Otis accelerates in emerging
Otis to participate in its World Cup football 2014 in Brazil. The U.S. company will install in Rio escalators and elevators of the legendary Maracana stadium, refurbished for the occasion. Recently it has also equipped the Burj Dubai Khalifa, the world's highest. And he was chosen to implement its latest generation of products to the Empire State Building in New York.
This series of prestigious contracts is part of a long history for the brand created in the 1850s by Elisha Graves Otis, inventor of the elevator. Since then the company has been incorporated into United Technologies, which has other subsidiaries such as air conditioning specialists Carrier or aircraft engine manufacturer Pratt & Whitney.
Otis remains the king of lifts, with 80% of appliances brand in major tours around the globe. What outdo his most serious challenger, the European Schindler, ThyssenKrupp and Kone. "We are the world leader with a market share of around 25%," says Peter Dejoux, president of Northern Europe and Africa at Otis.
Last year, the group continued to race ahead: its revenues ($ 12.4 billion, or 9.6 billion euros) was up 7%, while its profit before tax (2 , $ 8 billion, or 2.2 billion euros) rose by 9%.
400,000 new lifts in China every year
Yet the recent history of Otis is anything but smooth sailing. First, the group has changed its mind. Exit the French Didier Michaud-Daniel, income in the Hexagon head Veritas, the certification specialist. Since mid-February, it was the Spaniard Pedro Baranda is at the helm. In the aftermath, Peter Dejoux took over some of the functions of Bruno Grob, one of the great figures of the company, died suddenly in November 2011. A new management team, while the global landscape of elevators undergoing a profound transformation. "Growth is high (5 to 10%) in emerging countries like China, India and Brazil as the market is spread in France, posting a decline in Southern Europe", illustrates Dejoux Pierre. China, for example, has become the world's largest market for new lifts, with 400,000 units installed each year.
To meet demand, Otis adapt its industrial sites and multiplies in the new El Dorado. The group built an elevator factory in Chongqing, the metropolis of western China, its fourth in the Middle Kingdom. In India, it will triple the capacity of its plant in Bangalore. "We are implementing there partly because these countries are sensitive to what we produced on site, said Peter Dejoux. But, from our factories in China, we serve as the countries of Southeast Asia. "
Moreover, these markets booming, the group has bucked his offer. With Otis brand, it offers high-end products like the Gen2 elevator to consume 60% less energy. But he also established joint ventures with local companies to distribute products from entry level. In India, in Gujarat, it sells brand elevators Trio. Thailand, Indonesia and South Africa, it distributes the references of another elevator manufacturer, Sigma.
In mature markets, the focus is more on maintenance, which often represents nearly 70% of sales. Otis has launched a dozen countries in a service called Elite that can repair elevators and remote … to increase the annual subscription of 200 to 250 euros. Contracts of this type have been subscribed for 80,000 units, a total of 1.8 million elevators maintained by the group in the world.
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