BenQ Increases Market Share in Kingdom of Saudi Arabia

BenQ—with the help of its local reseller partner Essam Saudi Arabian Projects (ESAP)—has announced an increased sales growth for its Saudi Arabian business, 20% up on the same quarter last year.

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By  Paul Barthram Published  June 29, 2003

BenQ—with the help of its local reseller partner Essam Saudi Arabian Projects (ESAP)—has announced an increased sales growth for its Saudi Arabian business, 20% up on the same quarter last year.

Since the launch of its rebranded operations in Saudi last April, BenQ’s growth strategy has focused upon diversifying the product mix offered to customers, with the company now offering a wider range including its LCD monitor and television range, digital cameras and DVD/CD rewriters.

“We are delighted that we have captured market share in the highly-competitive Saudi Arabian market, because it represents about 40% of the total Middle East market and offers huge opportunities for growth,” said Robert Dung, managing director, BenQ Middle East.

BenQ has said it has been able to capitalise upon rising spending in the corporate and domestic technology sectors in the Kingdom through major infrastructure projects by the Saudi government—including initiatives to equip schools with computer technology. The company now sees this as having a positive effect, stimulating technology spending in other areas.

“The Saudi Arabian market is highly sophisticated, and the growing use of high-end Internet and computer technology is fuelling demand for products like LCD monitors and DVD/CD rewriters,” commented Mahmoud Barrawi, vice president of ESAP, BenQ’s reseller partner in the region, and an established IT solutions and products provider.

Looking to the future, Dung said the company would see significant opportunities for growth in sales of key products in the Saudi Arabian market, including its digital projectors.

“We’re extremely bullish about the potential of our range of digital projectors in the Kingdom. This is partly because of the strong appetite for new technology, but also because sales of digital projectors are highest in countries with geographically dispersed populations—many companies are equipping travelling sales people with projectors to take on the road with them.”

Experts within the digital display team at BenQ are predicting 100 percent growth for projector sales over the next 12 months.

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