Upping the Tempo

Denny Liang, general manager, TP-LINK Middle East, spells out the company’s Middle East and Africa channel roadmap and why its offerings are a compelling bet for reseller partners.

Tags: TP-LINK (www.tp-link.com/en/‎)
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Upping the Tempo
By  Manda Banda Published  September 21, 2014

CHANNEL: What is the status of the wireless networking solutions market in the Middle East?

DENNY LIANG: The wireless networking solutions segment has been developing quite rapidly in the region. Along with the growth of optical fibre networks, the use of 4G networks, the 2022 FIFA World Cup in Qatar and Dubai’s EXPO 2020, we anticipate this segment to continue growing with a lot of infrastructure projects being implemented. TP-LINK is one of the top WLAN brands globally and as such we have positioned ourselves together with channel partners to not miss being part of this growth. Other than continuing to provide solutions in the SOHO sector, we also plan to expand the business in the SMB segment.

CHANNEL: Talk us through TP-LINK Middle East’s plans for its distributor and reseller partners in the region?

DENNY LIANG:
As a company that recently moved to the Middle East to set up base here, we have been working hard to develop the market by maintaining a steady supply of products with stable pricing systems. We believe this has stimulated our partners and together with them, we will grow and push for more business in the market.

CHANNEL: This year, TP-LINK outlined that it wants to grow its channel partner base. How is that going so far?

DENNY LIANG: Indeed, we are expanding our channel partner base across the region, to not only address the region’s IT wholesalers, but we are also engaging some system integrators (SIs) and Internet service providers (ISPs). To illustrate my point, we have teamed up with Batelco to work together this year and we are hoping more partners will join us in the following months.

CHANNEL: Which markets are key for TP-LINK’s growth in the Middle East and Africa?

DENNY LIANG: We are developing rapidly in the Middle East and Africa in the last few years. We want to continue to provide high quality products, technical support and comprehensive after-sales service to partners and their customers. We have made moves to promote our brand and raise awareness for both channel and end-users. We will continue to improve our communication with our partners to assure them of the wide range of products we offer in the region.

CHANNEL: What are the main challenges your channel partners are finding in the Middle East market?

DENNY LIANG: When it comes to challenges, these normally come when there’s a target to achieve. In general, channel partners feel secure when working with TP-LINK because of the broad range of products, stable supply systems and solid after-sales service support. However, some countries in the region experiencing political uncertainty and this has contributed to partners operating in those areas seeing their business decline. That as aside, we believe in having a united channel ecosystem in the region as we believe that is one sure way success is going to be achieved by our reseller partners.

CHANNEL: What new channel programmes are you rolling out for the Middle East region this year?

DENNY LIANG: We already have rebate programmes and we are currently planning to unveil an incentive scheme. As a channel-centric company, we want to make sure partners can receive much more benefits from doing business with us. At the same time, we will also be enhancing our training to channel partners, making sure that sales people thoroughly understand our products to be able to sell.

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