Overall, the Middle East security market has sustained steady growth momentum in the past year. Although the industry has not quite returned to its pre-pandemic state, many companies in the region reported that its impact has not been completely adverse. For Assa Abloy, the situation posed as an opportunity rather than a challenge.
Overall, the Middle East security market has sustained steady growth momentum in the past year. Although the industry has not quite returned to its pre-pandemic state, many companies in the region reported that its impact has not been completely adverse.
“Surprisingly, the COVID-19 situation was an opportunity for our company. The financial fragility and the impact COVID-19 had on the economy let the small and medium companies to unfortunately evade from the market arena,” said Maya Mina, Regional Director for ASSA ABLOY Middle East Group.
“ASSA ABLOY was fortunate enough at that time to be a specialist in the Healthcare Vertical, which led to multiple clients increasing their demands for this type of industry. Projects in healthcare rose exponentially as our products were very much targeting the needs of the momentum. You would be surprised to see how many hospitals and healthcare centers were built, which took the lead to a growing number of project opportunities for us,” shared Mina.
She added that the demand of products related to government and military was also high compared to previous years, citing prisons in Egypt as another source of prospects for the company.
Saudi Vision 2030, which aims to diversify the economy and improve the country’s social infrastructure, also presented new opportunities in the market – with the company being awarded projects in multiple verticals including education, industrial and manufacturing.
ASSA ABLOY has established itself as a highly-recognized door manufacturer in the region and produces its doors in Dubai. A strategy that has worked for the company is its commitment to meeting market demands and improving its security product range.
This holds true for their SR high security steel door lines – a highlight at Intersec Dubai earlier this year. According to Regional Director Mina, the company was the first to introduce the LPCB (Loss Prevention Certification Board) security standard to the GCC region and attain an SR certification. Since then their security door range has continuously been redesigned and improved.
“Security is a very important factor in our company, and we regularly receive inquiries and challenges to meet the high security standards of projects. One of our policies is to always find a solution to meet these demands no matter how hard the task is. The SR4 is an example of this. Since these doors are mainly required by banks, museums, data centers, and other government-controlled buildings, security rated
doors are a necessity and do require the best performance possible,” said Mina.
In contrast to the previous SR2 and SR3 door lines, the SR4 is accredited to withstand extended forced entry attempts using heavy-duty tools such as crowbars, hammers axes, and power tools like drill machines and grinders to up to 10 minutes (significantly longer compared to 5 minutes for SR3 doors).
What next for access control in the GCC region
When asked about upcoming Middle East market trends, biometric identification technologies, smart access control systems, Internet of Things (IoT) and Building Automation Systems (BAS) were identified as key technologies that are gaining the most interest in the Middle East. “These are driven by increasing concerns about security, the need to improve operational efficiency and a growing focus on smart cities. In consequence, these technologies are targeting government and military, commercial and retail, banking and finance, and residential verticals,” Mina said.
Security and access control will continue to be a high priority for organizations in the region. Targeting this growing demand in the market, ASSA ABLOY launched the Incedo Business Cloud System which includes energy-harvesting, wireless PULSE electronic locking solution with self-powered cylinders and padlocks. “It is the system that boosts the control you have over your premises. Because it runs securely in the cloud, Incedo Business Cloud offers real-time remote control around the clock and from anywhere. Any PC with an internet connection keeps you in contact with your security, even when there is nobody on-site,” said Mina.
She added, “Organizations can now deploy Incedo Cloud in locking solutions both in real-time or autonomously at the same premises, fine-tuning their security and gaining total control over their buildings from one place.”
It is with this knowledge of regional market trends and a comprehensive portfolio of security products that the company continues to successfully strategize for the market. “As a leading provider of security solutions, ASSA ABLOY continues to innovate and develop new products and solutions to meet the evolving needs of their customers in the Middle East. The company will focus on developing products and solutions that address the key security issues facing customers in the region, and that leverage the latest technologies to provide enhanced security and efficiency,” said Mina.