BenQ sharpens vertical focus

BenQ sharpens vertical focus

Better known as a consumer brand, BenQ is running reseller programs aimed at attracting VARs and education specialists. Running until July, the aim is to grow the vendor's presence in the corporate, government and education sectors, according to its national sales manager, James Wright.

Dealers signing up will gain access to discount pricing, subsidised business development, marketing support and demonstration equipment.

Discount and rebate amounts would vary according to the contract arrangements with individual companies, he said.

In addition, new dealers can participate in the vendor's Authorised Partner training, which provides them with an additional revenue stream from servicing the products they sell.

The announcement follows a restructure that saw BenQ reorganise its sales team into three divisions last year - channel, retail and corporate.

"The new team for corporate, government and education will work directly with end-users to bring business back through the channel via resellers and distribution," Wright said.

The team had been bolstered by several new appointments late last year, he said, including new business development managers for Sydney, Melbourne and Brisbane.

In the education market, BenQ was targeting private and independent schools rather than the crowded public arena, Wright said. It was launching a new model of Joybook notebook in April - based on feedback from the education sector - featuring a 13-inch screen and Centrino wireless capability, he said.

Over the past few years, the company had broadened its product range from LCD screens to include laptops, digital projectors and LCD TVs.

Wright said it also planned to release a port replicator in April to allow easy notebook docking.

The push into new target markets could also involve new strategic whitebox partnerships, he said.

Volante and Commander are among the larger resellers it works with.

Wright said BenQ aimed to increase overall revenues this year by 20 per cent, with a targeted mix of channel (40 per cent), retail (30 per cent) and corporate (30 per cent).

Amid the change in focus, existing distribution partners - Tech Pacific, Multimedia Technology, Westan and Bluechip Infotech - would be retained, Wright said.

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