APC claims counterfeit product in Ethiopia


Following a claimed prevalence of counterfeit UPS (uninterruptible power supply) products that carries APC’s brand, the American energy management company deployed two of its management staff to Ethiopia in a bid to find solutions to the problem.
“Fake products are damaging our image. We plan to fight the problems that arise from counterfeit through two ways. Enlarging our product channel so that consumers have a reliable channel that provides genuine APC products which will isolate bad players in the market and enforcing legal measures,” said Christian Bertrand, APC’s Vice President for Middle East and Africa. The company is also planning to select authorized dealers on the basis of commercial and technical capability. Those who fulfill selection criteria will receive trainings at the company’s training facility in Dubai.   
“We do not fight counterfeiting on the basis of price. We provide our clients with premium quality products with full package. It better to buy premium products at higher prices and acquire long lasting service than fake ones which entails recurrent investment over time,” argued Thierry Chamayou, Business Development Director at APC Office for Middle East and Africa.
APC has one partner and three distributors in Ethiopia. However, following the planned move of the company to fight counterfeit, the number of resellers is expected to grow.   
The American Power Conversion (APC) was incorporated in March 1981. It was founded by three electronic power engineers who were working in the Massachusetts Institute of Technology. At the time, the development effort of the researchers was focused on solar electricity. However, within few years the government funding and incentives for solar energy development began to dry up. In response to this incident APC shifted its focus to power protection, introducing its first UPS in 1984, the 750.
By 1980s, it was well known that computer systems required back-up power solutions. It was quite common for a mainframe computer to have a large UPS and generator installed. Industry trends involving personal computer convinced APC management teams the need to produce smaller UPSs for market that include personal computers, PC servers and their networks.
Over the years, APC has developed product that offers four targeted areas: Home/ Office; Business Networks; Access Providers and Data Centers and Facilities.
APC completes three strategic acquisitions which provide entry into new markets including power market for communications equipment; the cable and connectivity market for home and business IT applications; and the precision cooling market for data centers and communications equipment in 2000.
The company employs more than 5,000 people worldwide whom enabled it to wins over 100 awards globally for its products and business excellence in 2004 alone. It introduces over 155 new products including Power Chute software which revolutionizes power management. In February 2007, Schneider Electric Group acquired APC forming its Critical Power and Cooling Services Business Unit.