Senao mulls consumer move

Networking products vendor Senao is considering beefing up its presence in the consumer market and is looking at signing up distributors to strengthen its end-user channel-to-market in the Middle East.

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By  Alex Malouf Published  December 14, 2004

Networking products vendor Senao is considering beefing up its presence in the consumer market and is looking at signing up distributors to strengthen its end-user channel-to-market in the Middle East. “We have been active and focused on the corporate market until now, but a shift may be in the offing,” said Asim Sajwani, business development manager at Senao Middle East. “We have a vast product line but have traditionally not been a major player in the end-user market, even though we do have some presence.” Sajwani reckons booming demand for wireless networking products has stretched the manufacturing capacity of the whole sector — including Senao’s. The completion of several new Senao facilities will help the vendor meet demand. “We had our factories working 24 hours a day and were still not able to hit the numbers needed. Now that we have added to our manufacturing base, we will meet demand and if the capacity exists to produce more then we will shift our gaze to the consumer segment,” said Sajwani. As Senao has focused on the corporate networking business — working with service providers and system integrators — any shift to consumer kit would need a volume channel approach. The vendor is exploring potential tie-ups with distributors to build an effective channel-to-market in the region. “New appointments could be on their way in the next few months. As end-users become more interested in wireless products and the technology comes down in price, the business will soar. But we are trying to brand Senao as a different kind of product and stand out from the crowd,” Sajwani concluded. Taiwan-based Senao offers a broad range of networking products, from enterprise-class wireless routers to USB adapters, and also manufactures telecommunications equipment. Revenues for the first three quarters of 2004 have been up 14% versus last year’s figures, standing at US$526m.

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