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Focusing on integrated solutions.

With the UPS and data centre power management solutions market in the Middle East becoming more competitive, Tripp Lite says itAAEs continuing to expand its integrated product solutions. CNMEAAEs Manda Banda, chatted to Vipin Sharma, VP of EEMEA and India sales, Tripp Lite.

CNME: What is the landscape of the UPS and data centre power management solutions market in the Middle East?

VS: Many companies offer UPSes and inverters but very few have the experience and expertise required to design, produce and support product lines that are critical such as those found in the enterprise environment. Even fewer are capable of providing a complete solution. I wish to point out that Tripp Lite's experience is critical in this environment.

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CNME: As power consumption and energy efficiency are some of the issues organisations are grappling with in their data centre environments, how is Tripp Lite helping its enterprise customers to overcome some of these challenges in the regions?

Aa

VS: We are building greater efficiency into our UPS designs for one. An example is our SmartOnline UPS systems with models up to 97% efficient in economy mode, which can result in an efficiency increase of 10% or more versus comparable online double conversion UPS systems from competing vendors. We have concentrated on improving the efficiency of all of our UPS lines in addition. The continued development of our Power Alert Power Management software suite is free with every UPS and, monitors and controls up to 250 UPS on the network. Key power components of Power Alert include:

A[cedilla] AaAaAaAaAaAaAaAa Monitoring network power conditions and controlling system activity from anywhere on the network via SNMP

A[cedilla] AaAaAaAaAaAaAaAa Providing load shedding and shutdown options for UPS systems with individually switched outlets

Our PDU line provides superior load control by enabling turn on, turn off, recycle or lock-out power to each individual outlet, programmable or real-time outlet power control via built-in Web/network monitoring and control card.

In addition, network managers can monitor control and manage their loads with greater ease, thereby increasing efficiency.

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CNME: What is Tripp LiteAAEs enterprise strategy for the Middle East region?

VS: While our cornerstone remains our UPS line, we continue to expand our lines of integrated solutions for the enterprise customer including: KVM Switches, PDUs, a full array of Racks and accessories, Networking Cables and connectivity lines from USB through fibre optic. Our intention in the region is to provide the enterprise customer with everything they need to connect, protect and organise their data centre infrastructure.

We remain focused on educating and training our channel partners to enhance their ability to provide their customers with a tailor made solution rather than simply products. On the customer front, Tripp Lite is addressing specific needs in key applications. Tripp Lite is targeting five major applications that include:

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1. AaAaAaAa Enterprise Solutions for Small & Medium Business

2. AaAaAaAa Datacenter & Three Phase Power

3. AaAaAaAa POS & Kiosk Power Management

4. AaAaAaAa Medical and Laboratory

5. AaAaAaAa Renewable Energy

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CNME: Is there going to be a specific technology that Tripp Lite will be pushing in the Middle East region? If so what technology is this?

VS: We will continue to expand energy efficient designs in all product lines. The region can also expect new UPS lines which are in development that will offer greater control and flexibility in their environments in the coming months.

CNME: Are organisations in the Middle East region making any progress in embracing green technology initiatives?

VS: As long as vendors do their share to build better and more efficient AogreenAo elements into their designs and solutions, Middle Eastern organisations will adopt them. I donAAEt think there is anyone who doesnAAEt understand or embrace the need to build more efficiency or environmental responsibility into the data centre.

CNME: How is Tripp Lite engaging with enterprise organisations in the Middle East to ensure that they embrace green technology initiatives?

VS: We have a series of seminars and road shows planned complimenting our ongoing training and channel development programme. We have developed key strategic partners, Golden Resellers, who are certified in all key elements of Tripp Lite's green technology initiatives.

CNME: Are Tripp LiteAAEs products and technologies green compliant?

VS: As part of Tripp LiteAAEs commitment to the direction of AogreenAo, all its products are RoHS complaint, which means they adhere to strict standards in the reduction of six hazardous substances. UPSes are commonly used in the IT industry and as such would normally be considered to fall under WEEE Category 3. However, the function of a UPS is to monitor the supplied power and control any fluctuations in that supply. Therefore the most appropriate category would be WEEE Category 9 which is outside the scope of RoHS. Despite the fact that UPSes fall under Category 9 of WEEE which does not currently require RoHS conformance, Tripp Lite has chosen to comply fully with RoHS regulations thereby eliminating the use of toxic elements in its UPS range. Unfortunately, not all UPS vendors are choosing to comply with RoHS. In addition, Tripp Lite is taking the necessary measures to continue expansion of its compliance with what it considers responsible environmental regulation.Tripp Lite has also incorporated the Aoeconomy mode settingAo Au a AaegreenAAE feature to most of its DC UPS.

Energy modelling and power management are two key activities where efforts are being focused to maximise energy usage and keep the cost and emission rate down. In line with this new trend, the company is offering tools to make these processes easier, such as the metered PDUs, which include digital load meters that allow you to monitor load levels in real time. In addition, Tripp Lite's PowerAlert software allows the user to manage power to the outlets of UPSes and PDUs resulting in maximised runtime and power efficiency. Power Alert software also provides remote management, enabling the user to monitor, manage and control up to 250 UPS systems and PDUs from a single location.

CNME: What vertical markets in the Middle East are on Tripp LiteAAEs radar and why?

VS: The Medical Industry is a key growth segment in this region and one of the major market on our radar and we have specific tailored products for these markets. The second market is renewable energy which is perfectly suited for our inverter solutions. We have participated in this market for over 10 years and have much to offer to its players. The Retail POS & Kiosk segment are also under our spotlight. In fact, the UAE is the third largest retail market in the world and we intend to target this market more effectively in the coming months.

In addition, enterprises solutions which encompasses wide range of our product like racks, KVM, PDU, cables along with UPSes will also be one of our driving market and we hope that we will be able to grow in it as well. Data centres will be also be a growth market for our high end three phase products & connectivity products.

CNME: Where do you see growth coming from in the Middle East market given that most enterprises have cut their IT budgets drastically and are focusing on their existing IT infrastructure and pushing to get more out of the current infrastructure.

VS: The growth mostly will be from small and middle business segment then enterprise solutions followed by renewable energy solutions and medical/lab applications.

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Publication:Computer News Middle East
Date:Jul 28, 2009
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