Mitsubishi Electric is withdrawing from the LCD computer monitor market in favour of focusing on high-end and specialist products.
The decision takes affect October 1. Mitsubishi will continue to supply its specialist range of monitors for security applications and support customer warranties and servicing for Diamond Digital PC monitors.
"We are following where the growth is going and where the big markets are taking us," national sales and marketing manager, Paul Calderara, said. "We have a clear direction for our digital electronics division and we are going to focus on high-end products and move away from the low-end products, which follows the global lead of Mitsubishi Electric.
"Our goal is to double our market share this year and we are strengthening our core technologies to help us gain that."
The vendor has renamed its digital electronics division Visual Information Systems (VIS) and released a host of new products under four core categories: projectors, information displays including digital signage applications, security, and wall cubes.
"The partners are excited about selling these other products where there is a lot more profit attached," Calderara said.
In January, Mitsubishi stepped out of the plasma screen market to place a greater emphasis on the LCD market. Despite this, IDC senior hardware analyst, Lily Lin, said the vendor had 1.9 per cent of the total LCD monitor market in Q1 this year, down from 4.6 per cent in Q1 2006.
"The market is pretty competitive and other vendors had more aggressive prices," Lin said.
To help drive its renewed products push, Mitsubishi has appointed Altech Computers as a distributor. Calderara said one of the reasons for signing Altech was its expertise within the media centre and security market.
"It's a perfect marriage between us," he said. "Altech was already in the security space and were looking to offer higher end products than what they currently have."
Altech joins TodayTech, Multimedia Technology, BMS Technology, XiT, CompuWholesale and A Brighter Image in the distributor line-up.
"Distributors now have a large product range to choose from and will get higher profits from this equipment. All our sales teams are out there training them on the product," Calderara said.