April 2022 NEWS ertonline.co.uk


Humax UK boss:


‘We are bringing more products to the UK later this year’


8


At the end of last year, set-top box and smart home solutions manufacturer, Humax, announced a restructuring of its UK sales and marketing team, with James Sandison taking over as Head of UK Sales to lead business growth across all consumer and B2B channels. He will also spearhead new product development, including responsibility for the Humax product roadmap and sales pipeline. In addition, Dru Patel, who has been part of the


team since 2016, has been promoted to Marketing Manager, while Laureta Graca joined the company as Marketing Assistant working alongside Mr Patel, and Shobaz Malik, a sales specialist with more than 10 years’ commercial experience, became a Telesales Executive to support the UK


independent channel. ERT caught up with Mr Sandison to speak about


these changes and how he and his team plan to drive the business forward in the coming years.


Q&A


Q: How is business at the moment? James Sandison: It’s good, but it could always be better! As with many manufacturers, stock remains a challenge and we know this will impact business again this year. However, our products, such as the AURA 4K Freeview Play Recorder, continue to be nominated for – and win – industry and media awards, and customer demand is still very strong. GfK recently highlighted a 20 per cent growth


in volume for set-top boxes within the independent channel for 2021, and we’ve found that consumers are still very focused on an assisted sale, supported by a product demonstration.


We have built a close bond with the


independents over the years, and we’re proud to be supporting the Best Consumer Electronics Retailer – Small category at the ERT Awards 2022!


Q: In your new role and alongside your new team, how do you plan to grow the business in the UK? JS: Humax is known for set-top boxes and PVRs in the UK, but our global business incorporates a whole range of technologies and solutions, including Mobility, EV Charging, Connected Vehicle and Home solutions, as well as Technology-Enabled Care and IoT devices. We will be bringing some of these to the UK later this year and into 2023, and I now have a strong sales and marketing team on board to help support those launches across the various channels.


Q: How do you plan to enhance Humax’s product development roadmap? JS: The global semiconductor shortage is definitely impacting on bringing new products to market, as we focus on maximising supply on existing models. While the connected world has its benefits, it also causes issues with lots of demand on common components. Despite this, we have plenty of developments ongoing, and as well as the global product range, we’re working on some UK-specific projects.


Q: Can you hint towards any new product lines? JS: We have just launched our Wi-Fi Smart Plug [top right] and this really lends itself to the connected home, which continues to be an important focus for Humax. With Google Voice Assistant integration, users can control their smart plugs around the house from their Humax AURA remote control, or they can use the Humax Smart Living App [top left] to set up routines and operate their smart plugs remotely.


Energy prices are causing concerns for everyone


right now, and one of the features we offer in the new Wi-Fi Smart Plug is energy monitoring so people can keep an eye on their electricity usage. There are plenty of products in the pipeline, and


we’ve recently received the QSF Certified Organisation Award for a new Technology-Enabled Care product designed for people with reduced mobility, which will be launching later this year.


Q: Where do you think the TV content market is heading and how do you see Humax continuing its role in it? JS: TV content is an ever-growing industry, with multiple entertainment options available across devices both inside and outside the home. Although streaming is now part of everyday life for most consumers, we still see great demand for recording and consuming content while mobile, so we will continue to produce PVR products with accompanying apps to meet those needs, while building in more and more streaming options through our set-top box portfolio. It’s a hugely exciting industry to be part of,


and we will adapt our offering as the market evolves, so watch this space!


James Sandison Head of UK Sales


Dru Patel Marketing Manager


Laureta Graca Marketing Assistant


Shobaz Malik Telesales Executive


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