Acer's high-demanding consumers helped to ensure better accountability, visibility and maintain tight control in the market 

Acer is a provider of service-oriented technologies to the Internet of Things to gaming and virtual reality. The company is focused on enabling a world where hardware, software, and services will fuse to open up new possibilities for consumers and businesses alike. The company’s omni-channel experience is helping them to provide a seamless path to purchase and serve customers better across channels. To meet the growing demands of the market, the company has recently partnered with Dixon Technologies to manufacture PCs locally. In a chat with VARINDIA, Sanjeev Mehtani, Chief Sales Officer, Acer India comments on the recent demand in the market, about the chip shortage in the market, newer innovations etc. 

As the demand for computing devices has increased sharply, how Acer is managing the supply chain and meeting the demands of the market? 

The last two years have taught all of us the importance of incorporating cutting-edge technology in the complex business world. Today consumers have become demanding, setting their expectations high in terms of service and quality of products and technology has helped us ensure better accountability and visibility and maintain tight control and meet the demands of the market. 

At Acer, with changing consumer behaviour, the Omni-Channel experience helped provide a seamless path to purchase and serve customers better across channels. This initiative helped to provide ease of purchases, keep the partners and customers safe and promote business continuity. Also, across our e-store, to support the customers we had developed a ‘Book Now Pay Later’ option where people could get priority delivery across a wide portfolio of laptops, accessories, monitors, and projectors and pay when the shipment is ready for their location. For students and teachers, we also provided e-learning tools as part of our BTS campaign along with exclusive discounts, special affordability programs, and an extended warranty through our e-store. 

Also, as part of our Make in India initiative, we have partnered with Dixon Technologies to manufacture PCs locally, which will help us to further meet the growing demands of the market. 

How has the company managed to increase the production of devices?

The pandemic led to a surge in work from home and study from home which saw a significant spike in requirements for tech-enabled lifestyle products like laptops, purifiers, and accessories. Even during these difficult times, we managed to increase the production of the devices by our strategy and promise to support and empower our channel partners by offering industry-relevant solutions so that they can successfully leverage the Indian market. We also trained, helped in the design, and build a sustainable and profitable business. Our focus was on building a strong relationship with reseller partners, understanding their needs, and empowering them with the right set of knowledge and tools. This has helped Acer in its growth and increased production. 

At Acer, customer relationship and innovation are the two things that have allowed us to sustain and succeed in this industry. It is important to understand the customer's needs and empower them with the right technology at the right time. Going forward, the partnership with Dixon Technologies will also help to increase demands locally. 

As there is a severe chip shortage in the market, is there any chance of raising the price of computing devices?

Everyone has faced the chip shortage problem right from the time the global pandemic had hit and all the industries have faced its implications. However, now the Indian government has cleared Rs.76,000 crore scheme which aims to boost semiconductor and display manufacturing in the country. Under this scheme, India will set up more than 20 semiconductor design, components manufacturing, and display fabrication (fab) units over the next six years. This will attract large chip makers to invest and help in positioning India as the global hub for hi-technology production. 

As there is an increase in the component costs, how Acer is balancing the cost of laptops in this price-sensitive market?

With increased operational and logistical optimization, we try our best not to pass the cost to customers.

What are the new innovations in computing space to meet the growing demand in the market?

Artificial Intelligence and Machine Learning will be part of the computing world for years to come. To predict the customer needs and delight customers at scale, AI will be used. 

Going forward, sustainability will be a key focus for all companies. At Acer, we are also determined to invest in products and services that help reduce the carbon footprint and promote greener earth. Newer innovations like 5G, virtual windows, head-mounted displays, and battery breakthroughs are a few other innovations that will help in meeting the growing demand in the market.