BenQ sits out Christmas stampede

BenQ sits out Christmas stampede

BenQ will launch a new range of products over the new year designed to build its consumer branding.

Unlike most of its competitors, the company will not focus on getting products on shelves in time for Christmas. BenQ will launch a range of broadband products, a digital camera with LCD screen and a 46-inch plasma screen. But devices such as the Plasma display will go through AV distributors before making their way to the IT channel later next year.

"We have a lot of products coming through in November, but to be honest, December is a bit of a dead month for distribution," said BenQ marketing communications manager Sonya Aboudargham. "Realistically, they will be available after Christmas. We are not going to join the Christmas bandwagon - we prefer to bide our time.

"As new products come through it allows us to talk to different types of customers. We used to look at products by category, but now we are trying to look at different segments of users. It is really about trying to find the product that suits the customer."

BenQ held a global distributors conference in August to outline its future vision for the company. That vision centres around network lifestyle devices, as opposed to the digital focus taken when the company rebranded last year.

"We restructured the company from six to four business groups so we can meet those goals long-term," Aboudargham said.

BenQ's operations now consist of its network displays, imaging networks, digital media, and network and communication divisions. The company is currently focusing on growing business in plasma displays and projectors, where it has seen much of its growth.

"We have probably tripled our sales in projectors in the last six months alone. It's where we have had the biggest growth all year," said Aboudargham. "At the moment, a lot of our sales come from the home user and SOHO markets but we are increasingly looking at the home entertainment market."

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