Getting good vibes from the Mideast
Editor / Provider: John Shi and Jill Lai, a&s International | Updated: 3/28/2013 | Article type: Hot Topics
In this feature, a&s collects feedback from active channel players in the Middle East, in an attempt to share best practices in business development with solutions providers interested in expanding in the thriving region.
Al Taaraf Group of Companies
Al Taaraf set up its operation in the Middle East region in 1985 under the brand name of Proline UK, associated with Proline UK Electronics. Al Taaraf is extensively involved in supply and installation of security systems in the Middle East and Africa. We mainly work with the brands from Korea, Taiwan and the U.K. to cover the products from CCTV, access control, intrusion alarm and support local system integrators to compete with some multinational brands as well.
Al Taaraf supplies security systems via several outlets in Dubai, followed by a group of highly qualified technical staff. Having several sub distributors in each country of this region, Al Taaraf extensively concentrates on the Middle Eastern market including Iran, African countries and Pakistan. Al Taaraf is privileged to achieve many industry firsts in the Middle East — the first member of BSIA (UK) and HDcctv Alliance, and the first company certified with ISO 9001:2008 in security trading. We supply our customers with analog products, which account for approxi?mately 50 percent of our total sales volume, and IP as well as HD-SDI products, around 35 percent. We have held a very strong market share since the first day we were established.
We see high potential in IP and HD-SDI products, for their high-image quality and real-time performance, and fiber optics, the solution for the long-distance transmission. We also launched fire alarm systems so that our buyers can have one single source to buy all the security equipments.
Business Automation & Security Systems
The good thing or advantage of Samsung products is that the products are so flexible that you can easily uses them to approach all market sectors. Samsung Techwin is strong enough in commercial & hospitality markets, especially hospitals, hotels, school buildings, residential buildings, and retail. To meet the demands of those markets, the products should have high performance and competitive prices. Samsung Techwin is able to meet both requirements. Samsung has launched a full range of products targeting end users such as in small shops, villas, construction offices and any other personal use in very low cost — they come in one simple package, where cables, brackets, outdoor weatherproof IR cameras and DVR are already connected inside. Users don't need any technical background for installation. What users have is like basic connection. This helps them save on high installation fees and achieve security.
IP TEC General Trading
The hospitality and banking sectors are the first to demand HD video quality in the Middle East market, followed by the medical sector. Our policy is always to be at the forefront of technology and once again, we are focusing our recourses to provide first hand support and training to our customers in the HD CCTV evolution.
We have two divisions within our group — traditional stockist master distributor setup created for large-scale sub distributors who have already penetrated their market and constantly rely on our efficient deliveries from our huge stokeholds, and a value-added distributor who provides business development support for new comers in the market, or exiting sub distributors who want to venture in new fields of security. Our customers combine our two structures with their own local knowledge to gain an edge over their competition and excel in their business.
In the Middle East region, Johnson Controls operates through a multi-channel strategy in the market. We have our own Johnson Controls offices in various countries across the Middle East as well as authorized partners in others. Our goal is to serve customers in the most effective way for us to meet and exceed their needs. Historically, Johnson Controls operated through channel partners and selected direct presence. In 2005, we acquired York International, a major equipment provider with a strong presence in the Middle East. This launched a new chapter for Johnson Controls and allowed us to extend our presence, get closer to our customers, and serve them throughout the lifecycle of their buildings. The Emirates Towers, a famous project here in Dubai, was one of the largest prestigious building management system (BMS) projects that Johnson Controls completed in the late 90s. In later years, another opportunity rose from the ground as Johnson Controls completed the complex security on the tallest building in the world, the Burj Khalifa. As our business grew, so did our presence, and Johnson Controls is continuously expanding across the Middle East region.
As we look to be closer to our customers, Johnson Controls is not only strengthening our own offices, but also growing and expanding the capabilities of our partner distribution channels. Through this approach we will be able to strategically align our expertise in the market and deliver solutions to customers which are built around their needs. Our ability and expertise to deliver everything from chillers to complex security integrations and technology contracting is a differentiator which sets us apart from our competitors.
Our strength grows even further specifically in transportation, healthcare, and commercial buildings. We've also worked closely with government municipalities and maintain strong relationships with ministries across the region. These entities value Johnson Controls expertise and frequently approach us as a trusted advisor in helping to design the highest level of complex security in their geographies. Johnson Controls recognizes that integration is core for complex security, and this is where our strength lies. We have thousands of integrations and multiple custom development teams which allow us to create operational and energy efficiencies, ultimately leading to a greater return on investment for our customers.
Norbain has been active in the region for approximately 18 years. However, we began our investment in the region in 2005 with an office in Dubai and have continued with that investment; in December 2012, we opened a new office for the Saudi market. This is a continuation of our strategy, to not only invest in the U.A.E but the Middle East region. The Middle East region, as well as our other regions, is covered by an experienced multilingual international sales team that has unrivalled experience in a wide diversity of sales and regulatory environments, and political, cultural, economic, and social situations.
As a value-added distributor and solution provider, we are a specialized security one stop shop. For sure the fact of having a wide portfolio of security products with well trained personnel to support our sales team helped us in this market by allowing us to add value to our partners' businesses, and enabled us to tackle most of the projects with complete turnkey solutions.
Our primary focus will be on the enterprise segment market that includes airports, seaports, marine, oil and gas, as well as upscale shopping complexes, and hotel properties. Public infrastructure and hospitality will serve as key drivers of our business. The rapid technology convergence has seen video emerge as an integral part of the network infrastructure of enterprises. Consequently, integrators are becoming increasingly involved with building related technology, leading to an IP-centric business model. Schneider Electric specialists are highly skilled with a complete understanding of both the hardware and software of complex, customized, and integrated systems that must be implemented to meet the needs of different facilities.
At Schneider Electric, we benefit from working closely with specialist system integrators in various areas such as security, building automation, access control, and video management among others. Our manufacturing capabilities are further complemented by a particularly strong channel partner network that forms the framework of our distribution operation. As part of efforts to support our channel partners and end users, Schneider Electric is committed to providing them with ongoing training. Towards this end, we have established a dedicated training center in Dubai offering courses, workshops, and certification.
Undoubtedly, major projects require the resources and network of a multinational company such as Schneider Electric. Our relationship with our partners ensures that projects are managed and executed according to specific schedules. For mega projects such as airports, it is often a prerequisite of the client to work directly with Schneider Electric.
Siemens Building Technologies
The Siemens Building Technologies division offers a comprehensive portfolio of products, solutions and services for building automation, fire safety and security. This offering ensures that buildings are energy-efficient and that any kind of critical infrastructure is protected. We address our customers in two ways: Through our own channel, using the local Siemens branches for installation as well as service and maintenance afterwards. The other channel that is especially important in this region is by working together with our value-added partners. We are looking for strong local partners to provide our Siemens fire safety product range to the customers and enable them to be successful through proper local support, e.g. training, application, and product launch support.
In many emerging countries, our customers prefer working with local companies to collaborating with multinational companies from somewhere abroad. You see this, for example, in Brazil right now, where they are preparing for the Olympic Games and the soccer world championships. They prefer local companies and value adding partners to install and maintain Siemens fire safety products. By doing so, we create added value in the country. In terms of the capabilities of local partners to do the job, we see a strong development in emerging countries, too. Especially here in the Middle East region, our local Siemens partners do a great job, really adding value with their highly skilled and competent engineers.