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A year ago, we reported on Acer’s attempt to muscle in on the business PC market, traditionally dominated by Dell, HP and Lenovo. Acer has always been present, with a long line of TravelMate laptops behind it, but last year it laid down two key objectives.
“Our focus in business and education will be reinforced year on year with the objective to grow not only inside the company as a percentage but in our market share,” said Cristina Gualteri, Acer’s EMEA Channel Marketing Senior Manager.
Now that year is up and the figures are in. According to data from market analyst Context, Acer’s grew its professional notebook business by 15.8% compared to a 5.7% market average. It has also increased sales of its professional desktop PCs by +14.8% versus 10.1% growth for the market.
Those figures don’t include the education market, Acer’s traditional area of strength, but focus on laptops and desktop PCs that include Windows Pro.
No wonder Massimiliano Rossi, EMEA Product Business Unit VP of Acer, sounds so chirpy. “Over the past year we have consolidated our product portfolio to offer a broader range of solutions supporting both SMB and Enterprise segments, leveraging the expertise of sister companies like Aopen for Digital Signage and Altos for server/infrastructure,” he said.
“In Digital Signage, investments have expanded to include new product lines such as Large Format Display [LFDs] and Chromebox and Veriton NUC mini-PCs.”
Rossi believes Acer’s partner-first strategy is one of the key reasons for its success.
“The fact that we are not simply ‘indirect,’ but rather channel-first, ensures we never compete with our resellers,” he said. “Our streamlined and flexible structure allows resellers of any level or size to directly access necessary information.”
Acer has also created certifications for its channel partners, who can join its Acer Cloud Partner Program for Chrome OS. This being another reason for Acer’s growth, as it now has a 35% market share in EMEA for Chrome OS products.
Acer is doubling down on its partner-based success by launching a Business Partner Portal towards the end of 2025.
“The new platform will streamline partner experience, providing quicker access to advantageous offers, business support services, and training on new technologies,” says Cristina Pez, EMEA Director of Commercial & Marketing.
“Acer has always been recognized as an ‘easy to work with’ vendor. We’ve built the new portal with the idea to keep it simple and user-friendly and turn it into a concrete tool for our resellers to manage negotiations, collect product information and get an immediate view of their achievement in the loyalty program.“
Acer also announced a new Acer Care Plus Optimize Guarantee aimed at business customers.
“[Optimize] enables businesses to simultaneously plan for technological innovation while ensuring the responsible disposal and reuse of older devices,” said Christian Cosneau, Acer’s EMEA Customer Service Director.
It’s essentially a guaranteed buyback program, with customers receiving up to 55% of the original purchase price depending on the age and usage of the device in question.
Here’s how the Acer Care Plus Optimize Guarantee works:
