As a company we recognised that you cannot manage the customers in a region like Africa and the Middle East from a few thousand kilometres away , you have to be within the region ,” says Maurice Faber , Regional Managing Director , Middle East Africa , Olympus MEA FZ-LLC , a subsidiary of Olympus Europa SE & CO . KG .

For any company , particularly one with customers , end-users and clients all over the world , the importance of having a base in the regions it serves cannot be understated .

Being closer to the market makes a company closer to the customer and being closer to the customer enables a far greater level of service delivery .

This was certainly the driving force behind Olympus ’ decision to open up a new base of operation in Dubai in 2017 , one that would cover the company ’ s operations across the Middle East , Africa and

Turkey . The regional headquarters also includes a training centre and a high-tech repair workshop .

“ This allows us to be close to our distributors and our end users ,” says Faber . “ But it also allows us to have our own sales force within the region and have specialists all over the region .”

As an international company supplying reliable , economical technology systems including innovative test , measurement , and imaging instruments to markets all over the world , being closer to the customer and end user proves crucial in delivering unrivalled service and solutions .

This becomes no more apparent than in the supply of technological equipment .

“ You really need to be close to the end customer to really support them and you have to be able to supply after sale service

110 April 2018