May 17, 2021

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HOME REGIONS Russia & CIS › Keenetic confirmed as Silver Sponsor for DISTREE Russia

Keenetic confirmed as Silver Sponsor for DISTREE Russia

by Stuart Wilson, Tuesday 17 April 2018

Ilya Ponomarev, general manager at Keenetic
Ilya Ponomarev, general manager at Keenetic

Innovative networking brand Keenetic will participate as a Silver Sponsor at the 15th annual DISTREE Russia channel event, which takes place in Moscow from May 30th to June 1st. DISTREE Russia is the country’s premier hosted buyer tech channel event, providing exhibitors with a powerful opportunity to pre-schedule one-on-one meetings with senior executives from both the B2B and B2C channels. Channel EMEA caught up with Ilya Ponomarev, general manager at Keenetic, to find out more about the company’s plans for the event.

Ponomarev said: “Being a part of Zyxel since 2010, nowadays Keenetic manifests as an independent brand featuring the same high qualified and experienced team that interacts with the channel successfully for many years. This is the main statement we want to make to all participants [at DISTREE Russia].”

“We will be presenting the new additions to the award-winning Keenetic product family as well as OS update, which makes Keenetic routers more intelligent and capable than ever,” he added.

With a 30% Russian market share and five million happy customers, Keenetic is the second largest player in the market with a closing 2017 run rate of 700,000 units. Keenetic has evolved its route-to-market, creating greater demand visibility for the brand.

Ponomarev explained: “We decreased the number of distributors to three and focused on them to balance the availability of our products in the channel. We can now adjust forecasting more precisely and have improved availability. It also reduced cases with abnormal project prices and improved project protection. We have launched a new distributor reporting system based on everyday reports to keep sales information up to date and to react to market changes and trends with no delay.”

Keenetic sells through a variety of consumer channels including consumer electronics stores, IT-focused stores and mass merchandisers. The company believes there is significant sales potential for its products within Russia.

“There is a stable demand for our products because from the technical and usability point of view we have unique features and reliability. From the commercial point of view, we offer a compelling margin and active vendor team eager to cooperate with channel participants. For the end users we offer high NPS, local experienced support and service,” Ponomarev added.

Keenetic works closely with its channel partners to support their activities including promotions, rebate programmes, sales motivation tools, brand zones, demo sample and presentations for sales people.

“Keenetic is the only one among leading vendors in our segment who grew their share [in Russia] in 2017. We consider the growth of smartphone sales as an impact on our business segment,” Ponomarev continued.

He continued: “We are doing our best to keep our channel partners satisfied and motivated. To maintain and grow our leading positions, we want our products to be presented as widely as possible. There are three main directions for us to manage: balancing the product line, availability, and demand.”

“We are a very experienced and friendly vendor team to provide individual support for any partner, interested in our product, and to build long-term relationships to grow the business,” Ponomarev concluded.

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May, 2021

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