The Taiwanese computer manufacturer Acer has increased its market share in Ukraine to 20% during the war. Overall, Ukraine ranks between the top 10 and top 15 among other countries in Europe, the Middle East, and Africa. Emmanuel Fromont, President of the company in the EMEA region, discussed the market specifics, popular products, and the possibility of opening a Ukrainian R&D center.
The EMEA region (Europe, the Middle East, and Africa) has historically represented about one-third of Acer's PC business. However, this market share has decreased from 34% to 24% over four years.
Emmanuel Fromont, President of Acer in the EMEA region, commented:
"When the war began, we wondered about the fate of Ukrainian businesses, but we decided to stay in this market and preserve our team. The first six months showed that the Ukrainian business is very resilient. Our partners continued to work. At the same time, we provided equipment to schools and organizations worth about 8 million UAH. Ukraine was somewhere between the 10th and 15th position. This was the situation before the war, and now our position has become even stronger. At the beginning, we bet that the country would withstand, so we did not downsize our team and worked closely with our local suppliers to help them restore their businesses. We adjusted payment terms to support them. Over these two years, our market share here has grown to about 20%. This is more than before the war began."
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Acer's main business in Ukraine remains laptops, especially those for gamers, such as the Nitro and Predator series. Additionally, Acer holds leading positions in the Ukrainian market for projectors and monitors.
In 2023, Acer began supplying electric scooters to Ukraine and added electric bicycles this year. Fromont noted that Acer is entering the battery and scooter markets, which are already available in Ukraine even before other major countries.
Regarding the opening of an assembly or R&D line in Ukraine, Fromont said it's currently an unrealistic prospect due to difficulties in importing parts. However, Acer has employees in Ukraine supporting business in the Middle East, Kazakhstan, and Turkey, utilizing their knowledge and skills in those regions.
Acer's market capitalization is $4.6 billion, making it one of the world's top five computer manufacturers with a global market share of 6.5% in the first quarter of 2024. Its revenue in 2023 amounted to $7.5 billion. However, financial indicators have declined over the past two years due to the global PC market crisis. Currently, the company is focusing on AI computers.
