April 24, 2019

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INTERVIEW: Oliver Kinne, Gigaset Smartphones

by Stuart Wilson, Tuesday 22 January 2019

Gigaset GS185
Gigaset GS185

Gigaset Smartphones is ready to expand its distribution and retail reach at next month’s DISTREE Europe, Middle East and Africa (EMEA) event, which takes place in Monaco from February 19th to 22nd.

The 17th annual DISTREE EMEA provides exhibitors with a unique opportunity to hold pre-scheduled meetings with senior executives from top distributors, retailers and e-tailers from 50-plus countries in one place at one time.

Channel EMEA, an official Media Partner for DISTREE EMEA, caught up with Oliver Kinne, global sales and marketing director for Gigaset Smartphones, to get the lowdown on the company’s channel plans for 2019.

Channel EMEA (CE): What do you want to achieve at DISTREE EMEA 2019? What are your key goals for the event?

Oliver Kinne (OK): Gigaset Smartphones wants to introduce trade customers to its smartphone product portfolio and use the opportunity to showcase ‘what else’ Gigaset does to its existing current customers. Gigaset Smartphones is targeting those distributors and online and offline retailers who are aware of the Gigaset brand in DECT phones, but not in smartphones. After a successful launch of Gigaset Smartphones ‘Made in Germany’ in 2018, Gigaset is now targeting to expand its smartphone business across Europe and the rest of the world.

CE: What products will you be showcasing at DISTREE EMEA 2019? What do you want distributors to know about your portfolio?

OK: Gigaset will be showcasing its entire smartphone portfolio and wants distributors to understand its products’ features. Furthermore Gigaset wants distributors to be aware of the fascinating Gigaset Smartphones ‘Made in Germany’ story.

CE: 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?

OK: Gigaset Smartphones were launched in 2017. The focus market in 2018 was Germany where Gigaset achieved roughly 1% market share within just 18 months. In addition, Gigaset Smartphones have also been launched in selected European countries including France, Spain, Austria, Switzerland and the Netherlands. Gigaset realised that apart from premium brands’ flagship products there is a strong demand for good value for money mid-range smartphones. In 2019, market launches are planned for Russia, South Africa and more markets outside of Europe.

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

OK: Actually any market where Gigaset DECT phones are successfully sold is a growth opportunity for Gigaset Smartphones. Considering Gigaset smartphone target price segments, East and South-East Europe, Africa and South-East Asia are all growth opportunities. Nevertheless, there are still white spots in Europe including Scandinavia, UK and Italy.

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

OK: The Gigaset brand has a high reputation for outstanding quality and excellent customer service in after-sales and repair. As market leader in DECT phones, the Gigaset brand is transferring a positive brand image to the smartphone portfolio. Gigaset Smartphones ‘Made in Germany’ is a unique and exclusive selling point to consumers.

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

OK: Gigaset is giving strong sales and marketing support to its channel partners. Competitive margins and marketing investments is a must. Furthermore, Gigaset is protecting its smartphone channel partners with exclusivity agreements.

CE: What else should distributors attending DISTREE EMEA 2019 know about Gigaset Smartphones?

OK: Gigaset is an internationally operating company in the area of communications technology. The company is Europe’s market leader in DECT telephones and is likewise a leader in the international arena, with around 900 employees and sales activities in around 70 countries. Its business activities comprise not only DECT phones, but also an extensive smartphone portfolio, cloud-based smart home security solutions, and business telephony solutions for small and medium-sized enterprises (SMEs). Gigaset Smartphones ‘Made in Germany’ proposition is a key differentiator in this category.

DISTREE EMEA

To request a hosted buyer invite for DISTREE EMEA 2019 - CLICK HERE

Distributors, retailers and e-tailers confirmed to attend DISTREE EMEA 2019 will have the ability to pre-request one-on-one meetings with Gigaset Smartphone’s executive team at this year’s event.

For further information on exhibiting at DISTREE EMEA 2019 to meet channel partners from across the region - CLICK HERE

Exhibitors at DISTREE EMEA hold pre-scheduled meetings with a carefully selected audience of senior executives from the region’s top consumer tech and consumer electronics channel partners. Channel EMEA is an official Media Partner for DISTREE EMEA 2019.

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