TP-LINK to focus on brand building in retail sector

Vendor seeks to have better visibility and penetration in the UAE retail segment

Tags: TP-LINK (www.tp-link.com/en/‎)
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TP-LINK to focus on brand building in retail sector Jiang says TP-LINK's success in the market hinges on how the company is building the brand.
By  Manda Banda Published  March 6, 2016

TP-LINK Technologies Co Ltd, a maker of SOHO, wireless LAN (WLAN) and SMB networking products, has revealed that following the recent unveiling of the Talon AD7200 Multi-band WiFi router based on 802.11ad wireless technology, the company will be promoting the new product to end user customers in the UAE.

According to the networking solutions vendor, the new router is powered by the 802.11ad and 11ac MU-MIMO solutions from Qualcomm Atheros Inc, a subsidiary of Qualcomm Incorporated.

TP-LINK said the Talon AD7200 Multi-band WiFi router brings new, robust capabilities of 802.11ad to the market, delivering ultra fast speeds of up to 4.6Gbps on 60GHz bands. The product is expected to be available in the Middle East retail channels in the second quarter of 2016.

Lucas Jiang, country manager, TP-LINK Middle East, said the company has decided to reinforce its retail strategy, a year after it outlined a plan that saw it work with power retailers in the UAE market. "The focus last year was actually product-oriented and market development initiatives. We launched various new models of our SOHO and consumer networking product, but we only introduced products we believed had potential and were right for the retail segment in the Middle East," he explained.

Jiang said with the number of smart devices in the home steadily rising in the Middle East, consumers need more bandwidth to ensure seamless connectivity. He added that leveraging Qualcomm Atheros' 802.11ad wireless technology, the recently unveiled TP-LINK Talon AD7200 Multi-band WiFi Router uses a new frequency with untapped bandwidth and channels at 60GHz. "With the TP-LINK Talon AD7200 Multi-band Wi-Fi Router, consumers can share an entire feature-length 4K HD video in about four minutes or transfer a thousand photos to a storage device in approximately five seconds, without any concerns about network interference," he remarked.

Jiang said critical to TP-LINK's success in the market hinges on how the company is building the brand and making sure consumer and business customers stay abreast with the innovation the company is bringing to market. "Based on our understanding of the local markets in the region, we want to ensure that the products we are selling in the channel meet the expectation of our partners and their end user customers," he pointed out.

He emphasised that in 2016, TP-LINK efforts will be concentrated on brand building in the retail space. "We want to do this and achieve our goals by working with all retailers across the region. Presently, we work with all power retailers, hypermarkets and online retailers. Our aim in the year ahead is to increase the brand awareness to the ultimate level to serve our customers better, faster and efficiently," he said.

He said in terms of growth, the main market focus is the UAE in 2016 and TP-LINK is also entering the retail segment in Saudi Arabia and Egypt, where the company believes the contribution from the two countries will spur more growth and strengthen its position in Middle East retail vertical. "We will also focus on promoting new networking models and meet customers' demands to upgrade to fast performing and latest products, and the TP-LINK Talon AD7200 Multi-band WiFi Router is only the beginning," he added.

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