New product lines for Thai market as BenQ goes for billion-bt revenue
BenQ, a Taiwanese maker of electronic products, aims to increase revenue by 20 per cent to more than Bt1 billion this year from Bt600 million last year by focusing on the enterprise market and bringing out more products in the second half.
“The product lines that will be introduced in Thailand this year are tablet computers, LED lighting and medical devices, which will help us increase revenue from the corporate segment from 30 per cent to 40 per cent of our total revenue,” Kevin Lin, general manager of BenQ (Thailand), said yesterday. The highlight of the product line is projectors. BenQ plans to unveil 15-25 models this year to drive its projector sales up 40-50 per cent and to seize 20 per cent of the overall market of more than 100,000 units.
This will take BenQ to No 2 in the projector market from third currently. Last year, the projector market was 800,000 units.
BenQ’s core products are LCD monitors, projectors and digital cameras, which contributed 55 per cent, 40 per cent and 5 per cent to its total sales.
For this year, the contribution will be 50 per cent from LCD monitors,
35-40 per cent from projectors and 5-10 per cent from digital cameras along with LED lighting and medical devices.
“We will launch 10 models of BenQ digital cameras in the Thai market this year and we will also bring BenQ tablets to the education and corporate markets.
“We will find 10-15 local partners to be our value-added resellers for our tablets. And we aim to have about 10 to 15 of them this year. We will bring three models of tablets, a 7-inch and a 10-inch,” he said.
Adrian Chang, president of BenQ Asia-Pacific, said Thailand was an important market for the company.
FIRST-TIER COUNTRY
In the Asia-Pacific region, Thailand is its third-largest market, but in terms of new product introduction, Thailand is a first-tier country for BenQ.
There is no plan to manufacture here as it has more than 30 factories in many countries around the world that supply BenQ products to the global |market.
“In the Asia-Pacific plus Middle East region, we have a business presence in 30 countries and Thailand contributes 5-10 per cent of our total revenue from this region.
“The Asia-Pacific region contributes about 25 per cent to BenQ’s global revenue.
“The remaining 75 per cent comes from the top three markets – the US, Europe and China,” Chang said.
