Acer CEO: We’re Going to Stop Selling Cheap, Unprofitable Crap

Acer CEO J.T. Wang has settled on a turnaround strategy for the company, one that will return it to profitability after two consecutive quarters of net losses. Acer is going to pin its hopes on the ultrabook.

And it’s going to stop peddling affordable but poorly made hardware.

“We will shift our strategy to improving profitability from pursuing market share blindly with cheap and unprofitable products,” Wang told Dow Jones. “Ultrabooks will become our key growth driver next year as customers want a lighter, thinner notebook with longer battery life. Selling more ultrabooks will also help improve our profit margins as they command higher prices.”

If things play out the way Wang hopes, Acer’s ultrabooks will drive a 10 percent increase in notebook PC sales next year and perhaps even return the company to profitability.