U.S. Robotics appoints new Public Relations agency for the Middle East

With a realignment of its marketing strategy towards the development of broadband connectivity, as well as the wired and wireless networking segments, U.S. Robotics will seek to leverage Orient Planet's expertise in developing communications strategies for IT markets in the Middle East.

Commenting on the appointment, Yusuf Syed, Regional Manager Middle East, U.S. Robotics stated, "U.S. Robotics is an established name in providing value-added connectivity solutions to global markets. Being a specialist solutions provider, we were looking for a regional marketing communications partner with proven expertise in the GCC region and a thorough understanding of the local IT sector, to support our marketing strategies in the Middle East, especially in the GCC region."

With a strong presence in global markets spanning three decades, U.S. Robotics is best known for pioneering analog modem technology for Internet access. The company's current portfolio includes Broadband, wired and wireless networking, and analog modem products, targeted at the Small and Medium Business (SMB), as well as the consumer and home-office market segments. With an increased stress on evolving Wireless and Broadband connectivity technologies customised to regional needs, US Robotics is also seeking to enhance its client base in GCC's Telecommunications sector.

With a large portfolio of clients spanning hardware, software and solutions providers, Orient Planet has emerged as a leading PR & Corporate Communications agency for the Middle East's Information and Communication Technology industry. Orient Planet's presence in the entire Middle East and North Africa region will also enhance the reach of U.S. Robotics' communications strategies.

"U.S. Robotics is committed to strengthening our foothold in the Middle East through sustained communication with resellers, Internet Service Providers (ISPs) and the media. We are confident that Orient Planet's significant experience in the region's IT markets will translate into focused and effective communications strategies for U.S. Robotics," added Syed.

Nidal Abou Zaki, Managing Director, Orient Planet PR and Marketing Communications, stated, "We are delighted to be chosen as U.S. Robotics' Middle East communications partner; an exciting challenge in this competitive market. With Internet usage increasing in several countries in the region, U.S. Robotics' solutions in enhanced connectivity and networking have already placed it in a viable growth market. However, in a price sensitive market, the challenge is to increase consumer awareness about the qualitative superiority and the long term wisdom of investing in U.S. Robotics' connectivity and networking solutions."

"We aim to fulfil the company's marketing goals through an integrated communications strategy targeting U.S. Robotics' customers, resellers and the media in the Middle East. We look forward to working closely with the company to strengthen its brand presence in the broadband, wired and wireless networking segments of the market," he concluded.