Taiwan firm BenQ enters Thailand tablet fray on One Tablet coattails | Bangkok Post: tech

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Taiwan firm BenQ enters Thailand tablet fray on One Tablet coattails

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BenQ, the Taiwanese display technology company, is jumping on the enterprise and school-centric tablet bandwagon in Thailand. 

Kevin Lin, the general manager of BenQ Thailand, said the move is aimed at cashing in on trends in corporate and educational tablets, which are making great inroads thanks to the government's One Tablet per Child scheme.

"After making a global presence, we decided to launch BenQ tablets in the Thai market in June," said Mr Lin.

BenQ plans to roll out three tablet models locally, at both the enterprise and the school levels.

Two models will have a seven-inch display and be priced at 7,000 baht, while a 10-inch touchscreen model will go for 10,000 baht.

Target customers will be enterprises, universities and private schools, he said.

He said BenQ offered its tablets for the One Tablet project but failed due to the project being on a government-to-government basis.

Mr Lin said tablet growth in the enterprise and educational areas is poised to increase exponentially.

"Our success [in the tablet market] will depend on faster tablet adoption by local enterprise and schools," he said.

BenQ scrapped its notebook output, which failed to serve market demand.

It is stepping up its Thai presence by introducing new monitors and projectors meant for private and state projects.

BenQ is now turning to the project segment, both private and public, said Mr Lin.

"We plan to lift the sales proportion from projects to 60% over the next few years from 30% last year," he said.

"We expect to see revenue of 1 billion baht this year, up from 600 million last year, fuelled by an expected 40-50% growth in DLP [digital light processing] projector sales and new product lines."

Overall projector sales in Thailand are expected to exceed 100,000 units this year, up by 25% from last year, in a market valued at 1.5 billion baht.

Of the company's revenue, 55% will come from LCD monitor sales, 35-40% from projectors and the rest from medical and camera products.

Mr Lin said BenQ Thailand contributes 5-10% of the parent's revenue.

Revenue from all of Asia and the Pacifics account for 25% of the group's total.

Mr Lin said BenQ Thailand will double its marketing expenditures to 4% of total revenue this year.

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