Benq pushed Siemens

New mobile phones will be sold under the Benq-Siemens brand this week in Berlin Benq Mobile first presented the public for its first mobile phones under the new Benq-Siemens trademark and announced plans to develop this brand. Benq Mobile ambitions are impressive: by the end of this year, the company expects to become profitable, and after 2-3 years - to win 10% of the cell phone market.

Benq Mobile is engaged in the development and production of mobile phones. The company is a mobile unit of the Taiwanese Benq Corporation, which specializes in the release of consumer electronics. Benq Mobile was created at the end of last year, after Benq Corporation bought from the German concern Siemens the unprofitable division of mobile phones, which at that time occupied only about 5% of the phone market. In Russia, Benq Mobile began its activities on November 1, 2005. Her headquarters is in Munich.

Until recently, the BenQ brand was little known in Europe. Nevertheless, on the Benq Corporation market, not a newcomer - before merging with Siemens, she was engaged in the release of her own tubes and phones by ordering large manufacturers, including Nokia and the same Siemens, under their brands. Now the situation should seem to change - starting in February, the first three phones will appear on the shelves of the stores, on the buildings of which the word Benq will stand before the familiar name Siemens. According to the executive director of Benq Mobile, Clemens Joos, before deciding on this step, the company's employees consulted for three months.

This move became unexpected - many believed that at first only the Siemens brand would stand on the devices, the rights to which belong to Benq until 2010. However, if the transformations will go further at the same pace, the word Siemens can soon and completely disappear from the telephone buildings. However, when this happens, the “newspaper” could not say even in Benq Mobile.

But now it is clear that the usual Siemens devices in the novelties are left for the menu - the phones still developed by this company software is still used in the phones. Outwardly, the novelties are very different from the previous Siemens tubes. “We realized that the old design no longer works,” Yoos admitted during the presentation. The vice-president of strategy and communications Marco Schtupner explained to Gazeta that the united team of Siemens and Benq is now working on the design of the devices, and in the future another company will join the design bureau.

All three models are the “cot” EF81 (estimated price of $ 500), outwardly very reminiscent of the Motorola Razr, the ultra -thin pipe S68 ($ 180) and the S88 ($ 325) cameras are made using metal. In total, this year it is planned to present 25-30 models of phones under a new brand. A third of them will be intended for use in the third-generation communication networks, a music player or FM radio will be built into three quarters of the models, and each second novelty will be equipped at least 1.3-megapixel chamber.

A diverse model range, as well as a change in the company's strategy, according to the executive vice president and the head of the Benq Mobile Marketing Service Jerry Wang, should help strengthen the market positions and help the new brand develop in conditions of serious competition. Clemens Joos believes that Benq Mobile will help all this to become a profitable company by the end of 2006, and in 2-3 years to win 10% of the mobile phone market.

01/19/2006 / Julia Li Material published in the newspaper No. 7 dated 01.20.2006.