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Thinking outside the square
Clipsal has developed an exciting automation product range for the United States market called Square D Clipsal. Launched in 2006, the range is a culmination of the latest designs in C-Bus products specifically adapted for the US market.
Square D, a Schneider Electric company are American market leaders in industrial controls, electrical distribution, circuit protection, related power equipment, systems and services and are widely accepted in residential, commercial and industrial markets. “Square D has been known for the quality, reliability and safety of its residential circuit protection and electrical distribution products for decades,” explained Brad Wills, Director New Business Development for Square D.
Steve Cope, General Manager of Clipsal Integrated Systems (CIS) in Australia and his team are coordinating the rollout of Square D Clipsal in America. Steve explained that Clipsal has had a long-term goal of entering the American market. “CIS has always wanted to go into the US market. After we initially set up in Asia, the UK, South Africa and others, we always felt that we needed to go to the US and compete in that market.”
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Richard King, Clipsal Product Manager at Square D in the United States explained that Clipsal’s great price point, aesthetics and functionality along with positive market research are set to ensure success in the American market. “On an aesthetic level, Clipsal C-Bus scores very highly - just the sight of the product is enough to bring people to the stands.” The other benefit according to Richard is the “easy installation and programming of C-Bus. Many experienced US lighting control installers are impressed with the simplicity and flexibility of the range as it answers many of the problems other current offerings have.” The positive response gives Steve Cope the confidence that the American market will take notice of Clipsal’s offering. “Our offer will no doubt create some market presence, all the big players will notice the arrival of Square D Clipsal.”
Due to the sheer size of the US market, and the fact that the population is largely ready to adopt lighting control as part of their lifestyle at home or the office, the development of C-Bus for this market will benefit other markets too. According to Richard, “A product like C-Bus lives on continuous research and development of newer and better products and all of this requires significant investment by the company. Increasing sales into markets like the US will allow increased and faster product development for C-Bus in all its markets.”
And the future for Square D by Clipsal? According to Steve Cope, “I see a constant demand for new product development coming from the US. We think that the combination of robust technology, great features and high level aesthetics will demonstrate that Square D Clipsal is a major contender in the American market.”
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