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R&M plans aggressive expansion in the Middle East and Africa

Reichle & De-Massari (R&M), the Swiss structured cabling specialist, is set to aggressively expand its market share in the Middle East and Africa during the current year through new programs and initiatives.

R&M has already seen rapid expansion worldwide with a year on year growth of 14.8% in local currencies in 2011. In terms of market share, the family owned Swiss cabling specialist is one of the top three players in Middle East and Africa (MEA) and plans to extend its presence in the region this year.

The company also said that over the past three years, R&M MEA has more than tripled its staff strength and has successfully undertaken a large number of high complexity cabling projects for both public and private sectors. The company now intends to further increase its employee strength as well as assembly capabilities.

“We invest heavily in the region, for the region,” said Jean Pierre Labry, executive VP of R&M Middle East and Africa. “Our sole focus is on providing the most innovative, reliable and flexible cabling solutions and we have become industry leaders in this niche market. In terms of cabling alone, we have the largest dedicated team in the region and have a local presence in countries such as UAE, Saudi Arabia, Qatar, Jordan and Egypt. Speed of delivery is our key strategy in the region. This is why we believe in a strong local presence as it enables us to be close to our customers and to the market.”

R&M sees the shortage of technical expertise as a market challenge in the region, which is why the company inaugurated two years ago its new training centre at its regional headquarter office at the Dubai Airport Freezone (DAFZA). The state-of-the-art facility enables employees and partners to receive hands-on training in the wide range of products and solutions. Only partners who have undertaken the Qualified Partner Program (QPP) are allowed to distribute and install R&M’s solutions so as to ensure a high quality of implementation, the company said.

R&M MEA also recently launched a new partnership program in Egypt which is the first of its kind across all of R&M’s branches worldwide. This program is aimed at increasing partners’ technical proficiency in R&M solutions by providing marketing and financial incentives.


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