Anker Innovation’s Jeffrey Liu on AI, ecosystem growth and Middle East expansion
Jeffrey Liu, GM for MEA at Anker Innovation, outlines how the company is balancing hardware-first innovation with AI-driven features and regional growth priorities
19 April, 2026
TT
16
As Anker Innovations scales beyond its core charging business into audio, smart home, and AI-enabled devices, the company is doubling down on product-first innovation while quietly building a broader ecosystem of connected services.
In this conversation, Jeffrey Liu, GM for the Middle East and Africa, lays out how Anker is navigating pricing pressures, rising competition, and shifting consumer expectations, while positioning the region as a key growth engine in its global strategy.
Anker has been expanding rapidly across audio, power, and smart home categories, while also pushing into software and ecosystem services. How do you prioritise investment between hardware innovation and developing recurring revenue streams like software, subscriptions, or connected services?
Hardware comes first for us. If the product itself is not solving a real need well, no service layer is going to fix that. So our priority is always product performance, reliability and ease of use.
Once that foundation is in place, software and connected services help us extend the experience, whether that is better device management, smarter security features or added convenience over time. We see those services as strengthening the product, not distracting from it.
The consumer electronics market is facing inflationary pressure and tightening consumer spend. How is Anker approaching pricing strategy and margin management to maintain growth without eroding brand value?
We are not interested in protecting margin by compromising the product experience. Our focus is on managing costs through scale, sourcing discipline and supply chain control, while keeping the quality bar where consumers expect it.
At the same time, we make sure the portfolio covers different price points, from everyday essentials to premium products. That gives consumers real choice without pushing the brand into discount-led positioning.
Anker’s portfolio now includes fast charging solutions, smart devices, and AI-enhanced products. What role does AI play in your product roadmap over the next 12-24 months, and how are you embedding it in ways that meaningfully improve the user experience?
AI only matters if it removes friction for the user. Over the next 12 to 24 months, we see the clearest opportunities in areas like home security, energy management and audio. That includes things like on-device recognition, smarter automation and more personalised performance, but always in ways that are useful and easy to understand. We are not adding AI for the sake of the label. It has to solve something real for the customer.
Competition in accessories and smart devices is intensifying. Where does Anker see the most defensible opportunities for market share gains, and how do you plan to differentiate beyond price?
We focus on out-engineering the competition where it matters most to users. Anker holds more fast-charging patents globally than almost any other brand – that’s a technical moat, backed by real R&D.
We also win on openness, where our ecosystem works seamlessly with most other wireless and digital protocols and platforms, including Qi charging, Matter, AppleHome Kit, Google Assistant and Amazon Alexa, giving users full freedom of choice. And in this region specifically, our privacy-first, on-device AI approach resonates strongly with consumers who value data control.
Anker has seen strong global growth, but regional dynamics vary widely. How are you adapting go-to-market strategies for key regions like the US, Europe, China, and the Middle East, and what are your expectations for revenue mix changes in 2026?
The Middle East is a strategic priority for Anker as it’s one of the fastest-growing opportunities we see globally. High smartphone penetration, a young tech-savvy population, and government-driven smart city investment all point in the same direction.
We are expanding the retail presence across the UAE and Saudi Arabia and all other MEA countries, building local partnerships, and timing launches around moments that matter — Ramadan, Eid, and key retail seasons. By 2026, we expect this region to represent a significantly larger share of our global revenue.





















