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Wed 22 Oct 2008 04:00 AM

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Jolly good Fellowes

Business machine manufacturers Fellowes is catering to the demand for security machinery by promoting its range of shredders at GITEX Technology Week.

Business machine manufacturers Fellowes is catering to the demand for security machinery by promoting its range of shredders at GITEX Technology Week.

Sharing a stand with its Middle East partner, Graphic International, Fellowes general manager and director of European exports Bernd Mazzurana says the security sector is taking off.

"Data security is self dynamically growing due to the growing awareness among people that previously had never thought about identity theft as a huge issue," he says. "Creating awareness among the Middle East sector opens a total new market for us," he adds.

In the meantime, the main market is commercial, such as corporations and banks with the private consumer market dominated by the US, UK and Germany. "Private consumers buy their shredders in the supermarket because they are aware they have to shred their credit card statement, otherwise it can be abused," Mazzurana says.

"This is the marketing task we have over here - creating awareness for data security."

Mazzurana feels the company's work at building brand awareness in the Middle East region within the shredding, laminating and binding market has led to it "doing well", but he says "there is still a lot to gain".

Trade marketing manager export for Fellowes, Antje Mattheis believes the gains will come from the company's extensive research into what consumers actually want from its products.

"We focus a lot on our consumer research and we found that a typical consumer doesn't care about how many features a machine has, they just want to know it is a safe machine," Mattheis explains. "People are afraid of getting hurt and there is the issue with liability. We have a unique patented SafeSense technology that detects warm blooded objects and stops the shredder," she adds.

Furthermore, Fellowes has developed 100% jam-proof technology that senses when it will not be able to handle the amount of paper with the cutters not rotating until they are told they will be able to handle it.

Fellowes is also showcasing its eco and ergonomic ranges at the Graphic International stand in Hall 3.

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