BenQ aims for musical youth

BenQ Middle East, the digital lifestyle product vendor, has announced the launch of its first digital hub products in the region - the Joybook range aimed at the untapped youth market.

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By  Paul Barthram Published  August 5, 2003

BenQ Middle East, the digital lifestyle product vendor, has announced the launch of its first digital hub products in the region - the Joybook 8000, Joybook 5000 and Joybook 3000, aimed at the untapped youth market.

Joybook models are fully-fledged multi-media devices with integrated internal software. The new models allow users to undertake a wide array of tasks including connecting personal digital equipment, editing videos, sharing files and storage functionality.

BenQ has aimed the Joybook range with particular emphasis at what it sees as an under exploited market in the region—the youth sector. The launch comes after BenQ conducted extensive research to learn what functionalities people in the region wanted.

“Our research shows that the mobile computing market is much greater than we had first anticipated,” explained Robert Dung, managing director, BenQ Middle East.

“The greatest discovery uncovered by our research was that a large segment of the population view notebooks as a lifestyle product – not just a resource for business. And a lot of our competitors have misunderstood the market in the Middle East by not realising the potential of the youth market. With almost two-thirds of the people in the Middle East below 25 years of age, there is a huge push for mobile computing products that can offer entertainment options,” Dung added.

The new notebooks will come in low, middle and high level ranges, with the Joybook 3000, 5000, and 8000 respectively. At the lower end prices are expected to be around the $1,300 mark, while at the high-end consumers can expect to be about $1,700.

“These Joybooks, from our digital hub range, deliver entertainment and corporate efficiency in one versatile product to our customers in the Middle East. In the region, our customers tell us that they are looking for entertainment products that combine leading-edge, mobile technology with affordable pricing, and we believe they will exceed even the most demanding customer expectations in this regard,” explained Dung.

In addition to the Joybooks, BenQ has launched the Joybee, a combination of a MP3 player and USB Flash Drive. With 64 MB of memory, users can download up to 60 songs from their Joybook 3000.

While its safe to assume BenQ has indeed hit the right note when it comes to choosing a market for its products, it can’t be ignored that they are starting to compete in an area, which was previously unheard of for the digital lifestyle sector. What there former parent company and potential competitor in this new product range, Acer, thinks of BenQs move into laptops is anybody’s guess. But there unlikely to be singing the company’s praises any time soon.

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