D-Link goes green, drops prices

Vendor seeks to consolidate UK market with low-cost green Ethernet
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Network solutions developer D-Link has unveiled an aggressive pricing strategy that it hopes will help it penetrate further into the UK market.

The firm has reduced suggested retail prices by up to 38 per cent and has increased the profit margins for retailers by as much as 30 per cent. For example its DKT-810 ASDL router has had its price reduced by 25 per cent to £74.99.

Chris Davies, general manager of D-Link UK and Ireland said: "This approach of looking at both channel margins and suggested retail prices simultaneously is aimed at motivating the channel to look seriously at promoting D-Link branded hardware and we have taken the fight to our competitors to win the price to performance battle."

Crucially, D-Link has cut prices in its ground-breaking green Ethernet range, increasing margins by up to 17 per cent for retailers and allows the company to focus on its strategy of delivering the best pricing and channel margins for the retailer in the green network sector.

The DGS-1005D smart switch has seen its retail price cut by 13.3 per cent and is now available for £25.99. These green Smart Switches can sense when the computer is turned off and powers down the network connection, saving up to 44 per cent of the power used by each switch and reducing costs for the user.

Speaking to PC Retail, Andrew Mulholland, marketing manager for D-Link UK and Ireland said: "D-Link was first to market with its energy-saving Green Ethernet technology, and we see this as the de facto standard going forward.

"With Green Ethernet being introduced across our Gigabit smart switches, as well as our desktop switches, this technology is now beginning to roll out across our entire product portfolio.

"As every week passes we're seeing increased demand for green products based on companies keen to demonstrate their compliance with environmental standards."


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