ViewSonic's newly appointed marketing manager has indicated the company wants to become a serious desktop hardware player with plans for a new range of PC peripherals and products.
Former Tech Pacific product manager, Edwin Tien, said branching out from its traditional monitor product base was a key strategy. Products it plans to roll out this year include keyboards, mouses, webcams and digital projectors.
"We want to own the top of the desk space," he said.
The vendor expected to continue to utilise its existing channel partners to push product, he said.
ViewSonic distributes through Synnex, Ingram Micro and Tech Pacific.
Tien acknowledged that differentiating Viewsonic products in the increasingly crowded screen market was a challenge.
Major competitors include BenQ, LG and Samsung.
"The pressure is on to achieve a market leading position in Australia that but it's not easy because there are too many strong competitors here," he said.
Tien, who replaced Marilen Siasat, said he was looking forward to the change from working in distribution.
"The ViewSonic market is a very competitive one, and it's a great challenge to come up from distie level to vendor land, but hopefully I can make a difference," he said.
Alongside the product shift, Tien said his other main priority was to build up the company's reseller loyalty program, known as the Finch Club. Membership offers resellers marketing support, discounted pricing and access to quarterly promotions.
As part of the program, ViewSonic would offer demonstration screens to 30 selected OEM whitebox stores throughout Australia in the next few months, he said.
"The whitebox builders are our bread and butter but we would like to expand into consumer electronics and corporate," he said.
Like other manufacturers, ViewSonic recognised the need to broaden its portfolio, Tien said. As a result, the company intended to expand its range of LCD TVs.
The four new products will be available by the end of this quarter.