The Hindu Business Line : BenQ to focus on mobiles, after-sales service

TARGETING a large share of the Indian market, BenQ India Pvt Ltd, a subsidiary of the $3-billion Taiwanese consumer digital devices company, BenQ, is focusing on after-sales service.

The company has presence in categories such as mobiles, digital music players, LCD monitors and plasma TVs.

In the pipeline are new products such as digital cameras, `ultra-thin' laptops and Joy books (laptops).

In India, the company is betting big on mobiles and plans to come up with nine phones, said Mr Ashish Bakshi, Country Manager. Though the company entered the Indian market sometime ago, it has renewed focus by increasing visibility during the last couple of years. It has seven distributors across the country.

Elaborating on how the company proposes to beat competition in the brand-flooded digital lifestyle devices industry, Mr Bakshi said, "Our target is the youth in the age group of 18-35 years. The focus is on offering feature-rich products at affordable prices."

In concurrence with the view that after-sales service plays a vital role in beating competition in this industry, Mr Bakshi said that in February this year the company tied up with Onida Services for its range of mobile phones. The partnership, along with existing tie-ups, enables BenQ customers' access to a total of 243 service centres across the country.

Commenting on the service offerings, he said, "As an ongoing effort, we will continue to consolidate our service offerings for all product categories across A, B, C & D class cities."

Stating that the company's sales and marketing strategies vary according to the product categories, he said, "Depending on the category we work out our strategies as each product attracts a particular consumer segment."

With youth as its target customer base, BenQ recently launched Joybees (BenQ's rendition of digital music players). BenQ will soon be launching four models of its Joybee MP3 players. The Joybees will be launched in a phased manner till the second quarter of 2004 and are being priced between Rs 9,500 and Rs 18,000.

BenQ has manufacturing plants in Malaysia, Mexico, China and Taiwan. The company was into contractual manufacturing. It used to manufacture equipment for Motorola. It is a major player in the LCD monitor and scanner segment.

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