Selling to rather than playing with, is my take on it. They're still a little known brand outside geekdom, and that's also where their devices are aimed. BenQ can tell them a thing or two about what'd be likely to happen to ODM contracts were they to make a real brand-building effort...

I'm sure they'll continue to do well, I just can't see them being the number one player. Not through operators and certainly not under their own brand.