BenQ to enter Middle East phone market

BenQ is planning to launch its range of mobile phones in to the region, top execs have announced.

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By  Matthew Wade Published  June 21, 2004

BenQ is planning to launch its range of mobile phones in to the region, top execs have announced. When ITP visited the firm’s Taiwan headquarters earlier this month, CEO K Y Lee confirmed that BenQ will start targeting its range of mobile and smart phones at the Middle East’s burgeoning handheld market towards the end of this year. BenQ has not yet determined which of its models will be made available to the region, but its offering is expected to include its latest smart phone, the S700, launched recently at Asia’s largest computer show, Computex 2004. BenQ also confirmed to ITP that it will expand its Middle East LCD monitor offering in Q3 of this year, adding its new FP937 flat panel, which it claims offers an ultra-low response time of just 12ms and should cost just over $600. The latest addition to BenQ's digital camera range, the DC E40, is also due to appear in the Middle East in Q3, priced around $200. Designed by BenQ's Lifestyle Design Center and aimed more at happy snappers than serious professionals, this 3 megapixel device features a 1.5" LCD display and simple touch-screen controls. Other forthcoming product launches include a new projector, the PB2240, priced under $2500, and two new MP3 players, the Joybee 150 and 180, which will cost $135 and $137 respectively. BenQ is planning serious expansion across the Middle East and recently announced plans to open offices in Saudi Arabia and Egypt as part of the second phase of its Middle East and Africa (MEA) expansion plan. "We see the Middle East and Asia as the highest growth area for BenQ today," K Y Lee told ITP in Taiwan. "We believe that in this area there is a larger young generation of people and we are targeting young people as they tend to accept new concepts and technologies much faster. In terms of the population percentage, there is a much higher percentage of young people in this region. That is why we believe we will grow much faster in these areas than Europe and America."

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