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Acer high-level interview: Explore more possibilities for VR
Recently, Acer launched a series of new products all at once, covering everything from the latest ultra-thin Predator gaming laptops to colorful Hummingbird lightweight models, liquid-cooled gaming desktops, professional gaming monitors, projectors, and mixed reality (MR) devices. Following the event, senior executives, including Song Jinghua, President of Acer China, discussed the company's product positioning and future development strategy.
Mr. Song Jinghua emphasized Acer's commitment to product differentiation. In today's market, there are three primary segments for notebook computers: traditional notebooks, esports-focused machines, and slim designs. Acer's recent releases lean heavily toward the esports category and thin-and-light models. For instance, the Triton 700 gaming laptop, powered by NVIDIA's Max-Q solution, measures just 18.9mm thick. Acer's proprietary blade cooling technology plays a crucial role in maintaining this balance.
Ding Jianhui, another key executive, pointed out that Acer's differentiation lies in its unique technological features, even when selecting similar CPUs and GPUs. "With similarly configured machines, some may see performance drop after running for half an hour or an hour," he explained. "This difference stems from the accumulated expertise of various manufacturers." Ding also highlighted Acer's forward-looking approach, particularly in the mixed reality (MR) and virtual reality (VR) fields, exploring future growth beyond consumer electronics.
Many mistakenly believe that all PCs are the same, equating Intel Core i5 processors with 4GB RAM as identical options. However, much like purchasing a car, the differences lie in the technological nuances. Acer has over four decades of experience in the PC industry, and their high-performance gaming laptops feature distinct technical advantages alongside cutting-edge platforms.
To rejuvenate its brand appeal, Acer is targeting younger consumers through innovative marketing strategies. Fan Xuanbo, General Manager of Consumer Business, discussed initiatives centered around campus communities. The first initiative involves the Yan Liangsheng project, promoting lightweight notebooks and encouraging self-expression among high-value students. Additionally, Acer sponsors photography, videography, and creative competitions, offering professional training and rewards for winners to guide young talent into creative careers.
Furthermore, Acer organizes League of Legends esports tournaments across six cities in China, providing both top-tier equipment and a platform for players to showcase their skills. These campus marketing efforts are ongoing and will continue beyond this year.
Despite the buzz around augmented reality (AR) and virtual reality (VR), the current market remains relatively small. According to IDC Q1 data, total VR sales amounted to just two million units, a fraction of the traditional PC market's $200 billion-plus size.
Ms. Huang Ziting, General Manager of Acer's Global Brand Marketing and Strategic Operations Center, noted that Acer has made significant investments in both MR and VR, focusing initially on professional-grade VR devices. Collaborations with Starbreeze and IMAX have positioned Acer at the forefront of the industry. Acer has already established a VR experience center in the U.S. and plans to expand these centers globally, including locations in Europe and China, specifically in Shanghai. Acer also became the first company to launch an MR product in collaboration with Microsoft.
While VR is still nascent, Acer continues to innovate and explore untapped opportunities in this space, ensuring its place as a leader in emerging technologies.