BenQ's new commercial focus brings it back to Singapore

Chee-Fui Chung, Director of Business Line Management, BenQ Asia Pacific, introduces BenQ's 'LIFE' philosphy.

BenQ's launch of interactive flat panels, projectors and digital signage marks a key milestone for the company. Chee-Fui Chung, Director of Business Line Management, BenQ Asia Pacific, calls it the "re-entry into Singapore via a new face". 

"The old BenQ was consumer and digital lifestyle. The new BenQ is more B2B solutions," she said. "There's more alignment with the Singapore market so we're here today."

Chung explained that pre-2007, BenQ had a 3C (computing,, communication, consumer) strategy, but the vendor has since pivoted and is now focused on enterprise solutions and healthcare, with the new tagline Bringing Enjoyment 'N Quality to Life. Under the 'LIFE' acronym – Living Better (lifestyle), Increasing Efficiency (business), Feeling Healthier (healthcare), and Enhancing Learning (education) – BenQ's brand is now seen on products such as premium portable audio systems, projectors, lighting, digital signage, and LCD monitors, she said. 

Chung spoke at the launch of a new collection of digital signage, interactive flat panel displays and projectors in the Asia Pacific, targeting the education, home, retail, food & beverage and enterprise sectors. The company consistently pushes for world firsts in technology, and has launched flicker free monitors as well as a new way to ensure high quality images over the long for projectors. The launch in Singapore was no different, with the world's first 1080p ultra short throw projector, the MH856UST, debuting.

Read our blog post about the launch here.