BenQ在歐洲接受Maverick Activation News採訪，談論在當地的市場佈局及產品優勢。
Prior to my current position I spent the past five years leading the business management projector department of BenQ Corporation. Between 2005 to 2008, I spent time at BenQ China heading up the projector business line. During this time our market position grew from sixth to third with 158% growth which was a really exciting time to be working in this role.
Where do you see the main opportunities for BenQ in Europe?
We see our completed wireless solution giving us a strong opportunity to increase our market share. Whether using projectors at home or at work it’s always a hassle to deal with signal cables, particularly with the popularity of handheld devices where it’s becoming an increasingly important topic of how to display the handheld device images to the big screen through wireless.
When the new generation of our corporate wireless solution is ready in October, our whole projector line up will be supported by wireless under various applications giving users a real benefit for using BenQ projectors.
How do you see the BenQ range evolving and what key technologies are you focussing on?
Over the last 8 years we have been focused on designing products for various applications in different vertical markets. We started by serving the needs of education users, and then we added home users to our line up followed by professional, corporate and installation usages. We now cover the majority of segments with a strong range of feature relevant products.
We adopted DLP technology on the first day we entered the projector market. The long lasting, true-to-life image and filter free design of DLP engine, helped us to deliver our promise to the customers under various applications. We are the first to launch the laser light source education projector two years ago, and we also develop LED light source projector to serve customers who demand ultra-mobile usage. We will keep focussing on both new light source technologies in order to cope with different applications.
What are the main reasons for the success of the BenQ brand?
Our product development philosophy involves discovering and fulfilling customers’ needs and wants. As strategic partnership with key component suppliers, like Texas Instruments and Philips, we look at leading technology trends and how to implement them into a solution. So we are not chasing after technical specs, we are looking at what end customers really want in each market segment that we address. For example, we spent two years studying user behaviour in the home market. From our study, we found most customers want a big screen experience, but hesitate to choose over projector because they worry about installation hassles and ambient light levels. So to solve these issues, we came up with a projector with wireless connection that makes the installation less of an issue; and we found good balance between good picture quality and brightness, so that ambient light does not affect the quality of the picture. We’ve also introduced short throw projectors into the home market that don’t need to be installed on the ceiling but can sit on the table. The result of this was very successful, and we took 35% of the market for full HD home projectors in Europe.
How does TDMaverick fit into your EU strategy?
We see the convergence of IT and AV channels in the European market in “post-PC era”. Therefore, we are looking for a distribution partner who has the advantage of IT efficiency and at the same time can also deliver extra value for resellers, and TDMaverick is just the right partner for us.
How can the TDMaverick teams support BenQ in the coming year?
We appreciate the support of TDMaverick team on projectors and we look forward to strengthening our cooperation in projectors and also to extend the opportunity to new business, like LFD (Large format display).
How can our Hotlamps business support you in the increase in counterfeit products?
Comparing to counterfeit lamps, authentic lamps secure better quality and reliability, and this is something that needs to be brought to customers’ attention. We are open to cooperate with Hotlamps to promote our lamps with a better warranty offer to fight against the counterfeit lamps. n
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