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Acer to emphasize more on Ultrabooks for 2012

Expect more Ultrabooks to come from Acer, possibly even high-end models at high-end prices

Taiwanese manufacturer Acer isn’t having one of its best years as of 2011, but the company is expecting to turn things around for 2012.

According to Electronista, Acer has confirmed plans to shift focus from budget products with low profit margins to Ultrabooks.

We will shift our strategy to improving profitability from pursuing market share blindly with cheap and unprofitable products,” said Acer CEO KT Wang to Dow Jones in the Electronista report.

Acer products have traditionally been marketed as inexpensive compared to the competition, which when combined with Acer’s large economies of scale, has kept Acer in the PC market by sheer volume and low prices.

Still, Acer will continue to aim for even larger shipment numbers with a target 10 percent increase over 2011 in 2012.

With dozens of Ultrabooks already scheduled to appear in CES 2012, we wouldn’t be surprised if Acer has multiple new models to show by this January. The company’s first Ultrabook, the Acer Aspire S3, was the cheapest Ultrabook at the time of launch, but didn’t exactly impress us in terms of build quality and performance.


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Allen Ngo, 2011-12- 9 (Update: 2012-05-26)