BenQ focuses on education in D & E-class cities

In the last 3 years, BenQ India did exceptionally well in the education segment in India. Hence, focusing more on the education industry, the company showcased new technology projectors which promises to make life easier for students, at the recently held World DIDAC India 2012, an international event catering to education and training industry.

According to Rajeev Singh, country head and GM, BenQ, the company has made its presence felt in approximately 50% private schools in India. He said, "BenQ projectors are used in more than 50,000 classrooms now. Calculating on an average of 40 students per class, more than 20 lakh students work on BenQ projectors and most of the schools are in C and D-class cities."

Some of the products launched at the event were laser projector MW61ST, MW860USTi, MX518 and GP10-the DVD docking 500 Lumens LED projector. The products are equipped with power-saving solutions of upto 90% power consumption, dual interactivity, laser projection, touch-based interactive flat panels, etc.

BenQ has a total of 50 dealers, dealing in the education segment and currently the company enjoys 20% marketshare in India and 14% marketshare globally. Talking about the channel strategy and future goal, Singh said, "We plan to double our customer base (50,000 classroom currently) to 1 lakh in 2013. This is achievable only if we increase our city presence and partner base. Presently we have 175 projector partners which we plan to increase to 250 by next year."

He added, "We have got a good presence in A, B, and C-class cities; and want to focus more on D and E-class cities in the coming year."

To increase its brand awareness and visibility, the company frequently conducts roadshows and partner meets, wherein it educate and train partners on newer technologies. Recently it conducted roadshows in 33 cities, covering 2,500 partners.

Some of the main adopters of BenQ projectors are Educomp, Extramarks, HCL learning, NIIT, etc.