Acer is one of the world’s top ICT companies with presence in more than 160 countries. During an exclusive interaction with NCN Magazine, Mr. Sooraj Balakrishnan, Head of Marketing & Associate Director, Acer India, discusses Acer’s brand positioning and marketing strategy.
As Head of Marketing, how do you ensure Acer’s brand message stays relevant in a rapidly changing technology landscape?
In a fast-changing technological landscape, staying relevant means being close to our customers while anticipating what comes next. At Acer, we achieve this by grounding our brand messaging in innovation, accessibility, and trust, while continuously adapting to the emerging trends like AI, gaming, and sustainable technology. We actively pay attention to the consumer insights across markets and translate them into narratives that connect with their evolving aspirations. This approach allows us to maintain consistency in our brand DNA while ensuring our storytelling remains fresh, timely, and aspirational.
How do you ensure that Acer as a brand is strongly positioned in comparison to key players in the technology space?
Over the last few years, our focus has been on building Acer as a brand that is both innovative and accessible, and I believe that has strengthened our position among the top players in the technology space. We have consistently expanded our portfolio to cater to diverse consumer needs, from gamers and creators to students and professionals, while ensuring strong value and performance across price points. At the same time, we have invested in building trust through service, sustainability initiatives, and partnerships that resonate with today’s customers. This holistic approach has helped Acer stand out not just as a technology provider, but as a brand that empowers consumers to achieve more, placing us firmly alongside leading global and Indian players.
How does Acer differentiate itself in an increasingly competitive market?
Acer stands apart in a highly competitive market because of the sheer breadth of our portfolio and our ability to deliver innovation across verticals. We offer products ranging from high-performance gaming devices and mainstream PCs to tablets, Interactive Flat Panels, servers, and the latest AI-powered laptops. Beyond computing, we have also extended our ecosystem with Acerpure, which brings smart home electronics to consumers. This wide spectrum, combined with our focus on performance, accessibility, and trusted service, enables Acer to meet the needs of gamers, students, professionals, enterprises, and households alike, positioning us uniquely among both global and local players.
How has Acer adapted its product strategy to meet evolving consumer needs?
Consumer expectations are evolving rapidly, and our product strategy is designed to stay ahead of these shifts. At Acer, we have moved from being seen purely as a PC brand to building a comprehensive technology ecosystem. Our strategy focuses on offering choice and relevance—high-performance gaming laptops for enthusiasts, AI-powered devices for the future-ready consumer, mainstream PCs and tablets for everyday use, Interactive Flat Panels and servers for enterprises and education, and Acerpure products for smarter living at home. By combining innovation with accessibility, we ensure that advanced technology is not limited to a few but available across segments and price points. This approach allows Acer to stay closely aligned with consumer lifestyles, from work and learning to gaming and entertainment.
Acer has launched several innovative products recently. Which of these are you most excited about, and why?
It’s difficult to pick just one because each launch represents a step forward in how Acer is shaping the future of technology. I am particularly excited about our AI-powered laptops, which mark a new era of smarter, more intuitive computing for consumers and professionals alike. Our Predator gaming range also continues to set benchmarks in performance, design, and immersive experiences, making it a favorite among India’s fast-growing gaming community. Beyond PCs, Acerpure has been an equally exciting journey, with products like smart TVs, air purifiers, Air Conditioners, kitchen appliances etc that extend our innovation into everyday living. What excites me most is how these innovations, across verticals, are not just standalone products but part of a broader ecosystem that empowers consumers in every aspect of their digital and personal lives.
What trends do you foresee dominating the Indian tech sector in the next 2–3 years, and how is Acer preparing for them?
In the next few years, I see three key marketing trends shaping the Indian tech sector. First is the rise of personalization powered by AI—consumers increasingly expect tailored experiences, from product recommendations to content engagement, and we are investing in data-driven insights to deliver just that. Second is the shift toward immersive storytelling, with formats like AR, VR, and gaming-led experiences becoming central to how brands connect with younger audiences. Third is the growing importance of sustainability, where consumers want to engage with brands that are not only innovative but also responsible. At Acer, we are preparing for this by embedding AI-led experiences in our products and campaigns, experimenting with new-age digital platforms, and highlighting our initiatives around green technology and ethical recycling. This ensures our brand remains both future-ready and deeply relevant to Indian consumers.
What role do channel partners and retail distributors play in Acer’s success story, and how do you keep them engaged and motivated?
Channel partners and retail distributors have always been at the core of Acer’s growth story. They are not just sales enablers but true brand ambassadors who help us reach and serve consumers across the country, including deeper markets. We see them as an extension of our team, and their success is directly tied to ours. To keep them engaged and motivated, we focus on building long-term trust through transparent policies, competitive programs, and regular training on new products and technologies. We also roll out innovative schemes during key seasons, offer sales volume incentives, and provide marketing support that helps them drive visibility and demand. This collaborative approach ensures our partners remain empowered, motivated, and aligned with Acer’s vision, which has been a key factor in strengthening our market presence year after year.
Take us through the road envisaged?
The road ahead for Acer is about deepening our leadership across multiple technology verticals while staying closely aligned with evolving consumer needs. We see AI as a transformative force, and our focus will be on expanding our portfolio of AI-powered laptops and solutions to make advanced computing accessible to wider audiences. At the same time, we will continue to strengthen our gaming and mainstream PC categories, while scaling newer segments. Beyond computing, Acerpure will play a pivotal role in extending our innovation into everyday living with smart home electronics. Our vision is to not only bring cutting-edge technology but also to ensure it is sustainable, inclusive, and relevant across India’s diverse markets. This journey is about building an ecosystem that empowers every consumer—gamers, students, professionals, enterprises, and households with technology that helps them achieve more.
Covered By: NCN MAGAZINE / Acer
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