Dubai Airport Free Zone Authority (DAFZA) (Apr 2013)

The top freezone in the world

Impressive growth

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SPECIAL REPORT

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Special Report APRIL 30, 2013

ContentS Chairman’s message Dubai’s strategic gateway Strengthening the ties Driving business growth Commerce on sea The company formations specialist Brighter cosy ambience Security at its best Chipping in Redefining elegance Revenue up 26% in 2012 Your neighbourhood restaurant Galvanizing the world

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Khaleej Times Special Report •

Chairman's message

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he traditional trading trend and culture of Dubai’s people has left its traces to build a commercial city that many international investors are seeking an opportunity to operate from.

The big ideas to build Dubai to become the regional commercial hub and invite global investors to use it as a base is attributed to the late Shaikh Rashid bin Saeed Al Maktoum and continued by His Highness Shaikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, who transformed the city into an international commercial centre.

With the great facilities and quality services on offer, Dubai Airport Freezone is poised to emerge as one of the best destinations for multinational companies and international investors keen to run their businesses in the region.

Since its inception, 17 years ago, Dubai Airport Freezone has grown into a valuable project that contributes largely to the emirate of Dubai’s GDP and adds value to the regional economy.

The Freezone holds lots of promise for future growth, provided it continues to serve its clients with the best services.

Shaikh Ahmed bin Saeed Al Maktoum

Chairman, Dubai Airport Freezone Authority

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April 30, 2013 • Dubai Airport Freezone

• Khaleej Times Special Report

Dubai’s strategic gateway Ranked the top Freezone in the world, DAFZA offers attractive packages for businesses

Dr Mohammed Al Zarooni Sadiq Shaban

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ubai Airport Freezone (DAFZA) was established in 1996 as part of Dubai government’s strategic plan to move the emirate towards an investment driven economy.

Today it accommodates more than 1,600 international companies in various activities including aviation industry, pharmaceutical products, logistics, cargo and freight, jewelry, electronics and electrical materials. At the heart of the Freezone lies the drive to consistently provide an efficient, integrated business community to fuel the growth of investment in Dubai, the UAE and beyond. DAFZA is considered a solid investment platform to the international business community, and captures opportunities

available in this region. The authority works to provide an unparalleled working environment that helps drive the diversification of the UAE economy.

DAFZA was recently ranked as the top Free zone globally in the Global Free Zones of the Future 2012/13 by the fDi magazine. “There are a number of factors that contribute to the ongoing success of DAFZA, but our approach is always customer centric, ensuring that facilities, services and procedures are created to make our tenants’ life as straight forward and hassle-free as possible,” Dr. Mohammed Al Zarooni, Director General, DAFZA told Khaleej Times.

The location of DAFZA itself is symbolic of this, situated next door to Dubai International Airport and with excellent infrastructure to connect the Freezone with a range of

Dubai’s business hubs. There is a 24/7 customs clearance as well as access to a number of facilities at any time.

The most convenient service available to all tenants however is Tas’heel, an online portal that facilitates requests and queries without the need to ever leave the comfort of the office. With Tas’heel a wide selection of services are available online for speeding up processing and renewal of visa applications, residence, license, health and ID cards. In 2012, DAFZA issued licenses to 201 new international firms, reporting record growth in trade volume with an increase of Dh69 billion, a 73 per cent increase on 2011. Sales revenue also witnessed a growth of 26 per cent compared to 2011. International firms registered in the Free zone have collectively grown the value of their exported and imported goods by Dh164 billion in 2012, in comparison to Dh95 billion in 2011.

A wide range of business facilities are provided to all tenants, including conference rooms, a lecture hall and business lounge, audiovisual

We continuously plan for improvement at the Freezone, and as a result of the survey that we did for our tenants, we started constructing a number of extensions

April 30, 2013 • Dubai Airport Freezone

equipment and catering.

“Once all documentation has been submitted and accepted, the company will be completely registered after just three working days. We have streamlined a number of processes and procedures, ensuring the tenants can minimise the time they have to spend handling ‘red-tape’ and have more time to spend focusing on setting up their business,” Al Zarooni added.

DAFZA’s contribution to the emirate’s GDP is counted at 2.27 per cent. In 2012, DAFZA saw the number of construction and engineering companies increase by more than a third (37 per cent). This figure directly reflects increasing investment in Middle Eastern construction projects.

According to a report issued

by Bank of America Merrill Lynch, the total investment in construction projects in the Middle East is expected to jump to $4.2 trillion by 2020, with the UAE enjoying the biggest chunk, valued at $698 billion. Another key sector that saw growth was the jewellery industry, as the number of tenants operating in DAFZA increased by a staggering 140 per cent throughout 2012.

“We continuously plan for improvement at the Freezone, and as a result of the survey that we did for our tenants, we started constructing a number of extensions. One of which will be a multi-storey car park, with capacity for 850 cars, catering to our tenants’ needs. The project is planned to exceed more than Dh 300 million, for a total building area of 70,000 square metres. Phase one is expected to be completed in 2015,” the Director General concluded.

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Khaleej Times Special Report •

Strengthening the ties DAFZA is helping to strengthen relations with investors besides providing highly advanced, modern facilities and services to businesses

Nasser Al Madani Nasser Al Madani

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eventeen years ago, Dubai Airport Freezone (DAFZA) was established as part of Dubai Government’s strategic plan to move the emirate towards an investment-driven economy.

Today, it accommodates over 1,600 international companies in various activities and industries.

The Freezone was ranked number one globally for its strategy servicing investors, partners and its approach in facilitating trade in the region.

“Such awards are significant achievements for DAFZA. We have worked to create a unique business community in the UAE, and one of the biggest contributing factors to our success as the world’s leading Freezone was the high-level of infrastructure in place,” said Nasser Al Madani, Assistant Director General of DAFZA.

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DAFZA has seen continued success since the award, achieving an increase of 26 per cent in sales revenue in comparison to 2011. This highlights Dubai’s ability to provide ongoing investment opportunities to all foreign investors and the Free zone’s role in providing an internationally standardized facility to support and drive its tenants’ businesses forward in the region.

Tenants have been an integral focus in DAFZA’s mission and vision since its foundation. The Free zone has worked hard to ensure that the facilities, infrastructure and services available to tenants meet international standards, and provide a productive environment from which companies can grow its business. Tenants can also effectively register at DAFZA within three working days, provided all paper work is submitted and accepted

accordingly. There are fully functional office spaces that companies can move into and begin work from the minute they have the key.

In addition to the location and services DAFZA offers, the infrastructure at the Free zone has added significant value to the tenants’ day-today business activities. With ease of access in and out of the Free zone, as well as to some of Dubai’s main business hubs, it constantly works to ensure that its clients are not bogged down by issues that may take their attention away from their business activities — being stuck in traffic, or having to deal with an AC problem.

Everything is taken care of by the DAFZA team.

DAFZA provides organizations operating out of the Free zone security by developing a strategic plan for the future, which is revised every three years, while simultaneously meeting each tenant’s needs. Currently in its third year of the strategy, DAFZA has placed a strong focus globally and has consistently strived to integrate into its key markets.

The Free zone has become a popular hub for international companies looking to set up a Middle East headquarter, with many well-known brands already having invested in the Free zone.

As part of its strategic plan, DAFZA aims to continue to add value to the UAE economy by providing integrated business solutions, capitalizing on the opportunities offered by this region, and the ever increasing interest from both Eastern and Western markets.

April 30, 2013 • Dubai Airport Freezone

“Competition is always going to be a challenging factor in our business; there are a number of free zone facilities established and opening both locally and regionally,” said Al Madani.

“But competition is healthy.

It ensures we are constantly assessing our performance and benchmarking our services and facilities to maintain the best practice. To date, we have not seen it affect our business negatively at all. We are all working for Dubai and complement each other well.”

Despite its growth and expansion, DAFZA has worked hard to ensure that its development doesn’t come at the cost of the environment.

In compliance with Dubai’s vision to be a role model to the world in energy security and efficiency, DAFZA has successfully obtained an international standard for energy management (ISO 50001:2009). DAFZA treats sustainable energy very seriously and is very keen to adopt the best international practices. Saving energy is one of DAFZA’s strategic objectives and it has adopted the latest technologies and equipment to help reduce energy consumption in all its facilities. Two years ago, the Free zone successfully implemented the green building technology initiative and it constantly encourages its tenants to implement standards for environment protection by assigning a reward for the best company in preserving the environment.

The author is the Assistant Director General, DAFZA

• Khaleej Times Special Report

Driving business growth Dubai Airport Freezone Authority is the emirate’s preferred investment destination Sadiq Shaban

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ubai Airport Freezone Authority is one of the most prominent business destinations in the UAE. Established in 1996, it has become the world’s fastest growing freezone.

With businesses as diverse as aviation, pharmaceutical products, logistics and freight, jewelleries, IT and mobile phone accessories, food and beverage operating from the designated area, DAFZA is serving as a magnet to local and international investors’ in the region.

DAFZA has come a long way since it was established as part of Dubai government’s strategic plan to move the emirate towards an investment driven economy.

Offering exciting business opportunities to local and foreign investors, including 100 per cent foreign ownership and 100 per cent tax exemption, DAFZA is currently home to 1,600 international companies, from around the globe.

Over the years many top firms have located their Middle Eastern hubs at DAFZA. Currently, European and North American companies represent 39 per cent of DAFZA firms.

More than 30 per cent of companies are from the Gulf region while Asian companies (Indian subcontinent and Far East) represent 15 per cent of the total business offices.

Not surprisingly electronics and electricals is the largest industry in the zone at 16 per cent, followed by engineering

and construction materials at 11 per cent, and aerospace, aviation and related services at 10 per cent.

Situated near the Dubai International Airport, DAFZA offers world-class logistics services and comprehensive infrastructure to businesses that operate in it. Besides direct access to government services like immigration and customs, dedicated logistics centre and extensive cargo handling facilities are available in DAFZA. Easy access to the facilities at Dubai International Airport with connectivity to 220 destinations through 130 airlines makes it a very attractive destination.

In 2012, DAFZA was ranked the best in the world in the Global Freezone Rankings published by the Financial Times’ Foreign Direct Investment (fDi) Magazine.

The ranking reflected the ability of DAFZA to attract foreign investment to the region as well as strengthening its position as the fastestgrowing business hub in the Middle East, a Financial Times statement said. It added that in a highly competitive landscape, DAFZA stood out in this year’s assessment, impressing the judging panel with its strategic approach and well-articulated plans.

Using enterprise, commitment and creative solutions DAFZA is successfully hosting various types of firms starting from the Free zone Establishments (FZE) that require a minimum share capital of Dh1 million. Pertinently all Freezone Companies (FZCO) require a minimum share

capital of Dh500,000 to operate in DAFZA. However, any foreign company can set up a branch in DAFZA for which no share capital is required.

DAFZA has been instrumental in developing

April 30, 2013 • Dubai Airport Freezone

the emirate’s investment climate. It is one of the most experienced authorities in attracting foreign capital and continues to be the emirate’s preferred investment destination.

—sadiq@khaleejtimes.com

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Khaleej Times Special Report •

Clipper Projects

Commerce on sea Clipper Projects is one of the world’s leading carriers of project cargo providing parcel services that are tailored to meet customer requirements Suneeti Ahuja-Kohli

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reasing the engines of economies around the world, the shipping industry is rightly referred to as the lifeblood of the import and export industry, carrying out almost 90 per cent of the international trade on sea.

Clipper Projects, one of the main pillars of the Clipper Group, is a major stakeholder of this big shipping industry, supporting trade relations of a number of countries. Established in 1972, the Group has made a formidable position for itself by exploring all possibilities and providing clients with customised solutions.

With a strong and an advanced fleet of 42 multi-purpose and heavy lift vessels, Clipper supports tonnage capacity of up to 20,000 dwt and lifting capacity of up to 400 mt, making it one of the most sought-after companies for transporting any sort of cargo from airplane engines, to heavy-engineering machinery and much more. It aims to expand its fleet size to 60 to 70 in the next few years.

In terms of global reach, Clipper Projects has offices in eight countries — the recent ones being in Dubai (2010) and Mumbai (January 2012). “We have been active in the region for years. In 2010, we decided to have our own office in Dubai because of the region’s oil and gas industry and also to serve our clients better,” says Riad Gaceb, Regional Manager (Middle East) at Clipper Projects, Dubai.

Gaceb is handling the reins of business in the Middle East from his office in Dubai. The Danish-born manager has been with the group for more than seven years and handled imminent projects.

His polite discourse and fluency in Arabic has allowed him to better understand the needs and requirements of the clients in the region and gain a stronghold for the company in the Middle East. “Dubai is an important hub for the oil and gas industry and related cargo traffic. The area is used as a distribution hub for other sectors like Europe, US, etc., which centralise and stock cargo in Dubai and then redistribute it to the world. Dubai is, therefore,

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Riad Gaceb important for us to bring the world-class cargo closer,” he adds.

The company for now is not looking at further expansion in terms of representative offices but is working to strengthen its fleet to propel the next leg of growth. In 2011 and 2012, seven new project ships with improved and enhanced features were added to the fleet, courtesy the New Building Programme run by the company that provides a homogenous, modern, economic and environmentally friendly fleet for its business. Next on the cards is Clipper Nexgen, a project that is still at the design stage but is being hailed as the future backbone of the company’s fleet. “It will be the most cost effective project carrier in the market,” affirms Gaceb.

These plans are in line with the renewed optimism in the world economy, which is expected to rebound by 2014.

“It is difficult to forecast but 2014 looks promising. We are looking at it positively and that’s why we have started investing in more vessels and explore new markets,” says the regional manager.

Even after accomplishing such heights,

April 30, 2013 • Dubai Airport Freezone

— KT photo by Rahul Gajjar the top team at Clipper Projects is hardly complacent about its performance. “We continuously measure our performance and experiment with new ways of increasing fuel efficiency. That will have a great impact on environment, and lower fuel prices will also help us,” says Gaceb, adding that the fuel efficiency is the cornerstone in its sustainability efforts.

Talking about challenges in the industry, Gaceb mentions pirates as the biggest threat to commercial business on sea. In 2008, Somali Pirates hijacked Clipper vessel CEC Future for 72 days.

It was a horrifying experience for the company and seafarers on board. Since then, Clipper Projects has adopted various measures for the safety of its crew and cargo, and is now one of the biggest campaigners of anti-piracy in the region. “The high-risk area is from Suez to the Straits of Hormuz and the way to counter the continued piracy threat is to maintain vigilance, vessel self-protection and adherence to the Best Management Practice,” concludes Gaceb.

—suneeti@khaleejtimes.com

Khaleej Times Special Report •

Worldwide Formations

The company formations specialist Worldwide Formations works closely with the Dubai Airport Freezone Authority (DAFZA) and other Free Zones as a single source option for all aspects related to company formations in the UAE

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orldwide Formations is proud to be in a coveted position as an Official Registered Agent of “The Top Economic Free Zone in the World*” – the Dubai Airport Freezone, popularly known as DAFZA. Strategically located in Dubai at DAFZA, Worldwide Formations is one of UAE’s premier organisations specialising in Company Formations and related services. As official Registered Agents for Dubai Airport Freezone (DAFZA), RAK International (Offshore) Companies, RAK Free Trade Zone, Fujairah Creative City and Fujairah Free Zone Authority, Worldwide Formations have assisted over a thousand companies register their formations in the United Arab Emirates.

Rajesh Ambikan, the Chief Executive Officer, has been in the field of company formations from the year 2000, when he was heading the Marketing Department of one of the largest Free Zones in the UAE. Today the company proudly has on their roster clients from over 80 different countries, from large business conglomerates to individual businessmen.

The management at Worldwide Formations is ably supported by a team of professionals in their offices across continents in Dubai, Fujairah, India and

With confidentiality, privacy and trust as core competence, Worldwide Formations is geared to meet the needs of demanding clients while delivering the best professional services from the groups accountancy, outsourcing, management, training and financial services 10

April 30, 2013 • Dubai Airport Freezone

the United Kingdom. Add that to the impeccable service, adherence to best practices, innate intelligence in company formations and we have a company that is one of the fastest growing in the region.

Over the years, Worldwide Formations through a network of partners, have helped set up companies in most of the prime offshore jurisdictions worldwide.

The philosophy is simple: Make life easier. As the client is busy with routine business tasks, reduce their burden by totally taking over all formation related issues. Moreover, the client does not need to look for any options, as everything related to company formations is taken care under one roof.

With confidentiality, privacy and trust as core competence, Worldwide Formations is geared to meet the needs of demanding clients while delivering the best professional services from the groups accountancy, outsourcing, management, training and financial services.

Worldwide Formations Ltd work very closely with the Free Zones directly and provide a single stop solution for all aspects related to company formations including: • Incorporations of companies in Free Zones • Incorporations of international and offshore companies in UAE# • Residence and employment visas • Legal documentation • Restructuring • Bank accounts# • Virtual office facility# • Websites and e-mails# • Marketing and advertising support# • Accounting and auditing services# • Company management * Ranked 1st in the world for 2012/13 by the Financial Times # Some of the above services are provided by our trusted partners

Khaleej Times Special Report •

Knauf AMF

Brighter cosy ambience Knauf AMF ceilings feature superior acoustics, excellent fire safety combined with moisture resistance

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here is now an exciting new way to create atmosphere in any room thanks to the new Thermatex Varioline from Knauf AMF. Ideal for all commercial environments, these new mineral tiles feature a selection of printed surfaces that combine excellent acoustics with a stunning visual appearance to suit any design requirements.

Available in Wood and Metal effects with both tile and plank formats and also

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with shadow edge details, Thermatex Varioline offers great design flexibility. It allows the creation of minimalistic elegant ceilings, with a cosy, friendly ambience associated with a wood finish.

The new range provides all the performance you would expect from a Knauf AMF ceiling, with superior acoustics, excellent fire safety combined with moisture resistance. The standard tiles provide Class

Thermatex ® Varioline offers great design flexibility. It allows the creation of minimalistic elegant ceilings, with a cosy, friendly ambience associated with a wood finish

A sound absorption with the option of square and tegular edge details, while the planks and shadow edge tiles give Class C sound absorption and up to 40dB sound attenuation.

The new tiles are an excellent alternative to traditional wood and metal ceilings, which can be expensive and difficult to install. The lightweight yet robust nature of Thermatex Varioline makes it incredibly easy to handle and fit. It is also 100 per cent recyclable.

The combination of exceptional aesthetics and superior performance characteristics of Thermatex Varioline make it ideal for use in hotels, restaurants, conference centres, boutique retail outlets and offices.

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For further information on this exciting new range, call 04-6091808 or email: amfgcc@knaufamf.com

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Various design options Good sound absorption Easy handling robust tile Fire protection Low weight 100% recyclable

Knauf AMF Dubai Dubai Airport Free Zone Authority, PO Box 293713, Phase 5E, A-Block, Office # 847, Dubai T: 04 609 1805, F: 04 609 1806 E-mail: amfgcc@knaufamf.com, http://www.amfceilings.com MADE IN GERMANY

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Khaleej Times Special Report •

Securtex

Security at its best Securtex offers quality security equipment, which assures high levels of safety

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ecurtex ME, FZCO was established in April 2004 as a DAFZA company for marketing high-end comprehensive security solutions in the MENA region.

The company is a subsidiary of Detech International Inc., a US-based company that is part of a group of companies marketing security solutions in the US since 1997.

The company’s core business activity consists of marketing security solution both hardware and software, and includes CCTV solutions such as video analytic, POS integration, remote monitoring, mobile DVR’s and special laser cameras with night vision for up to one kilometre.

Visitor management system: The company is a distributor for one of the leading visitor management solution providers and has successfully implemented this solution at some very prominent sites in the UAE and GCC. Schools and educational institutions: The company has a range of security solutions which include CCTV, school bus monitoring, campus time and attendance, comprehensive campus management software which covers student attendance, score ratings and student reports, billing and collection of tuition fees, etc.

Time and attendance solutions: which include biometric, facial recognition and card based devices. The solution offered range from the very basic to advanced customised solutions to meet the individual requirements of the customer.

Mobile video surveillance: includes vehicle DVR’s, fleet management software and solar powered remote video surveillance for yachts and sea vessels with remote viewing and tracking through GSM and GPS. The company has partnered with some of the leading security equipment manufacturers and solution providers to offer security hardware and software solutions under the brand name Securtex Digital, and also third party branded products.

Securtex has established a close working relationship with a software development team based out of Singapore to offer software based security solution to schools and educational institutions,

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April 30, 2013 • Dubai Airport Freezone

Solutions offered also include the following: Access control: from very basic to enterprise level solutions from some of the leading brand names in the industry.

T&A and campus management solutions, bank VIP customer notification and vehicle service centre.

The company’s US operations have been merged with another US-based security company which offers high end enterprise level security solution such as skiffs, ID management, cyber security, etc. The company is in the process of also merging/partnering with the same company in the UAE. Securtex has partnered with Divitex and FTS International to offer a complete range of security equipment, services and solutions to meet the growing and challenging security requirements.

The company’s success has been its ability to offer high quality security products and services to its dealers and end user customers, which consist of some of the most prominent and top companies in the UAE and MENA region.

Securtex has dealers/partner companies in Oman, KSA, Qatar, Tanzania and Pakistan and is in the process of appointing dealers in Bahrain, Kuwait, Uganda and Egypt.

Going forward, the company is seeking to establish strategic partnership with other companies in this region for marketing its security products, solutions and services to meet the growing security demand for such solutions in the GCC and MENA region.

Khaleej Times Special Report •

Sandisk

Chipping in Smart digital lifestyle fuelling flash memory growth in the region

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martphones, tablets and ultra-thin notebooks are fuelling the growth of flash memory in the region. Today, the inventor of flash memory ships over two million products every day, a feat that has earned it a place on the coveted list of Fortune 500 companies.

“Ultrabook sales along with consumer electronics forecasts are on an upward trend in the UAE so growth is inevitable for this region,” explains Tareq Husseini, Regional Sales Director, Mediterranean Middle East & Africa at SanDisk. “SanDisk runs promotions and retail campaigns consistently and across markets in the Middle East and Africa to make sure that the products are always in good demand.

SanDisk is always looking to expand and enhance markets in the region, which includes the Middle East and Africa.”

In the last 25 years of operation, the company has always been ahead of the curve with its innovations, helping shape

SanDisk USB 3

the consumer electronics landscape and turning into a formidable force in this industry.

SanDisk has developed many of the popular industry-standard card formats, pioneered the USB drive and developed advanced flash technologies.

SanDisk Extreme

SanDisk products are gaining popularity among system integrators who need USB card readers and high performance 3.0 USB drives. There are also general consumers whose requirements for high performance cards are growing, driven by a surge in DSLR cameras and a large number of photos

“Flash memory continues to enable a broad array of applications and is currently being used extensively in mobile computing devices such as smartphones, tablets and ultrabooks. It is this set of new applications that is helping to drive the global growth of flash memory,” said Husseini.

Mobile computing is expected to continue to grow as one of the most popular applications giving consumers access to digital content anywhere, anytime. Husseini believes that SanDisk is well positioned to serve the large and growing market, and continue to develop innovative solutions.

“With the development of new and more content hungry mobile devices there will always be a demand for flash memory solutions. SanDisk’s flash memory solutions enable a connected world of digital content.

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April 30, 2013 • Dubai Airport Freezone

Flash memory-based mobile phones bring the cloud to consumers’ fingertips while flash memory-based enterprise SSDs enable more efficient datacentres and IT infrastructures,” said Husseini.

The inventor of flash memory storage cards is celebrating 25 years in the industry this year. The Dubai office is the hub for the Middle East and Africa and an important cog in the sales and marketing activity.

“The office acts as a bridge between SanDisk and its existing, potential and prospective customers, playing an important role in furthering the growth of flash memory in the region. The location of the office in the Dubai Airport Free Zone is vital in supporting the region’s growth.

The support and infrastructure provided by DAFZA has played a big role in our growth across the region. SanDisk has taken the responsibility to train and educate partners in the region about the high-end and highcapacity flash memory products, their benefits and the growing demand for SSDs apart from USBs and memory cards,” says Husseini.

SanDisk is constantly investing in marketing and supporting partners and end users in the region.

“We see SanDisk products gaining popularity among system integrators who need USB card readers and high performance 3.0 USB drives. There are also general consumers whose requirements for high performance cards are growing driven by a surge in DSLR cameras and a large number of photos. Young people and businesses are also driving the sector, as they demand high performance mobile cards. We at SanDisk have dedicated mobile cards for Android and iOS based mobile phones,” concludes Husseini.

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Khaleej Times Special Report •

Enjoy Bijoux

Redefining Elegance As a leading distributor of high-end luxury products in the UAE, the company partners with some of the finest retailers in the Middle East Sadiq Shaban epresenting prestigious brand houses for the last two decades, Enjoy Bijoux understands the importance of swift and steady service.

Being the distributors of luxury brands like Porsche Design Timepieces, QlockTwo and represents House of Buben & Zorweg, Armin Strom, Chronoswiss, Erwin Sattler, Vasto, Victor Mayer, Devon and Steelcraft has its own perks. The company also represents Oz Lighting, Australia’s premier lighting products, who are globally known for innovative and high-quality lighting systems. The firm is committed to introduce and establish some of the world’s top luxury brands in the Middle East.

Enjoy Bijoux’s brands are known to speak for themselves. The Porsche Design Timepieces brand, established in 1972, is synonymous with functional, timeless and puristic designs. PDT product portfolio includes classic men’s accessories, watches, sunglasses, a line of men’s fragrances, luggage, a sports and fashion collection, mobile phones, and accessories for the home. Likewise Enjoy Bijoux represents the QlockTwo which has some of the world’s most iconic clock designs that tell time as conveyed colloquially -- in conversation – with written words in five-minute increments.

Enjoy Bijoux started business back in 1996 and opened its DAFZA office six years later in 2002. Represents brands like the House of Buben & Zorweg, which are considered the connoisseurs of finest timepieces in the world, the stakes have only got higher for Enjoy Bijoux. The company also represents Armin Strom, the Swiss Watch Manufacturer developing and producing small series of watches with in-house calibres at the highest level of watchmakers’ art.

The journey does not end there.

Enjoy Bijoux follows a careful strategy that allows it to build a link between retail partners and the brands it represents.

Earlier the general business trends meant that brands needed to be represented in this region in order to get the best setup and location. Today the practices have changed completely with the retailers having to follow guidelines from the brands in order to fulfill the vision. Enjoy Bijoux serves as the link between retailer and brands in order to balance the requirement of both parties. The company manages the marketing, after-sales and technical support for installations of time objects, sales trainings and payments among other things.

Over the years Enjoy Bijoux has perfected the art of combining enhanced quality of service and creative branding.

The firm fuses technical expertise from different fields in order to deliver, produce and achieve an innovative and creative product. Essentially it keeps the quality of service guaranteed. At Enjoy Bijoux thrust is given to improving service by keeping the employees motivated. “Ensure that all the individuals in your business not only know what you expect of them, but also have a vested interest in the business. Your staff must know why you want to keep customers happy, how to do it and also be motivated by you to perform quality service,” Gerald Schutzlhoffer, Director, Enjoy Bijoux, told Khaleej Times.

Enjoy Bijoux works closely with PR agencies but most of the advertising comes directly from its retailers. Product launches are always done in close cooperation with the retailer as they are the ones who organise the media support while Enjoy Bijoux takes care of the products, interviews and provides other key support. The company has worked with some of the most established brands and retailers across the

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April 30, 2013 • Dubai Airport Freezone

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Gerald Schutzlhoffer Middle East. These include Ahmed Seddiqi & Sons, Damas, Rivoli & Levant in Dubai; Al Sayegh in Abu Dhabi; Behbehani in Kuwait; 51 East, Al Majed & Blue Salon in Qatar; Jawahir Oman in Oman; Al Fardan & First Jewellery in Saudi Arabia.

True to its work ethics, Enjoy Bijoux maintains professional training as an essential part of its endeavour to enhance product knowledge and brand positioning. In fact product knowledge is one the most important elements that ensures a successful sellout for the firm.

It also designs and customises its training programmes as per local requirements.

Dealing with big groups requires possessing different levels of knowledge in the sales team and that is how Enjoy Bijoux operates.

It offers three steps of training: Basic, advanced and professional in both Arabic and English.

The company has strong expectations from the domestic market. UAE has shown a strong growth over the years and Dubai became one of the most powerful retail businesses in the world. Enjoy Bijoux has an optimistic outlook and expects to keep it going in this direction. The company’s Director Gerald Schutzlhoffer pooh-poohs fears that the global economic upheaval may effect the high-end luxury products market. “Whenever I visit my second home town, Dubai, I do not feel any depression here, this city is very dynamic and gives me great motivation to continue,” Schutzlhoffer, who is an Austrian, concludes.

—sadiq@khaleejtimes.com

A touch of class Marketing high-quality products while nurturing long-term relationships with clients

Khaleej Times Special Report •

Revenue up 26% in 2012 The Dubai Airport Freezone registered a jump of 73 per cent in trade in 2012

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ubai Airport Freezone (DAFZA) reported a record growth in trade volume in 2012 with an increase of Dh69 billion, a 73 per cent increase compared with 2011.

Sales revenue also witnessed growth of 26 per cent compared with 2011.

International firms registered in the freezone have collectively grown the value of its exported and imported goods by Dh164 billion in 2012, in comparison to Dh95 billion in 2011.

Additionally in 2012, DAFZA saw the number of construction and engineering companies increase by more than a third (37 per cent). This figure directly reflects increasing investment in the Middle East construction projects, according to a report issued by Bank of America Merrill Lynch. The total investment in construction projects in the Middle East is expected to jump to $4.2 trillion by 2020, with the UAE enjoying the biggest chunk, valued at $698 billion. Another key sector that saw growth was the jewellery industry, as the number of tenants operating in Dubai Airport Freezone increased by a staggering 140 per cent throughout 2012.

DAFZA issued 201 licences for global organisations to operate within the freezone. The number of registered UK companies also saw an increase of 25 per cent. “Dubai Airport Freezone has proven its unrivalled capability in attracting international companies which add value to the local economy and consolidate Dubai’s status in the global markets as a business hub,” said Shaikh Ahmed bin Saeed Al Maktoum, Chairman of Dubai Airport Freezone. “We will continue to provide DAFZA with all the support it needs to ensure that it continues to rank among the top global free zones.”

DAFZA’s Director General Dr

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Mohammed Al Zarooni said that these results show the excellent progress being made in DAFZA’s objective to attract and support foreign companies within the freezone. He said: “The freezone’s strategic location, next door to Dubai International Airport, has given it unique strength and made it a favourite place for foreign companies. The availability of many facilities, hassle-free procedures and investment opportunities has secured its place as a significant contributor to the country’s growth.

“We have worked hard to continuously develop the investment climate by training our workforce to best serve clients and satisfy investors,” he added. “After 17 successful years, DAFZA has become one of the most experienced authorities in attracting foreign capital.”

Dr Al Zarooni explained that freezone companies, currently at more than 1,600, are from around the world, covering a diverse spectrum of industries that meet the needs of the Middle Eastern and African markets. He believes this alignment will in turn lead to on-going business integration and boost economic relationships between the UAE and other countries worldwide.

Dr Al Zarooni said: “In 2013, we plan to continue improving the freezone as we work to facilitate our tenants’ business operations. We are currently in the process of building a project inclusive of a food court with mixed use recreational business facilities, seven floors dedicated to new offices for international organisations and a building dedicated to DAFZA’s strategic partners from various governmental institutions. The main power station will increase capacity by 40 per cent to accommodate this growth.

“Additionally, we will be adding a multi-

April 30, 2013 • Dubai Airport Freezone

storey car park with a capacity for 850 cars catering to our tenants’ needs. The project is planned to exceed more than Dh300 million for a total building area of 70,000 square metres. Phase one is expected to be complete in 2015.”

DAFZA continues to successfully build upon its economic relationships by developing strategic partnerships with global companies to enhance its international status and broaden its reach. DAFZA held a number of bilateral agreements with different entities including Dallas Fort Worth Airport and HSBC Bank to introduce additional financing solutions for foreign investors and give them better access to international banks through the HSBC network. DAFZA is also in the process of finalising cooperation agreements with national entities such as Dubai Chamber of Commerce and du, the telecommunications provider, which will work to enhance DAFZA’s local facilities for tenants.

DAFZA was recognised with nine international awards in 2012. These awards included the American Richard Goodman Strategic Planning Award; the number one Free Zone in the World by Foreign Direct Investment ( fDi) magazine; the Quality and Distinctive Performance Award; the Comprehensive Quality in Client Satisfaction Award, as well as the world’s premier business awards, the Stevie Awards, in three different categories: New services and products award, best IT department award and the best marketing department award.

DAFZA has obtained the ISO:50001 certificate in energy management in recognition to its efforts in reducing reduce energy consumption by eight per cent; and ISO:28000 for its effective security management.

• Khaleej Times Special Report

IVECO

Trucking success Suneeti Ahuja-Kohli

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VECO, a leading manufacturer of commercial vehicles and buses, is buoyed up by the restoring confidence in the domestic economy and expects to shore up its sales and revenue figures by more than 50 per cent this year.

The confidence is not misplaced — the UAE has effectively passed through the reefs and shoals of the financial crisis that still cripples the major financial centres of the world. The emirates is stepping up the gas on new projects announcements and reviving stalled ones in the infrastructure and other sectors. The rising confidence in the economy has given fresh impetus to companies like IVECO that foresee a sizeable rise in demand for its products, ergo it plans to launch two new models for the region.

“We are going to introduce two new vehicles soon: Leoncino, a light truck chassis, and 682 model, which is a heavy truck model. We are one of the leaders in heavy trucks in the Gulf area and now our target is to become one of the leaders in the light trucks segment.

These two products will help us take on competition from our counterparts from South Korean and Japan,” says Marco Torta, Area Manager for the Gulf Area, IVECO.

True to its name, Leoncino, which means young lion in Italian, is expected to get the company a lion’s share of the market with its introduction in April. “We expect to double our sales with the introduction of Leoncino. It was the bestselling product in Italy in the 1950s, and now it reigns over our export markets,” adds Torta.

The other addition to the range, a 682 heavy-duty truck, will however, take some time before it is introduced to the Middle East and African markets. “We are manufacturing 682 models in one of our joint venture plants in China. We have imported some prototypes; at the moment they are being successfully tested. Once that is complete we plan to launch this model here in the Gulf.

It should be around the next quarter.”

IVECO is already among the leaders in the heavy truck sector in the region with its best-selling product — Trakker, a heavy-duty truck available in many versions. The roaring success of this model and others doubled the sales for the company in 2012. “We did excellent business last year, nearly doubled the sales in our area and increased our market share.”

Although the company has been present in the region for almost three decades now, it

Marco Torta opened its representative office in DAFZA (Dubai Airport Freezone) in 2008. “Dubai is strategically placed and allows us to follow markets like Yemen, Oman, Qatar and Kuwait. The DAFZA office supports the dealers of the area in terms of sales and safer sales and lets us explore business opportunities for group,” he says.

The company’s first set-up at DAFZA in 2008 measured 50 square metres and employed two people. In the last few years, IVECO has tripled the floor area by adding two more offices and bringing the total

April 30, 2013 • Dubai Airport Freezone

KT Photo by Juidin Bernarrd

One of the leaders in heavy vehicles, IVECO eyes at doubling its sales and revenues this year

surface area to 150 square metres, and the headcount to eight.

The company sold around 3,000 units last year throughout the GCC countries.

It has a strong dealership network in the UAE with Al Ghandi in Dubai and United Al Saqer Group in Abu Dhabi, and also in Oman, Qatar Yemen and Kuwait.

The company has 19 manufacturing plants spread across the globe including its joint ventures in China and Latin America.

— suneeti@khaleejtimes.com

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Khaleej Times Special Report •

Applebee’s

Your neighbourhood restaurant With its extensive background in casual dining and passion for conviviality, Applebee’s serves good food to good people Sadiq Shaban

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hen Applebee’s started its operations in the UAE a little over seven years ago, no one could envisage that the definition of fun, family-friendly atmosphere is set to change in this part of the globe. With a friendly crew and strategically located restaurants in the UAE, Applebee’s is now synonymous with delicious food and great ambiences. “We have restaurants in Abu Dhabi, Dubai and Al Ain that are redefining the concept of ‘casual dining’ in the country. As part of our development strategy, the idea is to provide a different, fresh and modern look to the restaurants for a complete community feel,” Gary Moore, Regional General Manager of Applebee’s, Europe, Middle East and Asia, told Khaleej Times.

Specialising in serving mainstream American dishes like salads, shrimp, chicken, pasta, steaks, Applebee’s is especially popular in the region for the Appetizer Sampler, Shrimp Trio, Mushroom Steak Skillet and ThreeCheese Chicken Penne dishes to name a few. But that is not the company’s only forté. It aims to become everyone’s neighbourhood restaurant and is actively positioning its brand as such. “We intend to expand into suburban areas, places such as Jumeirah, Marina, JBR, etc. in Dubai and elsewhere. Our franchises are part of the communities we serve in and that stays at the heart of our business model,” Moore chimes in. Not surprisingly with numerous references in popular culture, Applebee’s has already become part of people’s daily vocabulary in the US. Spreading its food fare internationally, Applebee’s presently is the world’s largest casual-dining chain. With more than 2,000 Applebee’s restaurants operating in the US alone, it employs close to 28,000 people. “Globally, it is considered a place where people can go, relax, grab a meal and come back to. Applebee’s slogan ‘See you tomorrow’ summarises the company’s philosophy. We want to be part of the local business,” Moore adds. Part of the successful business-

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Gary Moore model story emanates from its social commitments that involve giving back to community and working very closely with neighbourhoods.

Presently, Applebee’s operates in 19 countries including the Middle East.

With restaurants across the GCC that include Saudi Arabia, Kuwait, Qatar and Jordan, the company not only has plans to open in existing markets but also potential markets in the region. The UAE is at the very core of its business strategy.

“As restaurant business continues to boom in the region, Applebee’s sees more opportunities and growth here. Although we intend to be part of the ubiquitous mega-malls, our ultimate target growth is more than that. We plan to get out to the communities. Our presence in the malls serves to showcase what our brand can do,” Moore quips.

Applebee’s places emphasis on the associations it develops in neighborhoods where it works. Consequently, it supports various programmes, charity events and educational initiatives in the localities.

"Having a digital presence with the help of Applebee’s Middle East Facebook page and CRM database allows the company to stay in touch with guests and regularly

April 30, 2013 • Dubai Airport Freezone

— KT photo communicate not only marketing campaigns but also run contests, look for feedback and get involved on the local community level,” the company’s International Marketing Manager Middle East Rohan Bhardwaj informed.

Speaking of food, the menu at Applebee’s is a perpetual innovation.

In keeping with the innovation theme, Applebee’s is launching a variety of new dishes, all Under 550 Calories for those who want to not just enjoy great food and taste but are also slightly more calorie conscious. The new range was launched on January 24 across the ME Region and features steaks, pasta and shrimp options and positioned as Living Deliciously and definitely worth visiting for. The company believes that its constant innovation is one of the strong differentiating points from other casual dining restaurants. “As a strong community-supported brand, we have to factor in differences in tastes across the world. While our menus are different in each one of the regions, we tend to adopt the same style and provide the same levels of consistency,” Moore concludes on an Irish farewell note.

—sadiq@khaleejtimes.com

Khaleej Times Special Report •

SMS Gulf

Galvanizing the world The SMS Group is operating worldwide and employs nearly 14,000 people

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MS Group, a name to reckon with in the plant and mechanical construction for the entire metallurgical process chain, is looking at its Dubai office to drive its sales in the Middle East and African markets. For a familyowned company, which is now being run by the fourth generation, the strategically positioned emirates is a gateway to the world, opening doors of immense possibilities.

The company, however, is still battered by the spillage of the global financial crisis that still wrecks havoc in the developed economies. “The last year, 2011-12, and the year before that were hard years. The euro crisis makes problems and we can also see over capacities in some regions. This leads to the problems what we have on the world market,” says Hans-Ulrich Breuer, President and Managing Director, SMS Gulf FZE. Hans has been with the group for more than four decades and witnessed the ebbs and flows of the steel industry closely. This time around, the pain seems a little more prolonged. “It is more and more difficult for the investors, our customers to get financing from the bank. At present, no one has an idea of the further development of the global economy, reliable figures are missing,” points out Hans with a concerned look, adding, “Worldwide, the banks are more careful to lend loans and this applies a brake on the development. In 2005, it was easier to get a project financing than in 2013. This is a serious problem for our investors and customers.”

According to the veteran, there was a major decline in orders in 2012, something to the tune of around 15 per cent in comparison to 2011.

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KT Photo by Juidin Bernarrd

Suneeti Ahuja-Kohli

Hans-Ulrich Breuer Explaining the nitty-gritty of the business process Hans says: “Our business is longterm business. The order processing time is between 1.5 to 3.5 years. Our business does not react all the time immediately, when there is a crisis in the world. For example, when there was a crisis in 2007-08, we had the highest order income and we started feeling the brunt after a couple of years.”

The outlook for business still looks grim in the near future. “Unstable steel prices, decline in demand from Asian countries and first signs of economic slowdown in China. We believe that the next one to two years will be very difficult. It is a hard time for our group. We recently modernised and optimised our two workshops in Germany. All the time we take a look at our administration costs worldwide. Having said that, we do not plan to reduce our workforce,” he adds.

One of the biggest challenges that the group faces in the region is with regards to the local perception. “It is the biggest challenge to convince the Emirati and Arab friends and partners that ‘Made in Germany’ in our business is the best choice. Nearly 200 years German basic knowledge in engineering and construction of machinery and plants for the steel and non-ferrous industry can’t be copied and replaced by anybody,” says Hans.

Citing another challenge, Hans notes the rising competition from its Asian

April 30, 2013 • Dubai Airport Freezone

counterparts. “Another challenge is that we are a leading company in our field of business and want to remain such. This becomes increasingly more difficult as the number of competitors especially in the Asian region is growing. The ‘low-wage manufacturing’ has to be compensated with technical leadership. That remains one of the greatest challenges for the future.”

The customers of the group have several installed manufacturing plants for steel and aluminium in the region. They are in the UAE, several plants in Saudi Arabia, Egypt, Morocco, Libya, Bahrain and Qatar. In Baharain, SMS Meer has just commissioned a plant that will produce heavy beams, a better technical solution compared to welded material. One of the biggest aluminium smelting and downstream plants are under construction now in Ras Al-Khair, KSA where SMS Siemag supplies the leading technology for the downstream process as hot and cold rolling.

Siemag, a group company, is in advanced negotiations for a plant in Abu Dhabi, and SMS group plans another one with Rajhi Heavy Industries in Jeddah’s new King Abdullah Economic City (KAEC).

The SMS Group is operating worldwide on each continent and is represented by workshops, sales and representation offices.

The group employs nearly 14,000 people worldwide.

— suneeti@khaleejtimes.com