Acer is expanding its UK team with plans to take on three new executives in time for the launch of a major marketing campaign in June.
The six month campaign, aimed at raising Acer's profile as a smartphone manufacturer, will coincide with the rollout of at least five new Acer smartphones.
The company is also planning to forge new deals with a number of new carriers and retailers including Virgin Mobile, T-Mobile and Vodafone, as well as O2, Carphone Warehouse and Phones 4u. It also has Best Buy in its sights.
Speaking to Mobile, Massimo D'Angelo, VP Smart Handheld Business Group global telco and channel sales, said: 'We have a small UK team and are now looking to fill three new positions to reinforce that team'.
The new executives will oversee relations with smartphone telcos, IT operators and the smartphone channels. A fourth post, dealing with international relations, is also in the pipeline.
He said the new posts have been created 'because we need to grow up as fast as possible as a smartphone company we need a specialist team that is fully dedicated to this business to speed up that transformation. I strongly believe we will be in the top three or five for smartphones in the next three years'.
D'Angelo said Acer's marketing campaign will be 'huge' and 'cover the spectrum of the media' running in parallel with its ongoing London Olympics 2012 and Formula One campaigns.
Acer's smartphone strategy revolves around what D'Angelo calls an internet-centric view, which sees the company linking its smartphone portfolios to its netbooks, notebooks and PC offerings.
He said: 'Dont forget these are also multi purpose devices and our interpretation is internet-centric interpretation around these devices'.
D'Angelo said Acer has no immediate plans to expand its distribution channels. Its distributors are Micro-P, Data Select and 20:20 Mobile. However, he added: 'We can judge by the end of the year, depending on how big we grow in the UK market, but it is too early to say right now.'
Acer eyes Best Buy
Acer is planning to meet with American retail giant Best Buy as part of its strategy to widen its routes to market in the UK.
Best Buy opened its first superstore in the UK this month in Thurrock, Essex and plans to open 500 in total across the UK.
D’Angelo said: ‘Best Buy is one of the excellent partners we are looking for.’ He added: ‘We are planning to meet with them. So far there is nothing on the table but in my opinion it is only a matter of time.’