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Belkin, the recognised global leader in connectivity solutions, has broadened its product categories along with the unveiling of its new brand identity. The extended range, which includes Belkin’s line for IT solutions, smartphone and tablet accessories, and home entertainment and automation solutions, is created to inject a new life into mobile devices for an enriched user experience in today’s hyper-connected world.
Stepping out from its legacy in producing predominantly home networking equipment, Belkin’s new product categories represent the company’s effort in helping mobile users optimise connectivity, impart character and extend functionality of their smart devices. These include smartphones, tablets, laptops and notebooks.
“Belkin has come a long way, evolving tremendously over the past two decades with continued innovation in respond to the changing connectivity and mobile landscape,” said Chet Pipkin, Founder, President, Chief Executive Officer and Chairman of the Board for Belkin International Inc., who was in Kuala Lumpur, Malaysia for the media briefing.
“Today, the refreshed Belkin brand underpins the quality and innovation we deliver through products that are inspired by the needs and desires of today’s tech-savvy consumers.”
Belkin’s IT solutions combine not only an array of accessories for laptops and netbooks, but most importantly wireless solutions that serve as the heart that brings smart devices together. These include high-performance, easy-to-setup, reliable and secure wireless routers and powerline adapters for a seamless mobile experience while surfing, streaming or playing online games at home.
Belkin has also meticulously designed a range of home entertainment and automation solutions to extend the original functionalities of smart devices. Whether it is to bring music from mobile devices into the living room, or setting up a HD home theatre, these essential kits allow users to do more with their devices.
In keeping up with consumer’s changing preference, Belkin offers a range of intuitive smartphone and tablet accessories for users to impart unique character to their devices. The broad range of accessories includes aesthetic and functional cases, in-car gadgets, mobile chargers and device stands to provide users the flexibility they need to support and personalise their iPhone, iPad, and smartphone devices according to individual identity, interest and usage patterns.
Alan Sparks, Belkin’s Vice President of Asia said, “The new segmentation of our products bodes in well with our expansion plan for Belkin in Malaysia. Our business will be driven by the increasing adoption of smart devices and growing appetite for high-speed connectivity among Malaysians.”
Smartphone sales in Malaysia grew 24% to a total of RM4.5 billion in 2010 and it is expected to continue soaring with increasing device affordability, application richness, mobility and the need to stay connected for work and leisure . At the same time, the household broadband penetration rate in Malaysia has been consistently growing with a projected increase from 62.9% in 2011 to 65% in 2012.
Sparks added, “With these indications, we expect Malaysia to contribute to the future and growth potential in Asia Pacific, which currently represents one of the fastest growing regions in the next coming years and we will continue to create innovative solutions to meet our customers’ demands.”
Setting a firm vision for its product direction, Belkin’s new brand identity is centred on its commitment of delivering People Inspired Products. Belkin believes in listening to the voices of customers and partners. These voices will be integral to the development of Belkin’s products, inspired by people, whilst acknowledging the connection between people and the experiences they value most. Ultimately, Belkin looks to deliver product offerings that are desirable, fun and help enhance the daily lives of many.
At the briefing session, Belkin previewed WeMo and a number of other cutting edge products that will be introduced in Malaysia early 2013. The Belkin WeMo is one of its most advanced creations and the perfect device to illustrate its People Inspired Product brand promise and continued innovation. In short, WeMo is a line of simple, modular home automation products that allows household electronics to be controlled from anywhere using a mobile application on a smartphone or tablet. The WeMo range features the Home Control Switch and Motion Sensor as two initial products that are set to bring remote convenience to home users.
