A personal computer is divided into a computer main unit and a monitor. Looking back at the South Korean personal computer industry in the 1990s when this industry began to develop, a number of companies, including major companies and small and medium enterprises introduced various products. However, in the monitor industry, only a few monitors were recognized for quality, and that companies have been keeping their brands so far.
In the 1990s, mainly CRT monitors were used. Among South Korean companies, Samsung Electronics was famous for its 'Sync Master' brand. Among foreign companies, 'Viewsonic' was famous for professional monitors. Founded in 1987, ViewSonic is a 31-year-old display specialist. ViewSonic is famous for its excellent ability to express color and is a popular professional monitor brand in South Korea.
And in 2016, ViewSonic established Viewsonic International Korea, a branch office in South Korea. It was a decision for launching products and services that are appropriate for South Korean consumers.
Two years have passed since South Korea branch office was established. Let's hear from Jong-Sung Kim, the head of Viewsonic International Korea, about what Viewsonic accomplished in South Korea and its future goal.
Q: Let’s talk about flagship models of Viewsonic. What are the flagship models currently launched in the South Korean market?
We have launched four monitor families in South Korea for consumers with diverse needs.
First, there is the XG series for hardcore gamers. XG3202CW, which is a 32-inch(FHD) curved monitor supporting 144Hz; XG3240C, which is a 32-inch(QHD) curved monitor supporting 144Hz; XG3220, which is for console gamers, a 32-inch(UHD) monitor that supports HDR(High Dynamic Range); XG2703-GS, which is a 27-inch(QHD) monitor that supports NVIDIA G-SYNC technology and 165-Hz.
And there is the VX series. This series is suitable for various purposes such as movie watching, game, document work, photo editing and so on. The VX series has from 24-inch monitors to 43-inch monitors.
There is also the VP series. They are high-end professional monitors. They deliver the exact color and a vivid impression. Finally, there is the VA series, which has done quite a lot of business in B2B.
Q: Two years have passed since Viewsonic International Korea was established. Tell me about your achievements in two years.
The biggest complaint among customers who buy foreign company products was service. So, Viewsonic International Korea has made great efforts to provide good service. We conducted a variety of service and product tests required by the customer, and we also created a system for delivering the product directly to the customer. And we let employees of Viewsonic International Korea hear complaints of customers and find solutions. Through these measures and aggressive marketing, we hear from consumers that products of Viewsonic are cost-effective. We will keep trying to be a better branch office in the future.
Q: So even though ViewSonic is a foreign company, does it mean that there are few consumer complaints about customer service?
Yes. It has been around two years since Viewsonic International Korea was established. In the meantime, many products have been sold. Although I can’t disclose accurate figures, the incidence of customer service in South Korea is very low. Most works of the customer center are phone counseling to answer questions about customers' products. We are very proud of this.
When a customer service is needed, the customer can use the same product right away through the 'release service' of Viewsonic International Korea. And monitors of Viewsonic International Korea have a product warranty of 3 years.
Q: What are the advantages of the products of ViewSonic, compared to products of other companies?
I believe that the biggest advantage of Viewsonic is quality. ViewSonic is a display specialist that has led the US market for 31 years. ViewSonic strives to make products that match its name. As the result, consumers can use the monitor longer than the original lifetime. Our headquarters in the United States of America has systematic production control and is recognized worldwide for quality.
And I believe that this is an advantage and also a disadvantage, the durability is very good. As a customer, once you purchase ViewSonic products, you will not have to buy monitors unless you need additional monitors for the time being.
Q: What is the main focus of ViewSonic on the South Korean market?
ViewSonic has been targeting hardcore gamers with the XG series. And for Korean customers, the VX series is adding more professional features such as 144Hz refresh rate, sRGB 100%.
And soon, we will release products for South Korean users only. In addition, we will provide direct benefits to ‘PC bang’(PC station, internet/game café) and South Korean gamers through collaboration with South Korean game companies.
Q: In the area of monitor panels, South Korean companies such as Samsung and LG are highly recognized. What is the goal of ViewSonic in this area?
Display groups that are subordinate to only one company are not easy to develop flexible thinking and products. ViewSonic is not the company that is affiliated with just one company. We also have the technology to make products that customers want. We are developing products for various industries and applications according to the requests of various customers. We will continue to listen to the needs of many consumers and develop products that customers want.
Q: With the recent launch of 'Mini Beam', the South Korean projector market is also growing. What is the strategy of ViewSonic in this area?
In the South Korean projector market, ‘mini beam’ of LG Electronics and Epson projector occupy about 50% of the market. ViewSonic is strengthening its 1080P home projector product from 2017 and ranked as the second company in the 1080P home projector market by 2017.
In addition, since 2018, we launched two UHD products with an exceptional pricing and event promotion. As a result, it ranked first in the South Korean UHD projector market in the first quarter of 2018. ViewSonic will continue to grow into a brand that consumers can trust through customer-oriented, affordable pricing.
ViewSonic will strive to meet the diverse needs of consumers through a variety of products, including the Mini-Beam Projector (M1), which will be launched in the third quarter of 2018.
Q: Would you tell us about the accomplishment of ViewSonic in gaming hardware area.
ViewSonic has done a good job in the field of 32-inch gaming monitors. It is also popular with the owner of ‘PC bang’(PC station, internet/game café) However, ViewSonic is a latecomer in the South Korean market. For small-sized monitors, we will be more aggressive in marketing. If we do so, I think the owner of ‘PC bang’(PC station, internet/game café) will appreciate the advantages of ViewSonic.
Q: Recently, games such as Battle Ground have raised consumer interest in 144Hz monitors. What is the strategy of ViewSonic in this area?
ViewSonic is famous for making high-end monitors from the past. Know-how of ViewSonic has been melted into the high-end gaming monitors.
ViewSonic has a gaming monitor that supports 144Hz. Such as XG2401 / 2701, XG2703-GS, XG3202 and XG3240. But we do not want to emphasize 144Hz. Like 'see the difference', the slogan of ViewSonic, We'll show you what distinguishes ViewSonic from other vendors, including BlackStabilize, Advanced DCR, HDR, and G-Sync in addition to 144Hz.
Q: One of the places where many monitors are needed is a ‘PC bang’(PC station, internet/game café). What is the strategy of ViewSonic in this area?
A lot of owner of ‘PC bang’(PC station, internet/game café) have chosen ViewSonic monitors. I would like to take this opportunity to thank you. Currently, if the owner of ‘PC bang’ purchase more than a certain amount in ‘PC bang’(PC station, internet/game café), We provide various services through distributors. In the future, we will work together with game companies to provide more benefits to ‘PC bang’(PC station, internet/game café).
Q: What is the goal of ViewSonic in the South Korean market?
From the beginning, there is only one goal. To become the 1st foreign brand in South Korea. We are making various infrastructures to achieve that goal.
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