Timed to coincide with the HOTEC hotel industry conference in Cyprus, the launch of the new business represents a significant shift in European strategy for Bittel.

In a statement released today, Jonathan Toni, managing director of Bittel Electronics (EU) said, “To date Bittel has enjoyed phenomenal success in Asia Pacific markets, but the nuances of the European market requires an altogether different approach.  In Europe the market is driven by systems integrators, resellers and major hotel groups. Bittel Electronics (EU) is dedicated to servicing these businesses.”

Bittel Electronics (EU), which is headquartered in London, U.K., will be servicing the entire European market as a master distributor for Bittel, building long-term strategic relationships with suppliers of hotel telephone systems and hotel groups.  The Bittel partner program is designed to attract both hotel technology suppliers and hotel groups, through a comprehensive sales, marketing and support framework controlled from London.

Toni continued, “Bittel recognises the value of channel partners, and the European subsidiary business has been specifically set up to ensure we can offer our partners superior products, competitive retail pricing for their customers, high support levels including a five-year warranty, marketing support, lead generation and excellent margin opportunities to partners which are well in excess of what is currently available from our competitors.”

Bittel’s offer to hotel groups also extends to fixed pricing and volume sales discounts, fast lead times, flexible product customisation and a commitment to ongoing innovation in hospitality communications.

Comments Xiangui Cao, president and CEO of Bittel Electronics, said, “We are excited to announce the launch of Bittel Electronics (EU) to represent Bittel in Europe, and drive business expansion through strategic marketing and channel partnerships.  Having worked previously for our competitors, Jonathan Toni is someone that has a deep understanding of the European market, what drives buying decisions and what is required to win the hearts and minds of both channel partners and hotel groups”.

The news follows Bittel’s recent announcement that Dean Compoginis, formerly of Teledex, has joined Bittel in the position of global chief marketing officer. Compoginis said, “Bittel is undergoing a major transformation in its approach to international markets.  The business is becoming far more sensitive to European and American customers needs and is investing in a major rebranding and exciting new product lines.”

Bittel Electronics (EU) is a member subsidiary of the Shandong Bittel Electronics Company of China. Bittel Electronics (EU) is responsible for the promotion, distribution and support of the internationally renowned Bittel brand of guestroom telephones and communication equipment to the European Market. Bittel Electronics (EU) is dedicated to working with solution partners and hotel groups to ensure high standards of product, design, functionality and service.  Bittel is one of the world’s leading manufacturers of hospitality communications and connectivity solutions, and break new ground in delivering features and real-world value to hotel companies of every size and in every industry segment.