Acer Inc, the world's fourth-largest PC maker, plans to double its smartphone sales in Thailand next year.
Nitipat: Cheaper phones in demand
The Taiwanese firm has set a goal to become a global top 10 phone maker by 2015, up from 15th currently.
Acer chose Thailand for yesterday's launch of the Liquid Z3 smartphone, aimed at first-time smartphone users. Priced at 2,590 baht, the 3.5-inch Android-based model has a 1-gigahertz processor and supports dual SIMs.
S.T. Liew, president of Acer's smartphone business, said the company last year shifted its smartphone focus to selected potential markets.
"Apart from Europe and China, Southeast Asia, especially Thailand and Indonesia, is our main target market thanks to the large population and sound economy," he said.
Acer plans to spend US$2 million this year to promote its smartphones in Thailand and Indonesia.
Mr Liew said the focus will be on smartphones with display sizes of 3.5 to 5.7 inches and priced below $150.
Nitipat Praweenwongwuthi, the senior marketing manager at Acer Computer Co, the Thai subsidiary of Acer Inc, said the Liquid Z3 smartphone, the cheapest on the Thai market, is expected to attract customers using feature phones who want to migrate to third-generation mobile broadband service.
He said smartphones priced below 4,500 baht will be a strong growth segment, accounting for 20% of the 10 million devices to be sold this year.
Mr Liew said Acer plans to open an office in Myanmar soon to boost sales in the region.
Globally, Acer expects to sell between 1.2 and 1.5 million smartphones out of a total 946 million this year.
The figure is projected to double to 3-5 million units out of 1.5 billion units in 2014.
Acer's smartphone revenue was $100 million last year, representing less than 10% of revenue.
"We plan to double our smartphone revenue annually," said Mr Liew.
"We expect smartphones to contribute a significant proportion to the group over the next few years."
About the author
- Writer: Suchit Leesa-nguansuk
Position: Senior Reporter