International Coffee Systems (ICS) has announced it is introducing a high-tech beverage machine that will use mass-communication facilities as part of a marketing strategy. ICF said its "Aromatique-Arabia" beverage maker was smaller than a PC but could make both hot and cold beverages while utilising state-of-the-art telecom and Internet technology integrated within its design for after-sales customer service, ordering ingredients and machine maintenance.

The technology also enables the Arabia machine to have a number of payment systems installed.

The user can purchase a drink by using a credit card, personal ID code (users who have credit arrangements with the customer) and by mobile telephone via the GSM network, said the company. In the latter case, the purchase will be included on the user's telephone bill and credited to the owner/lessee of the machine, it explained.

"Our studies showed hat there were few suppliers of fully automatic coffee machines aimed at the lower segment of the SMC market (companies with between 5 and 20 employees), despite the fact that between 70 and 80 per cent of companies in most countries are found in this group.

After 11 years in the business, we could clearly see the massive and uncovered demand from both hotels and the cruise industry for compact, user-friendly machines with intelligent debiting solutions, that could be installed in individual cabins and rooms," said CEO of ICS Frederic Liens.

"It also became apparent that the trend in the private home market was increasingly towards the desire for a compact and user-friendly coffee and expresso-cappuccino machine of ultra-modern make without the time-consuming preparations required by the traditional machines currently on the market," added Liens.

ICS said its strategy for the Middle East was to introduce the Arabia beverage technology based on "free on loan" dependent on the various consumption segments.

This meant the machines would be offered fee of charge to customers. According to the company this strategy would result in high-speed penetration of the market.

"The company has already had promising talks with leading regional firms as prospective partners in the region vis-à-vis region-wide distribution of the machines and supply of contents.

The firm is continuing its talks with such companies with a view to building a network of partners for this project," it said.