Creativity brings joy and fulfillment to every individual and ignites productivity in the industries in which they are involved. Capital Business caught up with Alexander Maliyenko, Sales Director, Wacom Middle East to learn more how they provide people with tools to make the world a more creative place.

Please tell us about Wacom’s innovative activities?

Wacom’s vision to bring people and technology closer together through natural interface technologies has made it the world’s leading manufacturer of pen tablets and interactive pen displays as well as of digital styli and solutions for saving and processing digital signatures. The advanced technology of Wacom’s intuitive input devices has been used to create some of the world’s most exciting digital arts, films, special effects, fashion and designs. Our products provide business and home users with leading interface technology to express their personality. Wacom also supports designers and creators by organizing and participating in various activities to nurture new talents.

Wacom is also the leading supplier of digital pen and touch solutions for smartphones, PCs and e-books. Offering our digital pen sensor systems as OEM solutions to leading manufacturers and strategic partners, a lot of current innovative mobile devices are based on our patented interface solution the so called “Wacom feel IT technologies”. Most Tablet PC manufacturers rely on the advanced features and reliability of the brand to deliver a superior user interface experience.

Could you give us more details about your latest pen solution strategy?

With the launch of the Bamboo Stylus in 2011 we introduced our first digital pen for touchscreen devices, entering a new market for us within the consumer and mobile sector. Already releasing the second-generation of Bamboo Stylus solo and Bamboo Stylus as well as the pressure sensitive Intuos Creative Stylus for creative work on an iPad last year we established a new category of products to our portfolio besides our core business in the professional creative field.

But as the pioneer for pen input devices for more than 30 years now, we are happy and proud at the same time to see that the demand for pen input solutions is growing rapidly. Our company was founded based on the idea that pen and paper is the most natural way to express yourself and communicate and we wanted to transfer this into the digital world. We strongly believe in digital handwriting to be the future and develop the working on the right hardware and also software to support that process.

What are the main challenges that you face in the Middle East?

Although well-reputed among experts of certain industries, Wacom’s wide range of solutions in the creative, graphic, consumer, education, and signature products are known only to a rather small circle as we still acting in a niche market so far. Thus, the biggest challenge for Wacom in the Middle East region is to raise awareness for our products, applications, and services such as our pens made for smartphones and tablets. We want our market to know that our products can support them to express their creativity as well as in their daily life. . Various sectors and industries such as automotive, architecture, engineering, health, and education make use of our technologies as vital tools in their operations. Pressure-sensitive pens, graphic tablets, and interactive displays also play important roles in workflow processes, sharing of information, and data management.   

What is your marketing strategy in this competitive region?

We aim to establish a good reputation and widen our reach and influence in a number of industries. We want to highlight that our products are highly flexible and that they can be used in different cases and applications.  We also actively participate in key exhibitions to showcase our latest technologies as well as throw the spotlight on their features and benefits.

Which events allow you to explore opportunities the most?

Wacom participates in numerous events to inform designers and other target audiences about our latest products and services. This way, we can raise awareness on our products and solutions. We are interested in events that allow designers to interact with Wacom devices and solutions so they will experience first-hand how user-friendly our products are. We want them to experience Wacom products and understand how these will help them in their work.

GITEX (Gulf Information Technology Exhibition), for example, is a business-to-business event that Wacom participated in recently to introduce its new Cintiq Companion and the Intuos Creative Stylus in the Middle East. We were also one of the exhibitors at the Gulf Education Supplies and Solutions exhibition. The event was significant for us as we were able to highlight our latest innovative products and services tailored for the global education sector. The company’s participation in this major event came amid the rapid expansion of the Middle East’s education sector. Our participation in these shows enabled us to demonstrate the relevance of our products in the performance of their work.   

How do you build harmony between people and technology?

Our mission is to equip everyone with the right tool to express their creativity. Therefore Wacom is constantly working on updating the features of its products and solutions for users to have all the creative tools they could possibly use at the tip of their fingers. We value user feedback as a guide to know what needs to be developed and improved. We make sure that any individual can use Wacom products across all platforms – iOS, Android, or Windows - in a most comfortable and convenient way. Our interactive technology is improving progressively each year.

We know that creativity is the core of your business. How do you constantly come up with inspiring ideas?

We are working in a highly creative environment and, frankly, it is not too difficult to come up with new ideas. What’s challenging though is to develop a product that the market will appreciate. Based on our experience in the past 30 years, we are doing quite well in this regard, working closely with our customers and listening carefully to their feedback to match their individual needs the best way possible. 

In your opinion, how is technology growing in favor of education?

When you take a closer look at the rising demand for new technologies such as animated media, it is impossible to leave the education sector untouched. The need for quick and easy exchange of information in various levels, the extend of visual communication in our society as well as demand for remote learning is increasing. The education sector is becoming more interactive and dependent on visualized processes and facts. Wacom products offer optimum solutions to any kind of modern lecturing method.

What are your plans for the next few years?

We want to grow and expand in areas that are the closest to the lines of business where we are strong already. We will certainly do that step by step, building up a steady growth and structure in the Middle East.

About Alexander Maliyenko

Alexander Maliyenko is Sales Director at Wacom Middle East. He is responsible for the channel, retail and vertical market relationships and market presence in the fastest growing area of the EMEA region. After finishing his Marketing and Management studies at Berne University of Applied Sciences he started out as a Sales Manager at Winncom Technologies, then joined Mühlbauer AG as Head of Sales Channel and business development and took responsibility as a Country Manager for Eastern Europe with Fujitsu Deutschland GmbH. In 2009, he joined Wacom Europe to use his comprehensive expertise to develop the Eastern Europe, Middle East and Africa region in all business areas of the company