Belkin opens up in DIC

Networking and peripherals vendor Belkin reckons that its long-awaited move into a dedicated office at DIC highlights its long-term commitment to the market.

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By  Stuart Wilson Published  August 30, 2006

Networking and peripherals vendor Belkin reckons that its long-awaited move into a dedicated office at Dubai Internet City (DIC) highlights its long-term commitment to the market. Belkin has also been working hard to build up a comprehensive distribution network for its extensive product portfolio throughout the Middle East. The new DIC office will serve as Belkin’s headquarters for the entire Middle East and Africa (MEA) region. “We are seeing an increase in demand for Belkin products across the board,” said Andre van Rensburg, country manager MEA at Belkin. “Fully establishing ourselves with an office and more employees will help us grow the business all over the region.” Belkin’s efforts to strengthen its channel to market included the recent signing of STS as an authorised distributor in Jordan. Van Rensburg explained the thinking behind the appointment: “STS has extensive channel reach as a distributor and also carries many products that complement the Belkin portfolio. There is a great deal happening in Jordan in terms of the development of the IT market and teaming up with STS also helps to increase Belkin’s brand equity.” STS will carry the entire Belkin portfolio but van Rensburg expects the new distribution partner to focus predominantly on wireless networking products and cabling solutions as well as iPod and mobile accessories. Belkin has an established network of distributors serving the major Middle East markets including the UAE, Saudi Arabia, Egypt, Kuwait, Jordan and Lebanon. The company is currently in talks with potential distribution partners in both Bahrain and Qatar.

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