Steve Malony, CEO of Belkin, shares his insights on digital innovation, sustainability, and future market growth in the UAE and broader MENA region.
Dubai — Belkin has marked its presence strongly in the Middle East since 2010, achieving remarkable triple-digit annual growth. Steve Malony, CEO of Belkin, underscores the company’s alignment with the UAE’s leadership in digital transformation, emphasizing a dedicated roadmap filled with innovative consumer products.
“We’ve experienced significant growth since entering the region in 2010, consistently achieving triple-digit growth annually,” said Malony, who has spent two decades with the brand.
Highlighting the strength and potential of the MENA region, Malony emphasizes the complementary trends with two top growth drivers UAE and Saudi Arabia.
“Although Dubai is a key market and our operational base, Saudi Arabia remains our largest regional market. Our success is built on solid partnerships and innovative collaborations, highlighting the combined growth potential of both nations,” he adds.
Belkin’s aggressive pursuit of the B2C market is evident through its leadership roles in standard-setting bodies like USB-IF and WPC. The company’s investments in high-wattage charging solutions, battery packs, audio products, and content creation tools signify its commitment to evolving consumer demands.
Looking ahead to 2025, Malony predicts innovations in AI integration, faster wireless charging, and developments in AR and VR as transformative trends shaping the consumer tech landscape.
Addressing growing concerns about digital dependence, especially among younger users, Malony shares Belkin’s approach to responsible product design. “Belkin offers children-specific headphones designed to protect young ears,” he notes, underscoring the company’s proactive stance on digital health and safety.
Sustainability is integral to Belkin’s identity. Malony elaborates, “Sustainability has been part of Belkin’s DNA for decades. In recent years, we’ve significantly increased our use of post-consumer recycled (PCR) plastics to over 90% in products and implemented plastic free packaging.” He further highlights the importance of responsible electronic waste management, which involves comprehensive recycling and refurbishing programs.
For the UAE and broader MENA region in 2025, Belkin aims to drive growth through mobile power products, audio accessories, content creation tools, and innovative new product launches. The company’s strategic regional expansion involves enhanced digital marketing and deeper collaborations with key retailers and digital platforms.
A standout product recently introduced is the AI-integrated Auto Tracking Stand Pro, combining advanced firmware, software, and hardware. Malony describes it as “ideal for content creation, hands-free communication, and interactive video usage,” positioning Belkin at the forefront of AI-driven hardware solutions.
