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Mon 20 Apr 2009 04:00 AM

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On a Grand scale

Germany’s Macom International has burst on to the local AV scene, undertaking a huge AV installation project for the Grand Hyatt Hotel in Doha and announcing plans to open a regional headquarters in Dubai. CEO Norbert Hoenig speaks to S&S about Macom’s strategy to capitalise on its initial success.

On a Grand scale
Macom International CEO Norbert Hoenig.
On a Grand scale
Macom’s biggest project to date in the Middle East, the Grand Hyatt, Doha.


Germany’s Macom International has burst on to the local AV scene, undertaking a huge AV installation project for the Grand Hyatt Hotel in Doha and announcing plans to open a regional headquarters in Dubai. CEO Norbert Hoenig speaks to
S&Sabout Macom’s strategy to capitalise on its initial success.

How do you plan to expand your business in the Middle East?

We are still in the process of establishing our first local subsidiary in Dubai. We settled on the emirate because of its central location and the fact we’d received a large number of enquiries from across the UAE. As a foreign company, if you are serious about doing business in the Middle East, you require a permanent local presence. It’s as simple as that.

Do you plan to recruit staff locally or import talent from Germany to manage the office and deal with local clients?

We’re planning on bringing across staff from our German HQ to run the office initially. These staff will also provide AV engineering, consultancy and communication services.

Once we have established a foothold, it will be our priority to put a local team in place.

What new ventures or partnerships will you be looking to invest in locally?

We’ll be looking to strike up a partnership with a local AV engineering firm to rapidly expand our presence in the region.

We’ve held discussions with a number of companies to date but nothing has been confirmed at this point.

If there are businesses in Dubai keen to discuss these opportunities we’d be happy to hear from them.

How will the new Dubai office operate and are there any plans to open additional offices across the region?

When it comes to opening additional offices in the Middle East, we’d happily consider establishing a presence in Abu Dhabi, as well as Qatar.

There is strong demand for AV technologies and services in this region, especially within the hospitality and entertainment sectors.

We are keen to target these markets in various territories across the GCC region.


Establishing a presence in Dubai marks the first step in our regional development strategy. We are very excited about the opportunities this market presents and we feel we are in a strong position to capitalise on them from the outset.

What projects are you currently working on internationally and which others do you have in the pipeline?

We’ve been working on a number of museum installations worldwide in recent months.

We recently completed the AV systems integration design for the new Porsche Museum in Stuttgart [Germany].

We’ve also provided AV systems integration for the BMW Sauber Formula One Racing (F1) team and the McLaren Mercedes F1 team.

These projects demonstrate our ability to adapt to the various demands and requirements of our clients.

We believe these talents can be easily applied to this market.

Macom’s mega project

Macom international is currently undertaking a number of projects in the Middle East, led by the enormous AV and communications installation project at the recentyl opened Grand Hyatt hotel in Doha.

The Doha project is the latest in a long line of business dealings between Macom and the Hyatt Hotel Group, stretching back more than a decade.

While Hyatt management declined to officially comment on the project at the time of press, S&S sources revealed key highlights of the AV installation include the following:

• Centrally controlled audio systems.

• ‘Invisible’ speaker installations.

• Interactive digital information displays installed throughout lobby areas and in hotel rooms and elevators.

• Monitoring systems, parking guidance applications, surveillance systems and access control systems all feature prominently throughout the facility.

• The Macom contract covered systems integration in the hotel’s 249 rooms, spa, several outdoor pools, a fitness centre, four restaurants, two lounges, a 564-space car park, a business centre consisting of conference rooms, banquet halls, eight meeting rooms and three boardrooms, a 1500 square metre ball room and 91 private residences, each of which feature multiple flat-screen televisions and iPod docking stations.