Acer Plans to Take Notebook, Netbook Space by Storm

By Jessica Davis  |  Print this article Print

Acer says it expects to gain global personal computer market share amidst a recession that has hardware sales declining in 2009. Rival PC makers Dell and Lenovo are certainly hurting.

Acer expects its global PC market share to increase by 2 to 3 percent in an economy that has brought greatly lowered expectations for PC sales and shipments for 2009, and that has companies such as Dell and Lenovo looking at reorganizations and other measures.

In spite of that market share gain, Acer told Reuters that its netbook PC shipments this year could be a third lower than its previous target because of slackened demand due to the recession. Acer says it expects to ship 10 million to 12 million netbooks compared with a previous forecast of 12 million to 15 million. That is still higher than the 5 million that Reuters says analysts predicted.

PC sales are expected to be hit hard by the current recession in 2009, as many organizations plan to stretch out their technology refresh cycles for yet another year.

But the strength of Acer and Hewlett-Packard relative to rivals Dell and Lenovo was forecast by analysts in autumn 2008.

FBR Research says fourth-quarter PC supply chain checks indicated stronger-than-expected notebook shipments for HP and Acer and weaker-than-expected shipments for Dell and Lenovo. But the company notes that nearly all notebook makers had reduced their fourth-quarter shipment expectations based on slowing global demand.

In a statement issued in January, Acer said:

Acer expects Q408 operating margin to be better or similar to Q308, while consolidated revenue has been impacted by overall market situation, with a negative growth with 5 percent to 10 percent compared to Q407.

In the current worldwide economic situation, even though most of the channels have been more cautious and less willing to carry inventory by year-end, Acer's product demand has remained healthy and stable.

Less than a year ago, in summer 2008, Acer introduced a new series of back-end rebates in an effort to woo channel partners.
Jessica Davis covers the channel for eWeek and Channel Insider. Her technology journalism career began well before anyone heard of the World Wide Web and has included stints at Infoworld, Electronic News/EDN, and the Philadelphia Business Journal. Her work has also appeared on CNN and Forbes.com. She has covered hardware, software and networking, as well as the business side of technology. She has won several journalism awards, including a national ASBPE award for best staff-written column, and was named Marketing Computers hardest working tech journalist on their inaugural list of top tech journalists. Jessica can be reached at jessica.davis@ziffdavisenterprise.com