GCC tech markets yet to recover from Covid-19

Acer looks forward to learning how its technology can address the work and entertainment needs of consumers in the Middle East region, especially in the UAE and Saudi Arabia, where the users are very tech-savvy and highly integrated into social media, said Michele Montecchio, the company’s Country Manager for the region.

“I am looking forward to learning more usage patterns here,” Montecchio told TRENDS in an interview in which he spoke about the latest available Acer technologies, the company’s goals for 2022, and the challenges in the GCC countries. 

In 2022, Acer’s sustainable, Aspire Vero, will hit the shelves in the GCC region along with other products within the Vero line. It will also continue to focus on the ConceptD line-up, including the SpatialLabs edition, which uses a unique technology that visualizes 3D content in real-time and which is especially useful for various types of creators, Montecchio said.

Acer will also look into refreshing the ID language of its Aspire laptops, which will differentiate Acer’s products from others currently in the PC market. 

‘Security, mobility and remote working’

All features that facilitate remote working, such as HD cameras and high-quality microphones, are more important now. People also want larger screens on laptops of the same size, which is why some of Acer’s models are almost frameless in screen design, Montecchio said.

Battery duration is another focus area for consumers nowadays since everyone wants to carry their computers around and stay mobile for work. 

Many discussions and improvements are currently being made for security, as more employees and organizations adopt the hybrid or remote working arrangement post-pandemic, he added.

Montecchio said another trend evident in the Middle East is the integration of gaming graphics into elegant, thin and light portable devices. The idea that anyone can use the same PC for work, travel, and play, is becoming increasingly appreciated and embraced.

Alongside sustainability and green devices, Acer is working to enable digital learning for as many students as possible in the region, whether through classrooms or from the comfort of their homes.

What is in store for gamers?

For gaming, Acer includes its thermal cooling technology through Vortex Flow cooling design with the next-gen AeroBlade 3D Fan. Alongside these progressions, it will continue adding antimicrobial treatments to several products, which is an essential feature during our current lives, said Montecchio.

Moreover, in 2022, Acer has upgraded the entire Acer line-up with the latest CPU generations from both Intel and AMD, while Nvidia’s latest technology will be leveraged, especially in its gaming models.

Acer has carefully engineered its gaming for stationary set up with a new design for the Predator Orion Desktops for gamers who require supreme performance and exceptional agility. The refreshed Predator Orion 5000 and the new mid-range Predator Orion 3000 were both launched in January during CES 2022. Alongside this, Acer has also introduced 32-inch Predator X32 gaming monitors to leverage the best in class components, earning them the prestigious CES Innovation Award.

Middle East goals

Acer will continue to partner with industry leaders such as Microsoft and Google for both Windows 11 and the Chromebook segment. This will energize new sales to meet consumers’ needs and encourage the company’s growth in the Middle East.

“Providing the latest technology within our products will remain at the forefront of Acer’s priorities for the year,” Montecchio said. The company aims to stabilize and normalize how it serves its markets based on understanding of how volatile markets can be both during and post-pandemic while offering products tailored to every market’s needs, he added. 

Acer will continue to partner with industry leaders such as Microsoft and Google for both Windows 11 and the Chromebook segment. “This will energize new sales to meet consumers’ needs and encourage the company’s growth in the Middle East,” says Michele Montecchio, Acer’s country manager for the region.

“Thankfully, supply chain shall become more linear in approach, and that will facilitate us to continue the path we set earlier.”

Montecchio, who was appointed for the Middle East assignment in December last year, said he aims to improve and evolve mechanisms in the operational processes and strengthen the daily interactions at EMEA headquarters in Switzerland, which should trigger more efficiency for the company and its customers as well.

Middle East Challenges 

Now is the time to restart physical interactions with partners and discuss demand generation plans, especially when the pandemic is still playing an uncomfortable role in 2022.

Over the last two years, Acer was limited by supply constraints, which have been a cross-industry problem. However, it has not hindered our efforts to increase the market share of Acer in the Middle East. According to the International Data Corporation, 2021 Q3 to date, the market grew around 8 percent for mobility products specifically. 

For 2022, Acer foresees similar market traction, with more excellent traction of commercial products. For this reason, Montecchio expressed Acer’s intent to re-balance its sales ratio and substantially increase its commercial proposition while maintaining its leading position in the gaming sector.