Getting technical

The development of technology systems for the logistics industry has created a exciting market.


The continuous development of technology systems aimed at the logistics industry has created a fast-paced and exciting market in the Middle East, explains Tarek Hassaniyeh, regional channel manager of Motorola Enterprise Mobility.

What type of technology products does Motorola offer the logistics industry in the Middle East?

Motorola provides a range of end-to-end systems that are designed to improve the efficiency of various different functions within the supply chain.


"Companies will gain a competitive advantage in terms of improved productivity and enhanced operations by investing wisely in technology."

For example, we have technology solutions for warehousing operations, express deliveries and the multi-modal transportation of products.

Amongst the core products that we are offering in the Middle East are rugged handheld devices, barcode scanners, RFID technology and wireless local area networks.

These have been utilised by the regional logistics sector to ensure a higher level of visibility for products throughout the supply chain.

How large is the market for such technology products in this region?

The Middle East has emerged as a leading hub for the international logistics industry and its status continues to grow on a regular basis.

This is particularly true for the leading regional trade centres, such as Dubai, which has benefited from its strategic location and worldclass infrastructure for multi-modal transportation.

As a result, the local market for our products is definitely very large and we believe the future pace of growth will continue to be explosive.

Apart from the logistics sector, the region has witnessed a retail boom, with a large number of companies from this sector also using our technologies for inventory management, customer service and shelf replenishment.

How technologically advanced are logistics operations in the Middle East?

Companies have developed a better understanding about the importance of implementing these technology solutions to help encourage their business growth and cope with increased competition in the Middle East.

In simple terms, these companies will gain a competitive advantage through improved productivity and enhanced operations by investing wisely in advanced technology solutions.

Do many suppliers actually provide these specialised technology solutions for the regional logistics industry?

Thanks to the growing interest in this emerging market from international vendors, I think businesses in the Middle East have access to a wide range of technology products.

However, although consumers from the logistics industry have a lot of choice, they are mainly looking for a fully integrated, scalable solution that is linked into the system they have already implemented.

They also want a single point of contact for this type of turnkey solution. This is why Motorola works closely with solution integrators who are on the cutting edge of technology and can provide a worldclass integrated solution for our customers.

This includes everything from hardware and software solutions to integration and post implementation support.

Which of your logistics-related products are particularly popular in the Middle East?

Our enterprise class wireless LAN switches are very popular because they open up the possibilities for companies to utilise various kinds of mobility applications in their work environment.

Our rugged handheld devices, such as the MC9090 series, have been very popular in the Middle East too because these devices can withstand the harsh treatment of heat, dust and rain.

Furthermore, there is great interest in the emerging RFID solutions, where companies are starting to realise the benefits this technology can provide in the logistics and petrochemical sectors.

What are your future predictions for the market?

I believe that RFID tags will definitely become a popular choice in the logistics sector. This technology can provide a new level of realtime inventory visibility with far-reaching benefits that can extend from your warehouse to your entire supply chain.

RFID can be used to automate standard warehouse functions, streamlining everything from processes on the receiving dock to put-away, replenishment, letdown, picking, packing and shipping.

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