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German power solutions firm consolidates its telecom and power supply business

AvantiKumar | Nov. 29, 2010
Major centres include Penang.
KUALA LUMPUR, 29 NOVEMBER 2010 -- German power solutions provider AEG Power Solutions has consolidated its DC Telecom and embedded power supply activities, formerly Harmer & Simmons, under the Power Solutions brand, said the company.

AEG Power Solutions, which established a major centre in Penang, said the branding initiative is part of a positioning strategy. "The company's entire range of power supply systems and solutions, including high reliability UPS systems, industrial chargers and DC systems, power controllers or solar inverters will be marketed worldwide under the AEG Power Solutions brand. The transition to the new name will be complete by year-end," said AEG Power Solutions chief executive officer, Dr Horst J. Kayser.

This marks the final step of our branding strategy which started in 2008, when all new energies activities and industrial power solutions adopted AEG Power Solutions," said Kayser.

"The choice of AEG Power Solutions as our single, worldwide name for all our businesses brings more legibility and consistency to our strategy," he said. "Our vision and business model is built on the convergence between our two major activities, renewable energies and energy efficiency solutions, into innovative power management solutions for all kinds of demanding applications."

"Our DC Telecom and embedded power solutions are fully part of our energy efficiency solutions business which gathers our portfolio of reliable, high availability power systems for energy, water, transportation and communication infrastructure. It made sense to brand them as such, said Kayser.

Power electronics provider AEG Power Solutions generated revenue of 400 million (US$530 million) in 2009 with more than 1,500 employees around the world. Customers are mainly from the infrastructure sector markets that include energy, telecom, lighting, transportation and general industrial.

 Important milestone

The consolidation of our industrial and telecom portfolios under single, dedicated, global brands marks an important milestone, Kayser said.

It shows that we have aligned our resources and expertise to better serve our customers' specific needs and underlines our resolutely global and integrated approach to our markets, he said.

"The company facilities and sites dedicated to telecom and embedded power solutions activities, including those in Italy, Penang, India and Lannion, France will adopt AEG Power Solutions as their official name by the end of 2010," said Kayser.