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Acer high-level interview: Explore more possibilities for VR
Recently, Acer unveiled a range of new products all at once, featuring their latest ultra-thin Predator gaming laptop, the colorful Hummingbird Light and Water series, a water-cooled desktop, professional gaming monitors, projectors, and mixed-reality (MR) products. Following the event, several senior executives, including Song Jinghua, President of Acer China, discussed the company's product positioning and future growth strategies.
### Product Differentiation
From the current market landscape, the notebook segment can be divided into three key categories: traditional laptops, esports laptops, and slim models. Acer's recent product lineup leans heavily toward the esports category and the slim notebook segment. For instance, the Triton 700 gaming laptop, equipped with NVIDIA’s Max-Q solution, boasts a thickness of just 18.9mm. Acer’s proprietary blade cooling technology significantly enhances the performance balance of this device.
Ding Jianhui noted, “With similar CPU selections and GPU chip configurations, Acer’s differentiation lies in its unique technological features. For example, some similarly configured machines may experience a drop in performance after running for half an hour or an hour, while others won’t. This disparity stems from the accumulation of technological know-how among different manufacturers.†Ding Jianhui further emphasized, “Besides focusing on today’s market trends, Acer is also looking ahead. The mixed-reality (MR) headset represents our exploration into VR content, and much of our business extends beyond consumer markets to foster new growth opportunities.â€
Many people mistakenly believe that PCs are all the same if they have an i5 processor and 4GB of RAM. However, there’s a wealth of knowledge in this field. Just as you wouldn’t assume a 2.0T engine with a 6-speed gearbox is identical, the differences lie in the accumulated technological expertise of various manufacturers. Acer has over four decades of experience in the PC industry, and a high-performance esports laptop exhibits distinct technical characteristics beyond just the architecture of the new platform.
### Brand Vitality
As part of the broader trend of rejuvenating consumer brands, Acer is also targeting younger users in multiple ways. Fan Xuanbo, General Manager of the Consumer Business, spoke about marketing initiatives centered around campus communities. The primary initiatives include:
1. **The Yan Liangsheng Project**: Advocating for lightweight notebooks, encouraging self-expression among high-value students and hummingbirds within universities, providing them more opportunities to showcase themselves.
2. **Encouraging Creative Talents**: Through video competitions, pure creative contests, and photography competitions, Acer offers relevant professional training and rewards winners. This helps young people pursue creative careers.
3. **LOL Esports Competitions**: Acer plans to host esports events in six cities across the country, offering participants professional equipment and a platform to demonstrate their skills. These campus marketing efforts will continue, not just for this year but beyond.
### Mixed Reality and Virtual Reality
While the concepts of augmented reality (AR) and virtual reality (VR) are gaining popularity, IDC reported Q1 sales of only 2 million units, a fraction of the traditional PC market worth over $200 billion.
Huang Ziting, General Manager of Acer’s Global Brand Marketing and Strategic Operations Center, explained that Acer has invested in both the trending MR (mixed reality) and VR fields. By collaborating with leading partners like Starbreeze and IMAX, Acer has established itself as a leader in professional-grade VR devices.
Currently, Acer operates a VR experience center in the U.S., and plans to open additional centers in the U.S., Europe, and Shanghai. Additionally, in the realm of MR, Acer was the first to launch a product in collaboration with Microsoft.
These efforts highlight Acer’s commitment to innovation and staying ahead of emerging technologies, ensuring they remain competitive in both traditional and cutting-edge markets.