Siemens has unveiled SINOVA, a new range of low-voltage electrical products specifically designed for South Africa and other emerging markets. The range focuses on simplicity, reliability and affordability to help expand electricity access in the region.
By Ilana Koegelenberg
Market-driven solution
The SINOVA launch was held at the DaVinci Hotel in Johannesburg on 22 January and was well-attended by industry stakeholders. The day included various presentations from the Siemens team as they explained the intention behind their new range and related distribution strategies.
This new range marks a significant milestone in Siemens' strategy to expand its low-voltage electrical products beyond the mining and industrial sectors into the utilities sector as well. Traditionally known for more complex systems, the SINOVA range now allows Siemens products to be used in projects of all sizes – in new markets previously untapped as well.
"In today's energy-dependent world, it's important to ensure that emerging market consumers are not left behind. This is why Siemens is making more advanced and user-friendly electrical systems and solutions available in Africa and other emerging markets around the world," said Kruben Bennie, country business unit head for Electrical Products at Siemens Sub-Saharan Africa.
According to Bennie, developing this custom product range has been a very long process, and he hailed the launch as a truly momentous occasion. “This is a very big day for us,” he said at the event.
“The Power of Simplicity”
SINOVA simplifies electrical installations across three categories – electrical protection, final distribution and safety control. The product tagline reflects its core features, with Dennis Kristof (Siemens regional director of Business Development & Marketing for Electrical Products in the India, Asia & Africa region) explaining that it truly is all about simplicity with SINOVA. “It's simple to select, simple to configure, and simple to use," he said during his opening address at the launch.
Simplicity wasn’t the only focus for this range though. "When developing the SINOVA range, we looked at pricing and budget goals, ensuring a more affordable product for the market. The aim was where value meets versatility," Kristof added.
The SINOVA electrical products are designed for various applications, including industrial applications, buildings, infrastructure and utilities. Notably, this is the first product of its kind that Siemens is promoting into the residential market as well. "Crafted with Siemens' trusted quality, it ensures effortless operation and cost-effectiveness in electrical systems," said Bennie.
The product range offers electrical protection, control, switching and metering capabilities to simplify the work of electrical planners and consultants, contractors and installers, distributors, panel builders and original equipment manufacturers (OEMs). What sets it apart is that it does all this while being energy efficient, low-cost and able to reduce environmental impact. It helps industry professionals to streamline their processes and complete projects quicker.
Quality and compliance
Product portfolio consultant at Siemens, Zameer Thayab, emphasised that despite being positioned as an entry-level product, SINOVA maintains Siemens' commitment to quality and safety: "The product is reliable, safe and efficient. It has been tested to all local and international standards and has full local SABS (South African Bureau of Standards) certification."
Thayab noted that ensuring all the correct certifications was very important to Siemens, even if it meant the initial delay of the product launch. This dedicated approach demonstrates the company's commitment to quality standards and a deep understanding of the local market.
Distribution and stock availability
The distribution strategy for the SINOVA range will focus on growing existing partnerships while expanding into the wholesaler market. "The aim is not to derail existing partnerships but to build on this. We will maintain Siemens' footprint in the industrial sector and focus on expanding the infrastructure side too. As Siemens has never been in infrastructure, partners will be crucial for getting this product to market," Bennie explained.
With the Letters of Authorisation (LOAs) for the products now finalised, Siemens has committed to maintaining substantial local stock holdings of the entire SINOVA range, made possible by the products' smaller size and lower cost point.
Regional growth
While designed specifically for South Africa, the SINOVA range is also being introduced beyond our borders. The range will also be available in Kenya, Ghana, Tanzania, and other African countries, with successful launches already completed in India and Southeast Asia too.
Future expansion
While the current SINOVA range already offers comprehensive solutions for the local market, Siemens has confirmed that more products will be added based on market needs. This is just the beginning. “Launching this new range is a real turning point for Siemens South Africa,” Bennie concluded.
