Increased demand for high end consumer electronics to drive in sales of USD 3.97 billion by 2015

The demand for consumer electronic goods and appliances in Dubai remains strong, with sales expected to peak at USD 3.97 billion by 2015, according to a recent report from the Dubai Chamber of Commerce and Industry (DCCI). In line with this ‘harman house’, the leading retail chain in home, professional and car infotainment in the Middle East, has revealed that it will be offering a 10 to 40 per cent value back through bundle offerings of high end home entertainment products at DSF 2012. ‘harman house’ is upbeat in targeting 40 per cent sales increase during the month-long run of the DSF, which will be held from January 5, 2012 to February 5, 2012. The confident outlook also complements the company’s direction towards achieving its target of over USD 300 million in revenue for the Fiscal Year 2012.

The increase has been driven by popular electronic devices such as LED and 3D TV sets, Blu-ray DVD players, 3G handsets, smartphones, and computers, and ‘harman house’ has noted that this has directly increased the demand for home theatre systems, headphones, docking stations and feature rich audio products. Recent consumer market reports have also shown that consumers across the Middle East region have demonstrated a demand for versatile yet high-quality options for the multitude of applications and devices they deal with on a day-to-day basis.

“We are very excited to participate in this year’s edition of the DSF where we plan to offer customers some exciting and unique promotions and bundle offers that is aimed at giving our customers the best value for their money,” said Amit Malani, President, Harman Middle East. “Today’s consumers have demonstrated a key shift in buying preferences with the emergence of new marketing techniques like online global launches and product information that can easily be accessed on your phone or your laptop. Consumers are now learning more about the products they purchase, its technology and features, cost, value add-ons and benefits, and we are certain ‘harman house’ products and pricing meet these needs.”

At ‘harman house’, for this coming DSF the price of a 32-inch LED TV will start at AED 1,399 and above, while home theatre systems will start at AED 2,299 and above. Pricing is also one of the other main drivers for sales as ‘harman house’ is expected to stand out because of its offers on flat screens and premium home theatre systems.

The leading company is focused on throwing the spotlight on the harman kardon BDS series, which are the latest additions to its integrated line of home entertainment systems and the JBL OnBeat Extreme, a high-performance wireless speaker dock equipped with Bluetooth wireless technology. Participation at DSF 2012 follows after its recent announcement of the ‘Beautiful Sound’ campaign, which is touted to be its largest ever ad campaign. Adding more colour to the campaign is the presence of internationally acclaimed recording artist and actress Jennifer Lopez who has signed on as their new brand ambassador. The ‘Beautiful Sound’ campaign continues a year of notable artist signings for Harman. Earlier, it launched the ‘Hear the Truth’ brand campaign for JBL, with ads featuring Maroon 5 and international superstar AR Rahman. Additional prominent artist agreements will be announced in 2012.