D-Link 2010 Annual Report Download - page 11

North America
I n light of the recovering economy in 2010, D-Link
launched several major initiatives centered around
communicating D-Link’s corporate vision to deliver unied
solutions that encompassed its expanding portfolio of
networking products. The D-Link North America division
established a state-of-the-art lead nurturing system to
maximize cross-sales of customers. In doing so, D-Link
North America continued to expand its relationships with
channel, retail, and technology partners while listening
intently to customer needs and pain points in order to
develop products and programs to enhance D-Link’s
overall marketplace position.
In support of D-Link North America’s goal to increase
market share with mid-size enterprise businesses, the
company successfully launched its core line of business
switches. D-Link focused its messaging around the need
for multi-vendor solutions and ensuring new product
investments provide the extensive line of features and
support required to remain competitive, but work within
businesses’ waning IT budgets. This approach was well
received by the market, particularly in comparison to
product and service oerings by the largest networking
vendors. To support the launch of D-Link’s business switch
line, the company developed strategic campaigns and
worked closely with the channel to capture and nurture all
sales opportunities.
Strategic consumer product introductions and specialized
launch campaigns broadened D-Link's presence in key
growth areas. In addition to strong eorts geared towards
enhancing retail channels, D-Link North America
expanded its focus on the education sector, creating new
marketing content such as case studies to leverage the
end-user experience. Furthermore, establishing an
advanced education program and developing an all-new
micro site helped reinforce D-Link’s credibility as an
end-to-end networking solutions provider.
Key initiatives for the business market included a greater
focus on aligning eorts with strategic partners to help
deliver D-Link solutions. 2010 was also a critical year in
establishing the infrastructure for D-Link’s leadership and
growth within the service provider industry, working
closely with telecom and cable companies to test IPv6
compatible products and educate telecom cable
operators on D-Link’s investments in IPv6. Through these
end eavo rs, D-Link was abl e to cre ate mo re project
opportunities with major telecom providers in the market.
Leveraging its leadership in home networking, D-Link North
America focused on expanding its product line to encompass
consumer electronics with the launch of the mydlink-enabled
Wireless N Network Camera (DCS-930L) and the Boxee Box by
D-Link. The Boxee Box, D-Link’s rst Smart TV thrust, took the
market by storm, providing the ultimate web-to-TV viewing
experience to homes across the country, while the
introduction of the aordable DCS-930L gave households an
easy-to-use network camera solution for monitoring from
virtually anywhere via a range of mobile device apps and the
mydlink.com portal. These successful launches helped bring
D-Link beyond a purely home router solution provider to
delivering true end-user products oering the ideal
combination of price, performance and ease-of-installation.
Also integrated with D-Link’s success in 2010, was the Value in
Partnership (VIP) Partner Program. The VIP program provided
Value Added Resellers (VARs) with the tools necessary for
successful sales within the channel, including deal
registration and a unique “bounty” rebate program. In
addition, the VIP program oered a certication process and
training opportunities, allowing partners to leverage
expertise and knowledge of D-Link products in customer
outreach.
Looking ahead, the company will continue to push
technology leadership and innovation within the small
business and medium enterprise IT markets, while continuing
to drive growth within the home networking segment.
Priorities will be given towards delivering more powerful
home networking technologies that directly address smart
connectivity needs in today’s homes including
high-bandwidth HD streaming and ensuring signal strength
in every corner of the home. In addition, D-Link will expand its
focus on the growing need for comprehensive IP surveillance
solutions that include high denition IP cameras, switch
technology that leverages D-Link’s auto virtual LAN
capabilities and network storage. D-Link will continue
communicating its corporate vision of delivering
cost-eective unied networking solutions to its customers.
Eorts in the service provider market will continue to focus on
expanding relations with service providers and positioning
D-Link as an IPv6 leader and industry resource to attract new
customers.
The strategic release of new products throughout 2010 allowed D-Link North America to
capitalize on sales for a year-over-year growth of 11.7%.
10 | D-Link Corporation | Annual Report 2010