PAX Group aims for success in the Middle East
Published: MEA
UAE: Ateïs Middle East is targeting growth for all members of the PAX Pro AV Group in the region. With six brands coming under the group umbrella – Ateïs, Penton, Xavtel, Messenger, Terracom and Velox – Ateïs Middle East believes there are many applications where it can offer a suitable solution.
‘The Middle East is the right market for all our products,’ said Hussam Al Haddad, managing director of Ateïs Middle East. ‘It’s an emerging market with a huge number of installations and projects coming up.’
Mr Al Haddad believes the brand with the most potential in the region is the Xavtel conferencing range, the most recent addition to the group. ‘Xavtel will have two market segments. One of them will be governmental for audio conferences – we are really paying attention there. And then you have the auditoriums, restaurants and this kind of area where previously we didn’t have a line,’ he noted. ‘We now have that with the Senator and there are a huge amount of installations happening in the Middle East. All the growth is now coming from emerging markets, so new products like Xavtel will have a say in these markets.’
The managing director can also see a further advantage with the new addition to the group, namely being able to offer complete solutions to mega-projects. ‘This was the main focus for us from day one when we started in the Middle East. Projects here are huge with multi-purpose buildings featuring hotel towers, office towers and residential towers on a mall so you require these systems all together. What differentiates us from other companies is that we manufacture end-to-end all these different solutions and this gives us a great advantage to give the total solution to the end user.