Channel strategy key to market competitiveness, says BenQ

The regional digital lifestyle leader recently held a training seminar for its channel partners to coincide with the launch of six projectors to consolidate its leadership of the digital display technology market in the Middle East. Speaking at the event held in the Movenpick hotel, Dubai, Bakshi highlighted BenQ's leadership position in the digital light processing (DLP) technology segment. BenQ ranked fifth world wide in projector sales in 2005 with a six per cent share of the market worth US$ 3 billion and sales of 4.1 million units. The company has an 18 per cent market share in the GCC market and rank second overall. BenQ has a 12 per cent market share in the UAE and is the second most popular projector brand while it leads the market in Saudi Arabia with 26 per cent market share.

"The objective of our partner training programmes is to give our partners the tools they need to technically deploy and support BenQ's strategies," said Bakshi.

"We value our partners' contribution not only for the sales achievement, but also to provide us feedback, this will help us to support them with product, service and marketing initiatives and continuously evolve the brand. It also reinforces BenQ's ongoing commitment to support the channel with industry-leading products, training, and relationship programmes."

The company runs several partner programmes designed to provide the highest levels of support for its system builders, integrators and resellers. One of these programmes is the Platinum Qreseller programme developed in association with several of its current, top-producing resellers to ensure that the programme's offerings address their most pressing needs.

"This year, we plan to increase our already substantial market share in the Middle East' IT and consumer electronics segment. The imaging market is peaking in terms of competitiveness and value creation for customers is a focal point for us. By introducing innovative, well-designed and affordable technology, we have been able to grow our business in the projection technology segment in the region. We are a dominant player in the regional projector market, and are targeting a 25 per cent growth in sales this year."