ViewSonic's new country manager has singled out brand awareness as a key challenge for the company in the local market.
Brendan Frawley spent the past six years as Panasonic's AV/IT group manager. He replaces ViewSonic's former local manager, John Yeh. Frawley plans to drive brand awareness in the local market by hiring additional staff, increasing channel activity and more product development.
"Clearly we have a job to do in terms of increasing and improving our brand awareness amongst users across all of our three categories; PC monitors, TVs and projectors. We are quite well positioned in terms of specification and pricing - what we need to do now is get to the market and let them see our product in its own light," he said.
"We have a good solid base to work on from the PC monitor market, but the consumer AV side, particularly projectors and TVs, is a green field and that is where we can grow and expand the business."
ViewSonic currently has nine local staff. Frawley said he would like to grow that to 12. The vendor has about 1400 resellers through its two main distributors, Ingram Micro and Synnex.
"At this stage I want to get our channel and product models model correct," he said.
The vendor recently launched the ViewSonic Finch Club program partner incentive, giving resellers a point with every $200 spent on its products. The points can be redeemed for travel vouchers, ViewSonic products or other CE gear.
"The incentive program has worked well in other countries and we will be focusing on increasing the membership to that in next quarter," Frawley said.