This is the question that Jerry Wang expected

This is the question that Jerry Wang expected. Delighted to be asked about his personal tastes in mobile telephony, the Vice President of marketing for BenQ out of his pockets three devices. "The first, says, smiling, me is used for my private communications." The second, I use it mainly to Munich in our Siemens offices, and the third, here in Taipei. "All wear the new BenQ-Siemens brand and part of the 12 terminals launched by the Taiwanese group since the beginning of the year, six months after the daring buyout of division mobile German giant. Twenty other new features are promised before the end of 2006. Particularly proud, Jerry Wang exhibits his EF81, a 3 G high range including the advertising campaign is laid, in Europe and Asia, by footballer Ronaldo. A few weeks of the World Cup, the marketing offensive should reinforce the "fun and dynamic" image that the mark is trying to build as one of the big three global of mobile telephony. A project politely described as "ambitious" by the experts, that remind us that the company appeared on the international scene, in its current form, everything just... five years ago.

Large customers away

Born in 1984 in the fold of the Taiwanese computer Acer, the company first manufactured, as an Original Equipment Manufacturer (OEM), devices of computers on behalf of large groups, before embarking on consumer electronics product design (Original Design Manufacturer or ODM) them also for other brands. Faced with the crisis of the "dot coms" and the risk of confusion between outsourcing and development of an own brand, Acer executives were decided in 2000 to give autonomy to Acer Communications and Multimedia, renamed the "benq" to "Bring Enjoyment ' no Quality to Life."

Without delay, K.Y. Lee, fifty-three years, at the head of the structure for a decade, gave the kickoff an internal revolution. Confident in the technical expertise of its group, its production costs reduced thanks in particular to the volumes manufactured in OEM, its proven supply chain and a cash flow generously devoted to R & D, a graduate in engineering from the University of Taiwan, on the other hand holder of an MBA from the IMD in Lausanne Institute, gambled on the construction of a real autonomous brand, only way to escape the inevitable tightening of margins imposed on all of the Taiwanese subcontractors. Result: while in 2002 the BenQ sales represent only 22 of the overall results of the company, this percentage increases to 29 in 2003, 37 in 2004 and 50 in 2005.

Impressive, this statistical change mask the reality of the transformation of the group. Because if well increased its distribution of MP3 players, portable computers and other projectors hit his logo, he mostly recorded several setbacks in its outsourcing activities. "The shock was inevitable." "Other marks, Western or Japanese, have quickly seen askance their provider their against competitive products," said Dominic Grant, Macquarie Securities. Among them, the American Motorola, after having entrusted the production but also a part of the design of its aircraft to the Taiwanese firm, refocused, in 2004, its commands to Compal, a less ambitious another Taiwanese ODM. By losing about 90 of its sales of mobile phones and 20 of its overall results, BenQ has also lost its most profitable activity. And a few months later, Nokia turned to Foxconn.

Announced in June 2005, the dramatic resumption of division mobile Siemens deficit and its 6,000 employees did that increase the distrust of major potential customers of BenQ. With this recognized brand, it can use for five years, he, indeed, found himself of the overnight powered 6th in the world. But "while it produced up to 2 million terminals per month in early 2004, BenQ has registered, last year, 100,000 or 200,000 units monthly commands", explains Tony Tseng, of Merrill Lynch.

"Living BenQ".

In the Suzhou plants, an hour's drive west of Shanghai, the manufacture of mobile channels idle. The first floor of the central building, a highly automated facility, newly transferred from Germany, produces the ultimate equipment marked the only Siemens label while on the ground floor the new BenQ-Siemens devices are assembled. The activity seems more sustained in the workshops which are always manufactured computers to Dell, LG or Samsung monitors. "Brands are indifferent to the emergence of the BenQ brand on these products with less technological issue and the costs already tight," says Tony Tseng. In spacious workshops, girls twenty-one years on average long hair in a ponytail and BenQ siglé grey jacket, are working on treadmills. "They are easier to manager and hands more adept than boys, who work mainly in the packaging and to".

This is the question that Jerry Wang expected. Delighted to be asked about his personal tastes in mobile telephony, the Vice President of marketing for BenQ out of his pockets three devices. "The first, says, smiling, me is used for my private communications." The second, I use it mainly to Munich in our Siemens offices, and the third, here in Taipei. "All wear the new BenQ-Siemens brand and part of the 12 terminals launched by the Taiwanese group since the beginning of the year, six months after the daring buyout of division mobile German giant. Twenty other new features are promised before the end of 2006. Particularly proud, Jerry Wang exhibits his EF81, a 3 G high range including the advertising campaign is laid, in Europe and Asia, by footballer Ronaldo. A few weeks of the World Cup, the marketing offensive should reinforce the "fun and dynamic" image that the mark is trying to build as one of the big three global of mobile telephony. A project politely described as "ambitious" by the experts, that remind us that the company appeared on the international scene, in its current form, everything just... five years ago.

Large customers away

Born in 1984 in the fold of the Taiwanese computer Acer, the company first manufactured, as an Original Equipment Manufacturer (OEM), devices of computers on behalf of large groups, before embarking on consumer electronics product design (Original Design Manufacturer or ODM) them also for other brands. Faced with the crisis of the "dot coms" and the risk of confusion between outsourcing and development of an own brand, Acer executives were decided in 2000 to give autonomy to Acer Communications and Multimedia, renamed the "benq" to "Bring Enjoyment ' no Quality to Life."

Without delay, K.Y. Lee, fifty-three years, at the head of the structure for a decade, gave the kickoff an internal revolution. Confident in the technical expertise of its group, its production costs reduced thanks in particular to the volumes manufactured in OEM, its proven supply chain and a cash flow generously devoted to R & D, a graduate in engineering from the University of Taiwan, on the other hand holder of an MBA from the IMD in Lausanne Institute, gambled on the construction of a real autonomous brand, only way to escape the inevitable tightening of margins imposed on all of the Taiwanese subcontractors. Result: while in 2002 the BenQ sales represent only 22 of the overall results of the company, this percentage increases to 29 in 2003, 37 in 2004 and 50 in 2005.

Impressive, this statistical change mask the reality of the transformation of the group. Because if well increased its distribution of MP3 players, portable computers and other projectors hit his logo, he mostly recorded several setbacks in its outsourcing activities. "The shock was inevitable." "Other marks, Western or Japanese, have quickly seen askance their provider their against competitive products," said Dominic Grant, Macquarie Securities. Among them, the American Motorola, after having entrusted the production but also a part of the design of its aircraft to the Taiwanese firm, refocused, in 2004, its commands to Compal, a less ambitious another Taiwanese ODM. By losing about 90 of its sales of mobile phones and 20 of its overall results, BenQ has also lost its most profitable activity. And a few months later, Nokia turned to Foxconn.

Announced in June 2005, the dramatic resumption of division mobile Siemens deficit and its 6,000 employees did that increase the distrust of major potential customers of BenQ. With this recognized brand, it can use for five years, he, indeed, found himself of the overnight powered 6th in the world. But "while it produced up to 2 million terminals per month in early 2004, BenQ has registered, last year, 100,000 or 200,000 units monthly commands", explains Tony Tseng, of Merrill Lynch.

"Living BenQ".

In the Suzhou plants, an hour's drive west of Shanghai, the manufacture of mobile channels idle. The first floor of the central building, a highly automated facility, newly transferred from Germany, produces the ultimate equipment marked the only Siemens label while on the ground floor the new BenQ-Siemens devices are assembled. The activity seems more sustained in the workshops which are always manufactured computers to Dell, LG or Samsung monitors. "Brands are indifferent to the emergence of the BenQ brand on these products with less technological issue and the costs already tight," says Tony Tseng. In spacious workshops, girls twenty-one years on average long hair in a ponytail and BenQ siglé grey jacket, are working on treadmills. "They are easier to manager and hands more adept than boys, who work mainly in the packaging and to".