November 17, 2017

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HOME REGIONS Asia-Pacific › INTERVIEW: Evgeniy Zaitsev, PocketBook

INTERVIEW: Evgeniy Zaitsev, PocketBook

by Stuart Wilson, Friday 30 June 2017

Evgeniy Zaitsev, VP sales and marketing at PocketBook
Evgeniy Zaitsev, VP sales and marketing at PocketBook

Asia-Pacific (APAC) has been identified as a target market for PocketBook’s business expansion in 2017. The company, which provides e-reading devices and business-to-business (B2B) solutions for e-book commerce, will participate at DISTREE APAC in Singapore this November. The event gives tech brands a unique opportunity to meet senior executives from top tech distributors and channel partners from 20-plus countries in the region. Channel APAC caught up with Evgeniy Zaitsev, VP sales and marketing at PocketBook, to get the lowdown on the company’s plans.

Channel APAC (CA): What does PocketBook want to achieve at DISTREE APAC 2017? What are your key goals for the event?

Evgeniy Zaitsev (EZ): At DISTREE APAC 2017 we will represent our newest and flagship e-ink devices. The main goal for us is to set up new business connections and find new partners in the APAC region. PocketBook will show brand new premium e-ink products at DISTREE APAC, including our highly anticipated e-reader with 7.8” E Ink Carta HD screen and adaptive frontlight.

Also at DISTREE APAC 2017 we will have our current product line, including flagship E Ink e-readers. The line-up includes: PocketBook Touch Lux 3 Anniversary Edition – limited series of premium e-reader with E Ink Carta HD screen and frontlight in matte gold color; PocketBook Aqua 2 - waterproof and dust-resistant e-reader in attractive azure color with frontlight, HD touch-screen and audio output capabilities; PocketBook Touch HD - e-reader with E Ink Carta HD screen and frontlight, that gives convenient opportunities to listen to audio-files.

CA: Describe how your channel business has developed in the past 12 months? What trends have you seen and what have been the highlights for your business?

EZ: For last 12 months PocketBook has strengthened its position on existing European markets. We have entered several new markets in Europe, increased our sales and set up many new distribution channels. We’ve added Euronics in Italy; Expert in Sweden and Norway; Media Markt in Netherlands, Germany and Hungary; plus, Auchan in France. The strong leadership position of PocketBook in Europe is due to our high-end E Ink products as well as our modern software solutions such as the PocketBook Reader Android app.

CA: Which geographic areas and/or channels represent the greatest opportunity for growth for your company in APAC?

EZ: We now see the upside potential and perspective of sales growth in China, India, Indonesia, Philippines, Vietnam, Malaysia and South Korea. As for the channels we target, we are looking for local distributors and consumer electronics retail chains. Book channels are also welcome.

CA: Why should distributors and retailers sell PocketBook solutions? What makes your channel proposition better than competitors in the market?

EZ: PocketBook is one of three largest E Ink e-readers producers in the world, with 10 years of experience, covering 35 markets and with 4 million devices sold to date. PocketBook e-readers have a number of features which significantly differentiate them from competitors’ products. This allows our partners in 35 counties to hold a strong and stable market position.

CA: Do you have a structured channel programme? Do you offer a strong margin proposition to your partners?

EZ: We always develop the market entry together with the local partner – normally the distributor. The programmes are discussed individually with each partner. We jointly develop markets with our partners, working together on marketing, services and warranty support.

We don’t have permanent distribution channels and partners in APAC at the moment. The company’s main efforts were most recently focused on European markets. Now we are open for the APAC region and ready to start the market development.

The most promising channels for PocketBook in 2017 are large consumer electronics retail chains, e-commerce platforms and bookstores. PocketBook also provides cooperation opportunities on OEM and ODM models and offers ready solutions under private customer’s brand name.

Distributors, retailers and e-tailers confirmed to attend DISTREE APAC can request and pre-schedule one-on-one meetings with the PocketBook team at the event.

DISTREE APAC 2017

Channel APAC is an official Media Partner for regional technology and consumer electronics retail channel event DISTREE APAC taking place November 8-10th in Singapore. Vendors, distributors and retailers requiring more information about DISTREE APAC 2017 should contact stuart@channelemea.com quoting code DAP17.

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