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Acer repositioning itself on the Moroccan market

Acer is repositioning itself in force on the Moroccan market. The equipment manufacturer selects the partners with whom it intends to base its offensive device on the gaming and professional segments. The group plans to expand in the education, gaming and professional markets. It remains to find the right positioning, the right formula and the right distribution network.

“We already had partners, but we were rather in a race for volumes. We sold to anyone who wanted to buy. Today, we want to find the right partners who can properly address the distribution network and who want to wear the same costume as us,” says Angelo D’Ambrosio, country manager of Acer.

For now, the PC market giant relies on two local partners (Serfi group and Econocom) to provide training, deployment and maintenance of its solutions addressing the education segment (Windows and Chromebook).

The brand expects 50,000 or more devices to be deployed over the next 2-3 years depending on the financial context. The company is betting on the Genie program, of which an important part of the implementation of the new component will be entrusted to the academies. “Our role is to go to the academies and answer their problems,” explains D’Ambrosio. The company offers a Chromebook rental solution starting at 1,000 DH HT per month for 36 months, per student.

The objective is to show that the offer responds to financial problems. But that’s not the only thing to consider. The real challenge lies in how to integrate it into the educational process. How the teacher uses it with students to interact, get them to work.

Launched in 2005, the Genie program is a national, long-term, large-scale policy and initiative developed and implemented by the Ministry of National Education, Vocational Training, Higher Education and Scientific Research. It aims to integrate information and communication technologies (ICTs) to improve access and quality of education in primary and secondary schools.

Adopted in 2006 by the Management Committee of the Universal Telecommunications Service and funded by the Universal Telecommunication Service Fund, the program includes several components including infrastructure, teacher training, development of digital resources and the transformation of teaching and learning practices.

Founded in 1976, Acer has seriously rocked between 2011 and 2013 in a sluggish PC market. Since the arrival in January 2014 of Jason Chen, at its head, the PC market giant has turned the page of the low-cost war, opting for diversification and upgrading.

The first Taiwanese micro-computer manufacturer, which employs about 7,000 people worldwide, achieved in 2018 a turnover up 2.1% to 7.9 billion dollars. Morocco accounts for less than 1% of revenue in the Europe, Middle East and Africa (EMEA) region.

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