SVA Looks To White-Box Channel To Build Monitor Brand

The Commerce, Calif.-based company, which has mainly focused on the OEM market, introduced its Partner Club program to system builders looking for an alternate brand to offer, said Danielle Feith, senior director of marketing for the company's North American operations.

While SVA does a lot of LCD monitor and LCD television business for the home market, it is not a well-known company, said Feith.

The Partner Club was formed to change that. Solution providers that sign up become eligible for discounted demonstration units, a dedicated Web site and toll-free number for support, technical and education support and advanced replacement for units that need to be returned, she said. While partners purchase products via a number of distributors, such partner services are handled direct with SVA, she said.

The new focus on the system builder channel comes just before the planned start of a joint venture between SVA and Tokyo-based NEC to build 15-inch LCD glass in China.

The joint venture, which will be 75 percent owned by SVA and expected to start production late this year, should boost SVA's LCD monitor volume significantly, said Feith.