BERLIN-In an announcement showing that the company is not to be forgotten, BenQ Mobile unveiled its new consumer mobile phone brand: BenQ-Siemens. The launch coincides with the release of the company’s first phones carrying company’s the new logo.
Taiwanese electronics manufacturer BenQ Corp. last year acquired the struggling mobile phone division of German industrial giant Siemens AG, thereby creating its BenQ Mobile division. BenQ Mobile is by most accounts the world’s sixth largest mobile phone maker. Although the company has been relatively quiet during the past few months, its new branding announcement is evidence BenQ Mobile hopes to remain in the world’s phone spotlight.
“We have now successfully united the two companies at an operation level and today marks the start of the next phase in our development-to engage consumers worldwide with the spirit and energy of our combined BenQ-Siemens brand,” said Jerry Wang, executive vice president and chief marketing officer of BenQ Corp. “I believe we have the focus, resources and passion to invigorate the market in 2006, especially in 3G and that our strategy will lead to a sustainable and successful handset business that commands a significant share of the market.”
To mark its new logo, BenQ Mobile unveiled its first three phones to carry the BenQ-Siemens brand. The company did not say where it would sell the devices, or how much they would cost. The company’s new EF81, S68 and S88 phones offer a range of features including Bluetooth, digital cameras and-in the case of the EF81-support for W-CDMA technology.
Indeed, BenQ Mobile promised that fully one-third of its products this year will support 3G networks. The company also said that three-fourths of its phones this year will feature a music player or FM radio, and half will include at minimum a 1.3 megapixel camera.
BenQ Mobile said its will also renew its focus on its bottom line, and that its goal is to become “financially stable” by the end of the year.
