Siemens chases growth

Increased market share and real growth are the key targets for Siemens Home and Office Communications.

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By  Sean Robson Published  September 14, 2008

Increased market share and real growth are the key targets for Siemens Home and Office Communications.

Siemens Home and Office Communications (SHC) is targeting the Middle East with its combination of network related products ranging from cordless wireless telephony, DSL broadband and WiMAX solutions.

"We are very committed to this region. We are seeing growth of 50% a year and are dedicated to continuing that upward trend by firmly establishing our offices and partnerships here," says Sameer Ahmed, CEO, Siemens Home and Office Communications.

WiMAX is going to make the difference in a number of emerging regions where remote locations are an issue. We try to plan ahead of the curve.

SHC has its head office for the region in the UAE and has established a number of partnerships with in-country distributors in Saudi Arabia, Qatar and Kuwait. "We established a separate business model specific to each country that we operate in and so are able to focus on the specific needs and requirements of the customers in those countries," explains Ahmed.

SHC has been in the Middle East for over five years and Ahmed believes that their products and solutions hold a unique appeal. "People respect German products. Not only are we German but we are also the only product company that provides German products. Our goals for the next few years are to not only to continue our growth but also to achieve a 50% market share in the Middle East," says Ahmed.

WiMAX is one of SHC's key technologies and the company is eager to leverage the solution in order to make it more accessible to small enterprises. Ahmed is confident that his range of solutions will meet the needs of the customers, "WiMAX is a growing technology and we believe that it will continue to be widely adopted. To that end we are able to offer a complete portfolio for WiMAX 16B product lines, including WiLAN, VoIP and wireless access products."

So confident is Siemens in the future of WiMAX, that they recently acquired a WiMAX focused company in Pakistan. They are also working closely with infrastructure providers like Nortel and Nokia to offer products and services that meet regulatory and best practice standards.

"We provide network management software for customer premises equipment which means that we are able to offer operators a complete end-to-end solution. Operators do not just want the hardware but are also looking at how to make provision for it and maintain it after installation," says Ahmed.

"WiMAX is going to make the difference in a number of emerging regions where remote locations are an issue. In Africa for example, the infrastructure is not there for fixed lines in the region and other emerging markets. We try to plan ahead of the curve and as the demand is growing we already have the solutions to offer it, we are continuously upgrading our products to answer the ever changing requirements, as they occur," Ahmed continues.

The biggest challenge that SHC has faced is that of the region's size and generally large distances between hubs. Coupled with the geographic size comes the challenge of keeping up with the exponential growth in the market, SHC relies, to a large degree, on the work done by its partners.

SHC is also working on educating end-users. "Education is key to our business and with green being in these days we need to get the word out about what we are doing with eco-friendly products." notes Ahmed.

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