Will Foxconn PR work magic for its brand push?
The usually low-keyed and mysterious Hon Hai Precision Industry, the world’s largest EMS provider best known by its trade name of Foxconn, is behaving rather unusually in 2006. In June it trumpeted a push in the brand-name graphics card market. Last month it made a big splash by announcing well in advance the formation of a partnership with Singapore-based eSys Technologies to distribute Foxconn components in Taiwan’s retail market. More unusual is the fact that Foxconn even publicly told reporters its shipment figures, something almost unthinkable in the past. All such efforts, apparently, have been done in order to counter the collaboration between Asustek Computer and Gigabyte Technology.
During Computex 2006, Foxconn formally announced its entry into the own-brand graphics card market by showcasing a lineup of self-made Foxconn-branded graphics cards powered by Nvidia graphics solutions. At the time, the company demonstrated its confidence by saying that vertical integration within the group would allow its motherboards and graphics cards to pose a strong challenge to market leader Asustek. It also revealed that it had achieved a motherboard shipment goal of 40 million units in 2005.
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