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INTERVIEW: Christian Popa, Tellur

by Stuart Wilson, Tuesday 23 February 2016

More than 130 consumer technology brands will meet senior executives and buyers from the top distributors, retailers and e-tailers in Europe, Middle East and Africa (EMEA) this week. DISTREE EMEA is a powerful regional channel development platform for brands from around the world. Romania-based brand Tellur is participating at the event. Channel EMEA caught up with Cristian Popa, sales manager at Tellur, to find out more about the company’s plans.

Channel EMEA (CE): What does Tellur want to achieve at DISTREE EMEA 2016? What are your key goals for the event?

Cristian Popa (CP): Due to this annual event, EMEA’s elite distributors, vendors and retailers get together in one place at the same time. This is the biggest and most important event for a new brand like Tellur, to meet partners from all over the world, to present our products and gain the know-how for future partnerships. Our main goals are to introduce our brand Tellur and to develop good relationships with European partners and provide a unique product portfolio that can contribute to their business.

CE: What products and solutions will you be showcasing at DISTREE EMEA 2016? What do you want distributors and retailers to know about your portfolio?

CP: We will present our business line products. We want to show distributors and retailers that we have a strong brand, a large portfolio of different groups and very good quality products. We also can provide OEM products as we have our own factory in Romania. The development of new categories and products at the point of sales is necessary. With this in mind, Tellur offers an innovative line of products like screen protectors, cases, smartwatches, tempered glass for curved screens, power banks, USB type C cables, holders, armbands, speakers and more.

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

Made in the EU

CP: Tellur is gaining market share in Romania. Telecom, retail and distribution channels are performing well as we develop products especially for them and we focus on quality. Our position is already strong, based on our experienced business strategy. The trend that we see is that end-users are looking for high quality products. For the future we must continue to enlarge our portfolio with other categories and keep the quality at the highest level as it is now

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

CP: Our company has been present in the Romanian market for 13 years. We consider that is now time for the next step: to find European partners. We believe that all European countries are interesting markets for our brand and a good strategy is to provide products and solutions for each region.

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

CP: First of all, 80% of our products are made in the EU in our factory based in Romania. Our prices are very competitive and our designs are unique to avoid competition with similar products in other markets. We offer an OEM service to create new models according to our partners’ ideas or designs. Also, based on our 10 years of experience in this field and our factory in the EU, we believe we offer important benefits to our partners: short delivery time, no minimum order quantities, personalised products and packaging, no custom taxes, possibility to easily check the products during production and visit the factory, plus favourable payment terms.

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

CP: Due to our lack of presence in European countries we don’t have a channel program at this moment, but we plan to develop a structured channel programme in order to support our partners in their business, to create a stable, long term and a clean relationship, with a win-win business structure.

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

Marketing funds

CP: This depends on the profile, needs and particulars of each partner. We are able to customise the support offered for each partner, country and region. Our marketing team will provide knowledge, key selling points to our partners and of course all required marketing materials. Our plan is to support our partners with marketing funds in order to help them to promote the products in every region.

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

CP: Tellur has a strong presence o=in the Romanian market and every day we are gaining market share. Our company has already signed partnerships and is present in Bulgaria, Moldova and also in Germany, France, Italy, Spain and UK throughu Amazon. We expect to enter at least five other major countries by the end of 2016.

CE: Is Tellur channel friendly? How would you describe your overall go-to-market approach in the EMEA market?

CP: ‘We take care of business’ is our company motto which has driven us during the last 13 years in Romania. Our vision is for the Tellur brand to become even better known in Romania and across Europe. [Our parent company] ABN Systems wants to become the most important manufacturer and distributor of GSM accessories from Eastern Europe in the next two years and one of the main distributors for Europe in the next three years. It is a bold ambition but not impossible. Tellur products, especially the covers, can be made for the newest models of devices, meeting the needs of all customers, especially those in telecom industry.

CE: What else should distributors attending DISTREE EMEA 2016 know about Tellur?

CP: We identify logistics and transport as another distributor problem. We have a strong proposition here because we can deliver very fast to any part of Europe. We don’t have minimum order quantities, we have very competitive products and prices, plus we offer pre and post-sales services and support for our partners.

Distributors, retailers and e-tailers attending DISTREE EMEA 2016 can pre-schedule one-on-one meetings with the Tellur team through their web account.

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