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TP-LINK Middle East, targets SMB sector

Networking solutions vendor moves to help channel partners serving small businesses

TP-LINK Middle East, targets SMB sector
Liang says TP-LINK is keen on raising brand awareness in the SMB space because its solutions are gaining better penetration and adoption.

TP-LINK Technologies Co Ltd, a manufacturer of SOHO and SMB networking products and wireless solutions, has announced a new channel strategy aimed at helping its channel partners to develop the company's business and reach in the SMB segment.

Under the plan, the company intends to help channel partners to identify opportunities in the SMB space by promoting solutions selling and increasing brand awareness to smaller businesses in the Middle East and Africa (MEA).

According to the vendor, the plan also aims to help partners to change perceptions about TP-LINK being viewed as a Chinese brand and not an international brand name with a breadth of solutions and presence in over 120 countries worldwide.

Denny Liang, vice president, TP-LINK Middle East, said the company's focus this year revolves around taking action on uplifting the company's image from merely being seen as a Chinese vendor to a global brand name with extensive depth in the SOHO and SMB space in MEA.

Liang said the company is keen on raising brand awareness in the SMB space because TP-LINK solutions are gaining better penetration and adoption in this market sector.

"As one of the fastest growing SMB and SOHO networking brands, TP-LINK today has the broadest product array than any other networking brand targeting small businesses. "We have worked so hard to create peace of mind for our channel partners by placing a lot of emphasis on the overall service experience they give to their end user customers," he said.

He said: "Our push into the SMB space is to ensure that we lay a solid foundation upon which our business can grow profitably together with our channel partners. We see the SMB segment as an important stepping stone for our products to be widely adopted in the mid-market space."

He added that TP-LINK moved into a new regional head office for MEA earlier this year to strengthen its support to SMBs in the market. "We now have a service centre, sales, marketing, logistics, technical, human resources (HR) and administration, and finance department," he said. "We have done this to cement our presence in the SMB sector to bring to our channel partners serving this important vertical with quality products that are backed by comprehensives post-sales support."

Liang said channel partners can take leaf from the fact that TP-LINK now has presence in over 120 countries globally in all the major markets in Europe, Americas, Middle East, Africa and Asia-Pacific.

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