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BenQ, the global IT peripherals brand, has been synonymous with displays and projectors in the Indian market.
The company's branding strategy is a combination of aggressive pricing and cutting-edge technology, which has enabled it to quietly reach the number one position in the projector industry in India.
According to FutureSource Consulting, BenQ nabbed 20 per cent of the market share of projectors in the industry in Q2 this year, far ahead of the brand that placed second with a 9 per cent share.
The projector industry in India consists of about 15 brands, some American and a majority of the others from Japan and China.
A market in education
Speaking to Business Line , Mr Rajeev Singh, Country Head and General Manager, BenQ India, said the majority of BenQ's sales comes from the education sector.
Apart from the ‘one projector per school' policy the Government has been trying to implement for State-run schools, there has been a lot of demand from the private education sector, and some schools are even opting for a projector per classroom. This has translated into big sales for BenQ, says Mr Singh.
The Taiwan-based company has also tied up with education integrators, who sell schools a combined package of a projector and interactive whiteboard, which is immensely popular in classrooms.
“We have a 34 per cent market share in the SVGA projector sector, and a 39.1 per cent share in the short-throw projector sector,” said Mr Singh.
LED advantage
BenQ launched a range of entertainment projectors earlier this year, but as of now that forms only about 5 per cent of its total sales.
“We expect this market to grow in the coming years. With the use of LED lamps, the lamplife of our projectors will go up to 20,000-30,000 hours, about the shelf life of an average television. This will provide real competition to large TVs, as our projectors will be potential replacements for them,” Mr Singh said.
BenQ also plans to launch new categories in the market, including a complete range of large-format displays which are becoming popular in airports, malls and educational facilities.
An interesting new launch from the company will be the battery-operated LED projector with an iPhone dock, a USB slot and a brightness of 200 ANSI lumens.
“The portable projector can be used anywhere, from a holiday to watch a movie or in the office to make a presentation. We plan to launch this product next month,” said Mr Singh.
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