Germany 2012

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S u s t a i n a b i l i t y • H e a l t h c a r e • C o n s t r u c t i o n • To u r i s m • A u t o m o b i l e s

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Anniversary UAE - German Diplomatic Relationship

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Contents

H.E. Nikolai von Schoepff

Ambassador of the Federal Republic of Germany to the United Arab Emirates

In celebration of a Strategic Partnership

Climate protection through energy efficiency 16 Executive Editor Patrick Michael Supplements Editor Suchitra Steven Samuel

The UAE and Germany enjoy excellent bilateral relations. In April 2004, both countries signed an agreement on a strategic partnership. Since then there has been a constant exchange of high level visits and close cooperation in all aspects of bilateral relations.

In an interview with Khaleej Times, H.E. Nikolai von Schoepff, Ambassador of the Federal Republic of Germany to the UAE, outlines how with the help of bilateral agreements, initiatives and projects, this cooperation has deepened.

German Ambassador to the UAE, Nikolai Von Schoepff, outlines the global trend Germany is setting in the field of climate protection and energy efficiency

Setting new standards in healthcare 20

An overview of the health care industry in Germany - reputed to be one of the largest, most successful and most diverse sectors in the national economy.

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Hamburg’s evolution into a leading European life sciences hub with massive expansion of local healthcare infrastructures and high-class technology.

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The German attendance at The Big 5 represents one of the largest national group participations with the official German Pavilion covering almost 3,000 sq m net exhibition space.

Director Advertising Haroon Qureshi

A pillar of Arab-German relations

Senior Advertising Manager (Supplements) Philip Smith Feature writer Sangeetha Swaroop Dubai Head Office: P.O. Box 11243 Tel: +971 4 3383535 Fax: +971 4 3383345/46 E-mail: supplements@khaleejtimes.com Abu Dhabi: P.O. Box 3082 Tel: +971 2 6337666 Fax: +971 2 6351122 E-mail: ktimesad@eim.ae

Big opportunities at The Big 5

Pioneering technologies for a greener future

An Initiative by:

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Germany, the most innovative auto nation in the world, aims to be at the forefront of electro-mobility.

malik@fineline.ae

Step into a fairy-tale world

Printed at: Galadari Printing & Publishing L.L.C

Fairytale dreams come true in Germany as the scenic 375-mile fairytale Route from Hanau, near Frankfurt, served as the inspiration for the tales of sleeping princesses, hungry wolves, and gingerbread houses.

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“In the framework of our bilateral strategic relations, high level exchange of visits

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occupies top priority.

What are the current sectors, projects or initiatives that you are focusing on in the UAE for development, fostering excellence or knowledge transfer?

In the framework of our bilateral strategic relations, high level exchange of visits occupies top priority. Since the visit of Federal Chancellor Dr. Angela Merkel in May 2010 to the UAE, Shaikh Abdullah bin Zayed Al Nahyan visited Berlin twice in June 2010 and in February 2012.

Foreign Minister Dr Guido Westerwelle was here in June 2012 while in October 2011 and in April 2012 we welcomed Federal Minister of Interior Dr Hans-Peter Friedrich and in mid-December 2011, the former German Federal President Christian Wulff came to Abu Dhabi.

Since the start of this year, we had the visits of German Health Minister Daniel Bahr

and most recently, our Deputy Foreign Minister Michael Link. Several Secretaries of State, the former Foreign Ministers Dr Frank-Walter Steinmeier and Joschka Fischer, the former Federal Chancellor Dr Gerhard Schröder and finally many other high ranking officials from the federal level as well as from our 16 Federal States came to the UAE. All these visits have helped in fostering our bilateral relations!

In the face of stiff competition in the UAE markets, Germany will redouble its efforts not only to maintain but to enhance German market shares. It is no secret that small and medium enterprises make up for the bulk of German exports. During the visit of German Chancellor Angela Merkel in 2010 to the UAE, a Memorandum of Understanding with the UAE government to further promote SME activities was concluded.

Last month in Abu Dhabi, we had the meeting of the Owners Forum where more than 100 German entrepreneurs met with their Emirati counterparts. It was a very successful meeting, and the German Embassy will continue to bring high level business representatives from Germany to the UAE! An important element in realising the potential in bilateral trade relations will be the reform of the company law that should allow foreign companies to participate in major joint ventures in the country. Not only are trade figures increasing, but our bilateral partnership is gaining in intensity and mutual trust as well.

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What are the future goals of the UAE-German strategic partnership?

As I already told you, we want to strengthen the bilateral relations in all aspects.

This approach consists in transfer of knowhow and technology by training, teaching and trading with each other. Germany is present in almost every field of activity in the UAE. Major German companies have made sizeable investments in principal sectors of the UAE economy including power, water, automotive industry, renewable energy, medical sector, engineering, consulting and infrastructure. The UAE also sees strong participation of German companies in petrochemicals and electronics industry.

“With more than 300 higher education institutions across the country, Germany has a density of universities that is practically unrivalled around the

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world.

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We have concluded an agreement to avoid double taxation which came into force last summer.

In September 2012 we opened the UAE’s first German Logistics College at the Higher Colleges of Technology which will help Emiratis to qualify and operate successfully in the ever growing sector of logistics.

Finally, we are grateful to our partners of ATIC, the Advanced Technology Investment Company of Mubadala, to continue a successful student exchange programme between ATIC and the semiconductor and chip producer, Globalfoundries at Dresden.

What are the core areas of development that will form your chief focus for growth within the UAE and in turn transfer this growth into various opportunities back in Germany?

Following the extraordinary vision of the founding father of the UAE Shaikh Zayed, educating the youth to become the natural treasure of the new nation is of paramount importance to the future of the UAE. Germany is eager to contribute to this overriding priority of state and society. We are proud to actively contribute to all levels of education.

In three German international schools

with their large kindergartens at Abu Dhabi, Dubai and Sharjah, Emirati pupils are taught in a positive climate and a stimulating learning environment.

At several Emirati universities, German teaching staff offers excellent academic services while a student exchange program also allows qualified Emirati students to continue their studies in Germany.

I particularly encourage Emirati students to come to study in Germany primarily for the quality of teaching on offer. With more than 300 higher education institutions across the country, Germany has a density of universities that is practically unrivalled around the world. And proficiency in German is not mandatory as universities offer more than 500 international study courses in English leading to Bachelor’s or Master’s and PhD degree courses.

Nevertheless, for those who would like to learn German, it might be interesting to know that German is the most spoken language in Europe, with more than 100 million native speakers. Basic skills in the language can be acquired at the Goethe Institute, our German Cultural Centre, which offers language classes in Abu Dhabi and Dubai. 

Could you highlight in particular the progress or initiation of steps toward tapping into alternative energy sources within the UAE? How is Germany assisting the UAE in developing technology and harnessing local resources to achieve this?

Wulff, also visited Masdar in December 2011.

Amongst the approximately 30 German companies working with or for Masdar, E.ON, Siemens and Deutsche Bank are the outstanding samples of German participation in the UAE energy sector.

Apart from a joint venture with Masdar for carbon abatement projects in Africa, the Middle East, Central and South East Asia, German energy provider E.ON also cooperates on the 1000 MW London Array offshore wind farm, the largest of its kind in the world.

Last autumn, Siemens concluded a long-term strategic partnership with Masdar to implement an innovative power grid combined with advanced building technologies in the first phase of Masdar City. This will serve as both an energy efficient power solution and a living R&D platform. The partnership also covers collaboration in the field of Carbon Capture and Storage (CCS) which will involve research and development with the Masdar Institute.

We also have Deutsche Bank with its

The Masdar Project and IRENA are two of the most important beacons of renewable energy in the UAE. Abu Dhabi is currently at the heart of the global oil and gas industry which - like the resources that power it - has a limited future. Therefore, looking to serve the interests of its people and the whole planet, the leadership of Abu Dhabi has made a bold commitment to renewable energy and sustainable technologies that will enable the emirate to remain a global energy leader, prepare its citizens for a post-oil future and help humankind find a development model that is sustainable.

The vision and impact of the Masdar project has from the outset attracted Germany as a leader for renewable energy and stateof-the-art environmental technology. German Federal Chancellor Dr Angela Merkel was the first foreign head of government to pay a visit to the Masdar Institute in May 2010. Former President of the Federal Republic, Christian

$ 50 million shares of the Masdar Clean Tech Fund. BASF Chemical, Bauer (Compressors and Drillings), Bayer Material Science, Bosch, Linde Group (in co-operation with Borouge at Ruwais), Schott Solar (with Masdar) and many other well-known major German companies have also had a long association with the UAE energy sector.

In the fascinating field of renewable energy, we are also focussing on the mission of the International Renewable Energy Agency (IRENA). It was Germany, which together with like-minded countries that initiated the founding of IRENA. IRENA bases its mission on the global belief – which we all share – that renewable energy use must and will increase in the coming years because of its key role in enhancing energy security, reducing greenhouse gas emissions, and mitigating climate change. Above all the use of renewable energy alleviates energy poverty, supports sustainable development and boosts economic growth. 

“The Masdar Project and IRENA are two of the most important beacons of renewable

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energy in the UAE.

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Berlin Riyadh Baku Abu Dhabi Tripoli Moscow Doha

‫ﺑﺮﻟﻴﻦ اﻟﺮﻳﺎض ﺑﺎﻛﻮ أﺑﻮ ﻇﺒﻲ ﻃﺮاﺑﻠﺲ ﻣﻮﺳﻜﻮ اﻟﺪوﺣﺔ‬

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We use a fair internationally recognised pricing system. That is why we can promise that you will only be billed for the service you demand.

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‫ﻛﺎدﻳﻤﻴﺔ اﻟﻌﺎﻟﻤﻴﺔ‬E‫ﻣﺆﺳﺴﺔ وﻣﺴﺘﺸﻔﻴﺎت ﻓﻴﻔﺎﻧﺘﺲ اﻟﻄﺒﻴﺔ ا‬ ‫اﻟﻄﺐ – ﺑﺮﻋﺎﻳﺔ أﻟﻤﺎﻧﻴﺔ‬ :‫ﻛﺎدﻳﻤﻴﺔ ﻟﻠﺼﺤﺔ‬E‫ﺷﺒﻜﺔ ﻣﺴﺘﺸﻔﻴﺎت ﻓﻴﻔﺎﻧﺘﺲ ا‬ ‫ ﻋﻴﺎدة ﻣﺘﺨﺼﺼﺔ ﻓﻲ‬100 ‫ ﻣﺴﺘﺸﻔﻴﺎت ﻣﻊ أﻛﺜﺮ ﻣﻦ‬9 .‫ﻣﺪﻳﻨﺔ واﺣﺪة‬ .‫ ﻣﻨﺸﺄة ﻛﺒﺮى‬14 .‫ﻋﺎدة اﻟﺘﺄﻫﻴﻞ‬9 ‫ﻣﺮﻛﺰ‬ .‫ ﻣﺮاﻛﺰ ﻟﺘﻘﺪﻳﻢ اﻟﺮﻋﺎﻳﺔ اﻟﻄﺒﻴﺔ‬9

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‫ﻛﺎدﻳﻤﻴﺔ اﻟﻌﺎﻟﻤﻴﺔ ﺗﻮﻓﺮ‬E‫ﻣﺴﺘﺸﻔﻴﺎت ﻓﻴﻔﺎﻧﺘﺲ اﻟﻄﺒﻴﺔ ا‬ :‫ﻧﻬﺎ‬E ،‫ﻟﻚ ﻫﺬه اﻟﻤﺰاﻳﺎ اﻟﻔﺮﻳﺪة‬ ."‫ﻃﻼق "ﺑﺄﻳﺎدي أﻟﻤﺎﻧﻴﺔ‬9‫ﻓﻀﻞ ﻋﻠﻰ ا‬E‫ﺗﻘﺪم اﻟﺮﻋﺎﻳﺔ اﻟﻄﺒﻴﺔ ا‬

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‫ ﺑﻤﺎ ﻓﻲ ذﻟﻚ‬،‫ﺗﻮﻓﺮ ﻟﻚ ﻣﻨﻈﻮﻣﺔ ﻣﺘﻜﺎﻣﻠﺔ ﻣﻦ اﻟﺮﻋﺎﻳﺔ اﻟﻄﺒﻴﺔ‬ .‫أﻛﺜﺮ اﻟﻤﺠﺎﻻت ﺗﻄﻮرا ﻓﻴﻤﺎ ﻳﺘﺼﻞ ﺑﺂﺧﺮ ﻣﺎ ﺗﻮﺻﻞ إﻟﻴﻪ اﻟﻄﺐ‬

‫ ﺑﺎﻋﺘﺒﺎرﻫﺎ‬،‫ﻛﺎدﻳﻤﻴﺔ‬E‫ﺗﺘﻤﺘﻊ ﻣﺴﺘﺸﻔﻴﺎت ﻓﻴﻔﺎﻧﺘﺲ ا‬ ‫ ﺑﺎﺣﺘﻮاﺋﻬﺎ ﻋﻠﻰ‬،‫ﻣﺸﺮوع ﻃﺒﻲ ﻧﺎﺟﺢ ذي رأس ﻣﺎل ﻗﻮي‬ .‫أﺣﺪث اﻟﺘﻘﻨﻴﺎت اﻟﻄﺒﻴﺔ ﻣﻦ ﺣﻴﺚ اﻟﻌﻼج واﻟﺘﺸﺨﻴﺺ‬

‫ ﻃﺒﻴﺐ‬1500 ‫ﻓﻀﻞ ﻟﻚ ﻣﻦ ﺑﻴﻦ‬E‫ﻳﻤﻜﻨﻨﺎ اﻧﺘﻘﺎء اﻟﺨﺒﻴﺮ ا‬ ‫ ﻣﺮﻛﺰ‬40 ‫ إﻟﻰ ﺟﺎﻧﺐ أﻛﺜﺮ ﻣﻦ‬،‫ﻳﻌﻤﻠﻮن ﻓﻲ ﻣﺴﺘﺸﻔﻴﺎﺗﻨﺎ‬ .‫ﻣﺘﺨﺼﺺ ﻋﻠﻰ أﻋﻠﻰ ﻣﺴﺘﻮى‬

‫ﻛﻤﺎ ﻳﺘﻮاﻓﺮ ﺑﻬﺎ ﻋﻤﻠﻴﺎت ﻣﺆﻣﻨﺔ ﻓﻀﻼ ﻋﻦ ﺗﻄﺒﻴﻖ‬ ‫ﻋﻠﻰ ﺟﻮدة وﻓﻘﺎ ﻟﺘﻘﺪﻳﺮ ﻧﻤﻮذج‬E‫دارة ا‬9‫ﻣﻌﺎﻳﻴﺮ ا‬ ‫دارة اﻟﺠﻮدة‬9 ‫وروﺑﻴﺔ‬E‫اﻟﺘﻤﻴﺰ اﻟﺼﺎدر ﻋﻦ اﻟﻤﺆﺳﺴﺔ ا‬ .(EFQM)

‫ﻛﺎدﻳﻤﻴﺔ درﺟﺔ ﻓﺮﻳﺪة‬E‫ﺗﻤﻨﺤﻚ ﻣﺴﺘﺸﻔﻴﺎت ﻓﻴﻔﺎﻧﺘﺲ ا‬ ‫ﺣﺴﺎس ﺑﺎﻟﺮاﺣﺔ وﺗﻘﺪﻳﻢ أﻋﻠﻰ ﻣﺴﺘﻮى ﻣﻦ‬9‫ﻣﻦ ﺣﻴﺚ ا‬ ‫اﻟﺨﺪﻣﺎت ﻓﻲ اﻟﻤﺮاﻛﺰ واﻟﻌﻴﺎدات اﻟﺨﺎﺻﺔ ﺑﻨﺎ اﻟﺘﻲ ﺗﻤﻴﺰﻫﺎ‬ .‫اﻟﺮاﺣﺔ اﻟﻤﺘﻨﺎﻫﻴﺔ‬

‫ ﻓﻴﻔﺎﻧﺘﺲ اﻟﻌﺎﻟﻤﻴﺔ – ﺷﺮﻛﺔ‬،‫ﻳﻤﻜﻦ ﻟﻔﺮع اﻟﻤﺆﺳﺴﺔ‬ ‫ ﺗﻘﺪﻳﻢ ﺧﺒﺮة ﻛﺒﻴﺮة ﻓﻲ‬،‫ذات ﻣﺴﺆوﻟﻴﺔ ﻣﺤﺪودة‬ ‫ﻛﺜﺮ ﺗﻌﻘﻴﺪا‬E‫ﻣﺠﺎل إﻧﺸﺎء اﻟﻤﺸﺮوﻋﺎت اﻟﻌﺎﻟﻤﻴﺔ ا‬ ‫ﺳﺘﺮاﺗﻴﺠﻲ‬9‫ وﻳﺸﻤﻞ ذﻟﻚ اﻟﺘﺨﻄﻴﻂ ا‬،‫وإدارﺗﻬﺎ‬ ‫ وإﻋﺎدة اﻟﺘﺨﻄﻴﻂ وإﻋﺎدة‬،‫ واﻟﺘﻄﻮﻳﺮ‬،‫واﻟﻤﻔﺎﻫﻴﻢ‬ ‫ﺿﺎﻓﺔ إﻟﻰ دﻣﺞ اﻟﻌﻴﺎدات وأﺧﻴﺮا وﻟﻴﺲ‬9‫ ﺑﺎ‬،‫اﻟﺘﻨﻈﻴﻢ‬ ‫آﺧﺮا ﺗﻨﻔﻴﺬ اﻟﻨﺘﺎﺋﺞ ﺑﻨﺠﺎح ﺑﺎﻟﺘﻌﺎون ﻣﻊ اﻟﺸﺮﻛﺎء‬ .‫اﻟﻤﺤﻠﻴﻴﻦ‬

‫ ﻓﻨﺤﻦ ﻧﻌﻤﻞ وﻓﻘﺎ ﻟﻬﻴﻜﻞ أﺳﻌﺎر‬،‫إﺿﺎﻓﺔ إﻟﻰ ﻣﺎ ﺗﻘﺪم‬ ‫ﻋﺎدل وﻣﻌﺮوف ﻋﺎﻟﻤﻴﺎ؛ ﻟﺬﻟﻚ ﻧﺴﺘﻄﻴﻊ أن ﻧﻌﺪك أﻧﻚ ﻟﻦ‬ .‫ﺗﺪﻓﻊ إﻻ ﻣﺎ ﻳﻘﺎﺑﻞ اﻟﺨﺪﻣﺎت اﻟﺘﻲ ﻃﻠﺒﺘﻬﺎ ﻓﻘﻂ‬

www.vivantes-international.com www.vivantes-international.ae

‫اﻟـﺘـﻄـــﻮﻳــــﺮ‬

‫ﻧﺤﻦ أﻳﻀﺎ ﻧﻮﻓﺮ اﻟﺮﻋﺎﻳﺔ ﻓﻲ أﻛﺜﺮ ﻋﻮاﺻﻢ أوروﺑﺎ ﺣﻴﻮﻳﺔ‬ ‫ وﺗﻌﺪ ﺑﺮﻟﻴﻦ أﻛﺜﺮ ﻋﻮاﺻﻢ اﻟﻘﺎرة ﻣﻦ ﺣﻴﺚ‬.‫وﻧﺸﺎﻃﺎ‬ ‫ ﺣﻴﺚ ﻳﻌﻴﺶ ﺑﻬﺎ ﻣﺎ ﻳﻘﺮب ﻣﻦ ﻣﻠﻴﻮن‬،‫اﻟﺼﺒﻐﺔ اﻟﺪوﻟﻴﺔ‬ .‫ﺷﺨﺺ ﻣﻦ ﻣﺨﺘﻠﻒ اﻟﺠﻨﺴﻴﺎت‬

‫ﻛﺎدﻳﻤﻴﺔ ﻟﻠﺼﺤﺔ – ﺷﺮﻛﺔ ذات ﻣﺴﺆوﻟﻴﺔ ﻣﺤﺪودة‬E‫ﺷﺒﻜﺔ ﻓﻴﻔﺎﻧﺘﺲ ا‬ ‫ﻛﺎدﻳﻤﻴﺔ اﻟﻌﺎﻟﻤﻴﺔ‬E‫ﻣﺆﺳﺴﺔ وﻣﺴﺘﺸﻔﻴﺎت ﻓﻴﻔﺎﻧﺘﺲ اﻟﻄﺒﻴﺔ ا‬ ‫ ﺷﺎرع آم ﻧﻮردﺟﺮاﺑﻴﻦ‬2 +49 30 130 12 1664/ 1668/ 1684/ 1685 : ‫ﻫﺎﺗﻒ‬ ‫ أﻟﻤﺎﻧﻴﺎ‬،13509 ‫ﺑﺮﻟﻴﻦ‬ +49 30 130 12 1082, 130 29 12 1096 : ‫ﻓﺎﻛﺲ‬ international@vivantes.de

‫اﻟــﻮاﻗــــــﻊ‬

Message from the Consul General

Klaus Ranner

Consul General of the German Federal Republic in Dubai.

“The use of renewable energy alleviates energy poverty, supports sustainable development and boosts economic

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growth.

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Germany is renowned for its leading environmental research and innovation and is a global high-tech leader in the field of renewable and sustainable energy use. We know full well that national measures alone are not enough; international cooperation is key when attempting to address such global issues. That is why Germany, together with like-minded countries, is also working on an improved institutional framework.

We co-founded IRENA with the main task of advising governments on political, economic and legal framework conditions, and providing support for technology and know-how transfer and capacity building.

We are delighted that IRENA is experiencing such great support and hospitality here in Abu Dhabi. Around 150 countries have decided to join IRENA – this is a promising success for renewable energies and for the international community.

The launch of the Innovation and Technology Centre IITC of IRENA on 7 October 2011 at Bonn, with high-ranking presence from the UAE and Germany, has added further impetus to the work of the agency. It will provide IRENA with additional capacity and support in delivering its overall objectives.

Germany’s ranking as one of

the world’s best performing and most economically successful countries would not have been possible without a competitive supply of energy for German businesses.

Our citizens – like the UAE citizens want our energy system to strengthen the foundation of our economy, become a driver of innovation and technological progress, and help to protect our natural environment and climate. Therefore, the two countries remain natural partners for strategic cooperation in the field of renewable energy.

What is your prime political aim for the future?

We want to enhance private Emirati investment in Germany. UAE investment in Germany is already on a high level and thanks to Emirati Investment funds, still growing. For example: Abu Dhabi Mar acquired a stake in the German Yard Nobiskrug while ATIC has invested in the semiconductor and chip manufacturer, Globalfoundries at Dresden.

Masdar Power has also invested € 143 million in Germany, where it has been producing PV thin film solar panels since October 2009.

Therefore our mutual aim is to further our good and friendly cooperation every day for the benefit of our two great nations! 

“The process of German unification cannot be copied and pasted elsewhere, but it may still be an incentive for people who want to overcome such regimes all over

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the world.

The most recent and most joyous ninth of November in German history, happened in 1989. After powerful and courageous demonstrations in what used to be at the time, the undemocratic East German state, the regime had to open the gates of the Berlin wall on November 9, a wall which had divided our capital for nearly 40 years and was a symbol for forced confrontation of people, who did not want to confront each other. This wall was also a symbol for a regime without democracy, without civil and civic rights, without the rule of law.

This historic event and everything that followed was certainly unique, history does not repeat itself, so the process of German unification cannot be copied and pasted elsewhere. But it may still be an incentive for people who want to overcome such regimes all over the world, not the least in the Arab world, where the people of some countries are still struggling for their rights as self-determined citizens.

Throughout the year that has passed a lot has been said about the crisis of the Euro. I even think too much has been said and maybe not enough has been done about these problems. I am not a banker and will therefore not add any new theories, opinions or offer new prognoses. The few things which even I can say is that Germany has done its

homework early enough in the early 2000s and is therefore still faring comparatively well and I am convinced, it will remain like that.

Right now Germany is committed to as much of solidarity as solidity and growth vis-à-vis its European partners.

For me the most important events in the past year were first of all, the election of a new Federal President, Joachim Gauck. I think his election has a lot to do with the ninth of November 1989, because he was part of that peaceful revolution in the East of our country.

Despite the fact that our President has a rather ceremonial role, he is an expression of our democratic will and consciousness.

Considering the contribution of a man like him in toppling an undemocratic regime, it has been so valuable to us that he was elected head of state of all Germans. He is an exponent of the peaceful revolution in our country in 1989 that was not won with arms and weapons, but with words and ideas and without a single drop of bloodshed.

The other important event of the year is the Nobel Peace Prize awarded to the European Union. This Union has helped maintain peace for its members for a historically unprecedented period of almost 70 years. We Germans are proud to be part of this Union.  13

A strong partner to rely on

Marc Termath

Manager Business Development German Emirati Joint Council for Industry & Commerce (AHK)

“The founding of AHK in the UAE was a milestone in the already strong business relationship between the UAE

”

and Germany.

14

Represented in 80 countries worldwide and in 120 locations, the German Chambers of Commerce abroad are the most important partners for German foreign trade promotion, and have always fulfilled their role in successfully representing, promoting and developing the interests of German business at the same time as the respective bilateral economic interests.

The UAE chapter, founded in 2009, is the first bilateral federal business organization as well as the first international institution at the federal level in the UAE, says Marc Termath, Manager Business Development, German Emirati Joint Council for Industry & Commerce (AHK). “Prior to this, the organisation operated under the name German Commerce & Industry Office and had been present in Dubai for about 10 years and in Abu Dhabi for five years.”

The German Emirati Joint Council for Industry and Commerce in the UAE has offices in Abu Dhabi and Dubai and serves as the headquarter for the German Industry and Commerce Office in Oman and Qatar.

Since its founding, nearly 500

companies from Germany, the UAE as well as other countries have joined the AHK as members to benefit from its enhanced business relations with several local decision makers, avail of its great networking platform and manifold bilateral business services.

“The founding of the bilateral chamber in the UAE was a milestone in the already strong business relationship between the two countries,” says Termath. “Economic developments in the UAE in the last decade alone have offered numerous opportunities for both German and UAE business houses to work together. As trade relations have been continuously improving with about 1,000 subsidiaries of German parent companies having set up in the UAE or in one of the several freezones in the country, we hope that this will continue to lead to a sustainable strategic partnership between the two countries in the years to come.”

“The UAE is seen as a highly competitive market for several nations,” he adds. “As such, Germany has to demonstrate its strength against other industrialised countries. Therefore, Germany puts a lot of efforts into niche markets and high potential sectors like the energy sector, environmental technology, waste treatment and food processing.”

“We have also seen an ever increasing interest amongst Emiratis in expanding their businesses into Germany and establishing trade links with Europe,” says Termath.

“Therefore, AHK has attained a pivotal role as the central figure in initiating the first steps to plan business setups or partnerships. The UAE and Germany are governed by entirely different sets of laws and regulations with regard to entrepreneurship, joint ventures and partnerships. In such instances, it is vital to have a partner who is both knowledgeable and has great insight about legal, economic and other essential matters of both the countries.”

The wide spectrum of business services offered by AHK for its members cover general consulting in regard to bilateral economic relations, market information and market studies, address information and research, organisation of delegation trips from Germany and delegations to other countries, trade fair participation in GCC and Germany, legal advice, customs and commercial information, concepts for vocational training as well as the organisation of events and release of various publications.

Through regular business and social meetings AHKs also offer immense networking opportunities for German as well as international companies.  15

Climate protection through energy efficiency

“The Renewable Energy Sources Act introduced in Germany in the year 2000 has been used as a model by almost 50 other countries for their own support mechanisms, and, as a major engine for growth and the

”

creation of jobs.

Germany is regarded as a pioneer of sustainability and is a global leader in the field of environmental technology. The Renewable Energy Sources Act introduced in the year 2000 has been used as a model by almost 50 other countries for their own support mechanisms, and, as a major engine for growth and the creation of jobs. ‘Greentech made in Germany’ is playing an increasingly important role in terms of strengthening the country’s international trade position.

Various statistics bear out the global trend towards renewable energies and underline Germany’s outstanding reputation in this area. According to information posted on the official website of German National Tourist Board, Germany was named the photovoltaics world champion once again in 2010 with an additional 7,400 MW of installed capacity, and it was also the number one in Europe for wind energy with 27,214 MW of installed capacity. In terms of the level of investment 16

in new capacities for generating energy from renewable sources, Germany was in second place behind China and ahead of the US in third place.

The sustainability goals that the German government has set itself are well above average. By 2050, says the GNTB website, it aims to cover at least 80 per cent of electricity consumption and at least 60 per cent of the country’s entire energy consumption through renewable energies.

In an interview with Khaleej Times, German Ambassador to the UAE, Nikolai Von Schoepff, outlines the global trend Germany is setting in the field of climate protection and energy efficiency.

Germany has a long history in environmental consciousness. Our strategic choice for environmental responsibility dates back to the sixties of the last century, earlier than in most of the other industrialised countries. If you add to this a long term vision of developing a country’s heritage and human resources for future generations - like the founding father of the UAE, Shaikh Zayed, had for this country - you undoubtedly arrive at the environmental and energy policy which both Germany and the UAE are pursuing.

As per Germany’s current strategic change in energy policy, Germany must accelerate the process of reorganising its energy supply at a fundamental level – a process which has already begun with the German Energy Concept of 2010. The Energy Concept sets out a basic strategic approach for the switch-over to renewables and energy efficiency for a secure, environmentally compatible and competitive supply of energy.

The objectives adopted in the Energy Concept of the German Federal government are ambitious, but achievable.

Ambitious climate protection goals remain a decisive driver for the re-scheduling of our energy supply. It sends out strong signals to encourage investment in innovations and technological progress. Therefore Germany and the UAE remain natural partners for strategic cooperation in the field of renewable energy.

In the wake of the Fukushima disaster, the German government ordered an emergency shutdown of its seven oldest nuclear plants, and within weeks announced a plan to eliminate nuclear energy from the German grid entirely by 2022. What does this say about Germany’s

ambitious renewable energy policy?

In no other country has the reactor disaster in Fukushima, Japan, following the aftermath of the tsunami in March last year led to such a radical change in policy as in Germany.

Speaking at the German Federal Parliament, the Bundestag, in June 2011, H E Federal Chancellor Dr Angela Merkel officially announced that Germany would cease to use nuclear power by 2022. In a statement, she informed the Bundestag about far-reaching projects to put energy supplies on an entirely new footing. “We have the chance to be the world’s first industrialised nation to switch over to the electricity of the future,” she remarked.

The Chancellor had underscored the fact that guaranteeing the energy supply without nuclear power is, “a Herculean task”, but that, “we can combine ethical responsibility with economic success in this project for the future.”

“Fukushima has changed my attitude to nuclear power,” she said. This is why she called for a reassessment as even in a high-tech country, the risks posed by nuclear power cannot be fully controlled. Earlier that week, the cabinet had agreed on eight new energy bills and ordinances for a gradual end to the nuclear era. This step was the result of the extensive safety review of the existing nuclear power plants and follows the recommendations of the ethic commission appointed by the government, she reported.

The seven power plants closed down during the moratorium will not reopen, and the Krümmel Nuclear Power Plant will join them.

The plan is for the other nine nuclear power plants currently operating to be closed down gradually between 2015 and 2022. Nuclear power is currently used to generate about

Germany has embraced sustainability in virtually all facets of economic activity. What, according to you, are the contributing factors behind this shift to sustainable systems in all aspects of daily life?  17

“ The government’s target is to see renewables generating 35 per cent of Germany’s power by

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2020.

22 per cent of the power used in Germany.

The Chancellor had reaffirmed that the government’s target is to see renewables generating 35 per cent of Germany’s power by 2020. As of 2020 all new buildings are to conform to low-energy standards.

“If we are serious about turning our back on nuclear power, though, we must be prepared to extend electricity networks and wind power,” said the Chancellor. Accordingly, the new Network Expansion Acceleration Act is to focus planning authority at federal government level and guarantee collective links for offshore wind farms, she said. Wind power, both onshore and offshore, is to be a focus of the energy shift.

In addition, the costs of renewables that consumers pay through their electricity bills are to be reduced in the long term.

By 2020, the government aims to see renewables account for 35 per cent of total power consumption and this figure is to rise to 80 per cent by 2050. By 2020 total power consumption is to be cut by 10 per cent.

Current German targets aim to have half its grid converted to renewable energy by 2030 and 80 per cent of it green by 2050.

Do you think this is feasible?

18

I am convinced - together with the overwhelming majority of Germans - that what we call the the “Energiewende” or Energy Transition is feasible, and will be implemented and serve as a model for other countries.

Even if the prize of converting to green energy might be difficult to bear for some private households, the German Federal government will find a market solution to completely switch over to renewables in our energy supply.

In this context, I would like to quote a recently published article in Der Spiegel which conveys - according to my personal view quite an accurate picture of how Germans feel about the costs they have to bear in opting out of nuclear energy.

“Germany’s switch to renewable energies is driving up electricity bills across the country, with a green technology surcharge set to rise by nearly 50 per cent next year. With frustration over the high price tag, it promises to become a key issue in next year’s federal election campaign,” says the report.

The articles goes on to say that the new 47 per cent hike in surcharge for renewable energy by Germany’s four leading electrical grid operators would cost an average three-person household using 3,500 kWh a year, an extra €185 on the annual electricity bill.

So how do we cope with the concept of Green Economy as a new economic miracle?

At a two-day conference held in Berlin in early September this year, around 450 experts from science, industry, politics, associations and society gathered to discuss how market-based instruments can be used to achieve sustainable production, pricing and consumption. This conference marked the first step towards a green economy research programme, the aim of which is to make future economic activities more resource-efficient, more environmentally friendly and more socially inclusive.

At the event, H E Peter Altmaier, Federal Minister of Environment, stressed: “The process of ‘greening’ the economy is at a very advanced stage in Germany. We make the same profit as 10 years ago with fewer resources, lower emissions and less energy consumption.”

The transition to a green economy is a central strategic instrument for sustainable development as outlined at Rio and Germany appears to be in an excellent position to achieve this. A press release issued at the Berlin conference stated that more than 2.8 per cent of Germany’s GDP is invested each year in research and development. With a global leadership position for many environmental technologies, the country’s world market share in the segment of environmentally friendly energies and energy storage is 23 per cent. Over two million people are already working in the environmental sector and project funding for sustainability research has almost doubled over the past eight years - to a current amount of € 430 million.

In August this year, the German government also adopted the draft for the Third Act Revising the Legislation Governing the Energy Sector. The new legislation aims to speed up the expansion of offshore wind farms. The major focus is on a system change towards a consistent and efficient offshore grid expansion by introducing a binding offshore grid development plan. This will improve coordination of grid connections and offshore wind farms. In addition, a compensation regulation for the construction and operation of grid connections to offshore wind farms will be introduced. 

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Setting new standards in healthcare

Nizar Maarouf Vice Director of Vivantes International Medicine

“In 2012, more than 60% of our patients The healthcare industry is one of the largest, most successful and most diverse sectors in the German economy. It includes the pharmaceutical industry, biotechnology and medical technology as well as the provision of medical services. As the country with the largest population in Europe, Germany naturally has the continent’s largest healthcare market too, offering outstanding services in the fields of healthcare, research and teaching.

Its high standards of quality in every aspect of medical care are continually maintained through state funding for the research and development of innovative health products in the fields of biotechnology, pharmaceuticals and medical equipment.

Benefiting from this ‘high-tech strategy’ are top locations such as Berlin, Bavaria’s ‘Medical Valley’ and Nurenberg, a venue for important industry events such as the annual Capital City Congress of Medicine and Health which is the foremost conference in the German health sector.Germany has a 20

population of around 82 million and its ageing society means guaranteed growth for the health industry, which is developing as part of a modern healthcare system. There are approximately 4.4 million people working in the German healthcare industry, including doctors, engineers, chemists, physicists, mathematicians and pharmacists. Numerous universities specialising in biology, chemistry and medical technology also produce a steady stream of highly qualified graduates.

German healthcare has always been synonymous with quality and over 50,000 foreign visitors seek health care or medical procedures in Germany for treatments in fields such as diagnostics, dental care, obesity and weight loss treatments, vision care, and plastic and cosmetic surgeries. Several German cities offer quality high-tech care in gastric bypass, LASIK eye care and cataract surgery, and plastic and cosmetic procedures at lower prices than in other countries. 

came from GCC countries. We are confident that the positive trend for growth will be continued and

”

even strengthened.

Health capital: Berlin With a good 18,000 specialist doctors, 121,500 hotel beds, six large congress centres and halls as well as state-of-the-art spa facilities, the German capital provides excellent infrastructure for medical and health-related travel. The capital city is also an important destination for continuing education and training of medical professionals.

Berlin is also home to Germany’s largest state-owned healthcare group, Vivantes International Hospital Group, which offers the expertise of renowned international experts to its patients and partners. Caring for 500,000 patients annually, Vivantes International Hospital Group has 13,500 staff members, nine hospitals, 12 nursing homes and one rehabilitation centre, and more than 40 centres of excellence, e.g. for vascular surgery, obesity surgery, endoprosthesis, endometriosis and others.

According to Nizar Maarouf Vice Director of Vivantes International Medicine, “Our Hospital Group has been a particularly popular destination for visitors from the Gulf for a long time now. In the first half of 2012 there were 51 per cent more visitors from these countries compared to the previous year. Vivantes Hospital Group is well equipped for dealing with international patients - 1,500 doctors in more than nine hospitals and 40 centres of excellence treat visitors from all over the world.”

Comprising of more than 5,500 beds, over 40 highly specialised centres of excellence and 120 medical professors and senior consultants, Vivantes is a pioneer in Berlin for this sector. Nizar Maarouf adds, “In addition there are four 'comfort hospitals' with nearly 200 beds which are especially adapted to the patients’ needs for both the best medical care and high-end comfort and service requirements. These comfort hospitals unite the complete spectrum of medical innovation, head physician treatment, convenience and service under one roof.”

“Service standards include Arabic-

speaking staff, WLAN, Arabic TV channels, prayer rooms and Halal food,” Nizar Maarouf explains. “Vivantes Hospital Group provides plenty of private space and security services to cater to foreign state visitors. The International Department of the Vivantes Hospital Group devotes itself exclusively to the care of foreign patients. It organises appointments with the

medical professors, offers visa invitations and accommodation for family members.

The concept has met with great success and between 2007 and 2011, the Group saw a nearly 100 per cent increase in number of foreign patients. This year, more than 2,500 international patients have been treated here.”

Health Research The aim of the Federal Government’s health research policy is that everyone should be able to profit from the results of research. New and improved diagnostic procedures and therapies are being developed to help sick people more effectively. And new approaches to and ways of prevention are being sought which can contribute to preventing illnesses from even occurring.

Medical progress will also help to reduce costs while new operational techniques will enable less invasive treatment and, at the same time, shorten the patient’s stay in hospital.

The Federal Government is also helping to increase the innovativeness of the health industry and accelerate the translation of research results into practical applications.

New ways of knowledge and technology transfer are being tested and efforts are being made to ensure that the legal framework conditions facilitate research and innovation.  21

A pillar of Arab-German relations

“The Healthcare Industry Service Centre seeks to facilitate the transnational cooperation of small and medium-sized enterprises from the field of medical technology and their partners in the Gulf

”

region.

22

Germany is a popular destination for healthcare and medical treatment and enjoys an outstanding reputation with patients from all over the world. According to the Euro Canada Consumer Index, the German healthcare system ranks among the most progressive and innovative healthcare systems in Europe and around the world.

“The Arab Gulf States are among the most attractive source markets from the perspective of the hospitals and clinics,” says Klaus Ranner, Consul General of the German Federal Republic in Dubai. “Hospital discharge statistics show that German hospitals treated nearly 4,200 patients from the Arab Gulf States in 2010.”

'Made in Germany' has always been a symbol and guarantee of high quality in the Arab world, adds Consul General Ranner.

“With high-quality medical treatments, renowned research institutions, comfortable hospitals, innovative technology and highlyqualified medical personnel, more and more Arab visitors, particularly from the GCC flock

to Germany each year for health and wellness treatments.”

With the medical sector thus turning into a pillar of the Arab-German relations, the setting up of the Hamburg Healthcare Industry Service Centre in Dubai earlier this year assumes great significance.

“A governmental initiative of the Hamburg State Ministry of Health and Consumer Protection, and supported by the European Union, the Healthcare Industry Service Centre seeks to facilitate the transnational cooperation of small and medium-sized enterprises from the field of medical technology and their partners in the Gulf region,” explains Kirsten Staab, Director of the Hamburg Representative Office in Dubai and the Healthcare Industry Service Centre.

“This landmark initiative will further enhance the cooperation of Northern Germany and the Arab region through Dubai.”

Northern Germany is one of the leading centres for medical technology, adds Dr Hinrich Habeck, Managing Director of  23

Avicenna Klinik

“UAE national doctors and technicians are to receive training in the healthcare centres in

”

northern Germany.

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Norgenta North German Life Science Agency.

Hamburg has evolved into a leading European life sciences hub with massive expansion of local healthcare infrastructures, high-class technology and renowned know-how and services of the region.

“The collaboration of Northern Germany with its regional partners in the healthcare sector has prospered in recent years and about 400 patients from the Arab region are being treated in the University Clinics of Hamburg each year and more than 100 in the University Clinics of SchleswigHolstein while 30 visiting Arab physicians were given scholarship for specialised courses last year, ” reveals Kirsten Staab.

Modern lifestyle and globalisation are constantly increasing demands and challenges in the sectors of healthcare and life science.

Therefore, international cooperation in the wellness industry reinforces the ties between market leaders, exporting their expertise to booming markets and regions with growing demand for such services and technologies.

In September this year, the UAE Ministry of Health and the Hamburg Healthcare Industry Service Centre discussed cooperation and investment in healthcare fields leading to an agreement on training UAE national doctors and technicians in the healthcare centres in northern Germany.

Through this collaboration, Germany’s superiority in hi-tech infrastructure and its experience in the health care field will facilitate the UAE to obtain specialised medical and health technological products from abroad. It

will also enhance and expand business and healthcare services between the UAE and developed countries.

The Hamburg Healthcare Industry Service Centre in Dubai will also work as a liaison office for companies and institutes that wish to establish or set up projects in both countries. Besides serving the UAE, the Centre focuses on the fast-growing countries of Oman, Saudi Arabia and its neighbours, which are also extensively looking outside their national borders with regards to medical services, equipment and expertise.

Continuous efforts to boost the positive image of Germany as an attractive destination for wellness, health and medical tourism have been staged at the most important trade fairs and workshops worldwide, including Arab Health in the UAE, the region’s largest exhibition for medical technology and health products.

“Germany has an average of 350 physicians per 100,000 people and over 2,000 hospitals,” says Consul General Ranner.

“These include 37 university medical centres offering the highest levels of care, around 700 public sector and church-owned hospitals, and 500 hospitals belonging to private networks.

German law requires that local hospitals undergo quality surveillance programmes under government supervision, while German physicians are highly-qualified with extensive training programmes and procedures, resulting in the highest possible treatment success rate.” 

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Extending healthcare coverage across society An overview of Daman’s experience in Abu Dhabi

“Healthcare spending per capita in the country is ranked as the second highest amongst the GCC countries with the UAE government spending an estimated $8billion on healthcare

”

development in 2010.

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The UAE healthcare sector has witnessed rapid development over the past few years.

According to a Deloitte 2011 Survey of the UAE Healthcare Sector, healthcare spending per capita in the country is ranked as the second highest amongst the GCC countries with the UAE government spending an estimated $ 8billion on healthcare development in 2010. The survey found that total healthcare spending is projected to nearly double by 2014 raising the sector’s contribution to GDP from 2.8 per cent to 3.4 per cent, respectively.

This growth will be driven by a combination of an increasing incidence of chronic lifestyle diseases, a growing aging population, high purchasing power, substantial government budgetary allocation to the sector and an increasing volume of patient encounters due to mandatory insurance coverage in Abu Dhabi, says the report.

It is interesting to note that until a few years ago, few people in Abu Dhabi had health insurance. The Emirate’s approximate 1.5 million expatriates, who make up around three-quarters of the population, had to pay for healthcare while nationals had access to free healthcare in public hospitals.

In 2005, the government began a programme to bring affordable access to essential healthcare for expatriates, improve the Emirate’s healthcare system and reduce the need for public subsidies. The programme concluded with a law that made it compulsory for employers and business owners in Abu Dhabi to provide health insurance for their expatriate employees and dependants.

A milestone in the history of healthcare within the UAE thus began with the formation of National Health Insurance Company – Daman in September, 2005 as the UAE’s first specialized health insurance company.

It began operations the following year with Germany’s Munich Re Group named as a strategic partner. As one of the world’s leading re-insurers worldwide, Munich Re has a sound reputation and over 125 years of international experience.

Daman today exemplifies the factors that will drive the health market in the coming years: not traditional models of pure risk assumption; but the provision of solutionsoriented services and management instead.

Specialised in health insurance with no other lines of business, Daman in 2006 started offering the expatriate community a suite of full-featured insurance schemes with varying options as well as being appointed the sole issuer of the government-subsidised Basic plan to low-income expatriates giving them access to free healthcare across state hospitals.

To support the rollout of the mandatory health insurance law, a substantial marketing campaign was embarked upon by Daman to educate the public on the benefits and what is covered.

In 2007, the government introduced its fully subsidised health insurance plan, Thiqa, and has appointed Daman as the exclusive third party administrator to manage the scheme.

Daman, today, serves as a classic example of a UAE-based firm’s resounding success in local partnership with German expertise. This partnership was elevated to the next level when, in 2008, Munich Re became a shareholder with a 20 per cent stake in Daman. This strong collaboration has helped Daman to fulfil its role within Abu Dhabi’s healthcare system in line with the expectations of the government of Abu Dhabi.

In partnership with the Abu Dhabi government health regulator Health Authority – Abu Dhabi (HAAD), Daman has also worked to introduce cost control measures.

One particular initiative was the introduction of ‘diagnosis-related groups’ (DRG) by HAAD which Daman has supported. DRG ensures that hospitals are paid on the basis of diagnoses rather than the duration of a patient’s hospital stay, making the treatment and cost structure more transparent and stimulating competition between clinics.

One of its own innovations was a disease management programme (DMP) for diabetic members offering them a lifestyle and health coaching service. Introduced for the first time in the Middle East in 2009, this programme gained international recognition for its ability to adopt and localise DMPs used in Europe to suit Abu Dhabi’s culture and eating habits. Munich Re contributed by allocating substantial resources to train and develop Daman’s workforce.  27

Committed to forging stronger ties

“The UAE is seen as a preferred investment destination by most German companies due to the country’s excellent transport and communication infrastructure network, transparency of conducting business and well-developed

”

logistic services.

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Dr Rashid Al Leem Director General Sharjah Department of Seaports & Customs and Sharjah Free Zones Authority This year marks the 40th anniversary of the setting up of the diplomatic relations between the United Arab Emirates and the Federal Republic of Germany.

“The UAE-German relationship is marked by 40 years of friendship, trust and long-lasting mutual cooperation,” says Dr Rashid Al Leem, Director General Sharjah Department of Seaports & Customs and Sharjah Free Zones Authority.

“Over the past four decades, both countries have worked hard to ensure that bilateral relations remain strong and healthy.

Our relations are based on solid foundations and through bilateral agreements, initiatives, projects and cultural cooperation at all levels, we have cemented this strong relationship.”

Germany enjoys close economic ties with the Arab world, specifically UAE, which is its most important economic partner in the Arab region. German product quality and high technological standards have contributed to make Germany a strategic partner of the UAE, notes Dr Al Leem.

“German businesses operating in the UAE benefit from a dynamic growth market in various sectors such as infrastructure, construction, health, renewable energy as well

as the tourism sector,” he says. “The UAE is seen as a preferred investment destination by most German companies due to the country’s excellent transport and communication infrastructure network, transparency of conducting business and well-developed logistic services.”

The UAE’s strategic location that enables it to access global markets makes it lucrative for German companies to set up operations here, he says. “In addition, the free zones across the country including Hamriyah Free Zone Authority which offers 100 per cent ownership and 100% repatriation of capital and profits in a tax-free environment hold high appeal for foreign investors.”

There are currently 50 active German companies operating at HFZA, he adds.

“Hamriyah Free Zone has been actively promoting investment opportunities within the UAE to German firms through participation in international conferences and exhibitions, partnership with German corporate and trade organisations, conducting road shows and through advertising and online support in the international media.”

While German business houses are valued worldwide for their innovative and reliable products, HFZA hopes to stimulate economic relations through its competitive strength as a strategic partner for investment and expansion, notes Dr Al Leem. “German firms are world market leaders in many niches and at HFZA, we look forward to developing successful business relations with them on a sustainable basis,” he concluded. 

Big opportunities at The Big 5

“German companies are well known for their reliability, continuous quality, high-educated work force in planning and construction and all the products and services related to the

”

construction industry.

For more than 30 years now, The Big 5 has been bringing buyers from across the Middle East the widest and most comprehensive range of building and construction products.

With an overall attendance of 50,275 last year, this unique event features 30 national pavilions from all major exporting countries across the globe, alongside the important local developers, contractors, importers and distributors.

As construction in the Middle East continues to grow, it offers huge potential to international exhibitors who are looking to develop their businesses.

According to event director, Andy White, “There is currently an estimated $4.2 trillion of ongoing construction projects in the MENA region, with the UAE representing the biggest slice of that at $698 billion. With sectors such as heating, ventilation and air conditioning (HVAC), expecting to see annual growth of nine per cent over the next three years, the opportunities being presented across the region continue to remain at the forefront of the world’s construction industry.”

Countries from around the world have also identified this benefit leading to the evolution of The Big 5 as a truly international

stage for the Middle East industry. As in previous years, this year too, the German attendance represents one of the largest national group participations with the official German Pavilion covering almost 3,000 sq m net exhibition space.

Germany will participate this year with around 140 companies offering high-quality products and services for the construction sector,” says Marc Termath, Manager Business Development, German Emirati Joint Council for Industry & Commerce (AHK).

The Big 5 is the most important trade fair in the construction sector in the whole MENA region, asserts Termath. “German companies are well known for their reliability, continuous quality, high-educated work force in planning and construction and all the products and services related to the construction industry.

The event is an excellent opportunity for German companies to showcase their latest projects and to give presentations of new products.”

“There is great appreciation for quality craftsmanship in the Middle East,” believes Eckhard Schirm, General Manager, KNIPEX Tools Middle East FZE, a German manufacturer of pliers, cable cutters, crimping 29

“Germany is known widely beyond its borders for the quality and durability of goods

”

produced there.

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tools and insulated tools and an exhibitor at The Big 5.

“Germany is known widely beyond its borders for the quality and durability of goods produced there. Moreover, Dubai is perfectly situated to access the vast markets of Africa and India. In the past KNIPEX’s products were strongly represented in the construction sector, but since we also provide products to other industrial sectors like aviation, automotive, power generation and solar energy, we hope to be able to use the Big 5 as an occasion to spread awareness about our

region is Qatar and Saudi-Arabia. Qatar is aiming to develop a diversified, knowledgebased and sophisticated industrial and economic base which will secure the future and welfare of its population for a long time to come.

“In order to achieve these goals and to meet the enormous challenges, Qatar needs partners who share its ambitions and quest for highest quality and sustainability.

And Germany – the largest and most dynamic economy within the states of the European Union is a preferred partner of Qatar. This is exemplified by the many projects, German

wide product range.”

Apart from creating awareness about its numerous state-of-the art innovative product novelties, the company also hopes to “acquire knowledge about future emerging markets and meet our customers,” says Schirm. “We hope for a well-attended trade show and look forward to establishing contact with potential future customers.”

German companies at The Big 5 will be showcasing their expertise and strengths in various aspects of the construction industry such as Air Conditioning and Refrigeration, Bathrooms, Sanitaryware and Ceramics, Building and Construction, Cleaning and Maintenance, Glass and Metal, Heating and Sanitary, Marble and Machinery, Water technology and Environment, and a host of other services.

The Big 5 presents an opportunity for exhibitors to look into new markets within the GCC and MENA region to help drive businesses forward.

According to Marc Termath, “Apart from the UAE, our main focus within the GCC

companies – large ones and medium sized ones – have been exerting in Qatar as well as by the investments of Qatar in well-known German companies.”

‘We see Saudi Arabia as another key market in the future with a lot of potential for German business,” he adds. “Here, development of key sectors apart from the oil and gas industry has just begun and the German industry is keen to keep track on this market.”

Andy White says: “With the recent Euro Zone crisis, and a slowing down of industry across countries affected by these challenges, the Middle East’s influence in construction has become a key focus for the world’s industry and our exhibitors come here to do serious business.”

At The Big 5, experts from around the world also engage in the industry’s most topical discussions, finding solutions, facing challenges and seizing opportunities that enable both exhibitors and visitors to conduct serious business with like-minded professionals. 

KNIPEX – The Pliers Specialist ig 5" "The B t a s 2 u Visit th ber 201 m e v o N 5th – 8 O111 a Z beel

X-Cut®

KNIPEX Pliers for Electrical Installation The all-rounder for professionals

Cobra®

multifunctional pliers for the electrical installation; to grip flat and round material, for bending, deburring, cutting cable, stripping and crimping end sleeves (ferrules) 6 functions in one pair of pliers smooth surfaces near the tips grip single cores without damaging them; serrated gripping surfaces and pipe grip for gripping flat and round material slim dimensions for easy access

Compact Diagonal Cutters

Compact and light. Powerful and precise.

Cuts finest strands as well as multi-core cables and piano wires box-joint design: highest stability with low weight high cutting capacity with very little effort thanks to the optimum coordination of cutting-edge angle and leverage ratio with laterally staggered pivot point 40 % less effort required compared to diagonal cutters of the same length cuts precisely, even through fine copper wires

Hightech Water Pump Pliers adjustment at the touch of a button directly on the workpiece fine adjustment for optimum adaptation to different sizes of workpieces and a comfortable handle width self-locking on pipes and nuts: no slipping on the workpiece and low handforce required

KNIPEX Tools Middle East FZE P.O. Box 261023; Jebel Ali Jafza View 19, Office 2405 Dubai, U.A.E Phone: +971 4 88 78 556 Fax: +971 4 88 78 557

KNIPEX Quality – Made in Germany

info@knipex.com

www.knipex.com

Pioneering technologies for a greener future

“Electric mobility in Germany is backed by over EUR 500 million in federal funding through the National Electromobility Development Plan for electric-battery research Last year, Germany marked the 125th anniversary of the birth of the automobile which is said to have come into being when Karl Benz registered his “vehicle powered by a gas engine” in 1886. Germany also pioneered the world’s first four-stroke internal combustion engine and the country’s automotive industry commits over € 21 billion annually to research and development. Around 10 new patents are registered each day in this field, making Germany the most innovative auto nation in the world.

Domestically, the automotive industry remains the country’s most important economic sector - and Europe’s single largest auto market. From an industry standpoint, German automobiles are regarded as the benchmark of outstanding quality, technological innovations, and practical ergonomics. For instance, Mercedes-Benz is commonly referred to as the quintessential 32

luxury automobile while BMW sets the benchmark for the manufacture of cars that possess the perfect balance between luxury and sport. Porsche has been producing unrivaled sports cars since 1939, and Volkswagen brings German engineering to the mass market at an affordable price.

According to Jeff Mannering, Managing Director Audi Middle East, “German products are renowned for their engineering excellence.

Very much in line with that is Audi’s claim 'Vorsprung durch Technik' – Advancement through Technology.”

“Our strength is in our products and innovation is the key to our success,” he says.

“Audi is leading in the fields of design, quality, workmanship and state-of-the-art technology such as the MMI touch operating system with Google technology, night vision, adaptive cruise control, park-, lane-, and side assist, just to name a few.” 

and infrastructure projects, such as car-

”

charging stations.

However, to retain its position as the world leader in automobiles, Germany needs to be at the forefront of electromobility, remarked German Chancellor Angela Merkel last year who urged the country’s automakers to “step on it” to maintain its global competitive advantage in cars. Electric mobility in Germany is backed by over € 500 million in federal funding through the National Electromobility Development Plan for electricbattery research and infrastructure projects, such as car-charging stations.

The initiative seeks to put one million electric vehicles on Germany's roads by 2020. Industry players are also making major contributions as by 2014 the German manufacturers will bring 15 new electrified models onto the market.

“For the car of the future, we at Audi, are focusing on five priority topics: Design, ultra lightweight construction, Audi connect – which stands for technologies creating a network between the driver and the internet, the vehicle and the infrastructure - balanced mobility and Audi e-tron - electrically powered cars,” says Jeff Mannering.

“A dominant topic of the future definitely is electric mobility,” he agrees. “There are major challenges including operating ranges, costs, standards and infrastructure, so a concerted effort from the automotive industry, electricity producers, the research sphere and governments is needed. What matters is not who brings the first electric car out on the road, but who best meets their customers’ needs.”

"At Audi, he adds, passion and performance go hand in hand with reason and sustainability. We are analysing the market continuously.”

It isn’t just Germany’s auto makers that will stand to benefit with the move to recapture the innovative edge in electric cars.

One out of seven German jobs is connected to the country’s car makers and the thousands of domestic suppliers that feed them.

More than 15 per cent of German exports stem from the industry. Hence, the recent announcement by Germany Trade & Invest regarding the construction of Europe’s largest battery cell factory in the German state of Saxony was received with great enthusiasm.

The Federal Government is “optimistic”, the country’s foreign trade and inward investment agency noted, that the production of high performance lithium based batteries could revolutionise the automotive industry.

In a press release issued to mark the opening of Batteries 2012 event in Nice last month, Thomas Grigoleit, renewable energy expert at Germany Trade & Invest in Berlin, said: “To realise the leading position Germany has taken in the field of electromobility, one must analyze the numbers. There are 1.72 million electronic cars in Europe, of which Germany claims 670,000. If R&D continues to increase in terms of funding and in the generation of intellectual capital, this number could potentially almost double by 2020.”

Germany clearly has the potential to become Europe’s largest market for electric cars and the corresponding peripheral equipment. This is good news to both investors and the German labour force.

According to the press release, the Federal Ministry of the Environment asserts that if Germany does succeed in joining forces to exploit the opportunity presented by electromobility, there will be a potential to create around 30,000 additional jobs over the period of 2020.

Earlier, in September this year, in his speech at the Electric Mobility Congress at the 64th IAA Commercial Vehicles in Hannover, Federal Minister of Economy Dr Philipp Rösler had emphasised the drive for innovation of the automotive industry. “Efficient drive trains, lower CO2 emissions, networking, telematics and safety are the topics in the focus here in Hannover. Electric mobility is a key technology, also for sustainable freight transport in Germany. It should make us less dependent on fossil fuels and further reduce CO2 emissions.”

Electric mobility is thus not solely about replacing the vehicle’s engine with a battery. Electric drive represents a new technological era and German companies are pushing forward with determination to make electric driving attractive and affordable for the customers. 

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Step into a fairytale world

“Germany’s scenic routes are ideal for discovering the country by car, motorbike or bicycle. Choose from over 150 diverse routes, each featuring a different aspect of Germany’s

”

regions.

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With its gnarled forests and half-timbered cottages; whimsical castles and steep, enchanting towers; quaint villages and towns nestled amid pastoral landscapes, there is no better place to make your fairytale dreams come true than in Germany. For it is here that the once-upon-a-time and happily-ever-afters began; and it is here that childhood dreams spring to life as you conjure up images of wicked witches, dwarfs, goblins, and fairies.

Meandering through medieval villages with narrow cobblestone streets, romantic castles and dense woods Germany’s scenic 375-mile Fairytale Route from Hanau, near Frankfurt, where the Brothers Grimm were born, to Bremen, where the “Bremen Town Musicians” lived acquires a special meaning this year as December 2012 marks 200 years since the first edition of Grimms’ Fairy Tales was published. This rolling countryside of farmland and forests - so evocative of magic and adventure - served as the setting for the inspired tales of sleeping princesses, hungry

wolves, and gingerbread houses.

Apart from the towns and villages immortalised by the Brothers Grimm that flows through the heart of western Germany to its North Sea coast, there are more than 10,000 towns and cities in the country between the North Sea and the Alps - and each one has a charm all of its own. Whether it is the big city buzz or the famous architecture, the historic sites or the packed shopping streets, the enchanting medieval houses or the scintillating nightlife - there is something for everyone in Germany›s towns and cities.

You can discover the maritime vibe in Hamburg ‘Maritime City’ or the creative fashion scene in Berlin ‘City of cool’. Dusseldorf, the ‘City of fashion’ is great for shopping while Dresden, ‘City of culture’, oozes baroque splendour. Visit flagship international trade fairs in Hannover ‘City of innovation’ and the Christmas market in Nürnberg ‘City of history’.

Discover Bach, books and art nouveau architecture in Leipzig ‘City of music’. Or how

“To have access to the top sights of Germany wherever you might be, the App Top 100 launched by the German National Tourist Board (GNTB) is a

”

must-have.

about the Alps in Munich ‘City of lifestyle’?

Enjoy traditional German cider in Frankfurt ‘City of art’, musicals in Stuttgart ‘City of cars' and chocolate in Cologne ‘City of exuberance’ - the choice is yours!

The country also boasts several historic cities that are amongst the most important destinations for history, culture, business and academia and offer a memorable mix of the traditional and the modern. From the Hanseatic port of Rostock, the gateway to the Baltic, and the Prussian palaces and gardens in Potsdam to Wurzburg with its baroque

economic dimension as official statistics reveal the country had a record-breaking year in 2011, reporting 63.7 million overnight stays by international visitors and 330.3 million overnight stays by Germans in their own country.

The Germany brand is highly regarded and very popular worldwide, including in the UAE and the wider Middle East region.

According to Antje Roeding-Boudier, Director, Marketing & Sales Office Gulf Countries, German National Tourist Office (GNTO), “The GCC countries continue to represent

residences, these towns and cities have been pillars of secular and religious power, of manufacturing, trade and the arts for many centuries.

Some 2000 years of history have clearly left lasting traces in Germany – silent yet eloquent witnesses to mankind’s achievements and the wonders of nature.

Germany is home to no fewer than 37 of some of the finest monuments to human and natural activities that have the honour of bearing the UNESCO World Heritage title. They range from historical buildings and cathedrals of industry to exceptional natural landscapes and even whole towns.

Germany’s more than 4,000 museums are informative, entertaining and lots of fun.

These cover an incredible range of subjects and inspire imagination, discovery and learning. Gain an insight into various cultural epochs at Berlin’s Museum Island, admire art from the Old Masters to the modern age in Frankfurt’s Städel Institute, and learn about science and technology at the worldrenowned Deutsches Museum in Munich.

Tourism in Germany is, however, not just about having fun, discovering natural splendor or exploring history; it is also a vital

one of the top twenty source markets in the German tourism industry and the latest figures demonstrate that the popularity of Germany as a travel destination is continuously on the rise in this region.”

“For the first time,” she continues, “the mark of one million overnight stays by travellers from the Arabian Gulf region was outdone in 2011. 35

Gateway to the World

“Germany has a wealth of unspoilt natural landscapes. Its flora and fauna are wonderfully diverse and often

”

unique.

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23.9 per cent was registered as compared to the same timeframe in the previous year, with 888.353 overnight stays by GCC travellers registered from January to August 2012 against the 716.992 overnight stays during the same period of 2011.”

‘Soft factors’ that make Germany a popular travel destination - such as hospitality, warmth, a cosmopolitan outlook - are complemented by tangible economic factors including transport infrastructure, value added, job creation, and above all, excellent value for money.

“To have access to the top sights of Germany wherever you might be, the App Top 100 launched by the German National Tourist Board (GNTB) is a must-have,” explains Roeding-Boudier. “It provides specific and extensive information on the particular attractions and enables quick and easy sharing with friends via Facebook. Users can also access up-to-the-minute news on Destination Germany while at the same time receiving reduced rates at various places thanks to the mobile discount vouchers.” 

“Hamburg: A gem in the far north of Germany and the green city by the water is justly considered one of Germany’s most

”

attractive cities.

For further information, details and route planning in both English and Arabic, check out www. germany.travel

A gem in the far north of Germany, Hamburg is a green city by the water and is justly considered one of Germany’s most attractive cities. It offers visitors a select mix of attractions: art and culture of the highest calibre, smash-hit international musicals, great museums, ambitious and popular theatre, an opera house, one of the finest ballet companies in the world, excellent restaurants, great shopping, exhilarating nightlife and places of interest from more than 1,200 years

attractions such as opera houses, museums and theatres, the city also hosts many famous international festivals.

There are plentiful green spaces and recreation areas, and families can indulge in leisure activities such as boating on the picturesque Alster river channels, or feeding giraffes and elephants at the Hagenbeck Zoo, or enjoying the marvels of Miniatur Wunderland, the world’s largest model railway exhibition.

of history.

According to Heike Kamolz, Hamburg Tourist Board Representative in the GCC, “GCC nationals choose Hamburg for all the qualities that make this place, also known as the “Gateway to the World” an attractive destination for Arab tourists, especially when travelling with families. Elegant arcades, exclusive shopping streets and some of the finest hotels in Germany – no comfort is denied on a trip to Hamburg and luxury lingers at every turn.”

The city is bursting with personality, just like its people, she adds. “Its location on the shores of the Elbe River and Alster Lake lends a unique marine flair to the daily life in the city.

The port of Hamburg is not only the city’s main tourist attraction but also a decisive driving force for economic growth in the Hanseatic city. Hamburg’s history as an international trading hub goes back to 1189, when the Emperor Frederick Barbarossa granted the tradesmen of Hamburg an exemption from customs duty between Hamburg and the North Sea.” Besides its cultural and musical

“Hamburg was chosen as “European Green Capital 2011”, says Kirsten Staab, the Director of the Hamburg Representative Office in Dubai, “and is therefore, setting the bar for international environment and climate protection. The state has reduced its CO2 emissions by 15 per cent since 1990 and aims for 40 per cent reduction by 2020. By blending economic success with ecological foresight, Hamburg is proof that a dynamic trading and port economy with more than 500 industrial plants can make a valuable contribution to global climate protection.” 

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What to see in Germany

represents the pinnacle of Protestant ecclesiastic architecture and is a prime example of the European baroque style.

6. Hamburg Docks and Fish Market: Every Sunday morning since 1703, people have come here to buy fish, seafood and almost anything else you could imagine.

“ With the TOP 100 German attractions and sights mobile app, you can discover the best rated and therefore most popular attractions in

”

Germany.

Germany has a wealth of fantastic tourist attractions, which people travel from all over the world to see. But which architectural treasures and places of natural beauty are the most popular? Based on the results of a question that the German National Tourist Board (GNTB) put to its international visitors, here are the Top 10 of the Top 100 sights to see in Germany.

1. Heidelberg Castle: The romantic ruins of Heidelberg Castle have been attracting visitors since the 19th century.

2. Neuschwanstein Castle: This Bavarian fairytale castle is known all over the world as a symbol of idealised romantic architecture and for the tragic story of its owner Ludwig II, who after losing sovereignty in his own kingdom, withdrew into his own world of myths, legend and fairytales.

3. Cologne Cathedral: Building first began in 1248 on what eventually

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buildings interlinked through visual aspects or pathways.

9. Schwetzingen Palace: A Versailles in miniature, among the treasures of Schwetzingen Palace are a mosque with Moorish-style domes, a picturesque mock ruin, a bath house in marble and a splendid Apollo temple.

became one of the finest ecclesiastical edifices in the world and the epitome of high-Gothic cathedral architecture in its purest possible form.

4. Brandenburg Gate: Built between 1789 and 1791 in the heart of the city, the Brandenburg Gate became impassable for 28 years after the Berlin Wall was built in 1961. It is a signature attraction and symbol of German reunification.

5. The Church of Our Lady: Dresden’s restored Church of Our Lady

7. Loreley in Upper Middle Rhine Valley: Celebrated in song and shrouded in legend – the Loreley rock is a 194-metre-high slate cliff towering above the narrowest point of the Rhine near St. Goarshausen. It became famous for the tale of Loreley, a beautiful but melancholy siren who would sit on the rock and sing as she combed her golden hair. Her beauty and beguiling song distracted passing sailors from the strong currents and their ships smashed to pieces against the rocks.

8. Palaces and Parks of PotsdamSanssouci: Great architects, distinguished artists and landscape designers have left their mark on this magnificent masterpiece, which encompasses grand gardens and numerous

10. Berlin’s Museum Island: A UNESCO World Heritage site in the heart of the city, Berlin’s Museum Island is a hugely popular attraction both with locals and international tourists. One of the world’s most important museum complexes, it is home to priceless cultural treasures. Collections at the Museum of the Ancient World, New Museum, Old National Gallery, Bode Museum and Pergamon Museum take visitors on a fascinating journey through art and culture from the cradle of civilisation in Mesopotamia through Egypt, Classical Greece and Rome, Byzantium, the Islamic World and the Middle Ages right up to the modern age and 19th century Romanticism. 

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KNIPEX: The Pliers Specialist

Hamriyah Free Zone: Growth Engine of the Local Economy

Free zones are a major driver of economic development and inward investment worldwide and Hamriyah Free Zone Authority is no exception. By attracting investment of more than $ 6bn in FDI (foreign direct investment) to the region, HFZA has strengthened its enviable position as one of the fastest-growing business hubs in the Middle East.

Widely regarded as a Free Zone that fosters entrepreneurship and economic development, HFZA has, since its inception in 1995, played an important role in accelerating business activity within Sharjah by attracting environmentally friendly industries and enhancing the overall economic development of the country. Whether it is multinational firms expanding operations or a budding entrepreneur with big dreams, HFZA today offers a range of services and facilities for every need and budget.

“With 5,700 companies from across 140 countries now operating out of Hamriyah, our year-onyear performance is in line with the vision set for HFZA as a growth engine of the 40

local economy,” says Dr Rashid Al Leem, Director General Sharjah Department of Seaports & Customs and Sharjah Free Zones Authority.

“Our remarkable growth has, by no means, been accidental,” he continues.

“We follow a strategic approach in achieving our well-articulated plans and provide outstanding services and facilities to our customers every day. This encompasses a responsible regulatory environment, world class infrastructure, innovative services and facilities such as total ownership of businesses, repatriation of capital and profits, application of onestop-shop concept for quick issuance of licenses and a viable visa solution for business owners and their employees.

“Our consistent adherence to international standards of excellence coupled with an excellent investment atmosphere and a customer-centric business policy has enabled us to provide quality environment to our customers to thrive in their business,” he said. “In addition, by being hands-on

KNIPEX is renowned worldwide as a manufacturer of pliers for industry and craftsmen. As an independent family-owned business, with headquarters based in Wuppertal, Germany, the firm has held on tightly to its own great values for four generations.

The successful path of the company started 130 years ago, and since then, KNIPEX has been able to maintain its position as a worldwide leading manufacturer in the field of tools, by embracing their traditions and openness to new markets.

Clientele With a product range spanning around 1,000 different pliers, KNIPEX wants to offer high quality,

reliable and long lasting tools for professional users in all industrial sectors.

Providing exactly the right tools for every application – and always in the suitable design and size – is the aim. With the professional users in mind, we seek to find solutions that enable the users to get their work done easier, faster, and most importantly, safer.

Continuous feedbacks from professionals and great efforts in research and development have led us to achieve and maintain this excellence in quality throughout the whole product range.

Strategy: Innovation & Specialization, “Made in Germany” The course for the future of KNIPEX is leading in a clear direction: Expanding our market presence with innovative and specialized

pliers. In 2012, more innovative products have been added to the product range than ever before. To ensure that KNIPEX’s high quality standards can be maintained, production is solely based in Wuppertal, Germany. “Made in Germany” is for KNIPEX not just a designation of origin, but a philosophy of quality and performance.

Regional strategy (Global Middle East UAE) KNIPEX has been active in the Middle East and the Gulf for more than four decades, and has enjoyed working with strong local partners here. As a result of the extensive growth of demand for KNIPEX products, the management decided to open an office in the Jebel Ali Free Zone. The primary role of the office is to provide better support to all clients in the Middle East, in

the fields of sales, marketing, and most prominently in product training and application support. In addition, with the support of the local partners, KNIPEX wants to draw the attention of their customers in this region to the ever expanding product range and regularly launched product novelties.

KNIPEX’s success has proven that putting quality first is fundamentally important. The company will remain faithful to their principle of delivering the best quality at a competitive price for the times ahead. 

Linde: Using natural gas intelligently

Dr Rashid Al Leem Director General Sharjah Department of Seaports & Customs and Sharjah Free Zones Authority with the emerging social concerns and priorities of both our internal and external stakeholders, we have made a significant, visible difference to the HFZA community.”

“From our base in Sharjah, we have now extended our reach to investors and customers across six major continents,” he added. “It has been

a terrific year for HFZA so far.

HFZA has already notched up contracts from 1020 new companies, the most recent being from Taiwan, Kazakhstan and South America. At HFZA, it is our mission to adopt responsible and open working methods as we move forward in our next phase of growth.” 

The Linde Group is a world-leading gases and engineering company with approximately 51,000 employees working in more than 100 countries worldwide. Linde products and services can be found in nearly every industry in these countries. The Engineering Division is successful throughout the world, with its focus on promising market segments such as olefin,

natural gas, air separation, hydrogen, and synthesis gas plants.

In contrast to virtually all competitors, the company can rely on its own extensive process engineering know-how in the planning, project development and construction of turnkey industrial plants. Linde plants are used in a wide variety of fields; in the petrochemical and chemical industries, in refineries and fertiliser plants, to recover air gases, to produce hydrogen and synthesis gases, to treat natural gas and in the pharmaceutical industry.

In 1998, Germany’s The Linde Group entered the UAE market by building the region’s first steam cracking plant for polyethylene production in Ruwais, in partnership with engineering, construction and project management company Bechtel, with a capacity of 400 tonnes per annum.

According to Ebubekir Koyuncu, Managing Director, Linde Engineering Middle East in Abu Dhabi, “As customer satisfaction is our utmost goal, it is a pleasure for Linde Engineering to receive compliments from our clients on accomplished

projects. The achieved successes worldwide are the guarantees for our excellent performance in the future. Linde is keenly focused on making important contributions to the development of the UAE and is looking forward to mastering further challenging projects.” 

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SIEMENS: The future moving in

Teka Küchentechnik: High-tech in your kitchen

Teka Küchentechnik began operations in Germany in 1924 as a manufacturer of high quality kitchen sinks.

Gradually, it increased its range to include all kitchen appliances and the brand is now manufactured in 32 factories within Europe.

The company made its foray into the Middle Eastern market in 2002-03 with a regional base at Jebel Ali to provide its products and services to the GCC market. At the Dubai office and showroom with 32 staff in Garhoud, Teka showcases its state-of-the-art kitchen appliances. In 2008, it opened an office in Abu Dhabi. Teka also has its own global Service Centre with 12 engineers to cover the

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country.

Teka has become a leader in the built-in kitchen sector of the GCC market due to the quality and innovation of its products and services. Over 220 different projects of leading property developers including those of Emaar, Nakheel, Damac and Aldar are equipped with Teka kitchen appliances.

The company has also developed its retail business to such an extent that 163 kitchen specialists in the UAE today sell Teka appliances, sinks and taps in addition to kitchen cabinets.

“This has been possible because Teka considers these kitchen specialists as its partners and gives them full support through its excellent quality of service, efficient teamwork, high quality products and regular training provided by Teka experts to the studio staff,” explains Arturo Manso, Managing Director of Teka

Kuchentechnik UAE and Teka Middle East.

“Our success is also due to the continuous efforts and wholehearted support of our network of kitchen specialists, construction companies, architects, interior designers and the larger kitchen industry,” he adds. “This makes us all the more proud of representing a German brand in the Middle East.”

Amongst the new products launched recently are energy-efficient, low consumption range of ovens and induction hobs.

Equipped with the latest technology and design knowhow, Teka Induction hobs save 33 per cent energy thanks to an intelligent system, which automatically recognises the pan size and pan diameter and therefore, provide only the energy required for the utensil.

Teka Hydroclean Ovens boasts the Hydroclean

system that allows the oven to clean within 24 minutes using only steam thereby saving on energy, effort and avoiding the risk of burning.

This is just another example of “Teka’s priority in ensuring the highest levels of safety and satisfaction,” says Manso.

While development projects still contributes 70 per cent to Teka’s total business in Qatar, Bahrain, Oman and Iran, in the UAE, “Our business composition has evolved from 90 per cent projects and 10 per cent retail business to each of the two contributing 50 per cent,” explains Manso.

Teka, which is very focussed on manufacturing and marketing well-designed appliances, was awarded the Emirates Quality Mark (EQM) due to the quality standards of the factories and the manufacturing processes of their appliances. 

Drawing on its more than160 years of manufacturing experience and its commitment to design machines that meet the needs of its customers, Siemens has built a reputation as one of the most trusted, reliable and durable brands in the world.

The brand’s great attention to detail and adherence to highest quality standards have made it Germany’s No.1 brand in home appliances.

Siemens is known for the highly prized values of German precision and innovative technology. But

the company is much more than that - apart from its trustworthy German origin, the brand is also committed to protecting the earth’s natural resources. The company does not only claim to be green, it is also heavily investing into the future and has emerged as the world’s largest supplier of green products and solutions.

Siemens invests some $2.4 billion a year in the development of ecofriendly technology, and holds roughly 30,000 patents.

Nearly half of the entire patent portfolio is in the

environmental field. No other company in the world does more to help preserve the Earth’s natural resources and reduce emissions globally.

At Siemens, the belief is that high-performance appliances and lower energy consumption are by no means mutually exclusive. On the other hand, energy efficiency is considered a serious topic here. Recognising the fact that 50 per cent of the power consumed by private households can be traced back to home appliances, Siemens develops innovative

technologies to bring the highest energy-efficient products for its global customers. A significant number of Siemens appliances achieve the EU energy efficiency rating of ‘A++ ‘ and ‘A+++’. All these appliances are part of the super-efficient product portfolio that customers can identify by the ‘Siemens ecoPlus’ logo at the point of sale.

While the brand offers solutions to the world’s toughest questions such as the world’s leading energy saving motors, the most

Teka’s library picture, 2005

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SIEMENS: The future moving in

efficient gas turbines, and the world’s first and brightest white low-energy LED, Siemens also provides its consumers with innovative technologies in the home appliances sector. Take the new FlexInduction cooktops as an example. With this

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latest technology in cooking, consumers will be able to benefit from cutting-edge technology that is not only astoundingly diverse but also superior to conventional hobs in a whole host of ways. Siemens FlexInduction can be seen as the fastest,

safest, cleanest, and most versatile way of cooking thanks to flexible cooking zones that do not have specific limitations on the size of the cookware.

Siemens products have been winning not only various international test

and design awards for its unique products, the brand is also proud to be the first full-range home appliances manufacturer that is certified by the Emirates Quality mark (EQM). 