TP-LINK Middle East targets KSA expansion

Networking vendor looks to cement footprint with partner initiatives
Yang says TP-LINK plans to embark on a partner recruitment drive that will be accelerated in 2016.
Yang says TP-LINK plans to embark on a partner recruitment drive that will be accelerated in 2016.

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TP-LINK Technologies Co Ltd, a leading provider of SOHO, wireless LAN (WLAN) and SMB networking products, has said it is rolling out a forceful strategy that will see the company expand its channel footprint in the Kingdom of Saudi Arabia (KSA).

According to the vendor, the move to expand operations and presence in Saudi Arabia come as TP-LINK Middle East has been investing heavily in growing its revenue in the broader Middle East and Africa market.

"Our story is just beginning in Saudi Arabia," said Conrad Yang, country manager for the KSA at TP-LINK Middle East. "We have a lot to do to build our brand and make consumers and the channel accept our products."

Yang said although currently the company doesn't have a legal entity yet in the Kingdom, the process of establishing an in-country office has started and will be finalised in 2016. "It is already under process and very soon we will have a separate legal entity registered as TP-Link Saudi Arabia to serve and provide pre- and post-sales support for consumers and channel ecosystem there," he remarked.

Yang added that the networking landscape in KSA is in good health. "Our confidence stems from the wide range of products and services the company is offering in that country through our distribution partner Redington Gulf," he said. "The Saudi market is a growth driver for the entire GCC and has strong and extensive links in trade and commerce."Yang said although currently the company doesn't have a legal entity yet in the Kingdom, the process of establishing an in-country office has started and will be finalised in 2016. "It is already under process and very soon we will have a separate legal entity registered as TP-Link Saudi Arabia to serve and provide pre- and post-sales support for consumers and channel ecosystem there," he remarked.

Aside from expanding operations and growing revenue, TP-LINK also plans to embark on a partner [VAR and solution providers] recruitment drive with the vendor aiming to accelerate the initiative in 2016. "Right now, the important thing in Saudi Arabia is to make networking-focused, SOHO specialist resellers and SMB-centric VARs aware of a vendor option they may not have considered," he said.

Yang explained that TP-LINK hasn't been in Saudi Arabia for long but its focus has been mainly concentrated in the central and western region. "We have solid presence in Riyadh and via the distribution channel through retailers and resellers, and we intend to extend this in the year ahead," he said.

He added that TP-LINK also entered the power retail and SMB sectors with compelling product offerings in KSA.

"Technology-wise, some of our focus is on portable travel routers, next-generation MiFi technology and SMB-grade switches, including managed and unmanaged models. We are also providing wireless access points, 4G routers, ADSL modem routers, IP cameras, print servers and a wide accessory range," Yang said.

He explained that with these schemes, TP-LINK is making sure that all partner segments are well addressed and the momentum the company has in KSA will ensure it continues to grow its revenue, market share and brand awareness.

TP-LINK is among a growing class of Asia-based vendors with sites set on the Middle East and Africa (MEA) customers and channel partners with SOHO and SMB networking needs.

Founded in 1996 in Shenzhen, TP-LINK has the top market share among SOHO networking vendors in China. It's been in the international market since 2005, and has of late been heavily invested in growing its MEA revenue and market share.

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