RAP’s ME reveals latest UPS range

Dubai-based company launches new line of uninterruptible power supply (UPS) technology at GITEX in a bid to gain further regional exposure.

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By  Roger Field Published  November 19, 2006

Even the most cutting edge technology can be wrought useless by a power cut. But for RAP’s Middle East, a supplier of uninterruptible power supplies and an IT distribution company, this scenario presents an opportunity rather than a problem. To this end, the company is planning to raise awareness of its own brand of uninterruptible power supplies (UPS) at GITEX. “We’re a Dubai-based company and have been here for about six years now,” said RAP’s Rona Thakkar. “We have associated offices in Africa and the UK. As a group we’re quite diverse, but in Dubai we’re focused on the IT side. We manufacture our own UPS under the RAP Power brand.” While the company already has a good client base for its products in the region, it is exhibiting at GITEX to gain further exposure. Indeed, the company does a lot of business in Africa, and is now looking to gain greater business in the Middle East. “We’ve got a marketing team that specifically targets the GCC,” Thakkar said. There is a good market for UPS in the Middle East as well as Africa, he added. At GITEX, the firm is focusing on raising awareness of its brand and launching its newly-designed UPS. “GITEX is a great place to launch a brand. There are a lot of diverse exhibitors and visitors,” Thakkar added.

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