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Acer Communications & Multimedia Announces New Brand Strategy for Sustainable Growth

Acer Communications & Multimedia Announces New Brand Strategy for Sustainable Growth

12-05-2001
Launches BenQ, a new name and brand identity to increase market opportunities.

SUZHOU, CHINA, December 5, 2001 - Acer Communications & Multimedia (Acer CM) today announced that it will change its name to BenQ on December 5, 2001, and operate as a brand that is independent from Acer. All products will be marketed under the BenQ brand through global distribution. The organization also introduced 22 new BenQ branded digital life devices that will be available in the marketplace the first half of 2002.

"BenQ's business strategy is focused and forward-looking and will position the organization at the forefront of the industry. This is about clarity and consistency for our customers," said Mr. Stan Shih, Chairman and Co-founder of the Acer Group. "All of our customers will now have one voice and one experience with each brand."

"While Acer's business centers on its role as an e-Enabler through IT products and mega-micro services, as a stand-alone brand BenQ will now reinforce its core focus on digital life devices. As a result, our customers and business partners will experience a simple, independent brand interface with clearly efficient service standards. The interface with consumers will also be strengthened - BenQ will be known for digital life devices. This will broaden market opportunities for both BenQ and our business partners," continued Mr. Shih.

"BenQ is inspired by Acer and will leverage the strengths of Acer Communications & Multimedia. We expect to be a US$3.2 billion company by end 2001. ACM was founded by Acer in 1984, and although we will change our name and will now be a separate brand identity, our management, our philosophy and our people will remain in place," said Mr. K.Y. Lee, President of BenQ Corporation.

BenQ sees strong growth opportunities for its solutions in communications, including mobile phones and networking and broadband products; in display technology, including monitors, digital projectors and plasma displays; and in optronics, including storage and imaging products.

"We will continue to capitalize on the synergy of our product lines for digital life devices, which differentiates our organization in the marketplace, as we seek to bring quality and enjoyment to consumers' lives. We are well positioned - we expect Q4 2001 to be a record quarter for the organization with anticipated revenue of US$700 million. Few can match our product and technology range. Few can match our speed and agility," continued Mr. Lee.

BenQ has been created in response to a need in the marketplace: Today, consumers must make a choice between innovation, quality, simplicity, and value. In launching BenQ, for the first time these key attributes are brought together.

"BenQ is about bringing quality and enjoyment to consumers' lives. We will focus on the lighter side of technology and lifestyle - that's what consumers are looking for today. Because enjoyment matters most. Although our technologies are sophisticated, our technology solutions are simple. This is key. Each of our product lines is characterized by innovation, quality, simplicity and value. This is true innovation. And each contributes to our vision of a better way to see, hear and touch the world. We will continue to invest heavily in research and development (R&D) with 4% of our revenue put towards this each year," said Mr. Lee.

About BenQ

Previously named Acer Communications & Multimedia, BenQ is an industry leader in digital life devices with an expertise that encompasses the display, storage, imaging, wireless and broadband areas.

BenQ has manufacturing plants in Malaysia, Mexico, China and Taiwan. The company has 10,100 employees worldwide, supporting a strong global sales marketing and service network spanning Asia Pacific, Europe and the Americas. BenQ has research and development facilities in Taiwan (Hsinchu Lab), China (Suzhou Software Development Center) and California (Wireless Technology Center), and has close to 1200 research and development employees in China, Taipei, Taoyuan, Hsinchu and San Diego. BenQ has amassed over 670 global patents.

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