New and strengthened business strategy for Gefen

09-04-2014

At the recent NAB Show in Las Vegas and later at the InfoComm China, Gefen announced a new business strategy that includes an enhanced product development process refocusing its leading edge roadmap, and a new go-to-market program supporting consistent, profitable business delivery to its partner base.

This re-launch of the Gefen business is reflected in a new, bold brand and identity refresh indicating a stronger alignment across Nortek‘s Technology Solution Group (TSG) brands, offering partners and customers a total solution of connectivity, with the widest breadth of audio and video solution offerings.

New Product Development Processes – The new and completely restructured product development process utilizes a methodology of evaluation and rationalization which determines product market suitability. This new process leverage in Gefen’s heritage of innovation and translates into a long-term roadmap providing customers with timely and intuitive connectivity solutions that bridge the gap between rapidly advancing technology and real-world applications.

New Channel Go-to-Market Program – Gefen is implementing a new go-to-market program which directly addresses the main concerns of resellers around the world. A new rolled out Universal Pricing Policy will enable channel partners and resellers to significantly benefit from doing business with Gefen.

“It all comes down to implementing criteria-driven programs that ultimately allow everyone to achieve greater profitability,” said Kevin Weiss, Gefen’s VP of Global Sales and Business Development. “We’re all in this together, and we all plan on being very, very successful in 2014 and beyond.”

New Look and Feel – Gefen’s new logo was selected to more clearly reflect the direction in which Gefen is heading and is just one example of updated branding and total solution deliverables.

“It’s no coincidence that we selected bold colors, mirrored across our sister companies,” explained Tony Dowzall, VP Marketing, Gefen. “When you partner with Gefen, you are at the gateway to a wide portfolio of solution offerings from other leading Nortek TSG brands such as TVOne, Magenta, Niles, Panamax and Furman.”

Gefen’s new logo and colors will be implemented in phases beginning with its website, collaterals and new products coming to market.

For information: www.gefen.com

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