DICOTA was founded in 1992 in Germany, when computers first became mobile and the company wanted to play a part in transporting them. The DICOTA brand is well-known for its German quality, engineering and functionality, because today it’s even more important for customers to really depend on the carrying solution that they use.
Working is more mobile ever than ever. Today, people work from everywhere and they want to carry their mobile devices in a stylish, yet functional way. DICOTA makes sure that not only the hardware is safe, but also the data on it and that the product is protected and flexible enough to be used anywhere, because today’s customers are demanding – they know the difference between a premium product and an ordinary one.
Interview with Michael Mühlenbruch, Chief Customer Officer at DICOTA.
Easy Engineering: What are the main areas of activity of the company?
Michael Mühlenbruch: DICOTA takes pride in how it builds up different markets. We’ve built long-lasting partnerships around the world, not only with broad-line distributors, but also with smaller, local distributors. We also take care of the SMB resellers with the help of the DICOTA Club, a partner program which offers the right resources and benefits for a smooth, profitable buying and selling process. This is an important aspect for us since we’re only about 65 people in the dct group, and so we are dependent and count on strong partnership with our distributors and resellers.
With our three IT brands DICOTA, BASE XX and CATURIX, we serve a wide range of stakeholders without losing focus on our core competence. With dct.oem and dct.pro, we also offer tailored product solutions for companies with specific and complex requirements.
E.E: What’s the news about new products?
M.M: We recently launched the Hi-Vis backpacks, an innovation that can be used as a complement to workwear.
We noticed that many workers are wearing high-visibility clothing but covering it with black or dark backpacks. As this cover most of the back, they significantly reduce visibility at night. That’s why we decided to find a solution to prevent accidents caused by lack of visibility.
Designed to withstand the rigors of the workplace, our premium carrying solutions are made from environmentally friendly materials and offer practical storage space as well as comprehensive protection for work equipment, clothing and personal belongings. In addition, the high-visibility material and 3M reflective stripes are certified according to DIN EN ISO 20471.
We believe that there is no room for compromise when it comes to safety and that professional equipment can help prevent accidents. This was the idea behind the design of our latest products.
E.E: What are the ranges of products?
M.M: Digital transformation is on the fast track at the moment. DICOTA is helping customers transition to the digital mode with the help of its products. It’s not just about the bag, that protects the product, we’ve also added several new products to our portfolio such as the privacy filter, which guards’ customer screens from being read by other people if they’re in public places or using public transport. Charging is another concern for people who work remotely, as their batteries will eventually run out and they are always looking for ways to keep their devices running. So, we offer docking stations, webcams, chargers and a wide range of mobile accessories. In short, we’re a one-stop shopping centre for our customers – not just end customers in a retail store, but also for our B2B resellers. This makes it really quick and easy for our partners to get the right product from DICOTA.
E.E: At what stage is the market where you are currently active?
M.M: The market has also changed dramatically during and after the pandemic. Distributors are becoming retailers and online is becoming a distribution arena, so we figured that we need to focus on the next layer. So, we now focus on addressing our clients, no matter whether they’re consumers or B2B clients. That is why we are putting a lot of effort into social media and using new tools and techniques to better connect with them. We firmly believe that adding value brings us one step closer to our customers.
And as I mentioned earlier, we have launched a loyalty program, the DICOTA Club, through which SMB resellers receive special training, promotions and offers, as well as the opportunity to earn points that they can redeem for whatever they want. So at the end of the day, we want to be a friend and partner to the channel and that’s what we’re focusing on going forward.
E.E: What can you tell us about market trends?
M.M: With the rise of remote work, the demand for accessories has increased significantly. The pandemic has accelerated the trend towards hybrid working, with many employees working from home and in the office. DICOTA has responded to this trend by creating products that are versatile and suitable for both home and office use to create a comfortable and efficient workspace wherever the person is working from.
Secondly, we see that consumers and businesses are becoming more environmentally aware and are looking for products that are sustainably produced and have a low environmental impact. Our customers appreciate that we don’t just talk about targets, we take active steps to reduce our footprint. That’s why 90% of our carrying solutions are already made from recycled PET bottles. The first rPET collection was launched in 2010, making us a pioneer in the IT sector, but we know we have not yet reached the end of the road. We are currently researching other alternatives to make our products even more sustainable.
E.E: What are the most innovative products marketed?
M.M: In addition to the new Hi-Vis collection, we have launched another innovative product at the start of the pandemic; antimicrobial privacy filters. These not only protect the screen from scratches and prying eyes and reduce fingerprints, but also minimise bacteria. The hardened coating on the filter provides long-term protection, continuously inhibiting the growth of microbes over time. Anyone who has read an article about how often we touch our smartphones throughout the day knows that a thick film of bacteria builds up on the screen. The antimicrobial privacy filter minimises this. For schools, offices or conference rooms where devices are touched by more than one person, this is an essential solution.
E.E: What estimations do you have for 2023?
M.M: AI is a buzzword that is here to stay. We are constantly discovering new tools that can help us in our daily work, minimise administrative tasks and inspire. The possibilities seem almost limitless at the moment. It will be interesting to see how we deal with it in the future, as what seemed so positive at the beginning is now starting to get its first scratches.
Nevertheless, AI is likely to continue to evolve and advance across a wide range of applications and industries, with the potential to change the way we live and work.
