How does a major company involved in the MEP sector leverage technology to solve problems and retain customers? What role can technology play to help the sector overcome the current downturn? MEP poses these questions to Basel Shakra, MD of high-end air-con equipment supplier American Breeze.
American Breeze supplies high-end air-con equipment, from small and large capacity, to small and big projects, and for commercial, residential and industrial customers. What value-add services do you add to this product offering?
We have expertise of designated engineers in the Technical Support Team to offer consultancy to MEP professionals to, for example, cannablise different systems together overcoming a design concern.
The aftersales service team has a much wider remit than simply responding to warranty claims although this is something which they perform. We are air-conditioning suppliers, but nonetheless we send them to monitor installations to ensure the very best performance of the units in situ. This may involve training the main contractor on installation techniques or inspecting several locations at a mega project where thousands of villas have been fitted. We are keen that client feels that all the required modifications have been made for every project.
How much customization is inherent in your product range in order to be flexible and adaptable enough to be able to respond to diverse customer needs?
There is a great deal of scope for customization and this is particularly true in the case of the modular air handling unit (MD series), which has infinite options. Furthermore, we can customize dimensions of any unit.
How often do you add new products or tweak existing ones?
For American Breeze, this is a continuous process. We have a strong commitment to our products becoming internationally-certified via quality agencies like TUV, Eurovent and CE, which drives us to continually seek to improve performance during testing. The development of Delta T16 deg F (9 deg C) for air side district cooling systems resulted from efforts for Eurovent’s approval for the chilled water FCU.
In terms of international affiliation with the parent company, I assume you have direct exposure to the latest product and technology advances? How long before these developments filter through to the UAE?
The R&D function for the American Breeze group is centralized under the product development team headed by Abedallah Shana’ah, and is based in the Middle East Office. This is ideal as a central hub for the extensive travel and co-ordination needed to be undertaken with our production facilities in Greece, Thailand and the US. The Middle East is an emerging region, which means there is the opportunity to perform what is effectively a ‘technology leapfrog’ into best practice from around the world. We are enthusiastic about reviewing new technology as it is patented, and for embracing it where appropriate.
Do you find the local market receptive to new technology, or resistant? How much education and awareness do you have to do?
Receptiveness to new technology is a spin-off of local pride in a reputation for having some of the world’s most remarkable developments. We promote awareness initiatives about our systems, targeting groups like construction professionals. It is important for the consultants and designers who partner with us to recognize that we are willing to share our market knowledge as many will not.
We do this with our suppliers on a frequent basis as most of our work is multiple orders and repeat business. Generic topics such as the opportunities presented by district cooling or digital volume systems still require industry-wide endorsement for them to flourish.
How do you strive to keep your own team members, especially on the technical side, up to date with the latest trends etc.?
Our engineers are required to do personal development training to retain their professional affiliations, and this ensures that they update their technical competencies regularly. Most of our team relies on the Internet rather than articles in printed journals for their day-to-day research.
The ability to embrace new technology and convey this to the market often reflects a company culture that is progressive and forward-looking. How importantly does American Breeze here rate innovation, and try to instill this as part of its overall philosophy?
American Breeze values innovation and it strongly influences business strategy. Our corporate structure is deliberately flat so we are close to our clients and innovation can be easily incorporated into work. The management of American Breeze has the vision to foster innovation from induction training onwards, and when we launch a new product, all our support staff also receive a spotlight product briefing which allows them to support our work.
A lot of the products, technology and systems are off-the-shelf or tried-and-tested solutions. How do you keep your technical staff on their toes and willing to think out of the box?
Membership of the Green Building Council ensures that we are attuned to opportunities to innovate. It is imperative that we demonstrate to stakeholders how the values of such an organization inform our business choices and innovation is a tangible way to do so.
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