belkin eyes African market growth

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belkin signs deal with logistics partner to further penetrate the African continent and gain further access to over 1 billion people

Youssef El-Arif. Sales Manager, belkins
Youssef El-Arif. Sales Manager, belkins

UAE/Nairobi – 4th July 2012, belkin today announced that they have partnered with AccessPlus FZE to further penetrate the African markets especially the sub Saharan region and North Africa thus increasing the focus for the company and the visibility of the brand in this key continent.

AccessPlus will be working with belkin to market and sell the full product range in markets such as Nigeria, Kenya, Ethiopia, Tunisia, Morocco and Algeria to name a few.

Africa’s population in 2012 is estimated at over 1billion people with some 120 million of those online and a greater percentage using mobile phones. In 2011 Africa saw a 50% growth in the purchase and use of smart phones according to IDC and this means a huge potential demand for the high quality peripherals that belkin offers.

Whilst the company has been in the region for over 15 years, the logistics and supply chain division was recently opened to support companies in the Middle East and Africa. Walid Khaled, Managing Director of AccessPlus said “We have nearly 20 years’ experience in this field and we believe that this partnership between a global brand like belkin and an experienced logistics company like us will be a win/win scenario”. For belkin this partnership represents another milestone in their expansion plans and a renewed focus on the key markets in Africa.

“In moving to meet the demand we have been seeing from various African markets, we need to feel confident of this partnership and entrusting the belkin brand to AccessPlus is the right move” says Youssef El-Arif, Sales Manager at belkin MEA. “It not only represents a real opportunity for our brand and the products we offer to be more readily available across Africa, but also means that we are offering consumers there more choice and that’s good!” added El-Arif.

Many of the markets in Africa are very price conscious and, given that belkin is a mid to high end brand, this partnership offers the brand the advantage to be competitive.

belkin offers a diverse product mix and with the African technology market estimated to be worth around US$25 billion in 2011 according to IDC, it also represents a major growth area not only regionally but also globally for the brand. With some great products out in the last two quarters of this year such as the WEMO, @TV and Screencast the brand is looking forward to a great deal of trade and consumer focus and means to ensure that this takes in Africa too.

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