‘Canyon’s biggest target audience is gamers’ – Ilona Alieksieieva

To know more about Canyon’s products and presence in the MEA area, TECHx secured an exclusive interview with Ilona Alieksieieva, Business Development Manager – ASBIS Middle East. Here are the responses we received.

TECHx: How has Canyon evolved as a brand since its inception in 2003? How did you keep up with the ever-changing industry trends?

Ilona: Canyon is a fast-growing brand of high-quality and stylish, yet affordable mobile accessories, computer gadgets, wearables and gaming tools.

As you correctly mentioned, being founded in 2003, it has grown to a full-scale consumer electronics brand with launching a massive change in Gaming Accessories category. Canyon is sold in more than 26 countries all across the globe and now we are coming to the Middle East.

After a thorough analysis of today’s trends and in-depth research of the audience, Canyon design and marketing team has decided to open a completely new page in the brand’s 19-year history.

TECHx: As technology advances, so do its users. How do you meet the needs of customers in the accessories and smart gadgets market?

Ilona: We constantly study the trends, needs and behavior of our target audience.

Nowadays, the young generation is completely involved in gadgets, and we intend to provide mobile, computer, and wearable accessories through which the youth may express their personality and style. Together with this, we offer an experience of using high-quality products at an affordable price.

Canyon people strive for everything new and unique, they always want to be amazed. At the same time, they are overwhelmed with trends of mindfulness, smart consumption, eco-activism, diversity, and body positivity.

TECHx: With a global presence in 26 countries, how is the brand performing in the Middle East and Africa region?

Ilona: Canyon is new to the Middle Eastern market, and we believe we will be able to meet the demands and expectations of our customers. We started from UAE, with certain products already available at the Virgin Megastore in Dubai Mall and online, and Canyon will soon be available at all major shops and e-commerce sites.

We are also launching in Oman in March, and we plan to expand into additional GCC regions in Q2.

TECHx: One of the top performing industries in the region during the pandemic was the gaming industry. What does Canyon do to suit the needs of today’s gamers?

Ilona: Of course, the pandemic period showed us how important is to set up a home office to be productive and comfortable working from home. Canyon has all items in its portfolio needed to do it: from super comfy gaming chairs to web cameras and headsets.

Gamers are one of the biggest target audiences for Canyon and you can find all features in our products that gamers value the most.

Just try Canyon gaming keyboards with full customization software, red or black switches, macros assignment, dual core IC chip, NKRO anti-ghosting and anti-jamming function following with 22 types of backlighting can leave nobody indifferent.

TECHx: What role does Canyon Eco Lifestyle play in creating a sustainable environment?

Ilona: As a brand, Canyon strives to support the environment and we switched our packaging to fully eco-friendly materials.

Canyon motto says YOU CAN!

It shows that brand identity combines youthful carelessness with a smart way of thinking:

You can be yourself without aiming to impress others!

You can join the tribe of mindful consumers!

You can throw away imposed body standards – your body is your business!

You can care about the environment and live an eco-friendly life!