Acer Ignites vendor coalition

Acer has joined forces with Intel and Microsoft to help resellers educate customers on the cost benefits of replacing outdated technology.

Thre three companies have launched the Ignite programme in a bid to inject spending into the small and medium business sector and to address a gap in end-user understanding through resellers.

According to Acer, customers focus on the perceived expense of upgrading technology, rather than on the cost and productivity benefits.

Steven Brown, product marketing manager at Acer, said that from September, its resellers will receive regular emails updating them on technology developments and providing resources to help them convince customers of the need to upgrade.

"When things start to slow down resellers need to be kept up-to-date with the new technology available and its benefits, to give customers reasons to upgrade," he added.

Acer argues that investments are being held back because many customers are unaware of the real cost and productivity benefits of upgrading, and instead focus on the perceived expense.

The Ignite programme will use reseller events and e-bulletins to highlight the cost benefits of new technologies.

This, Acer said, will "help channel partners educate customers and overcome some common barriers to buying and upgrading computer equipment".

Tony Kingston, marketing director at Acer reseller Deverill, said the channel needed detailed information, such as cost of ownership and productivity gains, to support potential sales, which are currently far tougher to complete because of budget pressures.

"If resellers can show their customers something tangible such as facts and figures it will help," he said.

"The three vendors should be in a position to do this."

The fact that a chip maker, software vendor and hardware manufacturer are working together will enhance a reseller's opportunity to promote the cost benefits of multi-vendor, multi-product roll-outs, he added.

"As resellers we are good at putting together different technologies for the customer."