Company profile: D-Link
How D-Link tunes its business to the Middle East's needs
What is D-Link’s history?
D-Link was established in 1986 with a vision to make technology affordable and to provide an unmatched network experience for everyone. It was founded by seven individuals including Ken Kao, the late chairman of D-Link. Today, D-Link maintains 190 local sales offices in 67 countries with over 3,500 employees and operates regional warehouses in 15 countries, with over 414 R&D personnel and 44 RMA centres globally.Having been established for almost 30 years, D-Link is a true networking pioneer that has contributed to shaping the networking environment to a great extent.
What is your company’s core competency?
Our core competency is to provide a wide variety of computer networking devices to SOHOs, SMEs and large enterprises via our regionally well-established channel network. To our partners and end customers alike we are able to offer all networking equipment out of one hand — from entry-level to high-end networking equipment. We provide everything from switching to structured cabling solutions.
D-Link’s business products include switches, surveillance network cameras, firewalls, iSCSI SANs and business wireless, while consumer products cover consumer wireless devices, broadband devices, and digital home devices. Most recently, we have added a new series of home automation products to our portfolio.
What are some of the biggest trends impacting your sector?
An increased need for security is the cause for widely implemented IP surveillance solutions. Online gamers want to experience a lag-free Internet, and our lifestyle marked by the undying need to stay connected to the Internet, be it for e-mail browsing, social networks sharing, or the need to obtain information just at a mouse click, is asking for the development of new standards, such as the late 802.11ac Wi-Fi standard. Cloud services give consumers added convenience by providing them with the possibility to create their own personal cloud to manage their network, view live camera feeds or store and access files from anywhere they have Internet access.
What is your presence in the Middle East region?
D-Link Middle East & Africa currently employs 120 staff and is represented in the UAE, Egypt, Pakistan, KSA, Tunisia, Kuwait, Morocco, Syria, Yemen, Nigeria, Kenya, Mauritius and South Africa — with our Dubai-based headquarters overseeing and serving all operations. We started with two employees back in 1998 catering to the Middle East. Today we have a head count of 120 employees.
Can you describe some of your biggest regional successes?
During recent years, we have witnessed significant growth in niche markets in the region, namely Nigeria, Angola, Egypt and Yemen. The fact that we are providing end-to-end networking solutions and that we are able to offer specific products from a wide active and passive product range — including a broad selection of fibre and copper products — has helped us to grow greatly in these markets. Due to this we have won many projects in the education, government and hospitality sectors. In each of these markets, D-Link has grown in different areas, though we can say that IP surveillance, Power over Ethernet and 3G have provided the fulcrum to D-Link’s success.
What are your regional goals for the next year?
The channel development in less penetrated markets is still at an early stage and we see plenty of opportunities to grow further. D-Link steadily strives to be the “first” to bring out the newest technologies to the consumer, and our recent launch of the AC3200 and AC5300 series of routers — achieving wireless speeds of up to 3,200 Mbps and 5,300 Mbps, respectively — are proof for this claim. Ever since the inception of D-Link, we have always made great efforts to remain the “early bird” in launching new networking products.
We believe in providing the local touch to customise our solutions depending on the specific market requirements. We have been working with our partners in adapting our hardware and software design, retail packaging and even added cloud applications to fit local requirements.