Romanians put samba under lock and key

Romano Electro International (ROEL), the productive branch of Romano Electro Group, market leader in security equipment field, is currently working on 1,000 Cerber security systems, which will be delivered in Brazil under an export contract.

Tiberiu Abraham, ROEL chairman, says that this contract will be run through the largest distributor of security systems in Latin America, which is based in Florida. These systems are technically tailored to the South American market and will be sold under Elite name.

Another 1,500 units will be exported to Brazil next month and if the Romanian company passes the Brazilian touchstone, it will expand to Argentina and Chile, two countries with quite boisterous habits.

ROEL manager says that one who intends to export to this area should first find a partner with an extensive distribution network so that it could take consistent orders and perform the final assemblage and technical tests, as the security systems adjust to the challenges they have to overcome in the country where they go.

For instance, in Brazil, where the armed attack on the houses is usual, the security system is designed to send secret signals to the dispatcher’s office and the victims of the robbery are immediately tracked.

It is about secret codes, leading the robbers to believe the alarm has been deactivated, while these codes are actually SOS signals from the victim and are built in the security system.

In Malaysia, another country targeted by ROEL, the methods of security are much less silent. The swinging windows are usually protected with ball-sensors, while very few security systems are able to warn about the intrusion.

Furthermore, Malaysians dislike to be connected to a dispatcher’s office, as they install acoustical devices making a lot of noise when they are triggered.

This is banned in Europe, for phonic pollution reasons. Subsequently, the security systems are adjusted to withstand the waves produced by the sirens.

Tiberiu Abraham is aware that choosing an export market, which is quite uncommon may raise his company’s turnover and may change the perception on the way such a strategy can be conceived.

It is an application of the principle that one does not need to aim at Italy, Germany or any other EU country, where the market is stuffed, the possibility of making profit is quite low, while the legislation and the norms required by the insurers are burdensome.

Liviu Mateescu, ROEL vice president, says that it is difficult even for Austrians to export security systems to Germany, as any product coming from EU needs years to be certified in this country.

The insurers usually hinder this process. ROEL chairman says that the market demand is currently heading for smaller stations and monitoring systems by telephones and GSM and thinks his company will exceed the export figure of 50,000 dollars monthly, while half of ROEL output will be exported next year.