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+iD reveals big plans for small card reader

by Stuart Wilson, Thursday 15 January 2015

+iD plans to rapidly expand its channel reach across the Europe, Middle East and Africa (EMEA) region in 2015. The company, which offers a smart card reader, will attend next month’s DISTREE EMEA event in Monaco to meet face-to-face with the region’s leading retailers, e-tailers and distributors. Channel EMEA, an official Media Partner for DISTREE EMEA, caught up with Arte Ermel, general manager at +iD to learn more about the company’s plans.

Channel EMEA (CE): What does iD+ want to achieve at DISTREE EMEA 2015? What are your key goals for the event?

Arte Ermel (AE): We want to raise the awareness about the +iD smart card reader in the EMEA market. Our product is created to cover the need of organisations that use the smart card solutions around the world. Countries that have electronic identification systems and are developing the infrastructure to utilise it require smart card readers and we are ready to provide the easiest and smallest device of its kind. Our ultimate goal is to introduce our product at DISTREE EMEA and seek cooperation with potential distributors and resellers.

CE: Can you tell us some more about the product?

AE: We are showcasing the world’s smallest smart card reader for reading any full size card that has a chip on it. Cards vary from electronic identification cards to SIM cards, credit cards and library access cards to name a few examples. This card reader is version two of our smart card reader products. We are planning to develop further solutions for reading smart cards.

CE: How has your channel business developed in the past 12 months?

AE: We are a new company and just recently started our product distribution.We have already fully covered our home market in Estonia - both business-to-business and business-to-consumer customers - and signed a bigger distributor in the Baltic region. We are looking forward to expand to new emerging markets and supply them with our products.

CE: Which geographic areas and channels represent the greatest opportunity for growth for your company in EMEA?

AE: Based on our current research and knowledge about the countries that are ready to introduce digital solutions for identification, we are concentrating on most of the EU region. Plus we are very much interested in new emerging markets such as South America, the Middle East, Russia and Africa.

CE: Why should distributors focus on +iD products? What makes your channel proposition better than competitors in the market?

AE: First of all and most importantly, our product is the world’s smallest and best-looking smart card reader now available on the market. We are coming from a country - Estonia - that is the European pioneer of many electronic solutions existing in the world. We have developed our product from scratch. We are also flexible on cooperation terms and conditions.

CE: What sort of support do you offer distributors and retailers in terms of marketing, promotions and channel development activities?

AE: We offer our distributors a volume-based discount and support through promotional materials such as leaflets, POS stands and brochures. That includes creating new marketing materials based on their specific markets and offering.

CE: How quickly is your business growing in the EMEA region? What market trends have you identified that are impacting your business segment?

AE: Our business segment is growing together with the usage increase of electronic identification solutions at a government level as they try to reduce bureaucracy. As an emerging global technology there are great opportunities in this area.

CE: Is +iD channel-friendly? What are your overall channel goals and aims for 2015 in EMEA?

AE: We will do our best to be channel-friendly. We are a start-up company focusing on mutual benefits together with our potential partners. So far we have succeeded in offering flexible terms and conditions to our partners on a local scale. Our goals in EMEA for 2015 are to find at least three strong distributors and build a solid collaboration with them to drive further business development.

Media partnership

We are pleased to confirm that Channel EMEA is an official Media Partner for all DISTREE events in 2015, including DISTREE EMEA. Readers requiring more information about DISTREE events in 2015 should contact

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