D-Link 2010 Annual Report Download - page 7

Emerging Markets & Asia Pacific
Global recovery from the previous year’s economic
woes, in addition to pent up spending, allowed D-Link to
experience tremendous gains with year-over-year sales
growth rates of 19.2% (NTD) and 24.2% (USD). Further
development in regions such as Russia, Latin America,
Asia Pacic, Middle East, and Africa enhanced D-Link’s
inuence. D-Link’s local brand awareness, competitive
price points, and versatile product oerings proved to
be distinguishing factors for success.
Revenue from the Russian market exceeded
expectations and re-assured D-Link’s positive brand
recognition and sales performance there. Switch sales
continued to be a major contributor after a number of
switching devices and software systems were
introduced in 2010. The ever-growing adoption rate of
“D-Link Green” products also shows promise. D-Link was
involved in Russian education as an ocial partner of IT
Planet’s IT Olympian challenge and as a promoter of
distance learning. Channel relations proved to be
another area of strength. D-Link was rated by CRN as a
Champion Russian IT Channel, earning a bronze award
for “networking” and a gold award for “NAS systems for
home and oce.” Solid core oerings continued to
remain a key success factor along with competitive
pricing, comprehensive feature sets, and high-quality
customer service.
In Latin America, diversication among market segments
allowed for successful sales across Switch, Wireless, and
SOHO/SMB Router product lines, which accounted for
the majority of revenue within the region. D-Link
maintained a leading position in the consumer segment
through appropriately timed promotions that
strengthened customer brand loyalty, while also
broadening its customer base. Programs and incentives
for channel partners were also thoughtfully created and
driven, helping to enhance sales across vertical markets.
In 2010, D-Link developed a nancing unit to help
expand its value oerings to small to medium-sized
businesses (SMBs). This oering ultimately improved
short term liquidity for SMBs, helping them to achieve
management goals without sacricing production.
3G products were in high demand in Southeast Asia as
collaboration with service providers allowed D-Link
products to receive more exposure. D-Link has continued
to enhance its business presence within these regions,
promoting Wi-Fi products and winning multiple projects
in both education and service provider sectors. D-Link
maintains superb name recognition, having received
“Business Superbrand” status, an award that honors the
most valuable business to business brands in the region.
In India and the Middle East, D-Link adopted a number of
innovative sales and marketing strategies to enhance its
brand presence. Positive relationships across multiple
channels have helped the company earn a number of
accolades, including DQ Channels Magazine’s Channel
Choice Award for “Wireless Networking” and CRN
Magazine’s Channel Champion Awards for “SMB
Networking,” and “Home & SOHO Networking." D-Link
continues to hold various channel partner events to
develop and bolster partnerships throughout the regions.
In 2010, D-Link’s oerings continued to attract new
consumers as the demand for extensible platforms and
aordable products grew. Fresh networking
infrastructure continues to be deployed in many new
areas. This progress is encouraging, and will likely
contribute to sales growth in the future. In the Asia
Pacic, Latin America, and emerging markets, the primary
users of advanced networking technology have often
been Telco providers and government agencies seeking
to oer their end-users new services based on advanced
and competitive infrastructure. D-Link anticipates that its
Ethernet and high-speed wireless platforms will continue
to be the reliable choice for municipal networks
worldwide, and looks to these areas for continued growth
opportunities.
Economic recovery in Emerging Markets and Asia Pacic was lucrative, with sales for scal
2010 contributing to 56.9% of D-Link global revenue.
06 | D-Link Corporation | Annual Report 2010