Belkin plans Middle East move

Networking vendor Belkin plans to open a Dubai office in the next two months. The move was announced at a recent event held with distributor Ashley to promote Belkin’s new flagship Pre-N wireless networking range to the channel.

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By  Andy Tillett Published  March 27, 2005

Networking vendor Belkin plans to open a dedicated Dubai office in the next two months and recruit more local staff. The move was announced at a recent event held with distributor Ashley to promote Belkin’s new flagship Pre-N wireless networking range to the local channel. Andre Van Rensburg, Belkin’s Middle East and Africa (MEA) manager, said: “Until now there hasn’t been much investment from Belkin in the Middle East, but now that we are opening up an office we are going to be spending a lot more time, effort and money. We expect to more than double sales during the next year.” Middle East sales currently account for a small percentage of the US$190m that Belkin derives from the Europe, Middle East and Africa (EMEA) market. Globally, Van Rensburg reckons that Belkin sales are now approaching US$1bn per annum. Belkin believes an aggressive sales engine combined with quality products will deliver strong results in the Middle East. Initial signs within the MEA market are encouraging. Van Rensburg claims that quarterly sales have more than doubled year-on-year. During a recent promotion, Belkin sold almost half its quarterly target in one day according to Van Rensburg. Ashley, one of the two authorised distributors for Belkin in the region, is upbeat about the sales potential that exists in the region. Carmen Karam, marketing manager at Ashley, explained: “Now is going to be the boom in wireless networking, especially in this market. It is still in the fast growth stage. It will reach a point eventually where almost every home user will want a wireless home network.” Belkin claims its Pre-N wireless router can deliver up to eight times greater coverage and six times the speed of current industry standard 802.11g devices.

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