Linksys plots retail plans with Dick Smith

Linksys has announced its move into the mass merchant space with the signing of Dick Smith Electronics (DSE), through distributor, Ingram Micro.

The move marks the start of a new consumer and SoHo strategy for the vendor as it tries to boost its small share of the local networking market.

The deal will see DSE trial Linksys' routers, network interface cards, game adaptors, switches and modems at 17 of its PowerHouse branded stores.

Dependent on the success of the range, the products will be extended to the rest of DSE's 164 retail locations.

Despite currently carrying product from consumer networking market leaders, Netgear and D-Link, Linksys was still of value to DSE's customer base, merchandise manager for computers, Luke Goldsworthy, said.

"Linksys' market share is growing and their reliability and plug-and-play approach means they are attractive to mums and dads," he said. "The digital convergence market is also growing so there is still shelf space left for them."

The mass merchant space was a natural home for Linksys, regional manager, Graeme Reardon, said.

The company had worked to grow both its service provider and IT channel partner bases, but would now boost efforts to advance its retail strategy, he said.

"We have about 57 per cent consumer market share in the US, so we would like to replicate that locally," he said. "This deal is the first step toward doing that."

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