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SUPCON is a leading provider of intelligent manufacturing equipment, with over 15,000 customers across China in a wide range of industries, and it is a household name in the Chinese automation market, but lesser known across the globe. But now it plans to change that all, with its rapid global expansion. In the past few years SUPCON has been expanding its presence, both in terms of products and its offices and partner network across Asia and Africa.
I had the opportunity of briefly catching up with Mark, the SUPCON Middle East and Africa CEO, and getting his perspective on the SUPCON expansion in the region and market strategy.
SUPCON opened its first office in Middle East, in Al-Khobar, Saudi Arabia in 2019. Al-Khobar is in the Eastern part of Saudi Arabia near the Persian Gulf. Since opening its first offices in Middle East, SUPCON have opened offices in Kenya to help service Customers in the East African region, and Nigeria to service Customers West African region. Now, SUPCON is looking to expand in either Morrocco or Algeria to have a deeper presence in North Africa as well. These expansions across Africa help show their dedication to the continent and its strategy to expand firmly across Africa. Unlike several others SUPCON intends not to ignore Africa. This should be meaningful for customers in that region.
And this all doesn’t stop here, in Middle East specifically, SUPCON is soon expanding its presence in United Arab Emirates (UAE) by opening offices in both Dubai, and Abu Dhabi to be able to better serve both its customers and work closely with their partners.
SUPCON already has over forty plus employees in the Middle East and the number continues to grow. With an increasing number of partners, SUPCON remains confident that it can have a concentrated presence across the region to better serve a variety of industries.
As the SUPCON Saudi Arabia CEO, Mark, is a man in a hurry, as he and his team rapidly expand their presence across the entire MEA region. SUPCON is clear in its approach, the closer contact with the customers in their backyard the better.
Why SUPCON in Middle East & Africa?
Mark mentioned that potential customers in the region should take note that SUPCON has a strong Research & Development team in China, and it is willing to leverage its deep research to support solutions that are tailored for the Customer. SUPCON intends to be flexible and supportive of Customer needs in the region.
Its AI (Artificial Intelligence) related products that include Next Generation of DCS (Direct Control Systems) automation products such as Nyx should help reduce costs for customers. Nyx system leverages NyxOS, a cloud-based real-time operating system tailored for industrial control. The Nyx system can execute cloud-based real-time applications, autonomously adjusting resource scale and capacity to match demand, enabling elasticity and scalability.
Additionally, their new TPT (Time series Pre-Trained) model should be revolutionary in the way technology upgrades are looked at by customers. TPT model is based on generative AI, to help improve upon production, operation and processes for more accurate modelling.
Mark mentioned regarding the new generation of SUPCON products that include Industrial AI (these were recently launched earlier this summer at an event in Singapore), should be of interest to the Clients in the region. SUPCON believes that the new generation of solutions can bring about a lot more efficiency and hence provide a business for customers to review these as part of equipment refresh, and upgrades.
Marketing events across the region
SUPCON plans to both participate in the Middle East events in the region and have their own internal events specifically tailored to engage with customers to better understand their needs and to introduce their new range of products. They hope to quickly make their presence in the region felt in the coming months, and years.
SUPCON company link: https://global.supcon.com/