Belkin, a renowned consumer electronics brand with over 40 years of innovation, has recently launched a range of cutting-edge products in its Mobile Power, Audio, and Connectivity portfolios. The Brew News had the privilege of speaking with Steve Malony, CEO of Belkin International, to delve into the company’s innovation strategies, sustainability initiatives, and ambitious business plans for the Middle East market.
The Brew News: Belkin has been present in the MEA region since 2006. What key factors have contributed to the company’s impressive double-digit growth here?
Steve Malony: We officially established our presence in 2010, and since then, we’ve experienced triple-digit growth. Our success is rooted in the strong partnerships we’ve built with our resellers. Belkin’s portfolio spans essential categories like mobile power, device protection, connectivity, and audio. These have been significant growth drivers, supported by deep, long-standing relationships with our partners. The synergy between our brand and our resellers has allowed us to thrive in this market.
The Brew News: Apart from partnerships, what other elements contribute to Belkin’s success?
Steve Malony: Our consumer-centric approach is vital. At our global headquarters in Los Angeles, we conduct extensive consumer insights research. We observe how consumers use devices like tablets, laptops, mobile phones, and wearables. From these observations, we generate ideas, prototype rapidly in our industrial design lab, and assess functionality and ergonomics within days. This agile process allows us to address emerging technology gaps and deliver desirable products. This method has been foundational to our brand since our inception in 1983, when our founder innovated a special cable to connect an old Apple 2C computer to a printer.
The Brew News: You recently attended the Qatar Web Summit. Can you share insights into Belkin’s investments in the region?
Steve Malony: We’ve doubled our staff over the past few years to better understand the market and enhance service for our resellers and consumers. We’ve also increased investments in digital marketing to improve brand visibility. Additionally, we held a leadership summit, bringing sales and marketing leaders from across Europe to the region. Events like the Qatar Web Summit help create brand awareness and align with our growth strategy.
The Brew News: Your brand is prominent in the retail market. Any new partnerships or store openings on the horizon?
Steve Malony: We’ve been fortunate that our brand is well-received. We recently opened a brand store in Oman, offering a complete Belkin experience. This initiative helps us understand consumer behavior and preferences. We plan to expand such innovative retail experiences. Additionally, we’re investing in digital growth, enhancing our online presence to tell our story more effectively.
The Brew News: How does Belkin handle the rapid pace of technological development, especially with competition from Chinese brands?
Steve Malony: The fast-changing tech landscape is an opportunity for us. With our consumer insights practice and close relationships with device and chip manufacturers, we can identify trends early and bring products to market swiftly. Our extensive product roadmap and agility allow us to adapt to technological advancements effectively. This approach has been crucial to our success in an era of rapid innovation.
The Brew News: Are there any product innovations specifically tailored for the Middle East market?
Steve Malony: While we haven’t developed a revolutionary product exclusively for this market yet, we’re closely monitoring regional needs. For instance, our advanced battery technology and power banks cater to the high mobile device usage in this region. We’re also focusing on e-sports, launching products here first. We’re committed to adapting to market demands and enhancing the consumer experience.
The Brew News: How does Belkin address health and ergonomics concerns?
Steve Malony: We prioritize the total consumer experience. Through rigorous consumer testing, we ensure ergonomic designs that enhance usability. For example, we’ve developed accessories for Apple’s Vision Pro, including a comfortable head strap and a battery clip. These innovations enhance the user experience and demonstrate our commitment to ergonomic design.
The Brew News: Sustainability is a major focus for global brands. How is Belkin integrating eco-friendly practices in MEA?
Steve Malony: Sustainability is central to our mission. We’ve removed plastics from our packaging and use 75% post-consumer recycled materials in product housings and targeting for 90% in coming days. We aim to achieve Scope 1 and 2 carbon emission neutrality by 2025 and Scope 3 by 2030. For battery recycling, we’re developing responsible programs. We also leverage AI to understand our supply chain and reduce emissions effectively.
The Brew News: How is Belkin catering to the unique needs of Middle East and Africa consumers?
Steve Malony: We actively participate in creating industry standards, such as USB and wireless charging technologies. We’re excited about upcoming wireless charging products and AI-integrated stands for content creation. We also offer a retro camera accessory and a creator starter kit. Our focus is on providing innovative, high-quality products that meet the evolving needs of this dynamic market.
With a legacy of innovation and a strong commitment to sustainability, Belkin continues to make significant strides in the Middle East. Through strategic investments and a consumer-centric approach, the brand is poised to lead the region’s evolving tech landscape.
