BenQ unveils digital hub headquarters in Dubai

The move, driven by growing Middle East demand for BenQ's digital lifestyle products, exemplifies the company's 'digital hub' strategy: the new building will be wired with the latest BenQ technology, streamlining communications and enhancing support to distribution partners.

BenQ administrative staff, based at the Jebel Ali plant are now in the process of relocating to the new center, in the Business Avenue Building, near Dubai airport. The high-tech center is fully equipped with BenQ monitors, projectors, and Joybook notebooks, providing each employee with an attractive, integrated work environment that enables total productivity.

The Jebel Ali distribution centre, however, will remain the main engine for distribution of BenQ's range of Joybook notebook computers - the Joybook 8000, Joybook 5000 and Joybook 3000 and the recently launched Joybook 6000. The stylish, lightweight multi-media devices are the centerpiece of BenQ's 'digital hub' philosophy, linking varied technologies through a single product. The Joybook provides a platform for connecting personal digital equipment, editing videos, sharing files and storage functionality.

Space made available through the relocation of administrative personnel will be converted into expanded warehouse facilities at the centre.

"High demand for lifestyle technology has forced us to develop our regional operations," said Robert Dung, managing director, BenQ Middle East. "The new facilities at Jebel Ali and Business Avenue Building will help us get our products to market faster."

BenQ's Jebel Ali distribution centre handles about 60 per cent of product shipments into the Middle East and African markets. The expanded site will enable more BenQ goods to be imported through Dubai for distribution across the GCC, Levant, and North Africa.

"The enhanced distribution facility at Jebel Ali and the new regional administration office are both models of technical advancement," said Dung. "They set the standard for BenQ's future regional development."