PRESTIGIOUS developments such as Princess Nora University in Riyadh and King Abdullah Financial District (KAFD) have turned to Saudi Electronic Trading Company (Setra) to provide data centres and low-voltage systems to meet their critical requirements. This speaks volumes of the high regard this leading solutions provider in the electrical and mechanical sector enjoys in the Saudi market.

The Riyadh-based company has been assisting companies in the kingdom and the region set up robust data centres to store their valuable data. These data centres are designed, supplied, installed and maintained according to the specific requirements of customers.

Apart from Princess Nora University – the largest women’s university in the world – and KAFD, Setra is currently working on building data centres for Bank Al Jazeera in Riyadh and Jeddah, and STC Awal, and King Abdulaziz City for Science and Technology (KACST). It is also involved in the supply and installation of low current systems at the new National Guard hospital in Riyadh.

In addition, Setra is working on more than 65 projects, 45 of which are expected to be completed this year. This apart, the company expects to start work on 15 other projects within three months.

Setra provides a range of services encompassing:

• Integrated data centre solutions, including electrical works, HVAC (heating, ventilation and air-conditioning), networking, fire safety and security systems, raised floor and ceilings, leak detection systems, environment monitoring systems and civil works;

• Standby power solutions including AC and DC power systems such as UPS (uninterruptible power supply), chargers, batteries, voltage stabilisers and generators;

• Low current solutions including cables, fire alarms systems, fire-fighting, video security, access control, public address, MATV and healthcare systems; and

• Specialised solutions including ID card printing equipment, safety equipment, guard tour system and call recording machines.

It also provides after-sales services, including preventive maintenance, remote monitoring services, warranty services and spare parts.

The company has seen year-on-year growth, having clinched an increasing number of projects each year.

“Most of the sectors in the Saudi market are booming and Setra is moving positively ahead and registering a growth ranging from 18 per cent to 20 per cent each year,” says a spokesman for the company.

Setra has managed to insulate itself from the impact of the global downturn. “While several companies, international and local, were affected by the recession that hit globally, Setra maintained its position in the market and was able to cope with all adversities,” he adds.

To maintain its market share, Setra initiated a number of strategies that have reflected positively on its overall performance. “We launched effective advertising campaigns for our existing products and at the same time introduced new services and products like NEC, Rittal and 3M. In addition, Setra also created a new customer relationship management programme to streamline its interactions with customers, potential customers and sales prospects as well as with its employees.”

Commenting on future prospects, he says Setra is expecting huge opportunities over the coming years, thanks to many emerging sectors like railways, mining, transportation and education.

To tap these growing opportunities, the company has opened two showrooms in Riyadh and Jeddah, and created three new business units. The first one is dedicated to the healthcare sector (nurse call systems); the second is Setra Specialised Solutions for safety equipment, guard tour systems, and ID card printers; and the third business unit is for various telecommunications systems including IP telephony, interactive voice service, voice response centres and voice mail.

Setra currently is planning to open new branches and offices in the new industrial cities like Yanbu and Ras Al Khair. It also poised to achieve ISO 9001 certification shortly.Established in 1996, Riyadh-based Setra has grown considerably since its inception, expanding its presence to cover the most important areas in Saudi Arabia, including Jeddah, Al Khobar, Madinah and Jubail. It has five sister companies in the kingdom and 27 affiliates in other GCC countries, Jordan, Algeria, Iraq and Lebanon.

According to the company spokesman, Setra has a rich database of customers, which has boosted its reputation in the market. It is a qualified and approved vendor with all major utility authorities in the kingdom, including ministries and other governmental organisations, banks, healthcare, hospitality firms and educational institutions.

“Setra is a future-focused company, driven by its values. Its projects portfolio reflects its level of expertise and credibility in the market. Its performance and professionalism position it among the leading companies within its business sector,” he concludes.