Elmdene makes right connections at Intersec 2014 for Middle East expansion

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Paul King, Elmdene Commercial Director, at the Intersec stand

Elmdene International, the innovative electronic security and fire products manufacturer and subsidiary of Potter Electric Signal, LLC, took advantage of the recent Intersec event in Dubai to kick start their ambitious plans for expansion in the Middle East during 2014. The company is already moving closer to signing long-term PSU (Power Supply Unit) deals with distributors for strategically important markets like Saudi Arabia and Turkey and has also announced steps to further strengthen its team targeting this critical region. Elmdene has reported that the quality of leads generated at Intersec 2014 was significantly higher than last year and, crucially, coincided with a welcome growth in on-stand footfall.

On the product front, Elmdene, which is a member of the British Security Industry Association(BSIA), took the opportunity presented by Intersec to underline the capabilities of its latest Power Supply Units(PSUs). Built around switch mode technology, the highly efficient and reliable PSUs are ideally suited to intruder alarm, access control, video surveillance and fire applications. The strong focus on switch mode PSUs reflects the demand that Elmdene is already seeing for these solutions across the wider EMEA region, compared to more traditional linear power supplies. The company confirms that, even before coming to Intersec, sales of the latest PSUs were up by an impressive 35%, year-on-year.

Considering new products shown at Intersec 2014, the company has high hopes for its GEN2 and GEN3 ranges of 12V switch mode PSUs for intruder alarm applications in the region with a number of new models now available to suit Grade 2 and Grade 3 under PD6662:2010 and EN50131-6:2008. Also previewed for the first time by Elmdene at Intersec, on distributor Norbain’s stand, were the company’s cost-effective, yet capable, STX fire power supply units. These switch mode models have been developed to address the upsurge in demand for fire-specific power supplies that satisfy the EN54:23 standard.

According to Elmdene the unprecedented interest in switch mode PSUs, which was evident at Intersec 2014, is being generated by a number of pivotal factors. When deployed, for example, the company reports that switch mode units offer a higher level of efficiency (typically 80-87%) and, correspondingly, lower energy bills and a reduced carbon footprint. Given that they run significantly cooler than established designs the PSUs are reckoned to be less susceptible to failure, something which is even more of a factor in a higher temperature environment such as is typical of the region. Crucially, thanks to a wide operating range, the PSUs are very tolerant of input mains voltage fluctuations. Beyond this, the PSUs have been developed with the latest industry standards in mind and are subject to a rigorous testing process.

OLYMPUS DIGITAL CAMERAAlongside the switch mode PSU ranges, Elmdene promoted advanced Power over Ethernet (PoE) standby solutions which, it says, can provide a critical safety net for security, access control and IT applications. Elmdene has also developed a compact and cost effective in-line UPS (Uninterruptible Power Supply), the UPS12-2200. This is designed, specifically, to backup 12V dc devices up to 10W (800mA) such as CCTV cameras and door locks. In addition, the company has a wide selection of internal and external sounders for use with intruder alarm systems. Beyond this, as a member of the wider Potter Electric Signal family, Elmdene displayed a range of Potter’s UL listed 6” fire bells.

At a strategic level during the show, Elmdene announced a key change to its Middle East team which will see Paul King, the company’s Commercial Director, who has more than 20 years of international security and fire systems experience, taking the lead on sales efforts in the region. This move is designed to help bolster the company’s prospects in what is a fast growing market. As part of this process Paul has already led discussions with key distributors, integrators and consultants based in Saudi Arabia and Turkey – during IFSEC Arabia and IFSEC Istanbul – and this is a process that continued for the wider region during a series of high level face-to-face meetings at Intersec.

Speaking about the drive to expand operations in the Middle East, Ian Moore, Elmdene’s Managing Director says that the company is keen to build on the major steps that have already been taken over the past 12 months and is predicting a significant uplift in business during 2014: “I am delighted that Paul King will be bringing his invaluable systems knowledge to help guide this process. We are already gearing up to satisfy a major growth in demand for our PSUs and other solutions in the Middle East and, as part of this effort, we are looking to extend our reach with new distribution deals in countries like Saudi Arabia and Turkey. This is in addition to the strong focus that we already have in the GCC (Gulf Cooperation Council) area where our product lines are stocked in the UAE for ease of distribution to local customers.”

Comments Paul King, Elmdene’s Commercial Director on his new Middle East role: “We have had considerable success across the Middle East where our PSUs have been specified, for example, to power mission-critical security and fire systems in major transportation and oil and gas sector projects, however there are still far too many people out there using sub-standard solutions. By establishing strong relationships with distributors, agents, consultants and end users, and talking to them about the issues this will allow us to build business and narrow the current PSU specification gap.

“From a technology perspective, we feel that the heightened efficiency, and the ability of our switch mode PSUs to cope with fluctuations in power – often found in more remote areas – thanks to electronic protection and a wide voltage input, gives us an edge over less capable vendors.

For more information on Elmdene and its products please call +44(0)23 9269 6638, email: sales@elmdene.co.uk or log onto www.elmdene.co.uk. The company is particularly interested in hearing from distributors who may want to stock its solutions. Elmdene has a YouTube Channel which can be found at www.youtube.com/ElmdeneInternational and you can also follow the company on Twitter at twitter.com/ElmdeneIntLtd.

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