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Acer losing money on Tablets

Acer losing money on Tablets

When Microsoft chairman, Bill Gates, introduced the first prototypes of the Tablet PC in 2001, he predicted that the devices would become the most popular form of PC within five years. But that prediction hasn’t yet translated into high volumes for Acer, which continues to lose money on its Tablet PC line, according to a company executive.

“Nobody is able to actually be profitable making the Tablet PC,” the chief officer of Acer’s notebook products division, Campell Kan, said in an interview on the sidelines of the Computex exhibition in Taipei last week.

Acer is a high-profile supporter of Microsoft’s Tablet PC initiative and was the first company to unveil a convertible Tablet PC design, which can be switched from a conventional notebook into a tablet-like form factor.

Despite its early enthusiasm for the Tablet PC, the Taiwanese PC vendor is losing money on the devices because shipment volumes have remained low, preventing the company from achieving the economies of scale in production that would allow it to recoup its investments — $US10 million and rising — on development and marketing of the devices, Kan said.

“Our current run rate is around 8000 to 10,000 (units) per month,” Kan said. “We are not satisfied with that.”

Acer had hoped to ship 20,000 to 30,000 units per month for each of its three existing Tablet PC models, Kan said. “That’s where we’re able to reach economies of scale.”

There are several reasons why Tablet PC sales have been slow, Kan said.

He cited high prices and a lack of applications that took advantage of Tablet PC functions.

In addition, Microsoft had not been aggressively marketed the Tablet PC to end users.

“I don’t see that Microsoft has been continuously doing much to help grow the market,” Kan said. “They are working on that right now. Supposedly, for Q4 this year, they are working on some marketing campaign.”

That timing may be crucial, Kan said.

Fourth-quarter sales were typically higher than in other quarters and an aggressive marketing push by Microsoft could help lift sales, he said.

Currently, Tablet PC sales in Asia account for about 1 per cent of notebook sales, director of personal systems research at IDC Asia-Pacific, Kitty Fok, said. And the prognosis is not good.

“Sales have been slowing down,” she said.

Fok sees the high price of Tablet PCs relative to other laptops and a lack of applications tailored to take advantage of Tablet PC’s functions as factors that have held back sales of the devices.

“It’s pretty much a niche market at this moment,” Fok said. “It will be easier for Tablet PC to pick if there are some special applications for the Tablet PC or prices drop.”

Nevertheless, Acer is hoping for the best. The company expects to see shipments pick up to around 20,000 units in the fourth quarter, Kan said. Whether this increase in shipments can be maintained is another matter.

“The question will be how long will this momentum last,” Kan said.

Hoping to tap into a broader range of users and boost sales, Acer would add a fourth Tablet PC to its product line during the fourth quarter, Kan said.

The Travel Mate C300 is a convertible design and boasts a 14.1-inch screen and an internal DVD-ROM or CD-ROM drive, two options not available with Acer’s other convertible Tablet PCs.

While pricing has not yet been finalised, the C300 should be available for around $US2000, he said.

Looking ahead, Acer hoped to one day turn a profit on its Tablet PCs, perhaps by the time Microsoft shipped the next version of its Windows operating system, called Longhorn, in 2005 or 2006, Kan said.

In the meantime, Acer’s notebook business remained profitable overall and the company saw the money it was losing on Tablet PCs as an investment in the product and the company’s future, he said.

“You are not able to make money on every product,” Kan said. “You have to invest for the future.”

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