BELKIN BRINGS THE CONNECTED WORLD TO LIFE

ADVERTORIAL

Fast-growing rm delivers premium accessories that enable workers and consumers to realise their desire for seamless connectivity

Founded in 1983, Belkin International’s mission has always been to create products that help people realise the power of technology and make people’s lives better, easier and more fulfilling. At IFA Berlin, IFA International asked Stephanie Willems, VP Sales EMEA, about Belkin’s priorities during the show.

What’s the news from Belkin at IFA?

On the product side, Belkin’s Connected Things division, within the newly merged Belkin International and Foxconn Interconnect Technology (FIT) entity, has unveiled its Thunderbolt 3 Pro Dock. This comes at a time when both corporate offices and co-working spaces are embracing the idea of “hotel desks”. These unassigned, operating-system-agnostic desks are based on the premise that employees should be able to work wherever and whenever they want without their productivity being interrupted. The ability to connect seamlessly without compromise is key for workers and consumers. More widely, IFA visitors will see how our portfolio increasingly supports a truly connected world, from home to work and on the go. We’re focused on delivering solutions built on consumers’ desire for easy connectivity with the aid of premium accessories.

WE IDENTIFY THE NEEDS OF THE CONSUMER AND DESIGN PRODUCTS FOR THEM. A KEY DIFFERENTIATOR IS THE AMOUNT OF TESTING AND RESEARCH WE DO

How is Belkin responding to changing consumer demands?

We react quickly to consumer needs, creating products from the consumer’s perspective. Take fast charging, for example, and what that means to a consumer. We optimise the power that we project into the device and the device pulls from the charger – or the wireless charger – to make sure that it gives the fastest charge possible. It sounds simple, but the difference to the user is immeasurable. It means getting more done without disturbance or delay.
Our mission is to enhance the experience at home, in the office or on the go. Of course, mobility is key for today’s consumer and we expect the industry to adopt fast charging as standard. While wireless charging has attracted a lot of attention, speed is essential. When you have to leave your house or work in 30 minutes and forgot to charge your phone, the value and marketability of fast-wire charging is clear.

Is Belkin focused solely on charging solutions?

No, we are focused on products that meet consumer needs across the mobile connectivity spectrum. For example, the accessories market is growing at a strong pace. According to Future Market Insights, the global mobile phone accessories market is expected to reach €110.5bn by 2025 due to strong demand both for protective covers and power banks.

How does Belkin’s product strategy differ from competitors?

We try to identify the needs or un- met needs of the consumer and design for them. A key differentiator for us is the amount of consumer testing and research we do to get more from hardware and charging. There is a young, digitally savvy generation that thoroughly researches the products they buy and won’t accept compromise in design or performance. That’s our focus. We say that we create people-inspired products, because people are the heart of everything we do.

How has the incorporation of Linksys impacted Belkin?

The relationship between Belkin and Linksys has resulted in a truly encompassing portfolio of products that spans connectivity and mobile needs at home, in the office and on the go. We are partners in bringing to life the connected world for the consumer and business.

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Photo: Stephanie Willems VP Sales EMEA, Belkin International