BenQ sets ambitious targets for Saudi monitor market

The company hopes to achieve a ten per cent increase in sales, and has already reported considerable successes in its drive for improved performance.

BenQ's innovative LCD monitors are a vital part of this effort, with shipments in the Kingdom increasing in number every month in 2004. BenQ attributes these in part to ongoing investment in Saudi's electronics sector, but also to the increasing popularity of the company's unique approach to digital technology, which combines enhanced specifications with an emphasis on enjoyment and high quality.

"Our monthly shipment figures for monitors have more than doubled since last year, which is a firm indication that BenQ has the potential to be one of the Kingdom's major technology players," said Robert Dung, managing director, BenQ Middle East.

"The rapid pace of the technology sector's expansion in the Kingdom is definitely helping BenQ - a growing number of retailers specialising in IT and electronics are opening in Saudi, providing a significant boost in terms of visibility," added Dr. Mahmoud Barrawi, vice president of ESAP, the authorised distributor of BenQ's LCD monitors in the Kingdom.

The 17" monitors are currently proving to be most successful, with shipments representing 60 per cent of total BenQ monitor sales in the country. The 15" models are also performing well, and there is a growing interest in the 19" range.

"We are already witnessing diversification within the market for our LCD monitors in Saudi Arabia. Corporate customers are attracted by the sleek, non-multimedia models, such as the 17" FP 731, while end users largely prefer monitors equipped with multimedia features, such as the 17" FP 767 Version 2," said Manish Bakshi, General Manager at BenQ Middle East.

"We have established a global reputation for supplying products that fulfil both business and recreational requirements, as increasing numbers of customers in the kingdom are finding out. We are hopeful that our broad, innovative range of LCD monitors, backed by BenQ's characteristically strong local research, could dominate the market for years to come," concluded Dhiraj Manghnani, Account Manager at BenQ Middle East.

With monitor sales in the Kingdom doubling since 2003, and a 15 per cent expansion in overall business during the last twelve months, BenQ is well placed to achieve impressive growth between now and August, with LCD monitors likely to be an important driver.