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35
5.3 Embracing New Mega Markets
Growth, scale and globalization are the answers
to reaching Acer’s next goals. Our market-
intelligence team explores and identifies
opportunities that are sustainable and protable
for our stakeholders, i.e. what is the next mega
market to emerge? Acer’s basic – yet effective
– principle calls for extensive market study;
only when the research data conrms a potential
mainstream market, will we allocate investments
with the confidence of achieving commercial
success and reward.
Acer saw the opportunity to own high-value
brands through the acquisitions of Gateway
and Packard Bell, which effectively create new
synergies from increased scale and efciencies.
The new multi-brand strategy enables Acer to
strategically position itself into different markets,
by geography and by customer segment.
Acer expects the global Total PC market to
continue double-digit growth over the next
three years, and notebooks rising by 20~25%.
The escalating convergence of mobile PCs and
communication devices will shape new ultra
mobile devices (UMD). The concept of the
UMD is its compactness, light weight, wireless
communication, without sacricing on essential
PC features. We also see demand for intensive
gaming machines, home theaters and multimedia
content sharing via a media gateway.
There are also new opportunities in prominent
emerging markets – such as Brazil, Russia, India
and China, in addition to Japan – as result of
rapid economic growth in these countries.
Market Trends
(1) Market Share of Top 10 PC Vendors
Source: Gartner Dataquest
Acer shipments include Gateway’s consumer PCs in Q4, 2007
(1) Market Share of Top 10 PC Vendors
PC Vendor Year 2005 Year 2006 Year 2007
Hewlett-Packard 14.6% 15.9% 18.2%
Dell Inc. 16.8% 15.9% 14.2%
Acer 4.6% 5.9% 7.9%
Lenovo 6.9% 7.0% 7.4%
Toshiba 3.3% 3.8% 4.0%
Fujitsu Siemens 3.8% 3.5% 3.2%
Apple Computer 2.2% 2.4% 2.8%
Sony 1.5% 1.6% 1.8%
ASUS N/A 1.2% 1.7%
NEC 2.8% 2.1% 1.3%
All Others Subtotal 43.5% 40.8% 37.5%
Source: Gartner Dataquest