ASC GmbH Develops the Market in the Middle East

Advanced Sensors Calibration (ASC), the leading producer of acceleration and angular rate sensors and IMUs (inertial measurement units), is expanding its sales market, and starting immediately it will now sell its products in the countries of the Middle East. Since the beginning of March 2015, ASC has cooperated with the distributor Avenir Technologies FZE from Dubai. The companies are started their cooperation at the trade fair Middle East Rail in Dubai, where ASC successfully made its first trade fair presentation in the region.

In addition, ASC has appointed Murlidhar Singh Thakur as the new product manager. Since February 2015 he has been responsible for revising and extending the product line of IMUs and gyros, and also for adding further sensors to our portfolio in order to offer customers even better solutions and all-round solutions.

Cooperation with New Distributor in the Middle East

For several years, the countries of the Middle East have seen growing investments in rail technology, so the demand for high quality sensors for rail systems in this market has increased significantly. To meet this demand, since March 2015 ASC has cooperated with the regional distributor Avenir Technologies FZE, which distributes ASC products in the United Arab Emirates, Oman, Qatar, Bahrain and Saudi Arabia. “We decided to cooperate with Avenir Technologies because the company has extensive technical expertise in sensors for rail systems and also in oil and gas”, says Renate Bay, the managing partner of ASC GmbH. “For us, this cooperation is a good starting point to develop the market for ASC products in the Middle East.”

Successful First Trade Fair Presence at the Middle East Rail

The extended involvement of ASC in the Middle East started at the Middle East Rail in Dubai on 17 and 18 March 2015, where the company had its own stand for the first time. The Middle East Rail is the leading trade fair for rail transport in the Middle East. It brings together well-known exhibitors from all over the world, such as Alstom and the Arabian Rail Company, and it is a central business hub especially for companies from Africa and India. “Our presence at the trade fair exceeded our expectations”, comments Renate Bay. “We were able to hold discussions with other manufacturers and potential partners and to gain first-hand information about the market. But the decisive factor was that we were able to make the initial contact with our new distributor Avenir Technologies and thus take a first step towards entering this market.”

Murlidhar Singh Thakur is the New Product Manager

To expand its his pioneering role in high quality sensor technology, ASC has appointed Murlidhar Singh Thakur as a product manager. Thakur, who has been in this position since February 2015, has wide-ranging experience of sensor systems – for example he worked for seven years as a development engineer for the Danish sensor manufacturer Brüel & Kjær. After his MBA in India, Thakur moved to ASC, where he is especially responsible for revising and extending the IMU and gyro product lines. In addition, Thakur will extend the product portfolio for digital and analogue IMUs.

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