Games MEA speaks to Andy Hoekstra, Head of MENA at Logitech about the company’s presence in the region, the new brands it has acquired recently and its product roadmap going forward
Please tell us about Logitech’s market and product strategies for the region?
Currently, we have the Music, Gaming, Creativity and Productivity, and Video Conferencing categories present in MENA. We continue to introduce new products into this region.
Logitech will keep on innovating products in all categories. Our aim is to get even better visibility and presence in the consumer and reseller channels, both online and offline. We are working hard to align the timings of these new product introductions with the rest of the world to ensure customers in MENA can enjoy them at the same time.
Which products is Logitech focusing on from its product portfolio?
Logitech designs products that have an every day place in people’s lives, connecting them to the digital experiences they care about. Over 35 years ago, Logitech started connecting people through computers; now we’re designing products that bring people together through music, gaming, video and computing, so they can create, achieve and enjoy more.
At the heart of Logitech’s success lies its ability to design product experiences that tap into genuine consumer needs. Logitech is focusing on the five key market growth opportunities.
We believe in creativity and productivity and we continue innovating in the computing landscape with products that tap into trends and push the boundaries of what’s possible in personal computing:
- Craft our new has an advanced keyboard has a versatile input dial that adapts to what you’re making – keeping you focused and in your flow.
- Our MX Master 2S mouse allows you to work efficiently thanks to its smart speed-adaptive scroll wheel, Darkfield laser sensor, and cross computer control via our Logitech Flow software.
We are obsessed with Music (Logitech music brands include Ultimate Ears and Jaybird)/ We engineer speakers that deliver awesome experiences. Everywhere.
- Our family of Ultimate Ears wireless Bluetooth speakers includes UE MEGABOOM, UE BOOM2, and UE WONDERBOOM.
- In 2016, we acquired audio wearables maker Jaybird and have since launched iconic products like the X3 and Freedom wireless earbuds
We are passionate about Gaming (Logitech gaming brands include Logitech G and Astro Gaming) Logitech makes high-performance gaming equipment—researched, tested and engineered to win with scientific precision. We refine every design detail and engineer high performance gaming devices including mice, keyboards, headsets, wheels and controllers.
We are the champions of collaboration. From huddle rooms to conference rooms, Logitech provides complete collaboration solutions with a line-up of ConferenceCams, speakers, webcams, and presentation devices. And for personal work spaces we also offer a range of high performance headsets and webcams.
What sort of gaming accessories market is currently present in the MEA region?
We have our full Logitech G portfolio present in the majority of countries where Logitech is present. In some countries we are working to establish a stronger footprint.
Post the acquisition of Astro Gaming, how will the brand and its portfolio add value to the overall Logitech brand?
Astro is really strong in console gaming and fits perfectly into our Logitech G portfolio with great products that allows gamers to enjoy their games to the max! It’s great to have strong products from Astro to compliment our already strong range of Logitech G.
What sort of traction has Ultimate Ears garnered in the region, considering how crowded the portable speaker market is in this region?
We just scratched the surface here but market response is very promising. Consumers love the products, the design and the fact that shockproof and waterproof are great features for them to take music where they want! Take them to the desert, the beach or a pool party, Ultimate Ears is made for that. Don’t forget you can connect more than 150 Boom 2 speakers via the PARTY UP feature in the app (for Wonderboom, you can double up).
Have you added new channel partners to the portfolio?
We are working with the most important partners in the region but we need to do better in in-store and online execution. People search online, read reviews, touch and feel in store and then decide where they buy. It is our job to work with all these partners to ensure that consumers see us at all touch points. With this, we will intensify our relationship with our partners.
Does Logitech run any channel partner / certification programmes in the region?
For the SME channel partners, we have a Partner Program. These partners will be visited by Logitech trained people, get access to our marketing tools and are our brand representatives in the markets.