"The realignment of the exhibition appearances is yet another facet of the companys current strategic and operational redirection process", comments Jerry Wang, Executive Vice-President of BenQ Corporation. "From a branding perspective, the shift towards IFA next year is a logical strategic movement for BenQ that allows a further focus on the consumer electronics market. With the concentration on the 3GSM Congress at the beginning of next year BenQ Mobile focuses its fair activities on trade visitors."
BenQ's new strategy also affects its Optical Disc Drive (ODD) business. BenQ is expected to limit the the supply of conventional ODD models (including DVDRW) and focus more on BD (Blu-Ray). This strategy mainly appies to the European market. The company will keep supplying full range of products in the rest of markets.
In addition, with the initiated redirection of its fair activities BenQ aims to bundle its resources and use its synergies between BenQ and BenQ Mobile to approach its target groups more specifically. BenQ Mobile clearly follows the objective to straighten out the aggregation of exhibition activities to the beginning of the year.
An appearance at IFA in September gives BenQ and BenQ Mobile the possibility to give an impulse in time for the Christmas trade - the most important quarter of the sector, to address business partners and end-consumer efficiently.
With its new product portfolio BenQ Mobile strongly focuses on lifestyle-, design- and mobile-internet products. Both brands of the corporation, BenQ as well as BenQ-Siemens stand for the convergence of computing, consumer electronics and communication. Therefore, BenQ and BenQ Mobile believe that a joint appearance at the IFA will be the ideal platform for the sharpened brand profile of BenQ and BenQ-Siemens.
Besides its current marketing activities, BenQ and BenQ Mobile also plan to leverage other direct marketing measures towards its operators, distributors and retailers such as reseller meetings, road and trade shows and such in order to further fulfill and demonstrate BenQs and BenQ Mobile΄s commitment to its operators , distributors and retailers.