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BQ targets Russian retail channel

by Stuart Wilson, Wednesday 17 June 2015

Technology brand BQ will look to build retail channel reach in Russia through its participation at DISTREE Russia & CIS 2015. Nikita Harchenko, marketing manager at BQ in Russia, said: “Our number one objective is to establish relations with potential retailers in Russia. During 2015 we are entering the market and want to open new sales channels. For that reason, DISTREE Russia & CIS is a great opportunity to learn more and for us to become more well known.”

DISTREE Russia & CIS gathers together technology and consumer electronics vendors, distributors, resellers and retailers for three days of pre-scheduled one-on-one meetings. Established more than a decade ago, DISTREE Russia & CIS is the premier annual channel event for vendors and brands looking to manage, build or launch routes-to-market across the region.

Harchenko added: “At DISTREE Russia & CIS we will mainly showcase our range of tablets and smartphones, but we will also bring products from our range of 3D printing products and robotics.”

“We are doing something that almost no other company does in Europe: designing our own devices from scratch. More than 100 engineers take part in the process of creating every single one of our smartphones, working on the mechanical design, hardware, software and quality assurance. We are a company of engineers and for that reason our devices don’t just have an aesthetic appeal, they are also efficient and ergonomically designed,” he explained.

“In general, as engineers we like to innovate and it shows in our devices in the form of cutting edge specification,” he continued. “But we also believe in the right to accessible technology, we understand the need to democratise it. For that reason our devices are equipped with the latest technology but at an affordable price.”

During the last 12 months BQ has looked to make its products available in more international markets. Working with strategic distribution partners, the company’s range of 3D printers and scanners is now available in more than 50 countries.

“In 2014 we also started an expansion process with our multimedia devices - smartphones, tablets and e-readers - that took us to France, Portugal, and Germany. Imminently we will also be in Austria, Italy, UK and Russia among other European countries,” added Harchenko.

“We are a company whose goal is to help people to understand technology, encourage them to use it and inspire them to create it. We are a company that believes in open source and open code, which is not afraid to innovate. We were the first in the world to launch a smartphone with Ubuntu operating system - Aquaris E4.5 Ubuntu edition.

BQ wants to work with retailers and focus on the point of sales (POS) experience for Russian consumers.

“POS is to a large extent the main ambassador of any company. It’s what makes the difference when a potential buyer decides on a brand or another. Our job is to make that decision as easy as possible,” explained Harchenko. “We are currently entering the Russian market. With 50 million smartphones in the market it’s a country with enormous potential.”

Media Partnership

We are pleased to confirm that Channel EMEA is an official Media Partner for all DISTREE events in 2015, including DISTREE Russia & CIS.

DISTREE Russia & CIS 2015, which takes place from June 24-26th in St. Petersburg, gathers together hundreds of senior executives from the region’s leading ICT & CE e-tailers, retailers, resellers and distributors. Readers requiring more information about DISTREE events in 2015 should contact

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