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Tuesday, September 26th, 2006

BenQ beefs up its Dubai presence

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The UAE’s mushrooming commercial and residential sector is encouraging Taiwan-based consumer electronics company BenQ to beef up its regional presence in a bid to snatch market share from established local competitors.

The company, which specialises in mobile phones, televisions, projectors and LCD monitors, says Middle East sales represent 10 per cent of global consumer demand.

It has relocated its Deira-based team in a new headquarters in Dubai Airport free zone, where it will be joined by BenQ Siemens mobile phone staff, who were previously located in Dubai Internet City.

Company president for the Asia-Pacific region, Adrian Chang, said the move to merge resources would create a more focused drive to penetrate the UAE market, admitting the company still has “a long way to reach the top”.

“There is certainly room for us to grow in this area. We have an extremely strong market share in the projectors sector and are expecting strong sales in this region due to its rapid growth as a business and residential centre,” he said.

“Projectors can be used for presentations in offices and conference rooms, while we are seeing more and more residents using them for movie viewing.”

According to second quarter 2006 figures provided by market research company DTC Worldwide, BenQ dominated the projector market in Europe and Saudi Arabia where it commands 25 per cent of the market. It is positioned third in the UAE market with a 13 per cent share.

However, a greater task is facing BenQ in pushing into the region’s LCD TV sector, despite growing sales led by its 32 inch model.

Its market share in the UAE stood at eight per cent in 2005, but has climbed slightly to 12 per cent this year.

Staggering 135% growth predicted

Data supplied by BenQ revealed that UAE LCD TV unit sales increased from 12,000 in 2004 to 55,000 in 2006. Company heads are predicting a 135 per cent growth to 135,000 unit sales by 2008. Meanwhile, in Saudi Arabia, BenQ is anticipating unit sales of 110,000 in 2008 up 130 per cent from 2006 sales of 48,000.

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