Acer CEO Jason Chen explains why his PCs are going niche

Acer CEO Jason Chen thinks his company can get bigger if it thinks small. As the fourth- or fifth-largest PC vendor worldwide by shipments (per IDC and Gartner numbers, respectively), Acer already sells plenty of what it calls “value” PCs—commodity systems that offer good specs for the price. It’s thriving in the gaming and education markets, too, where performance and sturdiness matter.Compared to PC juggernauts Dell, HP, and Lenovo, however, Acer still has a long way to go. So the company’s next move is to pursue what Chen calls “microtrends,” courting users whose numbers might be too small—or their needs a little too niche—to draw much attention from bigger players. Acer sees an opportunity to shine by providing a more curated PC experience—a completely different strategy from its approach to mainstream PCs.To read this article in full, please click here