By Stuart Wilson
Despite billing itself as a leader in ‘networking lifestyle devices’, BenQ is busy training a Middle East channel of large account resellers capable of pushing stylish, practical and innovative IT products into the normally staid corporate IT environment.
Despite billing itself as a leader in ‘networking lifestyle devices’ and boasting a strong presence in the consumer market, BenQ is busy training a channel of large account resellers capable of introducing stylish, practical and innovative products into the normally staid corporate IT environment. The new channel strategy aims to boost sales of BenQ’s Joybooks, LCD monitors, projectors, plasma and LCD TVs in the large account space.
Senior BenQ managers have already briefed UAE resellers as part of a new training programme to boost the vendor’s communication with the corporate channel and open up new business opportunities in the public and government sector. Further reseller events are planned both in the UAE and across the wider Middle East region. Resellers attending the events receive training on technological and industry developments as well as training on the latest additions to BenQ’s product portfolio.
“BenQ has identified a need for innovative, practical and stylish technology for the corporate space in the Middle East,” says Robert Dung, managing director, BenQ Middle East. “To properly serve this important market, resellers need to be genuine experts on BenQ products, which is why we have instigated this information programme.”
Building on its strong brand recognition in the consumer sector, BenQ is keen to replicate this success in the Middle East large account market. The company has already been awarded high profile contracts to supply projectors to governments across the Middle East.
Making inroads into the enterprise market means recruiting and training a channel with a different set of skills to BenQ’s consumer-focused resell partners. At the enterprise level, competitive pricing, functionality and an excellent sales and marketing machine take precedent over the look and feel of the products. BenQ’s ambitions demonstrate its belief that it can combine value for money, form and functionality in a compelling package that will appeal to the corporate IT buyer.