Sitecom has said that it isn't selling hardware, but rather emotions, with the launch of its new Pure E-motion brand.
Speaking to PC Retail at this year's Channel Expo, Sitecom's marketing and communication manager Virgina Yanquilevich said: "What we're looking to do with the brand is making it easier for the end-user to use the product.
"When people use our products, they aren't using the product itself for the sake of it; they're using it because they want to send images – emotions."
She was also key to get across the simplicity of product and how simple it is to set up. Users simply push one button on the device, then on the dongle and it connects using a secure WPA connection.
The simplicity also extends to the instructions, with Yanquilevich keen to stress how little time retailers and resellers would have to spend explaining set up, comparing its simplicity by using pictures, as being like 'Ikea'.