission, has not performed well in the small to medium business space.

The company is now making dedicated sales staff, marketing support and training available to help resellers working in the SME market to close deals with its offerings.

The moves are part of the Taiwanese PC maker’s new Acer Value Partner (AVP) programme, aimed at resellers who deal with its two local distributors Ingram Micro and Dove Electronics.

Country manager Rod Bassi says while Acer has built up a strong foundation in the consumer retail space and has a loyal base of direct resellers serving larger organisations, its performance among SMEs has not been up to scratch.

“It is an area where we see the biggest opportunities. It has been dominated by HP who has done a very good job in that space.”

Many resellers have never learnt how to win deals with Acer products and tended to follow the path of least resistance – selling HP, says Bassi.

“We want to tackle this now and position Acer as a valuable, alternative brand.”

Through the AVP programme, Acer aims to educate resellers on how to sell its hardware with access to its own sales people to help them close deals, says Bassi.

“They key objective of the programme is educational. The top benefit is that we will have a dedicated sales person in our team to help partners close Acer opportunities.”

The company has appointed Mark Dalton to work with partners on the programme.

Partners who join the AVP programme will also have access to Acer’s ELearning Academy, an e-commerce portal; marketing materials, evaluation equipment and product presentations.

The first phase of the programme will involve engaging with interested partners. Though Bassi wants to stay realistic in how fast it will expand, as he wants to make sure there is value for all resellers who sign-up.

“We want to make sure the programme is organic, realistic and not fluffy. There are too many of these programmes that make a big fanfare.”

Acer also wants to promote its growing product portfolio into the SME market through the AVP programme, says Bassi.

Although laptops and desktops are its core products, it now also offers LCD TVs, as well as storage products through a co-branding partnership with Hitachi Data Systems, and blade servers through a new alliance with Sun Microsystems.


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