Tech brands have a global issue to tackle
Acer thinks ‘green’ PCs, Dh20,000 gaming devices
The work- and study-fromhome made sure tech brands could call in sufficient demand for the better part of last year.
This year, however, has been a bit of a wake-up to reality situation for global tech. Demand has subsided, and that was expected because it would have been difficult to repeat the bumper run of 2020. But the concerns over chip shortages is hitting all manufacturers.
Paul Collins, the MEA General Manager at Acer, gives an insight into where the industry — and the brand — stands now.
Gulf News: 2020 was an exceptional year when it comes to consumers buying tech. Will it be difficult to maintain those levels? Paul Collins:
While it’s undeniable that the pandemic revitalised the computer device market with work/learn and entertain from home becoming a new normal, this was also accompanied by major supply chain shortages and terrible logistics congestion.
2021 has still been a very good year for the industry. As normality returns in 2022, much catching up needs to happen in areas such as MEA, South America and the Asia-Pacific.
But wasn’t all of the consumer buying consolidated into 2020?
Not at all. For the first time since the arrival of the smartphone and iPAD, the PC has become a relevant device again. Consumers and businesses realise what technologies such as Zoom and specialised products can mean to their ability to access work opportunities, education and entertainment.
Within the consumer space, Acer’s share seems to have slipped in the last two years. Is it because you didn’t have that broader range available in these markets?
Acer has looked to verticalise many of our consumer offerings. We own the Predator brand, which is a go-to product in the massively growing gaming area. These products can command prices over Dh20,000 and we have more than healthy shares in that segment.
Your ‘Made for Humanity’ line-up — is this Acer’s attempt at a major brand reconnect?
Acer has been committed to being a responsible corporate company for many years. It has been in our DNA since our launch of the first Chromebook, requiring far less technology and power to run than any other product at the time.
We have followed this with many initiatives, led from a corporate level such as meeting carbon emission reductions of 60 per cent in 2020 and being included in a list of the Top 100 most sustainably managed companies by