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Cisco switches to consumer-oriented strategy

By Li Weitao (China Daily)
Updated: 2007-06-29 10:00

The firm is now launching a global marketing campaign to promote its brand in the consumer space, which industry observers estimate will cost more than $100 million.

Part of that would be poured into China. Cisco has already conducted some interactive campaigns in some Chinese digital communities.

The campaign, with a theme of "Welcome to the Human Network", is aimed at rebranding Cisco and making networks more relevant to people, according to Bostrom.

Related readings:
 Cisco Systems to expand WLAN business in China
 Cisco starts leasing, finance branch in China
 Cisco expands into videoconferencing Top 100 electronics firms' sales exceed 1 trillion yuan

"We will make network capacities more visible to average consumers."

The popularity of Cisco's Linksys-branded wireless routers in Chinese households might give Cisco a leg-up.

The much-hyped Wi-Fi networks have been slow in catching on in China's public spots unlike Western countries.

But they are popular in Chinese households as many are using wireless routers, with Linksys being one of the preferred brands, to set up home networks to link computers and other devices.

Linksys, a division of Cisco, mainly serves consumers and SOHO (small office/home office) users.


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(For more biz stories, please visit Industry Updates)



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