BENQ Targets High End Market With PE8720

Having been known for its affordable yet functional projectors, BENQ has decided to expand its horizons and parameters to include a projector that caters to the luxury buyer. Not that they are trying to alienate their current clientele, but it is the natural progression, and besides, if you want better contrast, expect to pay more money.

The all new BENQ PE8720 was built with contrast in mind, offering an astounding 10,000:1 ratio. This is quite the jump considering that the next in line from the new projectors offered by BENQ this year comes with a 2000:1 contrast ratio.

Why is BENQ diversifying their line of projectors? Well, sources say that their profits for the last two quarters have dropped significantly, enough to provide a loss. This is forcing BENQ to adjust their strategies and develop new ideas to expand and take back what they worked so hard to achieve.

BENQ in the past had stuck with building affordable projectors and captured much of the lower to mid-range market. However, they may have over-spent in certain areas creating a deficit. The answer might not lie in diversifying their selection, but the added competition is always good for the consumer.

Compared to other projector manufacturers that offer high contrast and resolution that are similar to the PE8720, BENQ is still pricing below the average. Most other projectors of this caliber are usually priced over $10,000 US, while BENQ is listing the PE8720 at just over $8,500 US. This is exactly what we expect of BENQ as a part of their strategy and it has worked for them in the past. The only problem that I would see is the perception that high end buyers would have about the BENQ name.

BENQ has always produced high quality products, but they have never been associated with luxury. It would be as if the car manufacturer KIA suddenly came out with a vehicle that was priced over $50,000. No one would believe it. The better solution could be to produce a high end product under a different name, one that was synonymous with luxury.

Luxury products usually take a little time to develop a good name, however, if marketed the “right” way, it could be a winner. Either way, the PE8720 has incredible resolution at 1280x720p, and the brightness of 1000 ANSI lumens. We will definitely be hearing more of BENQ and the PE8720 in the near future!