Belkin Grow Channel 300%
The launch of the new Linksys WRT 1900 AC router this week is a very important milestone for the brand, as its flagship router product, Brendan Sparks, Belkin Head of Marketing told CN.
Accessories and home automation giants Belkin are using the recent acquisition of networking giant Linksys as a redrive back into the channel, which has witness 300% growth.
The news comes as Belkin’s CEO, Ian Mclean, announced his departure, yesterday.
“There’s a lot of commonality between the two brands,” he says. Belkin have already said it plans to invest in Linksys Smart WiFi platform further for home networking devices.
WRT marks the reintroduction of Linksys back into the market and is its fastest AC wireless router, ever, targeted at heavy home users and SMB’s.
The networking company have made a concerted effort to drive growth in the channel in the last 12- 18 months on the back of Belkin cyber security.
And it has paid off.
Belkin recorded 300% growth thanks to its connected channel program. The enlarged networking company now has dedicated support and sales structure focused on SMB, which has been a major contributor to driving growth, says Sparks.
The company also launched Linksys SMB – with “a correct set of tools to go after the sector in a meaningful way.” The first unmanaged suite was launched last month
Belkin is hitting the market with new network switches, smart switches, IP cameras, wireless access points. 40 new products launched by the end of the year in the pro-sumer and SMB networking space.
But its not just SMB sector. There’s more to come in a lot of areas – WeMo products, still Belkin’s strongest brand, consumer and other Linksys gear to come in 2014.
There is a lot of movement in Linksys’ market with plenty of rivals like Netgear all with strong offerings, admits Mclean.
But he says Linksys can hold their own and are confident of the future.
“We’ve never been a player that has gone for aggressive price reductions. We are looking for long term sustainable growth, having amassed a reasonable marketshare in a quick timeframe, so far.”