ViewSonic Corp., which designs and sells computer monitors, flat TVs and other display products, is getting into the cutthroat computer business.
The company, which is based just across the county line in Walnut, recently announced an all-in-one PC that combines the computer tower and monitor into a sleek desktop unit.
ViewSonic plans to come out with netbooks,small, less powerful laptops,and mini PCs later this year.
The move into computers evolved out of ViewSonic’s decades as a monitor maker, according to Jeff Volpe, vice president and general manager.
“We’ve been doing monitors for 20 years,” he said. “We have a very good comprehension of what’s happening in desktops and how people are using them.”
ViewSonic is hoping people want a desktop computer in a tidy package.
The company’s all-in-one PC has a slim monitor with a liquid-crystal display screen.
“The format of the desktop PC has gone from a large tower beneath the desk to a small device embedded within a monitor or attached to a monitor or sitting on the desktop,” Volpe said.
The all-in-one PC’s technical features are middle-of-the road,it’s not designed for heavy duty use by video game enthusiasts or graphic designers.
“It’s the perfect kitchen PC because there are no cables and it’s easy to set up,” Volpe said. “That’s a metaphor for a perfect secondary PC for anyplace in the home,a kid’s room or anywhere outside of the home office.”
ViewSonic is positioning itself as a lower-cost option for an all-in-one desktop. It sells for about $600.
It’s competing with higher-performance models such as Apple Inc.’s iMac, which goes for more than $1,000, and Hewlett-Packard Co.’s version, which starts at around $900.
ViewSonic got its start in 1987 selling monitors for desktop PCs. It added flat-panel plasma and LCD TVs about five years ago.
Some of its earlier products essentially were small, specialized computers, including wireless displays that link to the Internet, rugged tablet-style PCs and a media hub.
In recent years, the company has come out with display-related digital photo frames and projectors for home theater systems.
Privately held ViewSonic has had to change as sales of notebook computers have outpaced sales of desktop computers among consumers and business customers in recent years.
“We were worried as a monitor company that when the desktop started declining, monitors would also be in decline,” Volpe said.
The company is looking to sell its all-in-one PCs into some niche commercial markets.
Volpe said he sees them being popular with small businesses, call centers, schools, libraries and hospitals.
“So this is about seizing this opportunity, but it’s also about survival,” he said.
ViewSonic used to report selected financial numbers but doesn’t any longer.
The Business Journal estimates it sees roughly $1.5 billion in yearly sales.
After slipping into red ink in late 2007, the company is back to profitability, Volpe said.
Last year “was a difficult time for our industry and Viewsonic was no exception,” Volpe said. “But we have turned our financial situation into a positive and we are making money. We have offset our losses from 2008 and we now have a more robust product line than we have ever had.”
