THINGS YOU DIDN’T KNOW ABOUT FUJITSU … Fujitsu General is the Middle East’s biggest ... and...
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86 MARKET Fujitsu General is the Middle East’s biggest selling air conditioning brand. Renowned for their superior product performance and innovation, they are the originators of extreme weather cooling solutions for the Middle East, and the leading innovators in A/C technology. In 1972, they formed an exclusive partnership with Taqeef - then known as Electronic Appliances Company - a local company with a shared tradition of engineering excellence and a commitment to bring the world’s most innovative technology to the Middle East. Together they brought the first A/C solution designed for the uniquely harsh environment to the region. It was to change the landscape, marking the start of a pioneering partnership which has seen Fujitsu General consistently ranked as the market leader in residential A/C in the UAE since records began. GfK Global research (publishers of the only independent consumer data and market research into the industry in the UAE) shows Fujitsu General to have an average market share of 23% in the residential sector. (Source: GfK Retail and Technology – MDA and SDA Panels Guides, UAE) BSRIA research* estimates the Air Conditioning total packaged market in the UAE (which includes windows, splits, VRFs and rooftops) to be worth close to $478 million, while the central plant A/C market (chillers, fan coils and AHUs) is worth $274 million in value. (Source: *BSRIA Split Systems 2015 market report – WMI Air Conditioning) A/C product penetration for both residential and commercial markets is 100%. However, technological developments, governmental legislation and the phenomenal pace of construction and development throughout the Emirates represent continued and sustained growth opportunities for the category. Sustainability in design and building construction continues to drive the development agenda. Estidama’s Pearl Rating System, the Department of Municipal Affairs’ new International Building Codes and the emergence of government bodies and associations such as LEED (Leadership in Energy and Environmental Design), ESMA (Emirates Authority for Standardization and Metrology) and QCC (Quality and Conformity Council) have highlighted the importance of energy efficiency and the environmental impact of A/C products. Responsible and sustainable cooling presents a huge opportunity, with investments increasingly being pushed towards the realisation of big projects using renewable technology. Dubai’s public/private partnerships have ambitious plans to retrofit 100,000 buildings to meet green building standards. This will see over 2 billion dirhams ($544.5 million) used to fund the first phase alone. Fujitsu General President, Mr Etsuro Saito commented, “Energy-saving regulations and refrigerant regulations are expected to accelerate and diversify worldwide as a new means to attempt to prevent global warming within the global air conditioner market. The Fujitsu General Group—with our advanced energy saving technologies—sees this as a great opportunity to set ourselves apart from other companies.” The VRF market, which currently accounts for only 1% of the entire packaged market by volumes of sets sold, is currently the fastest growing AC segment in UAE and will play a key role in sustainable refurbishments and new commercial projects. ACHIEVEMENTS Fujitsu General and Taqeef have been setting industry standards for cooing in the region for almost 50 years, pioneering many industry firsts and groundbreaking developments. These successes include: l 1973 - The region’s first ‘desert specified’ A/C unit. Featuring a unique louvre design, it was the only product that could cope with the challenges of both extreme heat and sand l 1991 – The launch of the world’s first lambda heat exchanger air conditioner l 1994 –The introduction of a residential air conditioning unit with the world’s first power diffuser l 2002 – The development of the world’s first automatic self-cleaning filter system on a residential cooling unit l 2015 - The launch of first full portfolio of decorative and split units which not only comply with EER and R410 regulations, but are also tailored specifically to the region’s climate challenges. Fujitsu General’s ‘Tropical Series’ offers high performance, excellent energy efficiency and long-term reliability, while meeting both ESMA and QCC standards. Tariq Al Ghussein, Taqeef’s CEO explains, ‘As a company, Taqeef’s focus has always been singular: to find and bring to the region the best technology to cope with our extreme climate. And with Fujitsu General products we have always found the best. Customer-focussed innovation lies at the heart of everything they do, and it’s because of this that we’ve been able to keep delivering the ground-breaking technologies needed to address the unique environmental challenges of our region.” HISTORY l Fujitsu General’s air conditioner business began in 1960 with the launch of their first consumer- use window air conditioner in Japan. In 1971 the company expanded into the Middle East (Kuwait), and in 1972 they formed their exclusive partnership with Taqeef which was to put them on the map as the authority on cooling in the region. l By 1980, with Taqeef’s proactive focus, Fujitsu General had become the largest selling window A/C brand in the region. As the brand continued to thrive, the Taqeef team expanded the product offering, introducing Fujitsu split A/C’s into the regional portfolio in 1985. l In 1997 Taqeef introduced the region’s first automated A/C warranty traceability system for Fujitsu General products. It marked the introduction of global best-practice systems and processes in the HVAC industry in the Middle East for the first time. l In 2010 Taqeef further professionalised the market, by introducing the industry’s first dedicated call centre in the region for Fujitsu General products. This was closely followed by another first; a fully integrated mobility workshop solution throughout the regional network. With these advancements Taqeef and Fujitsu General made huge strides in customer service and satisfaction. Their award-winning customer service department has been recognised by government as a leader in its field and is the largest – and most efficient in the region. l In 2016, Fujitsu General became the first A/C brand in the region to have all products certified by ESMA and QCC. PRODUCTS Fujitsu General’s technology is driven by their unique customer insight and deep understanding of the region, its climate and its people. This knowledge underpins the ongoing development of new air conditioning applications which offer the most effective and energy efficient cooling for domestic and commercial environments. Research and innovation lie at the heart of every Fujitsu General product, all of which are manufactured in their ISO 9001 / ISO 140001 facilities in Japan. Fujitsu General offers the most comprehensive range of A/C products in the category: wall mounted, ducted, cassette, window and VRF units. All are created with the brand’s core technology, which guarantees: Better energy saving Fujitsu General’s high efficiency technology means that over 90% of actual operation time, units are used at partial capacity instead of rated capacity. Features such as DC invertor technology, optimized invertor control, high efficiency heat exchangers and human sensor controls combine to give the best efficiencies and the best cooling. Better comfort Fujitsu General units feature a range of features for optimum comfort; precision airflow control, powerful operation for quick comfort and quiet control for low noise operation. Better air quality Fujitsu General engineers its units for the best air quality; removal of dust, odors and bacteria, to ensure fresh-air intake. Better user convenience Fujitsu General is using ergonomics to create user- friendly designs such as easy to read large LCD displays, easy to operate buttons, memory sensors and intuitive technology. It’s due to such world-class innovations that since their launch in 1973, Fujitsu General units have remained the most requested and recommended in any new project in the Middle East. RECENT DEVELOPMENTS Taqeef and Fujitsu General have a shared commitment to drive the environmental agenda in the region through innovation and investment. Fujitsu General is the first brand in the UAE to have its entire product range endorsed by ESMA and QCC. ISO smart technology, featuring heat recovery and economy operating modes, plus VRF intelligent management systems come as standard on Fujitsu General new product lines. All Fujitsu General products now meet the new labelling standards in the UAE, and carry the Emirates Quality Mark (ELM). Energy consumption levels and environmental ‘star’ l Fujitsu General has sold four million units in the UAE since 1973. l Fujitsu General units are incredibly durable: Taqeef still services many customer units which are over 20 years old. They also recently acquired a 37-year old display model from a customer which is still in perfect working order. l Taqeef holds a rolling stock of 100,000 Fujitsu General units in the UAE. l Fujitsu was the first brand to create a 42- inch plasma screen in 1996. THINGS YOU DIDN’T KNOW ABOUT FUJITSU GENERAL ratings are visibly displayed and the entire range is also compliant with the region’s new building regulations. In 2016 Taqeef created the region’s first in-house dedicated retrofitting department. Retrofitting old energy inefficient buildings with Fujitsu General’s new generation of cooling technology (including VRF, ducted and split units) can achieve savings of over 50% in energy consumption, electricity bills and emissions. And, as air conditioning systems in the region contribute to up to 70% of the total energy usage and operation costs of a building, the impact of responsible retrofitting is enormous. PROMOTION Taqeef has adopted a multi-disciplinary programme of brand awareness, product education and industry insight and authority to re-inforce Fujitsu General’s market-leading positioning. This includes: l The creation of a new training and development centre to support Fujitsu General’s evolving VRF technology. This purpose-built site runs a rolling programme of VRF product, technology and servicing training for staff, customers and contractors, promoting smart use and specifying of Fujitsu General products. l The development of a new 150,000 sq. ft. warehousing facility, and an expanded and market- leading spare parts centre. This facilitates market- leading turn-around times for any Fujitsu General new order, maintenance or support requirements. l Real-time service and status updates, coupled with total traceability and issues analysis allow for smart stocking of Taqeef ’s transport fleet. This resolves 90% of service calls on the first visit. It also results in customer feedback ratings which consistently outperform industry averages. l Expanded networks and affiliations with key MEP consultants, government and industry bodies to build further authority in the Commercial A/C sector, including: - LEED and ESCO accreditation - ESMA and QCC endorsement - EUROVENT and Emirates Green Building Council l Showroom re-design featuring modern, innovation focused displays and interactive technology facilities to cater to both residential and commercial customers.
Transcript of THINGS YOU DIDN’T KNOW ABOUT FUJITSU … Fujitsu General is the Middle East’s biggest ... and...
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MARKETFujitsu General is the Middle East’s biggest selling air conditioning brand. Renowned for their superior product performance and innovation, they are the originators of extreme weather cooling solutions for the Middle East, and the leading innovators in A/C technology.
In 1972, they formed an exclusive partnership with Taqeef - then known as Electronic Appliances Company - a local company with a shared tradition of engineering excellence and a commitment to bring the world’s most innovative technology to the Middle East. Together they brought the first A/C solution designed for the uniquely harsh environment to the region. It was to change the landscape, marking the start of a pioneering partnership which has seen Fujitsu General consistently ranked as the market leader in residential A/C in the UAE since records began.
GfK Global research (publishers of the only independent consumer data and market research into the industry in the UAE) shows Fujitsu General to have an average market share of 23% in the residential sector. (Source: GfK Retail and Technology – MDA and SDA Panels Guides, UAE)
BSRIA research* estimates the Air Conditioning total packaged market in the UAE (which includes windows, splits, VRFs and rooftops) to be worth close to $478 million, while the central plant A/C market (chillers, fan coils and AHUs) is worth $274 million in value. (Source: *BSRIA Split Systems 2015 market report – WMI Air Conditioning)
A/C product penetration for both residential and commercial markets is 100%. However, technological developments, governmental legislation and the phenomenal pace of construction and development throughout the Emirates represent continued and sustained
growth opportunities for the category.Sustainability in design and building construction
continues to drive the development agenda. Estidama’s Pearl Rating System, the Department of Municipal Affairs’ new International Building Codes and the emergence of government bodies and associations such as LEED (Leadership in Energy and Environmental Design), ESMA (Emirates Authority for Standardization and Metrology) and QCC (Quality and Conformity Council) have highlighted the importance of energy efficiency and the environmental impact of A/C products.
Responsible and sustainable cooling presents a huge opportunity, with investments increasingly being pushed towards the realisation of big projects using renewable technology. Dubai’s
public/private partnerships have ambitious plans to retrofit 100,000 buildings to meet green building standards. This will see over 2 billion dirhams ($544.5 million) used to fund the first phase alone.
Fujitsu General President, Mr Etsuro Saito commented, “Energy-saving regulations and refrigerant regulations are expected to accelerate and diversify worldwide as a new means to attempt to prevent global warming within the global air conditioner market. The Fujitsu General Group—with our advanced energy saving technologies—sees this as a great opportunity to set ourselves apart from other companies.”
The VRF market, which currently accounts for only 1% of the entire packaged market by volumes of sets sold, is currently the fastest growing AC segment in UAE and will play a key role in sustainable refurbishments and new commercial projects.
ACHIEVEMENTSFujitsu General and Taqeef have been setting industry standards for cooing in the region for almost 50 years, pioneering many industry firsts and groundbreaking developments. These successes include:l 1973 - The region’s first ‘desert specified’ A/C unit. Featuring a unique louvre design, it was the only product that could cope with the challenges of both extreme heat and sandl 1991 – The launch of the world’s first lambda heat exchanger air conditionerl 1994 –The introduction of a residential air conditioning unit with the world’s first power diffuserl 2002 – The development of the world’s first automatic self-cleaning filter system on a residential cooling unitl 2015 - The launch of first full portfolio of decorative and split units which not only comply with EER and R410 regulations, but are also tailored specifically to the region’s climate challenges. Fujitsu General’s ‘Tropical Series’ offers high performance, excellent energy efficiency and long-term reliability, while meeting both ESMA and QCC standards.
Tariq Al Ghussein, Taqeef ’s CEO explains, ‘As a company, Taqeef ’s focus has always been singular : to find and bring to the region the best technology to cope with our extreme climate. And with Fujitsu General products we have always found the best. Customer-focussed innovation lies at the heart of everything they do, and it’s because of this that we’ve been able to keep delivering the ground-breaking technologies needed to address the unique environmental challenges of our region.”
HISTORYl Fujitsu General’s air conditioner business began in 1960 with the launch of their first consumer-use window air conditioner in Japan. In 1971 the company expanded into the Middle East (Kuwait), and in 1972 they formed their exclusive partnership with Taqeef which was to put them on the map as the authority on cooling in the region.
l By 1980, with Taqeef ’s proactive focus, Fujitsu General had become the largest selling window A/C brand in the region. As the brand continued to thrive, the Taqeef team expanded the product offering, introducing Fujitsu split A/C’s into the regional portfolio in 1985.l In 1997 Taqeef introduced the region’s first automated A/C warranty traceability system for Fujitsu General products. It marked the introduction of global best-practice systems and processes in the HVAC industry in the Middle East for the first time.l In 2010 Taqeef further professionalised the market, by introducing the industry’s first dedicated call centre in the region for Fujitsu General products. This was closely followed by another first; a fully integrated mobility workshop solution throughout the regional network. With these advancements Taqeef and Fujitsu General made huge strides in customer service and satisfaction. Their award-winning customer service department has been recognised by government as a leader in its field and is the largest – and most efficient in the region. l In 2016, Fujitsu General became the first A/C brand in the region to have all products certified by ESMA and QCC.
PRODUCTSFujitsu General’s technology is driven by their unique customer insight and deep understanding of the region, its climate and its people. This knowledge underpins the ongoing development of new air conditioning applications which offer the most effective and energy efficient cooling for domestic and commercial environments. Research and innovation lie at the heart of every Fujitsu General product, all of which are manufactured in their ISO 9001 / ISO 140001 facilities in Japan.Fujitsu General offers the most comprehensive range of A/C products in the category: wall mounted, ducted, cassette, window and VRF units. All are created with the brand’s core technology,
which guarantees:Better energy savingFujitsu General’s high efficiency technology means that over 90% of actual operation time, units are used at partial capacity instead of rated capacity. Features such as DC invertor technology, optimized invertor control, high efficiency heat exchangers and human sensor controls combine to give the best efficiencies and the best cooling.Better comfort Fujitsu General units feature a range of features for optimum comfort; precision airflow control, powerful operation for quick comfort and quiet control for low noise operation.Better air qualityFujitsu General engineers its units for the best air quality; removal of dust, odors and bacteria, to ensure fresh-air intake.Better user convenienceFujitsu General is using ergonomics to create user-friendly designs such as easy to read large LCD displays, easy to operate buttons, memory sensors and intuitive technology.
It’s due to such world-class innovations that since their launch in 1973, Fujitsu General units have remained the most requested and recommended in any new project in the Middle East.
RECENT DEVELOPMENTSTaqeef and Fujitsu General have a shared commitment to drive the environmental agenda in the region through innovation and investment.
Fujitsu General is the first brand in the UAE to have its entire product range endorsed by ESMA and QCC. ISO smart technology, featuring heat recovery and economy operating modes, plus VRF intelligent management systems come as standard on Fujitsu General new product lines.
All Fujitsu General products now meet the new labelling standards in the UAE, and carry the Emirates Quality Mark (ELM). Energy consumption levels and environmental ‘star’
l Fujitsu General has sold four million units in the UAE since 1973.l Fujitsu General units are incredibly durable: Taqeef still services many customer units which are over 20 years old. They also recently acquired a 37-year old display model from a customer which is still in perfect working order.l Taqeef holds a rolling stock of 100,000 Fujitsu General units in the UAE.l Fujitsu was the first brand to create a 42-inch plasma screen in 1996.
THINGS YOU DIDN’T KNOW ABOUTFUJITSU GENERAL
ratings are visibly displayed and the entire range is also compliant with the region’s new building regulations.
In 2016 Taqeef created the region’s first in-house dedicated retrofitting department. Retrofitting old energy inefficient buildings with Fujitsu General’s new generation of cooling technology (including VRF, ducted and split units) can achieve savings of over 50% in energy consumption, electricity bills and emissions. And, as air conditioning systems in the region contribute to up to 70% of the total energy usage and operation costs of a building, the impact of responsible retrofitting is enormous.
PROMOTIONTaqeef has adopted a multi-disciplinary programme of brand awareness, product education and industry insight and authority to re-inforce Fujitsu General’s market-leading positioning. This includes:l The creation of a new training and development centre to support Fujitsu General’s evolving VRF technology. This purpose-built site runs a rolling programme of VRF product, technology and servicing training for staff, customers and contractors, promoting smart use and specifying of Fujitsu General products.l The development of a new 150,000 sq. ft. warehousing facility, and an expanded and market-leading spare parts centre. This facilitates market-leading turn-around times for any Fujitsu General new order, maintenance or support requirements.l Real-time service and status updates, coupled with total traceability and issues analysis allow for smart stocking of Taqeef ’s transport fleet. This resolves 90% of service calls on the first visit. It also results in customer feedback ratings which consistently outperform industry averages.l Expanded networks and affiliations with key MEP consultants, government and industry bodies to build further authority in the Commercial A/C sector, including:- LEED and ESCO accreditation- ESMA and QCC endorsement- EUROVENT and Emirates Green Building Councill Showroom re-design featuring modern, innovation focused displays and interactive technology facilities to cater to both residential and commercial customers.
