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Siano tunes in to APAC channel potential

by Stuart Wilson, Monday 7 October 2013

Siano will use next month’s DISTREE Asia Pacific (APAC) channel event in Singapore to promote its innovative TV receivers for use with mobile devices. Siano has the potential to partner with distributors and device vendors and will use DISTREE APAC as a platform for regional business development. Channel APAC caught up with Guy Halamish, marketing director at Siano, to find out more about the vendor’s portfolio and expansion plans for the APAC region.

Channel APAC (CA): What do you want to achieve at DISTREE APAC 2013? What are your key goals for the event?

Guy Halamish (GH): Siano has two objectives for DISTREE APAC 2013. We want to build a framework for co-operation and joint projects with leading consumer electronics wholesalers and distributors, targeting key Asian markets with terrestrial TV broadcast DVB-T or ISDB-T. Siano’s product, an innovative TV receiver for use with mobile devices, enables tablet and smartphone owners in the region to transform their devices into TV sets, and receive free-to-air content – without the need for subscription fees or internet connectivity. We also want to enhance Siano’s already impressive customer portfolio among mobile device vendors - tablets, phones, and other device makers that can deploy our embedded mobile TV chipset solutions into their designs.

CA: What products and solutions will you be showcasing at DISTREE APAC 2013? What do you want distributors and retailers to know about your portfolio?

GH: We will be showcasing three of Siano’s product families. Meron is a small-sized accessory that transforms mobile devices - Android and iOS tablets and smartphones - into TV sets. Meron connects to devices via WiFi, and enables receiving broadcast DVB-T or ISDB-T signals without subscriptions or data costs. It is an ideal accessory for both outdoor and indoor use – even on a window ledge - to view live broadcast TV on mobile devices.

We also have Kita with a value proposition is similar to that of Meron – transforming mobile devices into TV, targeted to the Japanese market. Primarily, Kita receives ISDB-T Full-seg with Customer Access Control, however, since it is a superior, robust platform for delivering high bit-rate video, users can also position it as HD for DVB-T in Australia for example.

Siano will also highlight new chipset solutions: SMS4470 and SMS4430. Siano has seen an increasing interest in DVB-T2 chipsets, for tablets with embedded broadcast TV capabilities and for consumer electronics developers who wish to design Meron-like devices as well as set-top boxes.

Distributor network

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

GH: This last year was dedicated to signing several major Meron distribution agreements in Latin America, Europe and the US. Today, we pride ourselves in a network of distributors who will provide various Meron versions in each of these global markets. Meron and Siano’s proprietary technology were selected by Dyle mobile broadcast services in the US, and consumer electronics giant, Audiovox, will market and sell the product as part of their mobile TV portfolio. Japan, France and Brazilian partners have also presented Siano with market opportunities and orders for impressive quantities.

Meron is still very new, therefore, there is still tremendous room for growth and expansion on a global scale. We welcome consumer electronics distributors and providers in APAC and other territories to meet the Siano team at DISTREE APAC to find out more about Meron and its tremendous market potential.

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

GH: Siano products may be used in any global location that has terrestrial TV broadcasts using standards such as: DVB-T, DVB-T2, ISDB-T and others. Regions where rich and varied content is available will contribute to greater adoption. In addition, Siano products are ideal for areas where Internet coverage is limited and where users are reluctant to pay subscription and Internet access fees, as our products provide free-to-air TV reception, with no recurring costs.

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

GH: In our specific market, that of mobile terrestrial TV chipsets and products, Siano is the market leader on all fronts. Our product portfolio is comprehensive, our technology is field-proven and had been sold in millions of units around the globe, and our Meron and Kita solutions are the only WiFi -DTV mobile devices that support HD TV. Siano’s customer portfolio is impressive and reassuring and includes market leaders such as ZTE, Motorola, Nokia, Samsung, Huawei, Audi, Hisense, LG, Garmin, Belkin, Volkswagen and many more.

CA: Do you have a structured channel programme?

GH: Ultimately, this is Siano’s goal and we are making great efforts to constantly reduce our bill of materials costs and enable greater margins for our customers. Naturally, this area has some discrepancies from one product line to another, however, the effort and approach is unique to all of them – to support our channels as best we can and consistently improve and grow our global distribution network.

Exclusive rights

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

GH: Exclusivity – this is ultimately what we offer distributors and retailers, without revealing too much detail. We can say this with complete certainty – that we provide a compelling and exciting offer to suitable channel partners. This is the exclusive rights for marketing our products in their regions. Clearly, it is linked to the overall market in terms of market size, order size, and other factors, but the option for exclusive rights is never excluded, and was successfully undertaken in several countries.

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

GH: Siano has dominated the Chinese market for many years with its CMMB chipsets, and today, with Meron ISDB-T, we see impressive and substantial growth in Japan, which will be further enhanced with the new Kita designed primarily with Japan in mind. Further, Siano is in early stage markets in other regions and we welcome the opportunity of meeting wholesalers and distributors from Australia, Thailand, Philippines, Indonesia, Singapore, and other APAC countries.

CA: Is your company channel-friendly? What are your overall channel goals and aims for 2013 in APAC?

GH: Siano is very customer oriented and channel friendly. Our chipset business has grown on the basis of close relationships and responsiveness to customers’ needs and design requirements, which we adapt to and react to very quickly. Our Meron and Kita devices are marketed not only under the Siano brand, but are also white labeled and marketed under the channel’s brand to support its local marketing efforts and product portfolio. We look forward to receiving feedback on our product offering and to joining forces with APAC distributors and providers to strengthen Siano’s presence in APAC and the region.

CA: What else should distributors attending DISTREE APAC 2013 know about your company and your solutions?

GH: There is a tremendous opportunity to distribute our products in the region, whether via embedded designs - tablets and phones - or focusing on Meron and Kita to provide consumers with free-to-air TV with no recurring costs and no need for internet connectivity. Siano’s HD and WiFi combination support is truly unique and provides a substantial competitive advantage in relevant markets.

DISTREE Asia Pacific 2013

DISTREE Asia Pacific (APAC) is a ‘must attend’ event for retailers, distributors and vendors operating in the region’s ICT and consumer electronics (CE) channel. DISTREE APAC also offers vendors from outside the region a unique business development platform to meet with retailers and distributors from across 20-plus countries in one place at one time. Utilising a unique ‘invitation only’ event format, DISTREE APAC offers all delegates a compelling mix of pre−scheduled one−on−one meetings, keynote presentations, boardroom meetings and networking opportunities. www.distree-apac.com

DISTREE APAC 2013 will take place from November 12-14th at Shangri-La Rasa Sentosa Resort, Singapore. For more information and to secure your place at the region’s number one ICT and CE channel event, contact fhemraj@distreevents.com quoting code DAPAC13.

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