Spotlight on key technology
The company aims to bring innovative technologies and best practices to the region
IN ThE current business scenario and global competition, companies boast of a diversified business portfolio to compete in the competitive business environment. In this regard, the combination of business diversity and technology leadership that Toshiba Group brings to the table is quite rare.
Toshiba sees a pivotal role for itself as a ‘total solution’ provider in the Middle East’s fast growing construction sector. It has been playing a key role in providing vertical transportation solution for high profile projects being built in the Middle East.
Toshiba Elevator and Building Systems Corporation (TELC) is among the top three elevator companies in Japan and is aiming for the top slot in the fast growing UAE elevator market.
“In the UAE, our market share stands one among top 3 in the premium segment,” said Mohamed Iqbal, Managing Director of Toshiba Elevator Middle East. “Our goal is to become number one in this segment and we are progressing towards that.”
headquartered in Dubai, Toshiba Elevator Middle East focuses primarily on the Gulf Cooperation Council (GCC) market in the Middle East. The elevator market in the region is growing at a rate of three per cent annually.
Iqbal is a firm believer in steady approach to growth underpinned by proper planning and strategy. “Our no-compromise attitude towards safety, quality and customer satisfaction differentiates us from competition,” he said.
High profile projects
Some of Toshiba Elevator Middle East’s valued customers in the region include Emaar, DAMAC, Al Wasl Properties, Mohamed Bin Rashid housing Est., and Meydan Sobha, among others. The company has several highprofile reference projects, especially high rises and mixed developments to its credit in the UAE. This also includes Abu Dhabi’s first freehold development, Marina Square in Al Reem Island, where Toshiba elevators and escalators have been operating for over five years now.
The Marina Square comprises of 20 towers averaging 50 floors with Toshiba supplying about 124 units, including 22 escalators.
“The satisfaction of the client on the first phase of Marina Square is reflected with repeat orders for the second phase,” said Iqbal. “In fact, Toshiba’s quality assurance and control is the most outstanding in the industry. For major projects, experts are deputed from Japan for stage by stage checking.”
With the Marina Square project, Toshiba Elevators started its journey by getting more orders in the UAE. These included projects such as Saraya 1 and 2, which is a high profile residence in the Saraya area, facing the Abu Dhabi Corniche. The two striking, luxury residential towers, offer breathtaking water views of the Abu Dhabi Corniche and the lagoon of Saraya. These adjacent 41 and 46-storey towers offer the highest standards of living with ultra-comfortable apartments on each floor. The project consists of six high-speed elevators with the speed of four m/sec, two service elevators and two private elevators for penthouse and one dumbwaiter.
The second phase of development in Al Reem Island, called the City of Lights has 94 highspeed elevators in different towers, with 24 elevators with high speed of six m/sec and two escalators in the iconic office tower called Addax Port Tower. Rising like a colossus high above Al Reem Island, the Addax Port Office Tower is the first and only 100 per cent commercial tower on Al Reem Island. As one of the few permitted commercial towers on the island and the first 100 per cent commercial Tower in Abu Dhabi, the Addax Port Office Tower will be the epicentre of business regionally. As well as an ultra modern facade, the interior design is the pinnacle of convenience and luxury with intelligent workspaces. An evidence of Toshiba’s innovation, the elevator houses 10-car group, for both low and high zone elevators. The elevator serves up to 60 floors and has been running for almost a year now.
Subsequently with the boom of the Dubai Market, Toshiba was able to make its mark once again by securing high profile projects with renowned developer DAMAC Properties. DAMAC Towers by Paramount hotels & Resorts is a hotel and residential complex located in the heart of the Burj area, Dubai. The towers are served overall with 34 highspeed elevators with maximum speed of six m/sec to serve passengers up to 70 floors.
Another project being serviced is the DAMAC height projects in Dubai Marina, one of the most desirable locations in the city, and DAMAC Residence with interiors by Fendi Casa that offers stunning views of the Palm Jumeirah and the surrounding neighbourhood.
Iqbal is highly confident about the Gulf region’s current and future growth prospects. “The UAE’s construction sector has received a big boost with Dubai’s Expo 2020 win,” he continued.
Going green
Toshiba’s green elevators provide 40 per cent energy savings compared to conventional elevators and have already been launched in the region. A cornerstone of Toshiba Elevator’s regional growth strategy is bringing innovative technologies and best practices to the region.
“We installed a 10-car group in an office tower in Abu Dhabi, the first time this technology has been introduced in the Middle East,” said Iqbal. “Among other things, they have LED lighting for all ceiling design line-up as well as electric power regeneration function for energy savings,” he said.
Toshiba also installed a high capacity (90-person) observation elevator with 300 m/minute speed in Roppongi Grand Tower, which is Japan’s largest passenger elevator.
Furthermore, Toshiba has developed the world’s first magnet suspension elevator technologies. The company is also working on an Integrated Building Management System designed to enhance the total energy efficiency of the building by integrating the management of elevators, air-conditioning, lighting and security in a single system.
Focus on after-sales service
The other cornerstone of the company’s growth strategy is strong after-sales service. This is being facilitated by the local implementation of Global Maintenance Support System (GMSS), which relies on sophisticated hand-held devices to monitor problems, provide immediate response and relay work instructions on site.
“Maintenance constitutes a significant portion of the elevator market,” said Iqbal. “In fact, 95 per cent of Toshiba brand units installed by us continue to be under our maintenance which shows customer’s trust and confidence in our value proposition.”
Iqbal points out as a key part of the diversified and technologically advanced $60 billion Toshiba Group, Toshiba Elevator Middle East, looks forward to developing and delivering worldclass solutions in the region.