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APC sees potential business in Saudi Arabia

Launching a new office in Riyadh, annual customer awards and regular channel activities in Saudi Arabia are just a few measures that APC actioned to alert the enterprise market to the power and cooling challenges. Worldwide the spending on IT and servers has doubled in seven years and now stands at 30bn US$. Scalable and modular solutions are not industry standard yet and Saudi Arabia is no exemption. With new developments such as King Abdullah Economic City and other economic clusters developing in Saudi Arabia, efficient enterprise solutions are needed, according to Daniel Doimo, Senior Vice-President and President EMEA and LAM, APC by Schneider Electric.

“APC’s critical power and cooling expertise in Saudi Arabia will see an area of positive growth. Saudi Arabia is a very important market for us and we intend to position APC strongly in the channel and customer arena,” said Doimo, who is visiting Riyadh.

APC has been present in the region as a leading UPS vendor for more than a decade, with a proven track record of working extensively with customers in the Middle East, including Saudi Arabia, United Arab Emirates, Qatar, Oman, Bahrain and Kuwait, as they choose APC to provide an infrastructure platform to optimize their business. APC recently appointed Jeff De Sousa as Country Manager for Saudi Arabia in order to provide close customer service. He is supported by a multi- cultural team familiar with the Saudi market assisting him with his enterprise and business development in the kingdom.

“Our customers will clearly benefit from APC’s presence in Saudi Arabia, the localized expertise that it will provide and its globally renowned robust technology. We are expanding our footprint off a strong base, taking advantage of an already long list of customers & references, and the back-up of Schneider Electric, who have an in-country presence in Saudi Arabia for more than 27 years,” noted Christian Bertrand – Regional Director for Business Development and Support, APC – Middle-East & Turkey.”

Modular scalable design of datacenters in the enterprise can reduce power consumption by almost 30 percent, allowing companies to pay only for consumption needed. Until recently, the environmental impact of the data center was largely ignored. But today, energy experts estimate that data centers gobble up somewhere between 1.5 percent and 3 percent of all electricity generated. IDC estimates that companies spent $26.1bn to power and cool servers worldwide in 2005. That’s more than was spent to power all the commercial buildings in 17 states—from Delaware to Florida and west to Texas, according to the US Department of Energy’s most recent energy consumption survey.

A recent report by analysts at Global Insight warns that while power consumption is expected to rise 50 percent over the next five years, power generation will increase by 30 percent only over the same period, leaving a big gap.

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