To accompany the publication of its figures for the first quarter of 2006, the Taiwanese BenQ Group is announcing a strategic model initiative. Following the launch of 12 new mobile phones under the BenQ-Siemens brand since January, the company is planning to bring further new models onto the market during the course of the year. The objective remains to achieve a turnaround by the end of 2006.
BenQ Mobile is currently receiving optimistic signals from the retail trade. The large network operators, in particular, have responded positively to the new models, and this is reflected in the quantities they have ordered. The market is rewarding the innovative stimuli from BenQ Mobile, such as the new HSDPA (High Speed Downlink Packet Access) technology, which enables the rapid transfer of large data quantities.
In addition, the company wishes to bring new models into the shops considerably faster than in the past and thus meet the high consumer expectations. The improved product mix combined with higher sales is intended to continually raise the average sales price. Overall the focus is on continued improvement of profitability ahead of gaining additional market shares. BenQ Mobile stands for the combination of technological expertise with lifestyle and design. Accordingly, the latest product announcements represent a continuation in this new direction focusing on innovations in the fields of 3G technology, multimedia/music and premium materials.
Clemens Joos, CEO of BenQ Mobile, sees the measures taken to date as important steps on the way to the restructuring of BenQ Mobile: “On the cost side, we have already managed to achieve significant improvement of 150 million Euros and are working on further potential savings. If our new models now meet with the response we expect from the consumer, we shall have reached the position we wish to be in at the end of the year: namely, in the black.”
The focus on high-end devices introduced by the new product initiative enables BenQ Mobile to participate on the strong growth markets in countries such as Russia and China and also to strengthen its position in the developed markets. Wide acceptance of the new models leads BenQ Mobile to anticipate a distinctly positive trend in sales volume and retail prices in Germany for the year 2006.-By Jonathan Cheah
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