Acer’s strategy to woo video content creators with ConceptD

Founded in 1976, today Acer is one of the world’s top ICT companies and has a presence in over 160 countries. As Acer looks into the future, it is focused on enabling a world where hardware, software and services will infuse with one another to open up new possibilities for consumers and businesses alike. From service-oriented technologies to the Internet of things to gaming and virtual reality, Acer’s 7,000+ employees are dedicated to the research, design, marketing, sales, and support of products and solutions that break barriers between people and technology.

The laptop market has been growing at a good pace in a competitive market. Today, laptop seekers have some good brand choices to check upon before they decide to buy. As the young population is just growing, the demand for laptops will only be on the rise as India’s new generation are exploring various careers in the technology world. To keep pace with demand and match customer expectations, Acer has introduced a technologically advanced product, ConceptD, from their stable, which is targeted towards graphic designers, engineers, developers, filmmakers, and artists who are often trapped within imposed limits by the lack of tools needed for breakthrough.

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The new ConceptD is a fresh approach that overcomes the barriers between people and technology and enables creators to unleash their full potential. It is not merely about making things different, but about setting new benchmarks and breaking new ground. Acer’s ConceptD PCs elevate the computing experience with their timeless design language, extremely colour-accurate displays, and silent processing, which distinguish them as something special and out of the ordinary.

In conversation with Adgully, Sooraj Balakrishnan, Head of Marketing, Acer, speaks about how ConceptD will benefit the growing community of social media influencers, video content creators, filmmakers, editors, and photographers.

Macbook and Mac have their first-mover advantage. They are already entrenched in the Indian market and today they are a trusted name among the creative professionals. What kind of cutting-edge differentiation is your brand offering for it to be in the consideration set?

To begin with, ConceptD comes with a wide range of advantages for the creative community. Right from the fact that almost all 3D software from leading ISVs are available for Windows OS to supporting revolutionary NVIDIA RTX GPU for higher GPU rendering and video editing performance, this product has it all. Unlike the competition, ConceptD offers various pen/ touch-enabled convertible laptops. Exceptionally silent, the maximum sound level of our products is 40dB. It is no hidden fact that a larger majority of prospective customers are more familiar with Windows, and ConceptD helps them to transition to become a creator seamlessly. Our features combined, give Acer a competitive edge that is difficult to match. Not to mention Acer offers a wide variety of form factors, models, and configurations.

You have entered a premium segment of the laptop market where the audience is a bit niche. How big is the market for the premium segment? What kind of market share do you plan to garner? How have you positioned your brand?

Acer is not new to the premium segment market. We have already made our mark in this segment via our high-performance gaming laptops and monitors, especially with the Predator Series. As far as general consumer trends indicate, the creative community is increasing and how! Right from social media influencers to video content creators, all are increasingly looking for gadgets and devices that can better support their creative goals. Even filmmakers, editors, and photographers are on the lookout for newer, better performing devices that help meet their needs of a higher number of ports, enhanced connectivity without the use of multiple adaptors, and overall ease of use. It wouldn’t be a stretch to say that ConceptD seamlessly meets all these needs. I believe, our brand positioning puts across this message well.

While you are in the premium segment, pricing still drives this category. What’s your pricing strategy and how competitive are you?

While pricing is always a key factor, when we see things in a broader perspective, modern-day customers are smart enough to draw the Features vs Price Point comparison, and when they do that, it becomes clear that ConceptD comes at an attractive price point, thus offering greater value for the customer. ConceptD comes bundled with a free 3-month Adobe Creative Cloud Subscription, which lets them get started on the creative journey immediately.

The Indian designers and creative minds have been great fans of the Macbook. What are the markets that Acer is looking at to promote ConceptD and where is the growth going to come from? What kind of customer segments are you looking to promote your brand?

When we look for laptops for creative professionals – and there aren’t a lot of options for someone looking for a Windows laptop with great rendering performance, multiple ports and connectivity options and which come with Wacom stylus pen for precise creative control – our ConceptD laptops stand out as the best option. Before, people had to settle buying a gaming laptop instead. ConceptD has all the potential to be one of the best workstations for serious content creators as well as those working in the filmmaking and advertising industry. ConceptD has a fresh approach in technology that enables creators to unleash their full potential. It is not simply about getting things different, but about establishing new benchmarks and breaking new grounds.

ConceptD is talking about fresh technology. What is that path-breaking technology that will excite the users as compared to the competitors?

ConceptD comes with some exceptional features such as Screen Delta E ≦2, 100% colour accuracy on Pantone, Validated 4K display, Large SSD storage for the seamless movement and easy rendering of heavy media files, Quiet Cooling for improved performance, all of which combined gives creators an unparalleled platform to shape and express their creativity.

What is the know-how for this product and where is it coming from? Is it being manufactured in India or elsewhere?

Acer enjoys a highly advanced R&D department in Taiwan, which is the source of a vast majority of know-how that is required for a product as niche and unique as ConceptD. Besides, the company plays host to multiple Design Studios in key cities across the globe, thereby gaining valuable insights. Additionally, we collaborate with multiple industries for a better understanding of their needs, as well as with multiple designers to curate new products. One example is our partnership with Alfa Romeo Formula 1 team with ConceptD.

Macbook is known for its features such as user-friendliness, superior design, keynote presentation, and well protected with its virus protection. How is Concept-D managing on the features front? Have you introduced any innovation in your product that the customer will enjoy and get excited about?

ConceptD is all about bringing specific features to the creator community like Colour Calibrated Screens, Stylus Pens, Ezel Hinge for precise positioning of the screen, etc., thereby becoming the perfect tool to people who aspire to become content creators. ConceptD caters to a wide range of artists and creators, right from amateurs to professionals.

How do you plan to promote ConceptD? Any marketing and advertising campaign lined up to increase awareness and generate trials for the product? What’s going to be your media strategy?

We have created a marketing mix, wherein we are ensuring that both end consumers, as well as professionals, use and explore this revolutionary product. We are reaching out to the creative community and social media influencers as well as some famed production houses, thereby stirring conversations around the product. Of course, we have also planned multiple endorsements with our Brand Ambassador, Sonu Sood.



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