Acer Global New Product Launch: 'This Moment, Together'

Acer recently held its global new product launch event, "This Moment, Together."

Following the launch, Acer conducted a high-level media interview with Tiffany Huang, Co-Chief Operating Officer of Acer's global headquarters and General Manager of Acer China; George Kuo, Co-Chief Operating Officer of Acer's global headquarters; and Lin Kung-Cheng, Director of the Notebook Product Division under the Information Products Business. They attended and answered questions.

The acerpure we saw at yesterday's launch is our new circulation fan that can filter PM2.5. Although we have the pandemic well under control, many people still spend more time at home than usual, making indoor air quality very important. So these things have evolved step by step: users guide us, and we guide them.

There are many young designers working in CG today, and we created the ConceptD brand specifically for them to meet the needs of animation and video production. We want to use this approach not only to respond to the needs of younger demographics but also to address the needs of special groups. As we shared before, the Predator Trend Party and FUN Jump events held in Shanghai are ways to serve the younger crowd.

As for Planet9, the next-generation gaming social platform, there are so many Chinese-speaking players worldwide. When they need to communicate with English-speaking players, do they have to use English? They can also use Chinese. That's the new feature we've introduced for Chinese-speaking players, allowing them to communicate synchronously, instantly, and intelligently within the gaming environment.

Editor's Take: It seems Acer's ecosystem is quite broad, but many of these initiatives are new to us. We hope they will promote them more, to avoid the problem of good wine needing no bush.

All of these impressed me greatly. Why does Acer consistently dare to engage in such adventurous design, and will future products continue this approach?

Answer: Regarding Acer's adventurous side, many of the things we do are based on our long-term accumulated technologies, such as thermal cooling and ergonomics. We're not starting from scratch, so we prefer to call it innovation rather than adventure. Our innovations always carry a certain level of technical substance, and we continue to extend along these technologies.

Going back to the basics, we believe that lifestyle reflects the needs of gamers, including entertainment needs (PC) and lifestyle needs (gaming throne, energy drinks). If they enter professional esports, we also have various tournaments in partnership with Intel (IEM/IMC), as well as collaborations with LOL. Additionally, we have communities that bring players together, allowing them to participate in cross-country, cross-platform events, find suitable teams to improve their skills, and enjoy competitions. In fact, the biggest limitation is not the players themselves; in the world of players, there are no borders. The only ones with borders are marketers in different countries, who think in terms of borders. So we return to the users themselves: if they have a need, we help them create a better living environment. That's what we mean by Lifestyle. Our commitment is to continue innovating and providing good product designs that address both known and unknown needs of players.

Editor's Take: From this perspective, what we see as adventure is just steady innovation in their eyes. We need to improve our own knowledge.

Question: We've noticed Acer has made many attempts with products, including the beverage you mentioned. Is there a possibility that Acer might identify a niche category worth heavy investment in the short term and quickly scale it up, rather than continuing to focus on PCs as the main line with other products as mere accessories?

Answer: We will continue to research. Since beverages involve food safety issues, we will gradually try entering one market at a time while observing user feedback. Regarding the beverage, if there are any further updates, we will definitely let you know.

Editor's Take: From the answer, Acer's operations are not taking an aggressive route, but that's a good thing—don't spread yourself too thin.

Thin and light laptops are a broad category, making it hard to avoid homogenization. Acer has had many memorable points from past to future, such as "world's thinnest" and "lightest." At this point, we've launched the "world's first full-device antibacterial solution," which was carefully considered and introduced at the right time.

Additionally, with the limited edition we launched in collaboration with Porsche Design, the reason they chose to work with Acer is our long-term accumulation in the industry and our comprehensive after-sales service system. Brands like Ferrari and Porsche Design have repeatedly seen our R&D strength and service capabilities. Continuous innovation will be the core competitiveness of our products. In the China market, we will bring these core strengths—the latest, strongest, and most mobile platforms—to Chinese users as quickly as possible.

When the Porsche Design limited edition is released, the first global pre-orders will definitely be in the China region.