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ViewSonic shake-up results in new EMEA boss

Display vendor installs Asia Pacific chief as head of EMEA.

Display vendor ViewSonic has announced a global shake-up of its operations that will see a new boss front its efforts in EMEA. Alan Chang - currently head of the vendor's Asia Pacific arm - will take over the duties of Jan Jensen, who resigned last month and will leave the company at the beginning of January.

In a move that consolidates three of ViewSonic's regional territories into a single operation, Chang has also been given responsibility for managing ViewSonic's business in the Americas. He takes over from former boss Matthew Milne whose position was axed by the vendor at the end of November.

ViewSonic claims the consolidation of its leadership and support functions will allow it to exploit its brand strength and increase its competitiveness. Chang, who has been with ViewSonic for six years, will be assisted by sales and marketing executive teams in the regions that now fall under his control, according to the vendor.

"In order to compete and succeed in this day and age, a global vision and approach is imperative," said James Chu, chairman and CEO of ViewSonic, who added that the company would seek to exploit global best practices in sales, marketing and back-office support. "We believe this three-to-one integration will not only lower operating costs and increase competitiveness, but also better serve our local market and customers."

The streamlining of its leadership and operations will also result in the restructuring of its European business, which the company expects to be completed during the first half of 2008. However, the re-jig will not affect ViewSonic's Middle East and Africa business following its recent alignment with the Asia-Pacific operations to create an ‘Asia-MEA' territory.

According to SEC filings, the Asia-MEA region registered a 14% year-on-year rise in sales to US$160m during the third quarter and represented the only ViewSonic territory to turn in a net profit. The growth helped to offset soft sales in Europe and the Americas although it couldn't prevent the company falling to an overall worldwide net loss.

Aaron Fright, regional director at ViewSonic's Middle East and Africa arm, claimed Chang's vision for growing the Middle East visual display market had been "well-received" by channel partners in the region. "The consolidation effort will enable our customer base in the Middle East to receive the latest LCD panels, projectors and visual display solutions more quickly and cost-effectively," he added.

Meanwhile, ViewSonic has also launched a dedicated ‘VTV' division focused on the LCD TV and digital signage markets. Industry veteran Steve Woo will head the group, which aims to increase the vendor's penetration of the increasingly competitive TV market.

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