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ADI sheds cheap Taiwan image skin

Marc Ambasna Jones ZDNet.co.uk

Published: 20 Jun 1997 16:38 BST

ADI will launch its 19 inch monitor in September vowing to lose the traditional cheap Taiwanese clone tag. The company will also release a 17-inch portrait monitor as a technical statement against its more traditional image of low cost, high volume sales.

Marketing co-ordinator Matthew Gillard said that ADI is "not just about volume," but added "we have no intention of making and selling high priced, technically perfect screens either. We are more interested in value for money."

The company is currently number three in the UK in terms of unit sales and is planning to make a push this year to gain on CTX and market leader Samsung.

"We are about to set-up a European manufacturing facility and are aiming for a £24 million turnover this year. With LCD screens also due at the end of the year, we feel we have a strong case for painting a better picture of ADI."

ADI's strongest case still comes from pricing. A completely refreshed range of monitors, including ProVista Series, Microscan P Series and Microscan G Series are aggressively priced. A 17-inch high performance G Series screen costs £425 while the Microscan 6P 19-inch screen will be priced at £579 + VAT. All monitors adhere to the latest 85MHz VESA standard and optional TCO 95 standard.

ADI can be contacted by telephone on 0181-236 0801

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