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Page 1: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com

@EverybdysCritic

My first impression: The Acer Ultrabook (NOT Netbook,

NOT Tablet, NOT Laptop)

October, 2011

Page 2: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

The Setup:

TechCrunch announced the Acer Aspire S3

“ultrabook” which apparently packs a big punch in a

small package. It was the first product announcement

I had read for the ultrabook form factor, so I wanted

to take a look at what Acer is doing with it.

http://techcrunch.com/2011/10/10/acer-announces-the-core-i5-aspire-s3-ultrabook-available-this-week-

for-the-ultra-bargain-of-899/

Page 3: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

First, what is an ultrabook?

Page 4: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

According to Wikipedia:

“An Ultrabook is a computer in a category of

thin and lightweight ultraportable laptops,

defined by a specification from Intel

corporation. “

http://en.wikipedia.org/wiki/Ultrabook

Page 5: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

In other words…

It allows Intel to lay claim to a form factor that

Apple defined with the Air.

Intel has some smart product people.

Page 6: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

Let’s see how Acer is promoting the platform

Page 7: My first impression: The Acer Ultrabook

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Our trip starts at acer.com

Page 8: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

Acer Home: A region selection page

Page 9: My first impression: The Acer Ultrabook

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A region selection page should NOT be the first page a consumer sees

Page 10: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

Hello Acer Homepage…

At least it saves

your

preference…

Page 11: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

After you select a region, you see the other

homepage

Page 12: My first impression: The Acer Ultrabook

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Hello Acer other-homepage…

Page 13: My first impression: The Acer Ultrabook

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The S series is front and center

Page 14: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

I stared at the glamour shot too long and the slide changed, so I hit Products

Page 15: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

Selecting Products yields this menu

Where are the Ultrabooks? I see every other “book”

Page 16: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

A consumer might look at this and think

Page 17: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

Did I get to a library or a computer manufacturer?

I want the ultrabook!

Notebooks =

Laptops, ok

Page 18: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

Did I get to a library or a computer manufacturer?

I want the ultrabook!

My friend got a

Netbook. It was small,

kind of cute. It’s like a

small laptop?

Page 19: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

Did I get to a library or a computer manufacturer?

I want the ultrabook!

Doesn’t Google have

something Chrome? It was a

book?

Page 20: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

Did I get to a library or a computer manufacturer?

I want the ultrabook!

Does anyone still buy these?

Page 21: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

This is not the “ultra” experience I thought I

would get

Page 22: My first impression: The Acer Ultrabook

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I took a shot and clicked on Notebooks

Can you find the ultrabook?

I have no idea what the

defining features are of the

Aspire or the TravelMate

Page 23: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

It’s a good thing I knew to look for “S”

There it is!

Page 24: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

The page is super long… or should I say, ultra long?

Someone in the Acer

marketing department thinks

he is ultra clever

But he doesn’t realize that no

one scrolls that far down a

page

Page 25: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

Summary of the product page:

It’s a thin laptop with every feature you

would expect (like wireless – aka “ultra

seamless connectivity”)

Page 26: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

Stray Observations

Acer creates many different products aimed at

different markets, but makes no attempt to direct

their audience

The Acer website doesn’t drive the user to buy,

discover more information, or sign up for a

newsletter

S3-951-6646 is a very bad product name

Page 27: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com | @EverybdysCritic

Conclusions: Acer can say, “me too.” They created a decently-priced ultrabook with solid specs. It looks good, but is that due to the ultrabook definition or Acer?

Intel can say, “there is another manufacturer outside Apple making an ultrabook, and we made that possible.”

Consumers have no idea why they should get this over a netbook, “thin and light” laptop, or tablet

Page 28: My first impression: The Acer Ultrabook

http://www.everybodyscritic.com

@EverybdysCritic

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