A global leader in its field, Elster Metering Ltd has its roots going back to the first half of the 19th century and has been active for several decades in the Middle East which it considers as central to its core business.

The company has launched several products in 2007 and at the beginning of this year. At Wetex it adopted an integrated approach to its new offerings. Andy Newland, export sales manager, tells Mike Tanousis of Gulf Industry that the Gulf faces specific issues and that Elster Metering can offer sustainable solutions. Newland is a veteran of 20 years’ sales experience including 15 years in exports. He has spent seven years looking after the Gulf states and South and Southeast Asia.
Here are Newland’s replies to Tanousis’ questions:
Can you give us an overview of your particular field of expertise?
Elster Metering Ltd is the new name for Kent Meters.  We are the world’s foremost manufacturer of water meters and associated products.  The company was established in 1838 and has manufacturing and sales locations globally.  Elster Metering Ltd leads the world with development of metering products for utilities and developers in the field of billing and conservation of an increasingly scarce resource, water.

What is your remit and why are you interested in the Arab Market?
Elster Metering Ltd is represented by experienced local partners throughout the Gulf.  Our aim is to work closely with our customers to find sustainable solutions for efficient management of the water network.  The Arab world faces very specific issues in terms of increasing population, rapid development and increased strain on available water supply.

How important is the Gulf and Arab world as a market?
Elster considers the Gulf and Arab world to be central to its core business.  We have been supplying metering products to the region for over 40 years and it is essential to continue our product development in line with the needs of this region.  In short, develop the products and the solutions that meet the needs of this demanding market.  The strategy now has grown to delivering solutions rather than just products.

What products did you launch at Wetex this year?
We exhibited a suite of new solutions aimed at utilities and developers focused on measurement and communications solutions:
• BTU meters designed for measuring cooling energy
• Automated Reading Systems to allow easy communication with both BTU and water meters
• Remote controlled valves to allow the opening and closing of domestic supply by radio
• Customer Display Units that give the consumer instant recognition of consumption, when combined with Automated Reading Systems
• Battery operated electro-magnetic flow meters for ultra accurate measurement and up to 20 year maintenance-free life
• Software designed to combine modules of the above to provide complete stand-alone solutions for developers 

Have products did you launch at Wetex this year?
Several of the above products were launched late 2007 and early 2008 but the integrated approach to linking these is a new concept for Wetex

How long have you been doing business in the Gulf?
Elster Metering Ltd has been active in the Gulf states for around 50 years

Which are the major markets for you in the Gulf?
Dubai, Abu Dhabi, Bahrain, Oman, Qatar

How do you envisage growth of the company in the Gulf?
We feel that the development of complete solutions offering customers not only measurement but communication will allow Elster Metering Ltd to maintain its position as the leading meter supplier in the Gulf

What are your objectives in the long term in the Gulf region?
To continually strive to anticipate the needs of the market and to develop products that meet the changing needs of customers in the region.

What expertise does the company offer the Arab World and how do you hope to develop relationships in the region?
Elster Metering Ltd combines over 100 years’ experience of meter design with a unique understanding of the environment prevailing in the Gulf states.  In essence, the key is to develop products that meet the needs of the market and which are designed specifically to withstand the arduous environmental conditions present in the region.