Micro Automation eyes regional opportunities

Ambitious Dubai-based power-protection unit manufacturer announces regional expansion plans.

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By  Michael Thorne Published  September 7, 2006

Micro Automation, the UAE-based manufacturer of power-protection equipment is seeking new distribution partners servicing Iran, Egypt, Kenya, Nigeria, Kuwait, Syria and Qatar. The company, which is one of the few vendors to have established its manufacturing base wholly in Dubai’s Jebel Ali Free Zone, is seeking to expand its presence in the Middle East after securing distribution deals in India and the UAE. Micro Automation produces a range of products including power protection devices, generator controllers, automatic voice announcement systems and production floor data capture systems. It is aiming to push its Powermatic-branded automatic power protection devices into the consumer electronics channel with specific products designed for large domestic appliances, air conditioning units, home entertainment systems and home PCs. The company recently finalised a deal in India for its products to be bundled with LG and Samsung home appliance items. Micro Automation director Hazim Al-Hijaj is hoping to snare similar deals in markets across the Middle East. “Power protection is particularly important in countries with unreliable power supplies or in buildings where the use of major electrical equipment causes power supply disruptions,” Al-Hijaj explained. “We are hoping to appoint multiple distributors servicing the major markets in the Middle East. However, in the smaller countries such as Kuwait, Syria and Qatar, we are happy to negotiate deals with one distributor per market.” Micro Automation recently secured a distribution deal with Carrefour, which has led to the hypermarket chain stocking Powermatic products in the UAE. Al Hijaj is confident of securing similar deals with rivals Hyper Panda, E-Max and Lulu. “Even in countries such as the UAE, which boasts a relatively stable power supply, power protection is important for safeguarding all kinds of electronics, as well as data stored on PCs,” Al-Hijaj said. “Our main challenge relates to boosting consumer awareness of the major issues that can arise due to unreliable power supplies, particular those that impact IT products and major home appliances such as refrigerators and air conditioning units.” Al-Hijaj said the unique design of Powermatic products safeguarded against issues including over-voltage, under-voltage, short interruptions, under frequency, loose connections, power surges and spikes. “The unique nature of these products means that we can offer impressive margins to our channel partners,” Al-Hijaj said. “We can customise our products to suit specific market demands. We are also able to outsource assembly to companies looking to trade in allotments of more than 30,000 units.”

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