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TP-LINK to grow consumer networking business in KSA

Vendor teams up with distributor Redington Gulf to cement retail and reseller channels in Saudi Arabia

TP-LINK to grow consumer networking business in KSA
Yang says TP-LINK and Redington are rolling out initiatives that will increase channel and end user brand awareness.

TP-LINK Technologies Co Ltd, a maker of SOHO, wireless LAN (WLAN) and SMB networking products, has announced it's implementing targeted channel programmes together with Redington Gulf, a move the vendor said is aimed at consumer networking customers and raising brand awareness in Saudi Arabia.

According to the company, the plan to target consumer networking customers in Saudi Arabia comes as TP-LINK Middle East recently appointed Redington Gulf to be its authorised distributor in the Kingdom.

Conrad Yang, country manager, KSA at TP-LINK Middle East, said although it's still early days and it will take time for this alliance to start having an impact in the Saudi market, the company is delighted by the fact that Redington has already started putting together a TP-LINK team within its setup.

"The discussions we have had so far are positive and Redington has hired a product manager who will be responsible for managing TP-LINK branded products sold in Saudi Arabia's retail and reseller channels. In addition, we have also been working closely with Redington to reach out to power retailers in the country," he said. "In fact, we are already working with retail partners eXtra and Jarir Bookstore. We have also started to work with hypermarket stores like Lulu and we believe this will give us the maximum reach in the consumer networking segment."

Yang said while the business remains solid despite some market challenges, the initiatives TP-LINK and Redington are rolling out will increase end user brand awareness. "With Redington now part of our distribution network in Saudi Arabia, we will jointly be pushing programmes that promote the brand, consumer networking products, channel programmes and initiatives to partners and end users," he said. "We will be more proactive in the market to ensure that the TP-LINK brand gains wider market appeal and recognition from consumer networking customers across Saudi Arabia."

Yang added that Redington Gulf is the biggest distributor in the Middle East by revenues and has the biggest channel partner network than any other distributor in this region. "Having Redington as our distributor gives TP-LINK a wider market footprint and opens us up to work with retailers, resellers, VARs, systems integrators and solution providers. We believe this is mutually beneficial for both parties as Redington now has access to the broadest consumer, SOHO and SMB networking products," he added.

He pointed out that on the technology and product front, the company recently unveiled the first wireless router with blazing speeds the 802.11ad. "We are the first vendor to have launched the 802.11ad router technology and partners in Saudi Arabia and the entire region can expect to see these products being introduced in the market soon," he said. "We will also be launching our access point range, broadband 3G products and mobile devices."

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