VAR

Hisense Committed to Introducing more State-of-the-Art Technology to the region!

Published

2 years ago

December 20, 2023

Smart home technology is experiencing rapid growth in the region, and Hisense is at the forefront of introducing innovative and state-of-the-art products to meet the increasing demand.

In an exclusive interview, the editor of VAR had the opportunity to speak with Mr. Fazalur Rahman, Marketing Director at Hisense Middle East & Africa, to gain insights into how the brand has successfully secured a substantial market share and what continues to drive their enthusiasm for the future.

Could you please tell us about your role in the organization and your areas of expertise?

I am the Regional Marketing Director for Hisense Middle East & North Africa, responsible for designing and reshaping strategies to improve brand awareness and equity, execute GTM plans, enhance consumer engagement, and optimise retail/shopper marketing. My primary focus in this role is on driving brand equity, influencing consumer behaviour, and accelerating business growth across the Middle East region. I have been with Hisense for over 7 years since its nascent years in the region, spearheading a small team with a strategic approach to enter and expand into the UAE, GCC & LEVANT regions.

What is Hisense’s most recent offering to the Middle Eastern market?

Well, Hisense has recently launched its next generation of 2023 TV line-up. Our hero product focuses on ULED X technology which has even better picture quality based on Mini LED Technology though the usage of advanced in house developed chipset called Hi-View Engine X. The technology can be seen in the model 85UX which will be available in the market in Q3 2023. The ULED X, which was initially unveiled at this year’s Consumer Electronics Show in Las Vegas, received the CES 2023 Innovation Award for its advanced optical systems, exceptional image processing, and industry leading display technologies. We also introduced ULED TVs, range of Mini-LEDs, Laser TV as well as smart projectors like PX1-PRO, CH1 and PL1H.

We are committed to introducing more cutting-edge and latest technology products to the region. Our technology is a combination of smart and high-end tech algorithm that makes consumers connect with these appliances for an easier lifestyle. The smart features can be witnessed in our appliances like refrigerators, that comes with a touch screen, allowing you to control temperature and other features. Soon the market will witness a range of smart series with washing machines, dishwashers and air conditioners.

What are some significant trends and requirements that have emerged from the Middle Eastern market throughout the years?

The household appliances market in the Middle East has witnessed significant growth in the past few years because of several positive factors. One notable trend driving this growth is the integration of smart home technology, which has contributed to the industry’s expansion in the region. Additionally, there has been a rising demand for energy-efficient appliances, primarily due to growing environmental awareness and the need to reduce energy consumption. As a result, companies have begun investing in the development of energy-efficient appliances to meet this demand.

The growth of e-commerce in the Middle East has played a crucial role in propelling the household appliances market. The household appliances market is expected to see a substantial increase in the coming years. This growth can be attributed to the exposure of Middle East to other countries. Increase of tourism has which has generated increased demand in household appliances in resorts and hotels. Many people are migration to the Middle East, which is driving market development; and the growing number of working family members and time constraints fuelling demands for modern equipment. The deployment of smart household appliances is also seen as a time-saving solution in this context.

Could you give us some statistics on your market share in the Middle East and your projected growth in the next two years?

Hisense has experienced remarkable growth in the Middle East over the past 10 years. Through a carefully planned approach and effective expansion strategies, the brand has managed to capture a significant market share of 12 per cent in the region’s TV sector and aiming to reach 18-20 per cent in the next two years. This achievement is testament to our commitment to delivering quality products and establishing a strong brand presence in the region.

As a brand, we are constantly striving to further enhance our presence in the Middle East. The company is actively investing in the development and introduction of new technologies, ensuring that our product line-up remains at the forefront of innovation. By introducing more stock-keeping units, Hisense aims to provide a diverse range of options to cater to the varying needs and preferences of its customers.

In addition to product development, Hisense is also prioritising its visibility on both offline and online platforms. Recognising the importance of a multi-channel approach, we are focusing on strengthening our presence in traditional bricks-and-mortar stores, while also expanding our reach through online retail platforms. This comprehensive strategy aims to make Hisense products more accessible to consumers across different touchpoints, further fuelling the brand’s growth in the Middle East.

What projections do you have for the TV market? Do you think TV costs will rise in the future?

Hisense is a competitive brand, and we are focused on growth. By participating in global events such as the FIFA World Cup and UEFA European Championships, we have gained a better platform to communicate with end-users, leading to an expansion of our brand and increased credibility and acceptability. In the TV category, we will continue to introduce advanced technology and features that cater to our end-users, offering the best home entertainment solutions.

Our recent launch of ULED X technology is certain to captivate consumers with its premium picture quality. Technology remains a key factor in the TV industry, and we anticipate the introduction of game-changing entertainment solutions on to the market very soon. It is important to note that advanced technology often comes with a higher price point. While there has been a month-on-month increase observed in the market, we recognise the high level of competitiveness.

Finally, what excites you about technology’s future?

At Hisense, we are always striving to keep pace with the latest trends and stay ahead of our competitors in introducing trendy products. We are particularly excited about the future of technology in the TV industry. For example, we recently unveiled the Hisense PX1-PRO TriChroma Laser Cinema at CES, receiving widespread acclaim. This next-generation TV offers immersive entertainment and is now available across the Middle East region. As technology continues to advance rapidly, we are equally excited to see what the future holds and to be part of this transformative journey.

VAR

HyperX Cloud Alpha 2 Wireless review: Built for comfort and marathon gaming

Published

5 days ago

May 21, 2026

Integrator Web-Editor

Gaming headsets today are no longer just about audio alone. They have become part of the overall gaming setup and experience itself, especially for users who spend long hours gaming, streaming, watching content, or constantly switching between devices. The HyperX Cloud Alpha 2 Wireless feels designed exactly around that idea, combining endurance, comfort, immersive sound, and a more customizable setup into a single package.

The first thing that stood out to me was actually the presentation. HyperX has clearly paid attention to the unboxing experience. From the neatly arranged accessories to the premium placement of the headset and cables inside the box, the overall packaging immediately gives the feeling that this is positioned as a more serious premium gaming headset rather than just another accessory.

                                                   Reviewed By Srijith KN

COMFORT & DESIGN

Once I started using the headset, the biggest thing I noticed was comfort. Despite packing a large battery and multiple connectivity features, the Cloud Alpha 2 Wireless never really felt overly heavy during use. The microfiber ear cushions and memory foam padding make a noticeable difference during longer sessions, especially compared to headsets that begin feeling warm or uncomfortable after extended use.

The stainless-steel frame and aluminum forks also help give the headset a reassuring sense of durability without making it feel bulky. The earcups rotate smoothly, while the adjustable headband makes it easy to settle into a comfortable fit. It definitely feels designed for users who spend serious amounts of time wearing a headset.

BATTERY LIFE THAT STANDS OUT

Then comes what is probably the biggest talking point here: battery life.

HyperX claims up to 250 hours of battery life in 2.4GHz wireless mode, which honestly sounds almost unbelievable at first glance. But after using it, it quickly became obvious that battery anxiety simply is not something you think about here anymore. For gamers who spend long hours online or constantly forget charging schedules, this alone becomes a major advantage.

AUDIO EXPERIENCE

Audio performance itself feels immersive and energetic. The 53mm dual chamber drivers deliver strong bass response while still maintaining decent clarity across games, music, and entertainment. Explosions, cinematic effects, environmental sounds, and gameplay details all come through with a noticeable sense of depth, while the spatial audio support adds another layer of immersion during gaming sessions.

THE RGB BASE STATION

One of the more interesting additions here is the RGB Base Station. Initially, it looked like something that might unnecessarily complicate the setup, but it actually turned out to be one of the easiest and most enjoyable parts of the experience.

The central dial handles volume adjustments smoothly, lighting indicators make controls intuitive, and the touch mute functionality becomes useful surprisingly quickly during gameplay or calls. The programmable controls and seamless device switching also help separate the headset from more conventional gaming setups.

CONNECTIVITY & SOFTWARE

Connectivity is another area where the headset feels modern. The simultaneous 2.4GHz wireless and Bluetooth connectivity allows users to stay connected to a gaming system while still managing calls or media playback from another device. It is one of those features that sounds small initially but becomes genuinely convenient once used regularly.

The detachable boom microphone also performs well for standard gaming communication and calls, with clear enough voice pickup and a useful LED mute indicator that prevents confusion while chatting.

HyperX’s NGENUITY software is another area that offers deeper customization options, especially for users interested in EQ adjustments, RGB lighting controls, and audio tuning. While the software side may still require some exploration to fully understand and optimize, the hardware experience itself already feels polished enough straight out of the box.

VERDICT

While I may not be a hardcore gamer spending endless hours in competitive multiplayer sessions, it was still easy to understand why products like the HyperX Cloud Alpha 2 Wireless appeal strongly to that audience. The comfort, battery endurance, immersive audio profile, and overall build quality make it feel designed for users who spend serious time gaming and want a setup that can comfortably keep up with them.

The RGB Base Station and dual wireless connectivity also help the headset stand apart from more traditional gaming audio setups, giving it a more modern and customizable feel overall.

At the same time, audio preferences are always subjective, and users who enjoy diving deeply into customization will likely spend more time exploring the HyperX NGENUITY software ecosystem to fully tailor the experience to their own preferences.

But from a broader lifestyle and gaming perspective, the Cloud Alpha 2 Wireless feels like a solid, feature-packed headset that clearly understands the audience it is built for.

Feature	Details
Connectivity	2.4GHz Wireless + Bluetooth
Battery Life	Up to 250 Hours
Drivers	53mm Dual Chamber Drivers
Audio Format	Stereo Playback
Charging Port	USB-C
Microphone	Detachable Boom Mic
Wireless Range	Up to 20 Metres
Weight	345g
Form Factor	Over-Ear Closed Back
Compatibility	PC, PlayStation, Mobile Devices

VAR

KINGSTON MARKS MAJOR MILESTONE WITH 100 MILLION A400 SATA SSDS SHIPPED GLOBALLY

Published

2 weeks ago

May 13, 2026

Integrator Web-Admin

Kingston Digital Europe Co LLP, the flash memory affiliate of Kingston Technology Company, Inc., a world leader in memory products and technology solutions, today announced it has shipped more than 100 million units of the Kingston A400 SATA solid-state drive. Launched in 2017, the Kingston A400 quickly gained recognition for its impressive performance in terms of booting, loading, and transferring data when compared to traditional hard drives¹.

The Kingston A400 SATA SSD boasts remarkable read/write speeds of up to 500MB/s and 450MB/s¹, respectively. This significant speed enhancement provided customers with a performance improvement over conventional hard drives. With this level of efficiency, the A400 series became a preferred choice for consumers seeking enhanced data transfer rates and overall system responsiveness.

“Kingston remains committed to delivering products that combine performance, quality, and reliability. The widespread adoption and positive reception of the A400 SATA SSD demonstrate Kingston’s ability to meet the evolving storage needs of a broad range of users,” said Tony Hollingsbee, SSD Business Manager, Kingston EMEA. “Building on this success, Kingston continues to accelerate innovation across high-performance NVMe solutions, enterprise-grade data center SSDs, and integrated industrial SSD offerings to support the demands of modern data centers, edge environments, and mission-critical applications.”

VAR

HONOR UNVEILS MAGICPAD4: WORLD’S THINNEST TABLET POWERED BY 3NM SNAPDRAGON 8 GEN 5 WITH PC-CLASS PRODUCTIVITY

Published

2 weeks ago

May 12, 2026

Integrator Web-Admin

Global smart device innovator HONOR today unveiled the HONOR MagicPad4, a flagship device that redefines portable computing as the world’s thinnest tablet at just 4.8mm. As the industry’s first tablet powered by the 3nm Snapdragon 8 Gen 5, it merges elite performance with a stunning 165Hz OLED display and a suite of AI-driven productivity tools to reach PC-Level Productivity. Designed to break ecosystem barriers, the MagicPad4 offers seamless cross-brand connectivity even with iPhone, iPad, and Mac now.

Record-Breaking Slim Design and Premium Portability

The HONOR MagicPad4 sets a new world record as the thinnest tablet ever created, measuring only 4.8mm thick—surpassing the 5.1mm iPad Pro. Weighing approximately 450g, it is the lightest tablet of its size, achieved through a revolutionary “Crescent Structure” and aerospace-grade special fiber that increases stiffness by 30% while reducing weight by 32%. For a complete mobile office, the tablet, keyboard, and stylus combined weigh approximately 852g, making the entire setup lighter than a 13-inch MacBook Air.

Immersive 165Hz OLED Display with Advanced Eye-Care

Featuring a 12.3-inch[1] OLED screen, the MagicPad4 boasts a 93%[2] screen-to-body ratio and an ultra-narrow 4mm bezel for a truly borderless experience. The display supports an industry-leading 165Hz refresh rate[3], 3000×1920-pixel resolution[4] and 2400 nits HDR peak brightness, ensuring exceptional motion smoothness and outdoor visibility. The display supports 1.07 billion colors^[5] and offers TÜV Rheinland certifications for low blue light and flicker-free performance^[6], prioritizing your comfort during extended use. To protect users, it incorporates seven eye-comfort technologies, including 5280Hz PWM dimming, industry-exclusive Chip-Level AI Defocus Display, and the industry-first DOT Eye Comfort Technology.

Flagship Performance with 3nm Architecture
The MagicPad4 is the world’s first tablet to feature the 3nm Snapdragon 8 Gen 5, delivering unparalleled speed and next-generation performance. Equipped with Eight Speakers HONOR Spatial Audio[7] , it delivers immersive sound for enhanced multimedia experiences and clear communication. Supporting this power is a 10,100mAh battery with 66W[8] HONOR SuperCharge, ensuring all-day productivity and rapid recharging. And it maintains peak performance through the HONOR Ice Cooling System, which utilizes a 13-layer 3D thermal architecture with a massive 81,717 mm² heat-dissipation area.

PC-Class Productivity and Seamless Connectivity

The MagicPad4 transforms into a true productivity powerhouse by initiating PC Mode. This smart interface provides a desktop-level computing experience, complete with a PC-class file management system, navigation bars, and full mouse support. Users can leverage familiar desktop shortcuts such as Ctrl+C, Alt+Tab, and complex multi-selection gestures to manage the advanced multi-window system. This seamless transition from tablet to desktop interface allows for high-efficiency multitasking that rivals traditional laptops.

AI-Efficient Office and Seamless Connectivity with iPhone/iPad/Mac

Beyond raw power, the MagicPad4 integrates advanced AI tools and industry-breaking connectivity to streamline modern workflows. The HONOR AI Memo serves as a smart assistant that automatically generates meeting minutes and identifies speakers, with all the other help from AI Meeting Agent, Smart Reminder, AI Summary, AI Voiceprint Noise Cancellation etc. Furthermore, through HONOR Connect, the device achieves seamless cross-brand connectivity, allowing the tablet to function as an extended screen for Mac computers and enabling instant connection and sharing between all brands, even now including iPhone, iPad and Mac.