Toshiba Elevators unveils expansion strategy for Middle East; identifies Qatar, Oman and Saudi Arabia among key markets

The company, which operates in the region through Toshiba Elevator Middle East headquartered in Dubai, is going ahead full-steam in producing �egreen elevators�f that will replace conventional elevators, as part of the company�fs mission to protect the environment.

Toshiba Elevators�f new growth strategy and green technology for elevators was unveiled by Mr. Shinichiro Akiba, Global President & CEO of Toshiba Elevator and Building Systems Corporation, Japan, at a Press Conference, held in Dubai, to mark his maiden visit to the Middle East.

Addressing the media, Mr. Akiba said Toshiba Elevators was focused on repeating its UAE success story in other countries of the region, including Oman, Qatar, Saudi Arabia, Bahrain, Lebanon, CIS and Bangladesh, by establishing alliances with partners of proven local expertise.

He announced that in Oman Toshiba Elevators has partnered with Al Sulaimi Group which has been in business for more than 54 years in Oman. In Qatar, Toshiba has been able to bag contracts through its partnership with AL MANA group which has been in business for over 60 years. In Saudi Arabia, Toshiba has secured a prestigious Government Saline water conversion project through its representative, Al Dammageh Company, Dammam.

Green Elevators

Mr. Akiba said Toshiba was delighted to launch its Green Elevators for South East Asia, Middle East and Indian markets.

�"Toshiba has an endearing commitment to consumer welfare and environment. Our green elevators reduce the consumption of energy at all levels. We have started producing our new-generation Elcosmo III series (compact machine room) and Spacel UNI III series (machine room less), which are based on green technology that saves energy consumption, and translates into saving to customers," added Mr. Akiba.

Akiba explained that Toshiba's Green Elevators contain three major segments: energy saving up to 50% compared to�@conventional product, Latest Designs with wide variety for various parts, and further Improvement in Safety and Comfort.

Firstly, for energy saving, Toshiba has developed a new control device that consumes smaller amount of energy, adopted LED lightings for all ceiling design line-up, as electric power regeneration function significantly contributes to energy saving. Secondly, new designs for ceiling, control panels, buttons, steel-sheet for cage wall, etc involve manufacturing processes that are ecologically friendly. Finally, safety and comfort are enhanced through a wide range of safety devices in case of possible door accidents, in addition to various emergency operations.

Advanced Global Maintenance Support System

Mr. Akiba also announced the launch of Toshiba's revolutionary �Global Maintenance Support System� in the UAE. By this system, Toshiba Elevator Middle East will be able to monitor elevators, provide immediate response, track and monitor the site team's progress online through hand-held devices, provide work instructions through hand-held devices and finally record the result and report in the local server to be available for further processing. The report of the data stored in the server will be automatically available to Toshiba Elevators and Building Systems, Japan, for analysis, improvement in maintenance methodology and inventory management, etc.

Achievements in UAE

Listing Toshiba Elevators' projects in the UAE, Mr. Akiba mentioned Marina Square Project involving 13 towers involving 126 elevator units with a value of Dhs110m, on Al Reem Island, Abu Dhabi; the City of Light project involving 132 elevators in 21 towers worth Dhs125m. Toshiba has also completed several projects for Nakheel over the past seven years. More recently, Toshiba Elevators Middle East have secured order for elevator package in Saraya Towers in Abu Dhabi.

�"We have strong commitment to this region, and we are amazed by the pace of development taking place in the UAE and across the region. That is why we have stationed two full-time Japanese resident managers in the UAE. In addition, many Japanese key technical, commercial, HR and management staff from the Tokyo headquarters make frequent visits to sites,�" added Mr. Akiba.

In the UAE, Toshiba Elevator has had its presence since 1998 but real aggressive bidding for contracts began only 2005 through a joint venture agreement with local partner Royal Group whose Group Chairman is HH Sheikh Thanoon Bin Zayed Al Nahyan. In November 2011, the company was renamed as Toshiba Elevator Middle East LLC (TELME) and has since adopted a more aggressive strategy to enter new markets across the region.

Toshiba Elevator's global standing

Toshiba Elevator and Building System Corporation (TELC) is part of the Japanese conglomerate �Toshiba Corporation� which is a 135-year-old global company. The Toshiba Group specializes in a wide variety of products such as semiconductor, home electrical appliance, electric and social infrastructural. In 1966 Toshiba Corporation established the �Toshiba Elevator and Building System Corporation�h (TELC) to cater to the elevator and escalator business. To date, Toshiba Elevators has completed several high-profile projects, including Guinness record-holding fastest elevator in the world at Taipei Finance Center, which was completed in 2004.

Toshiba Elevators is renowned for its high speed elevators, as well as cutting edge innovations, which include the world's first magnet suspension elevators which run without contact between cage and guide rail; high speed large-capacity elevators each carrying 40 persons installed in Tokyo Sky Tree and high-speed double-deck elevators for mass transport in Shanghai World Financial Centre.