D-Link 2010 Annual Report Download - page 9

Europe
Despite the challenging economic climate, D-Link
Europe experienced year on year growth in the business
segment, doubling both its IP Surveillance and Storage
revenues. In addition, a broadening portfolio, strategic
pricing initiatives, and aggressive positioning of key
products against its competition all combined to boost
performance in this important area for the company.
For the second year running, D-Link Europe exceeded its
Service Provider targets, achieving its goal of continued
growth in this arena. Approximately 2.5 million routers,
wireless routers, and wireless adapters were shipped as
part of Service Provider projects across Europe - a clear
indication of the level of success in this market segment.
Going into 2010, D-Link Europe’s strategy was to enter the
IP Surveillance and Storage Area Networks markets,
increase Business Solutions revenue, grow the Service
Provider business, and maintain market share in Wireless N
and PowerLine.
In order to achieve these goals, D-Link Europe grew its
competitive product lines and concentrated considerable
resources on marketing and sales training around the
broadened portfolio. The business achieved its product
targets in ve key technology areas: Broadband, Digital
Home, Security, Wireless, and IP Surveillance, and is now
striving to improve on these targets, particularly around
the areas of IP Surveillance, Storage and Switching. As a
strategic area of focus, IP Surveillance proved particularly
successful in 2010 with a number of important project
wins for D-Link.
In 2010, D-Link Europe also focused on a number of
technology groups that proved to be key to its
accomplishments. In a major launch, D-Link Europe
introduced the Boxee Box by D-Link, one of the most hotly
anticipated HD Media Players on the market today. A rst
for Europe, this has provided consumers with a new way to
enjoy TV programs, movies, videos, and music from the
Internet or a hard drive on their TVs. With the launch of the
Boxee Box, D-Link is now competing with top tier brands
in the European market.
Storage technologies were also a major focus for the year,
with the Europe-wide launch of the ShareCenter range,
providing consumers with an easy way to stream, share,
protect, and manage all their important les. Running
parallel to this was a focused campaign to stimulate sales
of D-Link’s xStack Storage range for businesses. This new
family of products is used by businesses to store important
data as organizations depend on such information to stay
competitive, manage operations, produce goods and
services, and report on progress.
Moving into 2011, D-Link Europe will celebrate 25 years of
innovation in technology for both homes and businesses –
a huge achievement in such a competitive space. Building
on this legacy, D-Link Europe will continue to deliver
technologies that make a real impact on businesses and
consumers that use them. D-Link Assist, which launched
on January 31st, will be a major focus in this drive. By
oering round-the-clock technical support for business
customers experiencing issues with their network, D-Link
Assist will be a key platform in D-Link’s endeavor to oer
best-in-class customer service.
With the launch of a remote monitoring portal on
consumer cameras in May of this year, IP Surveillance will
continue to be a major focus throughout. Switching will
also be a key priority as D-Link Europe looks to introduce a
comprehensive managed and entry level chassis switch
oering to cater for the important SMB/SME market. For
the consumer business, D-Link will continue to drive the
Digital Home agenda by launching a range of innovations
for consumers, and building on the incredibly successful
Boxee Box launch.
Europe contributed 24.7% of D-Link’s global revenue in 2010, growing both its Business
Solutions and Service Provider Business.
08 | D-Link Corporation | Annual Report 2010