TST Arabia arrives

TST Sales & Marketing AG has established a direct presence in the UAE as it looks to increase sales of its biometrics technology throughout the Middle East.

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By  Matthew Southwell Published  March 29, 2004

TST Sales & Marketing AG has established a direct presence in the UAE as it looks to increase sales of its biometrics technology throughout the Middle East. Operating under the TST Arabia moniker, the vendor has shipped six sales representatives to the region. Initially, TST will target the region’s free spending verticals, such as the oil & gas, government and aviation sectors. It also intends to use its UAE base as a launch pad for businesses located further east and hopes to tap into the ripple effect local implementations create around the world. “The sales & marketing team is here [in the UAE] and this will grow. Dubai is also a gateway for us to the Far East and the activity of some companies here will spur growth in Europe. For example, big projects at Emirates Airlines will encourage [adoption] by European carriers,” says Rainer Erdmann, managing director, TST Arabia. TST has already met with Dubai Central Laboratories (DCL) to discuss rolling out of its technology to its data centre. Erdmann also reports that the vendor has carried out seven implementations in the local market over the past two months. “We are looking at all kinds of research and development companies, including the oil & gas companies and pharmaceutical companies, [as potential customers]. We are also looking at the government and sector,” he adds. Key to the company’s success will be its technology and TST believes its touch-less solution, called BiRD IIi, will give it a competitive advantage. Designed to facilitate scanning without direct contact, the BiRD technology uses light to reflect finger ridges to generate an image of the skin’s surface. As a result, users do not have to be trained to apply the correct amount pressure as the scanner housing ensures they put their hand in the right place. In turn, this ensures easy operation from day one, while extending the products lifespan due to a lack of wear and tear. “Touch based biometrics are already here [in the Middle East market] but we invested a little more time in creating our product. It is touch-less and still runs when it is 85 degrees outside. Our competitors cannot do this, so the extra time we have taken has delivered results,” says Erdmann.

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