Acer today says it is still Acer. The company formerly known as 'Acer Communication and Multimedia' is now called Benq.
A statement from the latter company issued earlier this week apparently fooled some into thinking that Acer, the PC manufacturer, was to rebrand itself as Benq.
As the new press release reads, the pan Acer Group (PAG) will now employ two distinct brands: Acer and Benq. Acer deals with information appliances and e-enabling services (as well as regular desktop kit). Benq will deal with cross-media digital devices.
PAG summarises the two brands as follows:
Acer: technology & service.
Benq: technology & enjoyment.
Acer's chairman, CEO and chief business architect, Stan Shih, will now be the chairman of Benq as well.
From what we can tell, it involves the company moving beyond simply pushing boxes into the channel, but also providing back-end infrastructure (Mega e-Infrastructure) and develop various software apps (or Micro e-services).
He confesses in the speech that the concept is not an easy one to communicate effectively to the world at large. ®