In 2023, the German manufacturer of networking products AVM it had a turnover of approx 600 million euros. A result to which Italy contributed substantially. “And the first country where we landed outside of Germany and where we hold the 90% market share – he has declared Luca Venturi, B2B sales manager of AVM –. Although our brand Fritz! has not yet reached the same levels of notoriety as in Germany, for us Italy still remains a focal point”.
Integrated hardware and software development
AVM almost has it behind it 40 years of history (was founded in 1986) and throughout this period has always strongly focused oninnovation of its products. The element that distinguishes the company from its competitors is the integrated development of hardware and software. All products are developed centrally, at the headquarters in Berlin, ensuring a synergy between hardware and software that is oriented towards the needs of the end user rather than the provider. “AND the feature that the more it differentiates us from our competitors and gives us a competitive advantageespecially in the context of routers”.
A tangible example of this dedication to innovation is represented by Wifi 7, a technology that AVM is introducing with a solid application scenario. “Even if we are not the first to offer Wifi 7 devices to the market, we are committed to ensuring that new technologies bring real added value for end users”.
The crucial element for AVM is the customer experience. “Having full control of both the hardware and software ensures that customer experience is our differentiator in a market that usually focuses on a few specific features. Building around the customer experience is our priority and this translates into four fundamental points: performance, security, reliability and Wifi bandwidth”.
The nerve center for all connected objects
The Fritz!Box router is the focal element of the AVM solution, because it is the component that manages all four aspects mentioned. And it will be more and more so. This is because, in addition to taking charge of administering the networking part, in the short future it will also integrate the smart home or connected office part, becoming the nerve center for the management of all connected objects. “Wifi 7, which will arrive in the second half of the year, will allow you to manage multiple simultaneous connections without loss of performanceresponding to a growing need in the market”.
Today, technologies like the Wifi 7, fiber optics and 5G they are critical for connectivity within the building and customer premises. “5G, in particular, is becoming increasingly important, especially in the business-to-business sector – Venturi specified –. AVM offers these technologies on Fritz!Boxes, allowing a flexible combination between fixed and mobile networks”.
For AVM, the ease of adoption and management It therefore becomes a determining factor, especially if you want to help customers manage the transition to a more advanced networking infrastructure or rethink their network architecture in a modular way.
“We cater to a wide range of customers, from professionals to VAT numbers to small and medium-sized businesses– adds Venturi – offering flexible solutions to meet their connectivity needs. We want to be a reliable partnerwhich provides tailor-made solutions and personalized support”.
With industry consolidation likely to reduce extreme competition based primarily on price, AVM predicts a change in the telecommunications sector in the next years. In this sense, the company claims that its solutions for the B2B segment do not should be considered as a cost, but as an investment which reduces other expense items or enables new business models. “There is a growing need for providers to offer solutions that transfer value to the end customermoving away from the logic of paying less to get more – underlines Venturi –. A is needed change of approach in offers and we are ready to support this evolution thanks to our network of premium partners”.
Collaboration with system integrators
So far, AVM has focused its sales channel primarily on resellers and carriers, but is now looking to expand its presence in the B2B world also collaborating with large system integrator. Through these partners, the company has been able to create a solid customer base in Germany, especially in the retail, insurance, banking and food franchising sectors. “Even in Italy, we are working on these sectors that offer growth opportunities. The goal is to show how our solutions can be applied in different contexts. We don’t just want to communicate the qualities of the products, but, to meet customer needs more effectively, we also want to illustrate how they can transform companies and improve their efficiency. We believe that this approach can allow us to grow and consolidate ourselves on the market”.
Regarding the product newsat the last Mobile World Congress the company presented a new version of Fritz!Box routeralso designed for outdoor use, which will be available by the end of 2024. “We plan to launch it alongside other innovative devices such as the first 5G device with Wifi 6 and powered via PoE port”, concludes Venturi.