Tue, Nov 07, 2006 - Page 11 News List

Feature: Computer makers target art enthusiasts

NO LONGER LIFELESS BenQ and other computer makers have been attracting art-loving customers with innovative designs, but these tasteful gadgets come at a hefty price

By Jason Tan  /  STAFF REPORTER

These leather laptops are not sold in limited quantity, but the company will continue to catch buyers' eyes with the addition of new colors in the future, Lin said.

With the exquisite S6, Asustek says it intends to break into the Japanese market, which has long been dominated by domestic brands.

To Tung Cheng-che (董誠哲), a 52-year-old dentist who owns a clinic in Pingtung, these "fusion" products justify the price tags.

He was one of the early birds who obtained BenQ's FP785+, the battleground scene version.

An earlier version of the FP785+ caught his attention about a year ago, but he decided that now is a good time to make the purchase as the new monitor comes with improved specifications.

"I am always into something artistic with fine quality. I like Castiglione's painting and the portability of the monitor," he said.

While acknowledging the trend of these crossover products to boost a company's image, market watchers are doubtful that the hefty price tags can make such merchandise appealing to people from all walks of life.

"By launching these fashionable products, vendors are trying to maintain their image by letting consumers aware of their technological capabilities," said Amy Teng (鄧雅君), an analyst at Gartner Inc's Taiwan office.

The economy of scale for those products is small and therefore they will not overtake mainstream products, which are sold in massive quantities, she added.

Instead, she said, users will think of the superior quality of such products and then opt for the company's less expensive ones.

What matters most for consumers is getting the best performance at the most affordable price, she said. "After all, they are the ones who need to dig into their pockets for a product and have to justify the costs."

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