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TP-LINK moves to cement footprint in North Africa

Vendor to raise brand awareness campaigns and promote its networking solutions

TP-LINK moves to cement footprint in North Africa
Liu wants TP-LINK and its reseller partners to capitalise of the rapid growth the company is witnessing in the networking sector in North Africa.

TP-LINK, a global provider of SOHO and SMB networking products has announced new channel strategies aimed at developing the company's channel business and presence in North Africa.

The company said the move to strengthen its channel business in the region comes in the wake of increased infrastructure spending which has spurred growth in the IT networking solutions segment.

Will Liu, general manager, Africa at TP-LINK Middle East, said North Africa is one of the fastest growing networking markets in MENA. Liu said with the Internet developments happening in this part of Africa, the networking segment has witnessed tremendous growth and will continue to grow. "We have confidence that this will become one of the most important opportunities for us and our partners in the foreseeable future," Liu said.

Liu added that because of the positive market sentiments, TP-LINK has decided to strengthen its channel alliances in-country by engaging existing and potential partners. "The market is open and any brand has a chance to do business in North Africa. What has made TP-LINK to experience rapid acceptance of the brand is our commitment to developing quality products that are backed by our own manufacturing and R&D teams," he said.

Liu pointed out that the company believes now is the right time to cement its footprint on the ground by engaging distributors, resellers and retailers in the various countries in that region. "We are aiming to gain rapid acceptance and success of our product offerings in partnership with the entire channel ecosystem that works with us," he said.

Liu said as part of wider initiatives that TP-LINK will roll out for North Africa, the company plans to introduce new products and help channel partners to expand and tap into new markets through roadshows, training, incentives and other loyalty schemes that the company will develop with its distribution partners.

Mark Zhao, country manager, KSA at TP-LINK Middle East, said although North Africa has been through a tough period with some countries experiencing internal upheaval in the past three years, there has been positive developments that have led to the IT networking sector to benefit.

Zhao said for example, Casablanca in Morocco is upgrading the city networking infrastructure while in neighbouring Algeria 3G networks are being rolled out. "What these positive developments are having on the channel is creating new business opportunities for reseller partners," Zhao said.

Liu said the company attributes the business growth it is currently seeing in North Africa to the efforts that all channel partners have put in to raise brand awareness around its offerings. "We provide excellent products, competitive pricing and attractive margins to our partners. We are upbeat that once the enhanced partner engagement initiatives are implemented, business will growth further," he said.

Liu acknowledged that there is always a challenge when a brand starts to grow rapidly in any market. "With our local team across the region, we have managed to solve business challenges and partner problems because we have feet on the ground," he said.

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