Acer Aims to Improve EMEA Position

Acer’s EMEA president, Luca Rossi, says that the company is determined to improve its position in the European market and to maintain healthy profitability but will not pursue “desperate market share acquisition strategy” to achieve its objectives.

Rossi, who took over from Oliver Ahrens as president of Acer EMEA in June (Display Monitor Vol 21 No 25), said that the company wants to achieve faster growth in the PC market and also expand its commercial business. At the same time, he said that Acer is still in the process of investing to build its smartphone business, though it is already achieving profit from its range of tablets.

One of Acer’s key objectives is to increase its standing among SMB and mid-market resellers following the damage to its reputation caused by excessive levels of channel inventory in the EMEA region in 2011 (Display Monitor Vol 18 No 22). That incident led to Acer taking a write-down charge of $150 million and saw the company streamlining its business by reducing around 300 employee posts.