Acer hopes to stem sales decline with new hybrid notebook, tablet

Corporate June 27, 2014 00:00

By Asina Pornwasin
The Nation

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Acer Computer has launched a hybrid notebook, Aspire Switch 10, and an Android-based tablet, Iconia One 7, in Thailand with the aim of maintaining a 25-per-cent share of the notebook market and 10 per cent of the tablet market.

Nitipat Praweenwongwuthi, associate director of marketing for Acer Computer, said the overall notebook market in Thailand so far this year had dropped by 20 per cent, after flat growth in 2013. 
This is the first year that Acer has seen such a large drop in revenue in its decade in the Thai market. Overall, Acer’s business is expected to grow by only 5 per cent this year at the most. 
He added that this year, Acer Computer’s business growth had been driven by commercial segments such as personal computers, storage, and projectors. Acer’s business portfolio is divided 60:40 between individual consumers and the commercial segment.
“Acer’s notebook business is expected to follow the market and drop by 20 per cent, but the company this year aims to maintain its No 1 share of the notebook market in Thailand at 25 per cent,” Nitipat said.
He said the hybrid notebook was a flagship product that was expected to compensate for the overall market decline. Hybrids – which have detachable screens that function like a tablet – are expected to account for 10-15 per cent of total notebook sales in Thailand this year. Also, more Acer flagship products including smartphones and wearable devices will be launched in the second half of this year. 
“In the first half, our notebook sales dropped by 30 per cent from last year. For the full year, they are expected to drop by 20 per cent because demand will recover in the second half and new products will be launched,” Nitipat said.
Viwat Temsuktavij, senior business manager for smartphones and Android tablets at Acer Computer, said that in the second half, the firm would launch new smartphones and wearable devices in the Thai market, including two entry-level models, three mainstream and one for the high-end market. 
“The tablet market in Thailand this year is expected to post flat growth from last year at 1.2 million units. The market dropped in the first half, but will recover in the second. Acer aims to hold 10 per cent of the market for Android tablets.” 
By the end of this year, Acer hopes to sell 20,000 Aspire Switch 10 units, while the Acer Iconia One 7 is expected to see 30,000 sales. 

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