Mon, Apr 02, 2007 - Page 12 News List

Analysis: Acer meets with challenges on quest to become No. 3

By Jason Tan  /  STAFF REPORTER

The US computer maker used to only purchase "barebone" -- or half-assembled -- systems and assemble them into a complete laptop, adding components such as processors and flat panels.

"Our checks suggest that Dell may start using full-system assembly in the second half of the year, which means it could soon change its strategy from direct distribution to channel distribution," Chang said.

Such a move would be negative for Acer -- which relies 100 percent on distributors to sell its computers, while Dell uses a direct sales model -- as distributors would be less dependent on the company, he said.

Even though Acer could choose to acquire a smaller maker to augment its scale, some watchers were not convinced this was the best solution.

"Acer is weak in the US and Japanese markets. Chances are high that it will merge with Gateway or Fujitsu, which are both top 10 brands," said Molly Lin (林美如), an analyst with Polaris Securities Co (寶來證券).

This merger is complementary to Acer's overall strategy, she said.

But Chang said that Acer should consider using its cash wisely, as the acquisition of a PC company is not a smart move.

"For now, Acer should focus more on profitability than on its global ranking," he said.

This story has been viewed 3203 times.
TOP top