Spotlight on Display Technologies | ChannelDrive.in
We are living in an-AI era and as leading provider of display technology solutions – BenQ is driving a lot of innovation with AI. As AI-driven technologies are gaining traction, consumers are increasingly seeking AI features in devices, and that’s why BenQ’s upcoming home projectors come with AI Cinema, which use advanced algorithms and a camera to optimize content dynamically based on room lighting conditions.
Jeffrey Liang, President, BenQ Asia-Pacific speaks with Zia Askari from ChannelDrive.in about the company’s strategy towards embracing AI and how it is driving growth in India.
How does BenQ look at the evolving Indian consumer electronics space today? What are the top trends for this year?
The Indian consumer electronics space is evolving rapidly, with the market shifting from entry-level to mid and high-end products due to increasing penetration and discerning second- or third-time buyers. Consumers now prioritize devices tailored to specific needs. For instance, monitors with height adjustment and eye care features are popular for children, addressing increased screen time and non-ergonomic home setups. Similarly, gamers and content creators demand specialized monitors optimized for entertainment, gaming, or creative applications like graphic design.
AI-driven technologies are also gaining traction. Consumers increasingly seek AI features in devices, such as BenQ’s upcoming home projectors with AI Cinema, which use advanced algorithms and a camera to optimize content dynamically based on room lighting conditions.
BenQ’s core competency in high-resolution displays, accurate color, and high refresh rates positions it strongly to leverage AI advancements, whether cloud-based or device-driven, enhancing experiences across its product range. We are also looking at deploying AI in three more service areas: customer service, demand forecasting, and marketing to drive efficiency and elevate user satisfaction.
How is BenQ looking at AI as a tool today?
We are looking at AI based solutions in three different areas. Firstly, it is customer service. We are looking at full time AI-BOT to answer customer’s questions. Secondly, we are looking at AI within our supply chain to predict demand and to have more accurate demand forecasting. Thirdly, we are looking at AI for marketing functions.
How has BenQ grown its India market share in 2024? Please share the trends and performance across product categories.
India has been a highly significant market for BenQ, offering a golden opportunity for growth driven by a booming new middle class and increasingly discerning second-time buyers. Many Indian consumers now prioritize specific needs, particularly in categories like nomadic monitors and projectors.
As a global brand with a deep local presence, BenQ combines consistent worldwide messaging with localized marketing and regional operations. Led by Mr Rajeev Singh, who has been at the helm for over 15 years, the team leverages local insights to identify unmet market needs. This unique approach allows BenQ to adapt its products through in-house R&D and manufacturing capabilities, ensuring they resonate with Indian consumers.
By focusing on India as a priority market, BenQ has consistently grown its market share across key categories such as monitors, projectors, and education-focused flat panels, demonstrating the effectiveness of its investment and localized strategies.
This approach has yielded significant results, with BenQ becoming the #1 DLP projector brand in India (30% share), a strong #2 in the overall projector market (21% share in 2024), holding an 11% share in interactive flat panels, and ranking 4th in monitor sales on Amazon, excelling in 4K and 2K resolution categories. These achievements underscore BenQ’s effective investment and localized strategies in India.
What is the strategic importance of the India market in the company’s global scheme of things?
India plays a strategically crucial role in BenQ’s global operations. In 2024, India ranks as the fifth-largest economy globally, contributing around 3.6% to the world’s nominal GDP, with expectations to surpass Japan and Germany in the next few years. Over the past decade, India’s GDP growth has averaged 7-8%, signaling sustained potential. For BenQ, India is not just a key market but also a source of innovation, with products specially designed to cater to India’s unique consumer needs. This localized approach allows BenQ to expand into other emerging markets, benefiting from economies of scale. The contribution from BenQ India is more than double India’s share in the global economy, emphasizing the importance of India as a major growth driver for BenQ worldwide.
How does BenQ approach product innovation and development? What are the latest innovations or product developments that you are particularly proud of?
BenQ places a strong emphasis on user research to deeply understand the needs and pain points of Indian consumers. This involves extensive study of how people use existing products as well as those of competitors to identify unmet needs.
Based on these insights, the BenQ team then evaluates the feasibility and viability of potential solutions, ensuring that any new innovations are not just desirable, but also technically and financially viable. This disciplined approach helps BenQ develop products that truly address the unique requirements of the Indian market.
One example the company is particularly proud of is the AI Cinema feature in BenQ’s new home projectors. This uses a built-in camera to continuously monitor the environment and automatically optimize the image quality based on factors like room lighting. This goes beyond standard HDR adjustments to provide an enhanced viewing experience tailored to each customer’s setup.
BenQ sees this type of smart, user-centric innovation as key to creating value and differentiation in the Indian consumer electronics space. The team is committed to leveraging its design thinking capabilities and deep local market insights to drive product development that delights Indian customers.
What is BenQ’s strategic roadmap for year 2025?
BenQ is focusing on enhancing its enterprise channel for monitors, recognizing the diverse needs of corporate customers. By partnering with specialized distributors, the team aims to better cater to the varied productivity and workflow requirements across different job functions and industries.
Looking ahead, BenQ’s strategic roadmap for 2025 includes doubling down on AI-enabled products. The company believes the rapid advancements in computing power and AI algorithms will enable innovative features that dramatically enhance the user experience across its portfolio, from home entertainment to commercial applications.
Overall, BenQ’s multifaceted approach of leveraging local insights, expanding into high-growth segments, and innovating with emerging technologies positions it for continued success in the dynamic Indian market.