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Sun 28 Aug 2005 04:00 AM

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MSI looks to Mega future

Taiwanese hardware firm MSI will reflect its new product strategy at this year’s show by highlighting its latest consumer electronics (CE) products and notebooks, rather than placing emphasis on the PC components for which it is best known. More specifically, the company will highlight its ‘Mega Series’ CE devices, such as MP3 and portable media players, as well as its ‘Mega Book’ branded laptops.

Taiwanese hardware firm MSI will reflect its new product strategy at this year’s show by highlighting its latest consumer electronics (CE) products and notebooks, rather than placing emphasis on the PC components for which it is best known. More specifically, the company will highlight its ‘Mega Series’ CE devices, such as MP3 and portable media players, as well as its ‘Mega Book’ branded laptops.

Having made its name producing mainboards and VGA cards, MSI last year separated its product offering into two distinct categories to reflect how it sees the market changing: on one side are its CE products (namely its Mega Series products, which include MP3 devices and portable media players), and on the other side are its PC components, such as VGA cards.

“We divided our product offering because the marketing strategy for components is completely different to that of CE devices,” explains marketing supervisor Marvin Tsai.Although MSI claims to be the world’s biggest VGA card producer and ranked in the top five manufacturers of motherboards, the company doesn’t regard these market categories as the key to its future success.

“Because PC growth is slowing down we need new business to bring our company success,” says Tsai. “We believe this will come from the laptop and consumer electronics side.”

That said, the firm’s PC components will of course still get a look-in at this year’s Gitex event, with MSI using the show to premier its latest Intel- and AMD-based mainboards. “There are always different kinds of business at Gitex,” Tsai says. “The Middle East is a market with huge growth potential. We will continue to invest more resources here and look forward to continued success.”

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