Aces high
With the acquisition of the majority of Packard Bell following purchase of Gateway last year, Acer has revealed an extensive reshuffle of its senior management.
Semmy Levit, who has been UK country manager for the last three years, has been pushed upstairs to the role of European head of the Professional Division. Robert Watkins, who worked under Levit in the UK, is promoted to replace him.
Gianpiero Morbello, who combined a the roles of head of European marketing with an overall supervision of the UK, becomes corporate vice president, marketing and brand for the whole Acer group. It will be down to him to determine how the three brands develop.
“Our recently announced acquisitions are strategic, both in terms of business and market positioning” said Acer president Gianfranco Lanci. “Acer, Gateway and Packard Bell are three separate identities of a unique group whose objective is to expand the variety of its product range. We see the three companies integrating their different experiences and skills to offer a far greater product portfolio that will allow customers to find the best solution for their needs”.
That's one way of looking at it. Another is that the third largest PC company in the world buying two smaller rivals reduces competition, especially when doing so blocked an attempt by the fourth largest - Lenovo - to increase its presence in the European market, Acer's strongest region.
Still, let's give Acer the benefit of the doubt and look forward to seeing this expanded product portfolio. Your move Lenovo/Dell/HP.
