Acer looks to expand channel base

29.10.2008
In an effort to get more channel partners on board its bandwagon and to increase its reach across the country, Acer is planning to focus on the small and semi-urban cities in India. "This year, our efforts are being concentrated on expanding our operations in the C & D class towns as well as a strategically expanding our reach in the metros and mini metros across the country," said S Rajendran, Chief Marketing Officer, Acer India. The company has also set its sights on establishing a strong foothold in segments such as SOHO, SMB, government, PSU, BFSI, education, and telecom.

As a result of this, Acer will expand its current channel partner presence to over 4,000 by March 2009, up from the current 3,000. The company expects to have over 350 signed-up retail partners and more than 400 Star VAR partners very soon.

The company has also decided to get its skates on to add more benefits to its channel partners. Acer will start working closely with its associates to bring new technologies into the market. It will start ramping up the customer support front. "This will increase the channel's confidence levels to sell Acer over other brands in the market," said Rajendran. Acer also intends to ramp up its marketing communications efforts to further strengthen the channel sales effort. "We will have more feet on street internally to get closer to our business partners and consumers," he said.

Another area of interest for Acer is the SMB segment. "Our VAR program is fully focussed on tapping into this vast market with huge potential. The needs of the SMB customer are very different from large corporate or government accounts. It requires a certain level of specialization, competence, relationship management skills and understanding which everyone does not have. Acer being an 'indirect' company is hence addressing this segment in a big way through a set of specialized partners under its VAR program," he said. This program intends to organize the efforts of Acer VAR partners by effectively targeting Acer customers geographically. Through an account mapping system, which enables each partner to grow in their respective locations, Acer intends to help partners focus their efforts on their set of customers.

Acer is now running a scheme on TFT monitors called the Acer Loyalty Program for T2 partners, which will continue till the end of December this year. The quarterly back-end scheme is designed for A, B and C class cities. This quarterly back end scheme is applicable on all standalone TFT models.

"We are continuously expanding our channel operations in the effort to reach out to more consumers across the country," concluded Rajendran.