Acer Russia Acer Marketing Services

The company supplies desktops, laptops, server equipment, data storage devices, monitors and peripherals, LCD TVs and e-business solutions in Russia.

Management structure

Since 2012 Acer Russia , it has been part of the REET region (Russia, 21 countries of Eastern, Europe Central Asia and Transcaucasia, as well as) Turkey in the structure. EMEA

The REET region is headed by Grigory Nizovsky, who also continues to serve as general manager of the Acer branch in the Middle East and Pakistan.

History

2023: Delivery of monitors and components in Russia for $70 million

From April 8, 2022 to March 31, 2023, the Taiwanese computer manufacturer Acer delivered computer equipment to Russia in the amount of at least $70.4 million after the company announced the suspension of its activities in the Russian Federation. This is evidenced by "customs records obtained from the supplier of commercial trade data," which were at the disposal of Reuters. The article was published in mid-June 2023.

According to the news agency, although Acer's steps are not illegal, they contrast with the actions of key Western competitors such as Dell and HP, which stopped deliveries in February and April 2022, respectively, after the start of Russia's special military operation in Ukraine.

Acer delivered computer equipment worth at least $70.4 million

Reuters journalists got acquainted with documents from a commercial trade data provider. According to this data, equipment manufactured by Acer was supplied to Russia both through a subsidiary of Acer, registered in Switzerland, and through a number of delivery services ordered by this subsidiary. Since deliveries were made outside Taiwan, they did not violate Taipei sanctions against the Russian Federation. They also did not address goods restricted at the time of export by Switzerland's sanctions regime, which is a mirror image of European Union (EU) sanctions.

When asked about subsequent exports to Russia through the Swiss subsidiary Acer Sales International, Acer in Taiwan said in a statement that "we strictly adhere to applicable international norms and trade laws regarding exports to Russia." She added that the Swiss division "has not supplied laptops or desktop computers to the Russian Federation since April 8, 2022," but has delivered "a limited number of displays and accessories to the Russian market for civilian everyday use, while ensuring compliance with international sanctions." Acer did not say why it continues to supply its goods to Russia, despite the statement about the suspension of business in this country.

Acer's Russian unit, responding to questions via email, said nothing had changed since the April 2022 statement. Acer accounted for 18.5% of all PCs sold in Russia in the fourth quarter of 2021, according to consulting company IDC Russia, while HP and Dell accounted for a total of 20.8%. Reuters points out that despite international sanctions aimed at restricting Russians' access to technology and equipment, foreign-made goods remain available to consumers from Russia.^[1]

2022: Suspension of activities from Russia against the background of a special operation of the Russian Armed Forces in Ukraine

On April 8, 2022, a Taiwanese computer technology company electronic engineers Acer announced that it would temporarily cease its activities in the Russian Federation. The statement was made against the background of a special operation Russia on To Ukraine both the subsequent sanctions from the EU and USA Japan Britain.

2020: Online retailer Aceronline.ru increases turnover by 40%

The Aceronline.ru online store in 2020 increased its turnover by 40%. This was announced on March 25, 2021 by Merlion (Merlion). Read more here.

2019: Online brand shop revenue rises 40-fold

On February 21, 2020, Merlion reported that the revenue of the online brand store Aceronline.ru, a joint project of Acer and Merlion, in 2019 increased 40 times compared to 2018. Read more here.

2018

Official online store in Russia

On September 17, 2018, the company Acer announces the opening of its official online store Russia at aceronline.ru. As reported, as of September 2018, the entire range of devices is presented on virtual shelves: laptops desktop, computers monitors projectors and all-in-ones. In addition, game accessories and related products Acer and are available in the online store. Predator

The online store was created with the participation of MERLION technical specialists and business consultants with extensive experience in developing and launching online retail projects. As a result, aceronline.ru provides the most convenient buying process for Russian consumers, from consulting to payment and quick delivery, regular promotions and technical support. The project opens up opportunities for the rapid appearance of Acer and Predator devices in Russia. Some of them can be purchased a few weeks earlier than the official start of sales in retail chains.

According to company representatives, call center specialists will answer any questions from buyers, provide qualified advice and, if necessary, redirect the call to Acer technical support. As of September 2018, delivery will be carried out throughout Russia.

Business in Russia - the best in the EMEA region

Acer summed up the work in 2018. The achievements and quality of the company's business Russia are recognized as the best in the region EMEA (, and Europe). Middle East Africa This result was achieved due to the growth in sales in the upper price segment, as well as successes in the corporate sector, Acer reported TAdviser on February 7, 2019.

The company has demonstrated a significant increase in deliveries in the segments of ultra-thin laptops (6.3 times) and convertible laptops (4.7 times) compared to last year.

According to analyst firm GFK, the average cost of Acer laptops increased by 7%, becoming the highest on the market in the second half of 2018.

Customer interest in gaming devices continues to grow. In total, shipments of Acer gaming laptops to Russia in 2018 increased by 42% and accounted for more than 10% of the company's total number of laptops. At the same time, the share of game monitors in the total number of monitors sold doubled.

At the end of 2018, Acer became one of the leaders in retail sales of PCs and all-in-ones due to a balanced product offer that meets market needs and effective channel policy.

The share of commercial products in the company's Russian business amounted to more than 35%. The most popular stationary devices in 2018 were PCs in the SFF form factor, monitors and projectors. An additional factor in the attractiveness of Acer's professional solutions was the Double Capital Protection program, which the company extended in 2019. Under this program, customers who register a purchase within 30 days will receive compensation equivalent to 100% of the cost of the product in the event of a malfunction in the first year of operation. At the same time, the repaired device remains with the buyer.

As a result of summing up the results of 2018, Acer's business in Russia received the highest award "Best Country of 2018."

2017: Business in Russia is the fastest growing in EMEA

Acer summed up the work in 2017. The company's business in Russia received the status of the fastest growing in the EMEA region. This result was achieved due to growth in the commercial and gaming segments, as well as an increase in the average price of the device in the company's product portfolio.

The share of commercial products in the company's Russian business amounted to more than 40%. The most popular stationary devices in 2017 were all-in-one and PCs in the SFF form factor, monitors and projectors were very popular. The successful results in this segment were due to the growth of sales of professional devices for small and medium-sized businesses, as well as deliveries to large Russian government agencies and corporations, including the Moscow Department of Information Technologies, Sberbank of Russia, Rostelecom, and Russian Post.

Shipments of commercial laptops increased by one and a half times compared to 2016. The bulk came from professional lines of Extensa and TravelMate laptops.

Customer interest in gaming models of laptops continues to grow. In total, shipments of Acer gaming laptops to Russia in 2017 increased by 40% compared to 2016 and accounted for 10% of the company's total number of laptops. In particular, a batch of 15 copies of exclusive high-performance Predator 21X laptops worth 699,990 rubles, designed for the Russian market, was fully implemented.

2013:25% Growth in Money Plan

Acer plans for 2013 (January) to increase the volume of product supplies in monetary terms in Russia by 25%. Grigory Nizovsky explained that it is planned to achieve this indicator by increasing sales of tablets, laptops and desktops, as well as further strengthening its presence in the corporate sector. The company was going to increase its share in the laptop market (which Acer estimates should grow by 5% -10% in 2013), as well as the average price of selling a laptop by increasing the share of the company's products in the middle and upper price segments, he says. The average price of an Acer laptop in 2012 was about 21.5 thousand rubles. and was higher than the average price on the market.

In 2013, the company also planned to significantly expand its line of tablets, introducing models based on OS Windows and Android in the spectrum of price segments - from 6 thousand rubles. and over 20 thousand rubles. The first budget tablet from Acer should go on sale in February.

2012: Sales in Russia by $1.1 billion, growth in sales of laptops in pieces by 25%

According to preliminary data (January 2013), the volume of product shipments Acer Russia in 2012 may amount to about 1.1 billion, dollars said CNews the vice president of the company (responsible for the company's work in, Russia Eastern To Europe and Turkey). Grigory Nizovsky Accurate data will be obtained after the company's audit is completed and consolidated into Acer's overall performance, he says.

Earlier, the general director of the Russian representative office of Acer Denis Kutnikov told CNews that the company expects to achieve more than $1 billion in revenue in 2012. In 2010, it was about $1.2 billion, and in 2011 it decreased to $976 million.

According to Nizovsky, in 2012, the basis of growth was the supply of mobile PCs to the consumer sector, as well as the supply of the entire range of Acer products to government agencies. In general, the market segments not related to consumer (SMB, corporations, government agencies and education), according to Grigory Nizovsky, accounted for about 15% of the company's business in Russia in 2012.

Earlier, Acer told CNews that in 2012 the company began to purposefully pay more attention to this area and sees the effectiveness of the supply of devices specially configured for customer requirements as its main advantage. Grigory Nizovsky notes that Acer will continue to adhere to this strategy and by the end of 2013 expects that the public sector and corporate supplies will account for up to 20% of the total supply. For 3-4 years, this figure can reach 30%, he expects.

In unit terms, the supply of Acer laptops and netbooks to Russia in 2012 increased by 25%, desktop PCs - by 15%.

Tablet deliveries remained at the same level - about 200 thousand pieces, the company cites data.

According to preliminary estimates IDC , in the 4th quarter of 2012, a significant decline in PC shipments to Russia was recorded: in particular, the segment of mobile computers "sank" by more than 30%. Nizovsky believes that this is the result of a significant drop in netbook shipments, as well as the equalization of product supply volumes by manufacturers, in accordance with the current level of warehouses and real demand in Russia.

Acer in the 4th quarter, according to IDC, was in third place in PC shipments, and in laptops - in second place. "Acer managed to optimally distribute shipments of its products to Russia during the year: they were produced taking into account the transit time of goods and real demand for products within the country," says Acer vice president. "The optimal balance of supply and demand also allowed Acer to invest more in developing new products and conducting long-term marketing campaigns than in promptly clearing warehouses in Russia." At the same time, according to the results of the entire year, the company became the leader in both PC shipments in general and mobile PCs in particular, adds^[2].

2011: Revenue cut to $976 million, profit growth

Acer's revenue in Russia in 2011 amounted to about $1 billion, Gleb Mishin, vice president of Eastern Europe, the Middle East and Africa, told CNews.^[3]. Later, a more accurate figure of $976 million was named. This is about 17% less than the company earned in 2010.

According to Mishin, Russia is traditionally one of the most successful regions for Acer, and therefore, on average in the world, the drop in revenue may be even higher than here - about 20-30%. In 2010, Acer's global revenue was about $20 billion.

At the same time, Mishin notes that the net profit of the company against the background of falling revenue increased. The reduction in turnover in Russia, as well as in all of Eastern Europe, he connects mainly with the fact that the growth in demand for laptops, smartphones and TVs outstripped the volume of their supplies from the company.

"After the change of leadership in 2011, Acer at the global level decided to be willing to sacrifice market share in favor of profitability, and focused on several of the most profitable areas - laptops, desktops and monitors," says Mishin. "The company completely closed the production of TVs, and also left only a limited offer for smartphones."

Laptop shipments to Russia did not manage to increase demand for them due to a shortage of hard drives in the 4th quarter of 2011, caused, in turn, by last year's floods in Taiwan, the vice president of Acer notes. "The company turned out to be the computer manufacturer that was perhaps most affected by this," he says.

According to Mishin, he expressed to the global leadership the opinion that it was not worth "cutting" smartphones and TVs, but no one listened to this opinion. Recall that in 2011, the Russian division hoped to increase local turnover by about 30%, including through the sale of smartphones, which it considered a promising direction.

Together with the drop in revenue, Acer lost its positions in the Russian PC market. So, according to Gartner in the 4th quarter of 2011, the supply of Acer computers to Russia decreased by 17%. Because of this, Acer lost its leadership, which it held for a long time, and moved to third place among vendors. HP took the lead during this period, followed by Asus.

However, according to another analytical agency - IDC - Acer lost its leadership in Russia in the 3rd quarter of 2011. At the same time, analysts put Asus first, and HP second. Acer IDC then assigned only fourth place.

2010

Sales growth to $1.2 billion

In 2010, the company shipped $1.2 billion worth of products to Russian distributors. In 2009, this figure amounted to $900 million, and in 2011 the company expects its growth by 30% in monetary terms.

In 2010, Acer's global revenue was about $20 billion.

The best-selling laptop models, according to the company, in 2010 were the Acer Aspire 5551G and Acer Aspire 5742G. According to the head of Acer's Russian office, the company mainly supplies monitors to the corporate sector, and its share in the revenue structure is insignificant. About 10% of Acer's Russian revenue came from smartphones.

The new models smartphones introduced Russia in 2010 were Acer Liquid, Acer beTouch E110 and Acer Stream. However, the latter was supplied Russia in very small quantities, Mishin notes. All models run the OS. Android The cost of the first of them "Svyaznom" in now is 16,990 rubles, and the second - 5,490 rubles.

According to Gartner, in 2010, mobile computers accounted for 67.8% of all PCs delivered to Russia (11 million units). Acer, according to analysts, became the leader in this segment. It is followed by Asus, Samsung, HP and Lenovo in terms of shipments in unit terms.

According to IDC, in the third quarter of 2010, Acer ranked first in terms of PC shipments in Russia and also first in terms of laptop shipments, although Hewlett-Packard lost in the desktop segment.

Opening of a contact center in Moscow, the sixth in the world

Logo in 2009

On October 27, 2010, Acer opened a contact center in Moscow to serve users from Russia. The new contact center joined the existing five, three of which are located in Western Europe - in Syracuse (Italy), Hertogenboh (Netherlands), Arensburg (Germany); in Eastern Europe - in Brno (Czech Republic ) and Yogannesburg (South Africa).

With the start of the Moscow technical support service, the entire network of contact centers of Acer Corporation operates in 20 countries and serves users in 14 languages. During 2011, the Moscow contact center will begin servicing users from Ukraine and Kazakhstan.

Technical support phone number (Acer contact center): for the Moscow region: (495) 646-53-67, for other regions of Russia: 8-800-500-22-37

Notes