28 February 2012, Singapore – Belkin has been connecting people to technology through its intuitive networking solutions and accessories for 25 years. It’s product categories include it’s largest division Mobility, Cables Power and Data and Home Networking Products. For many here, the brand is most resounding with its iPhone and iPad accessories.
In this year’s Consumer Electronics Show, Belkin unveiled its new brand identity with a new brand promise – commitment to innovation and developing People-Inspired Products that allow people to seamlessly connect with the technology they love and enhancing their lives to one that is easier and more fulfilling.
The new Belkin logo, known as People-Inspired Products or PIP in short, depicts a person created with 9 circular dots. This symbolises Belkin’s commitment in enhancing technology experiences for people, inspired by people.
By listening to customers and partners, Belkin will continue to improve and anticipate the evolving needs in people’s daily lives. These products should be desirable, fun and help enhance the daily lives of many. It hopes to move its brand from a corporate logo type to a logo type icon which it feels where competitor Logitech sits under. In the long term, it aspires to be a global icon one day which shares the ranks of big brands such as Nike, Volkswagen and Mercedes.
The rebranding was inspired by the return of Chet Pipkin, founder of Belkin who is now its President and CEO.
“Since the days I was building computer cables in my parents’ garage, I am proud to see what we’ve achieved so far and I’m excited to be back leading the charge of a refreshed Belkin brand, one that is synonymous for quality, innovation and, most of all, products inspired by the potential of people,” shared Chet Pipkin.
As part of Belkin’s business expansion strategy, it expects Asia Pacific to be one of the fastest growing regions in the coming years.
Belkin has set up its Asean Headquarters here in Singapore as the early adoption here allows it to off its complete line of products and solutions. Other reasons cited included the high internet penetration here (around 70%), Singapore is a smartphone capital with tech savvy citizens and at least 25% are early adopters and always connected.
Phillip Trapaga, the country manager for Belkin Asean shared that the estimated total market size is Asean is 276 million this year, which is a 30% increase from last year.
We got in touch via email with Chet Pipkin and Kevin Gilmore, the Senior Director of Product Management and Marketing in Belkin Asia Pacific
1. What is your vision of the brand in the years to come?
Chet: Belkin recently underwent a complete rebranding effort that reflects a renewed emphasis on people. Creating people-inspired products is our passion and drives what we do on a daily basis. We make products that make people’s lives easier and seamlessly connect them to the experiences they love.
From a brand perspective, my vision for Belkin both now and in the future is to be synonymous with quality, intuitiveness, insightfulness, simplicity, and, above all, humanness. Because I believe the sole reason technology exists is to serve people, not the other way around.
From a market perspective, I believe that in the years to come Belkin will be a leader and innovator in delivering intelligent, connected experiences across home entertainment, home automation, wireless networking and mobile devices. As these product categories converge, we have a unique place among companies to take the lead in creating products that place a greater emphasis on experiences – doing what we want, when we want, how we want, and where we want – with more automatic learning and application of our personal preferences.
Kevin: I would envision that the Belkin brand would be recognized globally as the leading accessories brand. A Brand that evokes a sense of confidence and passion in consumers that whichever device they are using, Belkin will make the experience better and inspire them to use and share the experience in ways they never imagined.
2. What is the work culture like within the organization in terms of work environment and employee culture? Is it a fun or is it a serious work force?
Chet: Much like the Belkin brand, our workplace culture revolves around our people. We have assembled an amazing group of intelligent, driven and committed individuals that all come together to create an amazing team that frequently goes above and beyond to meet the needs of our customers. We take our business very seriously, but have a fun, engaging and creative workspace and culture. Last year we created a set of values that are the foundation for our work and the fundamental philosophies behind what it means to be a Belkin employee. Being positive active, maintaining your edge, succeeding as a team, pursuing the ideal and, lastly, recharging, are the values that we believe will lead to positive experiences for both our employees and our customers.
Kevin: Belkin’s culture very much reflects its California roots and founder, Chet Pipkin. It is a friendly and casual entrepreneurial culture but with an intense passion for innovation, design which surpasses the expectations of our customers.
3. Do you envision the brand refresh taking off well in the Asia market?
Kevin: I have given the brand presentation in many countries of Asia and they have been received very positively. As with any branding or brand refresh, it will take time and consistency to build the loyalty and brand preference in the minds of the consumers. I believe we have a great foundation in place and now we have a lot of hard work to consistently deliver on our brand promises.
4. What is your favourite Belkin product and why?
Chet: I’ve been in this business a long time, so it’s really hard to pick a favorite, but I really enjoy my iPhone camera grip and directional mic. It’s a great example of how Belkin uses consumer insights to come up with innovations that really fills a need, which is to simplify the task of taking pictures or videos with your phone . When paired with our directional mic, the sound quality of the video recordings significantly improve by cutting down background noise. These two products convert your iPhone to an even better video camera, which makes capturing memories even more fun.
I am also excited about the new products we will be launching later this year. I’m always on the go, so our upcoming mobile entertainment products and home control products like WeMo that are designed for portability and mobility will be very handy for me.
Kevin: Belkin Bluetooth Receiver. I have a very nice sound system at home and like everyone else my music is now stored on mobile devices. This allows me or my friends to play their music effortlessly regardless of device.
5. On a more personal level, what are your hobbies and what do you like to do in your free time?
Chet: I am very involved with a number of nonprofit organizations in Southern California and enjoy being able to give back to my community through volunteer work. I am passionate about working with underserved youth and working in the areas of technology, education and energy. In the summer, I enjoy as much time as I can in Lake Tahoe. Paddle boarding, cruising the lake, and lots of hiking.
6. Are there plans to visit Asia anytime soon?
Chet: I was recently in Australia and Korea just a few weeks ago, and I’m in Beijing as I respond to this question. I’ll be back to Taiwan, Hong Kong, and China in just a few more weeks. Asia is a critical market for us, and I love it.
