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Established in 1901 with headquarters in Belgium, Zenitel is an international market leader in integrated communication solutions where fast, reliable and secure communication is essential.  The firms customers are professional users for whom communication is critical because life is at risk or money is at risk.  Zenitel systems are therefore in use around the world in many fascinating environments: with the captain on the bridge of a ship in the middle of a storm, with a police officer driving to the scene of a calamity, with a bank manager making a crucial financial transaction, or the prison officer faced with a riot among the prisoners.  The firm provides instant communication -- communication that is critical.
From the CNN Center and Capitol Hill in the U.S.A. to Europes largest underground motorway system Sodra Lanken in Sweden, all Zenitel Business, Industry and Public Safety customers are offered efficient, tailor-made solutions.  Uniquely, Zenitel offers the customer in question a solution that meets the most demanding specifications, basing this solution on the technology -- or combination of technologies -- that gives the best possible result.

 WHEN SECONDS COUNDT

In a hospitals operating room, when seconds count and there is no room for error, a telephone simply can not do what intercom can -- loud-speaking, instantaneous, hands free access to those who need it.  When it comes to building security, where there is the potential for violence or emergency situations, Zenitel provides reliable security communications for parking areas, entrances, elevators, stairwells, walkways and areas of rescue.  When protecting life, assets and property, commu nications must be clear and always reliable.  The same applies to police forces, fire brigades, ambulance services and defence.  Officers on duty, in action, can not rely on wireless or wired communication systems that work almost always.  They simply must work -- always -- and be a resource they can trust unconditionally, even in group communication.

ADAPTING TO MARKET NEEDS

The 7 July 2005 London bombings and the attempted bomb attacks on July 21 shocked the world.  The world around us is globally becoming increasing unsafe and more violent.  The need to deal with this more effectively is therefore at the top of everyones priority list.  For example, one of the lessons that emerged from the events of 7-7 was the need to establish better communications within and between the emergency services, even back to their control rooms.   Zenitel has chosen to operate at the cross road of these two worlds -- communication on the one hand, security and safety on the other.  In todays world, Zenitel believes that the needs of the customer are growing increasingly complex and is prepared to help them with these issues.  This is a world Zenitel believes in, a world which Zenitel will continue to invest in, amongst others through the new STENTOFON intercom platform and through the wireless TETRA networks that Zenitel builds and operates.

ADAPTING TO BUSINESS CLIMATE

The last few years have seen tremendous change for Zenitel.  The changes, although not always obvious, have been profound.  In October 2005, Zenitel reorganized the company from two former detached business units into one company serving all needs.  Many initiatives now come out of the company that drive towards integration, where combined offerings are either asked for by the customer or Zenitel has offered the expertise and products from across the Group to ensure the best possible solution for the customer.  As a result, the Zenitel of the future is already starting to look very different to its past.
In 2005 Zenitel realized an increase in turnover of 6.9% to EUR 125 million, thus building a stable customer base.  The supplier believes the necessary actions have been taken and the investments in the new building blocks are very promising indeed.

All in all, Zenitel delivers critical communication solutions.  This is the focus.  Zenitel brings this to market through three channels.  Firstly, the provider delivers products, secondly it is a system integrator on projects, and thirdly it runs its own networks.

Cutting-edge Products
Zenitels most important product is STENTOFON.  Whereas a telephone is used for general communications, intercom adapts to a specific situation, seamlessly integrates with other security audio systems and provides absolute dependability in a critical situation.  A highly dependable platform for critical communication, a lot of functionalities may be hidden, such as call forwarding, call prioritisation, group call, logging and hi-fi voice quality.
Through an effective R&D department, Zenitel systems fully recognize both the human and machine elements of system integration, providing access to the full power of the building security and management system, and a huge range of pre-programmed adjustments enable the system to perform exactly as intended.
Then, when it comes to specialist stations and terminals, a large number of specific applications are catered for.  Together, the system becomes perfectly adapted to the application in which it is used.  The functionality is optimized to the human needs, and the system is as simple and as reliable as it can be in its critical environment.

Using open standards such as SIP and Web 2.0 services, AlphaCom E connects other systems to create a cohesive integrated solution  (Photo by Zenitel)

Project System Integrator 
Another area where Zenitel is a successful supplier of fast and reliable communication solutions is metro systems and confined areas like tunnels and parking areas.  As an independent system integrator, Zenitel offers integrated solutions that may include data, voice, multimedia and Internet services.  For decades, Zenitel has been a leading turn-key communications partner for metro operations and confined area facilities with a vast number of implementations.  For example, over 100 tunnels in Norway operate using Zenitel designed solutions.  In 2005, Zenitels competence center for confined area solutions, Zenitel Radioteknik in Sweden, completed the design and development of a band selective TETRA repeater.  This high-tech, state-of-the-art TETRA repeater offers unique features which are now being applied into a number of special coverage locations, for example, Copenhagen Metro, the Police Amsterdam, OKG Power Plant, Sweden and more.

Zenitel Networks
Zenitel networks are based on the TETRA protocol and offer a wide range of features providing flexibility and allowing for competitive market conditions.  They enable the customer to make that one vital call, even under the most demanding circumstances.  Typical users are and can be private and public transport, industry, city guards, security, or anyone else with a need for professional and flexible communication.  Zenitel has built up vast digital experience in Europe and is a forerunner in the migration of radio systems from analogue to digital.  Further still, Zenitel, together with Motorola, implemented the first commercial TETRA network in 1997 at Gardermoen Airport, Norway.  In order to fulfil its mission, Zenitel provides and integrates all essential parts and components of the TETRA chain, like networks, applications and devices, into a working, mission-critical solution.  In the Caribbean, Denmark and the Netherlands, Zenitel either operates, or is building, its own or its customers network.

STENTOFON AlphaCom E
Zenitel introduces the new generation STENTOFON AlphaCom E solution -- a clever solution that offers both existing and new Zenitel customers added value through the use of IP technology as well as easy integration to the IT environment.  Increasingly, businesses are recognizing the value of IP as a cost-effective tool to communicate and manage information.  Businesses can use IP networks to improve communications between individuals and systems, and to manage the administration of equipment, devices and personnel more efficiently.  However, when discussing IP in the communication and security business, it is important to distinguish between Voice over IP (VoIP) and Critical Communication over IP.

1st System to Provide CCoIP
VoIP simply allows voice communications to be transmitted over a data network, and can deliver cost-savings by eliminating charges associated with long distance calls.  Critical Communication over IP (CCoIP) meanwhile employs VoIP, but goes an important step further by bringing new IP services, applications, and capabilities to the customer.  The AlphaCom E solution is the first professional communication and security system providing Critical Communication over IP.
How does Zenitel apply this powerful, flexible and pervasive technology in safety-critical applications where reliability and predictability are the watchwords?   Zenitels results are surprising.  Not only are the reliability issues of IP solved, but something extra is created -- Zenitel provides open standards, interop- erability between systems and the possibility of sharing resources.

Unique Technology
The AlphaCom E solution combines the best of the present advanced AlphaCom system with the latest IP, Linux and embedded networking technologies.  When entering the IP world, Zenitel has made no compromise.  The solution provides the complete set of existing services, quality, reliability and security characteristics for which AlphaCom has always been recognized, but some of the special features it brings into the IP domain are wideband audio, a built-in firewall, integrated Web server, and low latency switching.  In addition, a new set of innovative services have been introduced to improve cost efficiency, service capabilities, and system operation.  Customers already using an AlphaCom may continue to use the existing equipment, thereby capitalizing on equipment and competence.  The solution provides full backward compatibility.  It is possible to mix the new generation IP stations and services with the traditional stations and services and the system can be built and expanded according to the customers pace.

Integrated Concept

There can be no argument that an integrated building like a hospital is the safest and most secure environment for patients, visitors and staff alike.  Implementing the latest technology and integrating each system -- and in particular the integration of intercom to paging, personal alarm system and CCTV -- can help reduce the frequency of attacks on staff, increase evacuation speed when there is a fire or bomb alert and provide discreet alarming to prevent wide spread public panic.
One important characteristic of the STENTOFON system is the special purpose stations, and in particular the Operating Room (OR) Master Station.  This station is designed specifically for a hospitals operating room and allows for loud-speaking hands free communication without breaching the sterile zone.  All stations regardless of the environment can control access, parking and logging events, bringing together the hospitals crucial data and telecommunications to create an integrated, easy to maintain system.  Even laboratories and units spread across one site or even geographically spread across many miles, benefit from direct communication.
AlphaCom E can also be integrated with almost any type or number of third party products, including both hardware and software.  So no matter what kind of platform the building may have already standardized on, the company is able to fully exploit the comprehensive potential of an integrated STENTOFON system.  Zenitel regularly receives comments from partners and customers on how they can talk to customers about AlphaCom E in a different way -- the solution is superior, unique and technologically advanced? ?owerful too?they comment, AlphaCom E allowing important processing power or extra capacity to be harnessed.  

STENTOFON dealers from over 25 countries and 5 continents recently met in Dubai for one of Zenitels most important product unveilings: the highly regarded Zenitel IP Substations.
Designed to deliver CCoIP, the IP stations are fast to install and easy to maintain, connecting to the AlphaCom E node via the IP network, they can be plugged straight into any point in the network or moved instantly.  Zenitel newly introduced stainless steel IP substations are tested to withstand vandalism and the harshest of environments.  Further more, to allow for custom design, the station electronics are available as a kit.  The IP Station Kit, like all STENTOFON IP stations, features high audio bandwidth and can be integrated into any scalable IP solution, from two to 000s of stations.

Despite the technological advances of IP, Zenitel is committed to supporting both IP and traditional systems in order to provide the best possible security audio solution to the customer.

Brands
Zenitels brands have given the company a reputation for providing the most reliable, superior communications for the worlds most demanding environments.  Brand building is important for Zenitel, and the company has established a portfolio of brand names that have won broad market recognition over the years.  You are already familiar with some of Zenitel? renowned brand names:  STENTOFON, VINGTOR, STEENHANS, RING-MASTER, SAIT, M100, ASACOM, MCCN, CHUCHUBI and RADIOTEKNIK.

Customer satisfaction is very important to Zenitel so the company offers a full suite of services including contractual repairs, corrective, preventive, proactive and design-out maintenance.  By using the expertise that exists within the company, Zenitel creates unique added-value service solutions, becoming a niche player in the Service market and creating win-win strategy for customers and themselves.

Zenitel country offices around the world provide full solutions to its customers and in the case of its distributors and system integrators; it delivers marketing and technical support to help them do their utmost.  Zenitel is also building strategic alliances with important global key accounts in the security management world, jointly developing and launching fully fledged security management solutions for building security and other applications.

Zenitels people  (Photo by Zenitel)

Voice contact between people has been the most important form of communication since the origin of mankind.  And as long as human society exists, it will continue to be the most important form of comm unication.
Effectively developing, producing and marketing products, system integration and networks for critical environments, Zenitel transmits true-to-life human speech, contributing to the security and efficiency of the employees, the profitability of the end users organization and enabling an individual to make that one critical call.
Zenitel serves a global customer base, provides a combined portfolio and solves any problems users or customers may have.  Zenitel customers return time and time again.  This is the amazing formula for Zenitels success.

Zenitel operates its business at the crossroad of two worlds -- communication on the one hand, security and safety on the other.  Based on its skilful employees and accumulated know-how over 100 years, Zenitel has been meeting growing customer needs for communication and security through its new intercom platform and the wireless TETRA networks.  Sunny Kim, Editor of SecurityWorld INT, sat down with Erik Hoving, CEO of Zenitel to discuss his management philosophy and companys vision.

Erik Houing, CEO, Zenitel

Q. What is your vision of the evolutionary phrase of integrated security management?

I believe the first stage in managing security is to make sure the people you don? want to get into the building can? get in -- this is intrusion alarm and access control.  However, if someone really wants to get in, they will, so the next stage to be developed is the monitoring of those individuals.  This business is CCTV.  Now we have the cameras and the monitoring room but that is still not good enough, we need to be proactive.  So with a face on camera, the next step is to process that picture against the database of potential terrorists in order to find a match.  For us at Zenitel, the last stage is what we call the interactive step and this is when you combine CCTV, building security access, image control and voice, it is the world we see before us today.  Also at this interactive stage we see STENTOFON inside every security management solution.  This is my vision of STENTOFON in the future.

Q. Could you tell us some of the competitive edges that differentiate Zenitel services and products from its competitors?                    
We have many competitive advantages but nearly all of them are based on our deep knowledge of our users, technologies and the industry.  We?e always focused on our users, and what makes and breaks them.  We have key industry differentiators with our STENTOFON solution and we have the knowledge to bridge the technologies: Hi-Fi, intercom, radio, public address, telephony and security management integrated.  Our leading engineers are always ahead of the game, taking the next step by bridging traditional technologies with IT/IP technologies.  Because of their capabilities, Zenitel is moving from the telecom business into the IT world and bringing with it the audio element.  We have made strong foothold in integrating systems.  We don? want a CCTV; we want to integrate a system with CCTV!  We just want the critical communication slice of the market.  This is our focus and it is the only thing we focus on.  Zenitel of course also owns one of the worlds best security brands, STENTOFON.  This is our competitive edge.

Q. Please introduce your management philosophy to us.  What could be the driving force that made the company one of the big security names?

There are basically two things that we always stick to.  One is focus and dedication to voice and critical communication.  The other is innovation power -- raising technological standards and capabilities. 

Q. Please introduce your current sales networks around the world.  And also tell us about the marketing strategy that Zenitel is uniquely adopting for success.

In some of our home countries we have our own presence, in most of the other regions in the world we work through distributors and system integrators.  Zenitel country offices provide full solutions to our customers and in the case of distributors and system integrators; we deliver marketing and technical support to help them do their utmost.
Further still, more and more we are building strategic alliances with important global key accounts in the security management world to jointly develop and launch fully fledged security management solutions for building security and other applications.
Our marketing strategy focuses on two key areas: the focus and value we bring to the end user and our branding of STENTOFON.  We want to be as close to the market as possible to make sure we can bring our innovation to the customer.  Our engineers are heavily involved in the process -- we want our technological capabilities to fit.

Q. What do you think is the next challenge facing you?

I think the most important challenge is very phil- osophical; it is for those who don? understand that they really need secure communication; we really need to convince them that they need it.
There are buildings and ships being built every day by PABX communication solutions.  There may not be anything wrong with the solution, but the chances are the architect wasn? aware of the other options available.  Today there are many more options and opportunities, we must educate and then our next challenge is to cope with the growth.  Production already cannot keep up!  We are selling more than we estimated at the right price.  Zenitel is an important player in the security business, but we are still small.  We expect our sales to go up, but they could go up more than we imagined.   
Our biggest inhibitor is the standardization of technology.  To counteract this, in 2007 we will bring our understanding of the technology closer to the customers, with the help of our distribution partners, so together we can solve our future problems and meet their needs.

Q. Last but not least, please comment on the mid- and long-term visions Zenitel has now.

Zenitel is a company of people with a deep knowledge of our technology.  It is in our heart.  Zenitel will bring that vision to the customers through business models that yield the right benefits for both the customers and for Zenitel.  We are a knowledgeable company that will continue to develop the necessary elements for the customer, like STENTOFON AlphaCom E and our TETRA networks.
We will continuously focus on the Critical Communication part and many years from now our end users will probably outsource most of their security management requirements.  Like many other industries, for example, IT, we will agree service level agreements and the whole becomes outsourced to complete management companies.  Zenitel is inside this integrated solution and will provide the service level agreements they need, focusing on the Critical Communication part.  Our long term vision is based on audio, to talk.

For more information, please send your e-mails to swm@infothe.com.

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