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KDS USA, the Garden Grove subsidiary of Seoul's Korea Data Systems Co. Ltd., is seeking to make a name for itself - a brand name, that is. KDS has launched a new line of monitors aimed at high-end graphics applications, such as desktop publishing or computer-aided design. The Visual Sensations is a 21-inch monitor for personal computers and Apple Macintosh models with resolution of 1600 by 1200 pixels.
The move is part of a larger strategy by KDS, one of a handful of Asian monitor manufacturers that have set up shop in Orange County. The VS-21 is the company's first brand-name offering. Previously, the company has sold monitors to computer manufacturers to include with their products.
But with the emergence of new display markets, such as hybrid products that are part television, part computer monitor, KDS is looking to develop "brand equity," according to marketing director Erin Rippee, which KDS can leverage in rolling out new products.
KDS USA's parent produces about 250,000 monitors a month in South Korea. Korea Data Systems counts annual sales of about $500 million. KDS USA employs about 35 people at its 83,000-square-foot Garden Grove location, which serves as a marketing, sales and distribution site.
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