BenQ will sell accessories under brand Qisda.

While BenQ just announced it will change its Chinese name from "Jia Da" to "Jias Da" (transliterated from Chinese) last week, the company recently stated the official English name for the new company will be Qisda, which stands for "quality innovation speed driving and achievements." The new names (Chinese and English) will be effective on September 1, 2007, said the company. With a spin-off project, Qisda is expected to turn profitable in 2008, said KY (Kuen-Yao) Lee, chairman of BenQ. Qisda will mainly focus on LCD monitors, projectors, MFPs (multi-function peripherals) and handset ODM/OEM businesses. The LCD monitor segment will be the sales driver initially and account for 30-40% of the companys revenues, Lee noted. Lee stressed that Qisda will not compete for notebook OEM/ODM orders. BenQ will be a wholly owned subsidiary of Qisda and will keep BenQ as its brand name. The own-brand product lines will remain the same as now, covering wireless communication products, mobile phones, LCD monitors, LCD TVs, Joybook notebooks, optical storage products, MFPs and scanners, the company said. LCD monitor is the major segment for BenQs revenues, accounting for 35% of the companys current sales, sources said. In addition to the spin-off project, BenQ also plans to reduce capital by 40% to NT$15.4 billion (about US$465.2 million) in the future, said Lee. BenQ reported losses of NT$27.6 billion in 2006.