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Back to the BenQ brand for handsets

Posted: 22 Mar 2007 ?? ?Print Version ?Bookmark and Share

Keywords:BenQ? BenQ-Siemens? mobile phone? handset?

BenQ mobile communication business group vice president and general manager Irwin Chen disclosed that the company has decided to scrap its BenQ-Siemens branded business and go back to using BenQ brand starting Q3, according to a Digitimes report.

The company plans to launch 12 handsets by the second half of 2007, targeting niche markets. According to Chen, the new lineup will include two 3.5G models. Asia Pacific and East Europe will be the main target regions, but BenQ will also seek custom orders from Western Europe.

Meanwhile, BenQ will work on the BenQ-Siemens handset inventory during the first two quarters of this year.

The Taiwan company shipped 14.25 million handsets in 1H 2006. However, quarterly shipments dropped to three million units with shipments even falling sharply to 600,000 units in Q4.

The restructuring of BenQ's handset business is nearly completed and the company expects shipments in the Q1 2007 to jump 30 percent sequentially, Chen said.

The company is also planning to return to the ODM handset business. Chen disclosed that BenQ will seek ODM handset orders from its previous customers. The company used to ship handsets to vendors such as Motorola and Nokia. BenQ's shipments to first-tier vendors continued until Q4 of 2006.

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