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 & 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. 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 Vice President 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 center 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.

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.

In its continuing effort to connect with customers and keep them up to date with the latest news, events and products, R&M MEA has also launched a regional MEA newsletter called R&M Reach.

R&M specializes in both copper and fiber cabling and has a product range which exceeds 5000 products. These solutions can be highly customized to suit the unique needs of the customer and the company has see deployment of its cabling solutions in industries across all verticals including finance, telecom, education, manufacturing, healthcare, petrochemical, utilities, construction and residential.