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Intersec “a genuinely global exhibition”, says ASSA ABLOY

Tarek Marawan, VP ASSA ABLOY Middle East, has been chatting to us about Intersec 2015.

Why have you been back at Intersec for 2015?
Intersec has grown significantly over recent years. We are the global leader in door opening solutions, so our customers and partners expect to see us at such a high-profile exhibition. Intersec really is a major opportunity for us to showcase our latest technologies and products. The security world watches Intersec closely.

Why do you think Intersec is so important within the global security industry?
During Intersec we receive visitors from all over the world, not only the Middle East. It’s now a genuinely global exhibition. For example, we meet security consultants from the U.S. and Europe that are working on projects in the Middle East. They want to understand the dynamics of the industry over here, and we are happy to talk with them. Intersec is the perfect venue for all global players in the security industry to meet, and to get up-to-date on the latest trends and new products.

AA_Middle East_Vice_President_Tarek Marawan

Tarek Marawan, VP ASSA ABLOY Middle East.

How is ASSA ABLOY finding the market in the Middle East, and why is the region so important?
ASSA ABLOY finds the Middle East market vibrant and ready to accept new security products, especially in the access control arena. And it’s not just us: according to some recent projections (see, for example), the access-control market here is set to grow by around 15 per cent per year between now and 2018. ASSA ABLOY expects to be at the forefront of that growth. Middle Eastern customers traditionally accept and adopt new technologies readily, which is great for ASSA ABLOY.

What did you exhibit this year?
We have some exciting products launching this year for both the residential and the commercial market. For example, we have extended our Aperio® range with the L100, a high-security wireless lock with integrated door sensors. Both end-users and OEMs really appreciate the way our Aperio® wireless locks integrate seamlessly into many leading third-party access control systems. This year also sees the introduction of Yale ENTR, high-security, affordable residential smart locks. We also saw plenty of visitor interest in key-management system Traka21, eCLIQ electronic cylinders, OneSystem modular electromechanical locks, and SMARTair™ Genesis, out-the-box stand-alone wireless access control for small and medium-sized premises.

What are your key goals for 2015?
To be honest, they are fairly straightforward. We will continue to promote our access control portfolio—including Aperio® and SMARTair™—right across the Middle East. As part of that, we aim to expand our distribution and partner network significantly. We hope to get involved in new projects where our products can meet customers’ security requirements. Ultimately we aim to make many more facilities managers and end-users of our technology as satisfied as possible. That’s really the most important goal.

What are you hoping to get out of Intersec 2015?
We aimed to identify new trends in local and global markets. Clearly ASSA ABLOY is right at the forefront of some of these: we saw plenty of interest in locking solutions that can be integrated into broader security systems—like Aperio®—and in wireless locks more generally— Aperio® again, of course, as well as our standalone wireless system, SMARTair™. We aimed to meet our customers and channel partners face-to-face. Intersec facilitates that very well. We also aimed to promote our new products and to let our customers (and potential future customers) see them in action for themselves. For example, we had Aperio® products up-and-running on the ASSA ABLOY stand and elsewhere in the halls, including a live integration with Honeywell’s Pro-Watch® security management suite. We are really happy with how Intersec 2015 went.

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