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.
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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