BenQ Siemens mobile phone with the acquisition of cross-border mergers and acquisitions since it declared bankruptcy, on the other in the process of internationalization of Chinese enterprises, had to ponder the question: How many unpredictable risks?
Arbitrarily take a dangerous step for KY Lee is facing his biggest defeat on the mall.
September 28 evening, BenQ Chairman KY Lee and his senior team announced a year ago, BenQ and Siemens That dynamic between the "transnational marriage" has been broken. As the German mobile phone subsidiary, Benq Mobile deficit continues to grow, from now on, BenQ stop investments in subsidiaries, and to surrender its right of operation to the German local court for the protection insolvent (insolvency protection).
BenQ announced in October 2005 with the formal merger of Siemens mobile phone division, and seems to be a "thank you" BenQ "married" three consecutive quarters of losses of mobile phone unit, provides the equivalent of 250 million euros in cash and services "dowry." However, in the past year, BenQ's handset division lost more than 800 million euros, equivalent to about 8.3 billion yuan.
Fuse?
KY Lee explained to the media, to stop the investment in the German mobile phone subsidiary aim is - to adjust the pace to continue to operate the cause of the global mobile phone brand. BenQ executives also said that the German subsidiary was forced to give up the decision, BenQ has done its utmost to save the business, even to the Siemens mobile phone division of the former owner for help, but not help.
Taiwan Lin, senior industry observers who told reporters that between BenQ and Siemens itself is an innate defect of marriage, KY Lee BenQ mobile phone brands in the business is still very weak, a burden on his back, which determines the necessary is a tragedy.
Lin believes that Taiwan IT industry spread a message that the private financing fails KY Lee, "This should be the curtain call of the fuse in advance of this tragedy." He said that in August, the BenQ board had also decided to increase investment 400 000 000 support to the dollar mobile phone business. In fact, when, KY Lee told an interview with the mainland, though admitted that the acquisition of Siemens mobile phones are opportunistic color, but still stressed that "now is too early to conclude that M & A failures."
"The acquisition of Siemens mobile phones, BenQ, though nothing outstanding and allows the BenQ debt." Lam said. According to Taiwan media reports the province, "married" into the Siemens mobile phone, the BenQ liabilities increased more than 170 billion Taiwan dollars, its net value per share was down the middle of a cut, from 30 per NT below 15. At the same time, Taiwan's stock market rumors, Hon Hai chairman Terry Gou in the market, it lasts BenQ shares, tried to enter the White BenQ, BenQ's and then won the Friends of the Delta.
In the help, rivals the hook in the circumstances, KY Lee in support of the board of directors made the decision to stop bleeding lightning. "It's BenQ, it is a rational decision to correct the error, but can help BenQ out of the woods is hard to say," Lin said.
Three Reasons for the Failure
Many analysts believe that BenQ bought Siemens case failed because the BenQ over-estimated their abilities.
One view is that Taiwanese companies do best is to save costs, but this advantage was not given full play in the BenQ Mobile.
KY Lee has tried to "concentrate and simplify" the principle gives the acquisitions of business profits, trying to BenQ Mobile in the process of transformation within the do to seek cost savings and expand revenue opportunities, but within a subsidiary in Germany, but always not work.
According to insiders BenQ, BenQ Mobile for a number of specific cost-saving measures to Germany, may be prevented and delayed. BenQ wanted to work hard in the supply chain, to the supply chain in Europe and Germany, and gradually shifted to Asia, supply chain, to Germany and the European part of the manufacturing outsourcing from BenQ back. But this has not been able to promote.
Siemens paid as much as 200 million euros of the "dowry", which proposed a number of subsidiary conditions in which BenQ prepared to make some measures such as layoffs binding the hands, which delayed the timing of losses. It is learned that the former BenQ Siemens mobile phone sector has been enormous structural changes, the implementation of simplified, from the R & D resources, production facilities, supply chain, product strategy, technology platform and marketing plan to the fields, trying to fuse with the BenQ. But the result does, BenQ had to create a separate R & D center will be integrated more than 700 employees to support them out of Siemens.
Another analysis, BenQ shortage of software talent pool, the difficulties encountered in product development, making it the new products very slowly, product quality problems.
In the past, Siemens Mobile R & D cycle in a year and a half years, while its competitors generally in the six months to one year. As high-end 3G and multimedia mobile phone market has been the lack of the right to speak, in order to enter the European telecommunications market, the price of related products Siemens at least 25% less than competitors. Can change this to "unreasonable" results, BenQ Siemens computer show in Hanover last year, 12 high-end phones on display at one go.
However, this fight is very cool in the eyes of Asian mobile phone, in a test of Europe's telecom operators, many software problems. This has led to new products can not be BenQ Siemens production. BenQ is one of the short board is unstable quality software development, a serious brain drain.
Despite claims to the Siemens global R & D costs and patented one of the largest number of mobile phone manufacturers, has a very large R & D team, but the efficiency is not high, "Research is research, patents, patent, product of not achieving well." Siemens had tried with the original R & D team to return to power
The idea of the mainstream mobile phone market, and BenQ Mobile is only empty talk.
Of course, the outside world more attention to the problem is that BenQ and Siemens poor communication between the two teams, integration is not enough.
In the beginning of acquisition, BenQ has sent an elite team of 15 people stationed in Germany, in addition to CEO to continue to serve by the German Clemens, the various departments in charge of placement from BenQ, but has no effect on integration. BenQ's German employees are not accustomed to reporting to the head, but like to leapfrog to the Clemens report. This makes the time between both teams, unpleasant things happen, and becoming increasingly severe.
"In an interview after the mobile phone unit of Siemens, BenQ Siemens Procrastination is not only unable to change the management model, but due to the different ways of doing things and culture, adding new costs, thus accelerating the process of mergers and acquisitions fail." A German analyst of the local media said.
Tail of pain
Many analysts believe that the cross-border M & A fees are very expensive, far beyond the posted BenQ lost their year into the 600 million euros, while BenQ's tail to stop bleeding, also will pay a painful price.
On the one hand, BenQ "abandoned" Siemens mobile phone, will affect its brand image in Europe for many years to build. BenQ shocked the whole of Germany the resolution: 3000 Duomingmingji employees held demonstrations in Germany, Kamp-Lintfort mobile plant location NRW governor Lueth. Geers joined them, Siemens CEO Kleinfeld claimed to be and BenQ Siemens court.
KY Lee claims to stop investment in BenQ, Siemens signed an agreement with the still valid, five years will continue to use the "BenQ - Siemens" brand, but the remarks were refuted Siemens area, Siemens believes that BenQ will have the right to continue assessed using the Siemens brand. Siemens spokesman said that "German brand Siemens will be allowed to use long-term partner."
On the other hand, BenQ in the European market may be subject to telecommunications operators of collective resistance. Germany's head of market research agency Gartner, said Boehlert, BenQ tails survive the "big ticket" seems a coup, or even short-term stock price will make up, "but emphasized that corporate social responsibility in Europe, but a no small bomb. estimates will sooner or later the European telecom operators BenQ Siemens mobile phone dual-brand the shelves, and even Chinese companies will be affected in Germany and Europe, M & A activity. "
KY Lee, 54, his career has been the greatest trick the next dangerous step, paid an extremely high tuition fees.
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