Daisy Data Displays of Mechanicsburg continues to expand globally with a newly announced strategic partnership with the ASH Group, headquartered in Saudi Arabia.
Daisy caters to industries as diverse as life science, food processing, defense, oil and gas, and flight simulation, and their new partnership is expected to boost the company’s foothold into new markets.
“We are thrilled to partner with the ASH Group to bring our cutting-edge technologies to the Middle East and North Africa,” said David Shefet, President of Daisy Data Displays. “Their extensive network, local expertise, and dedication to customer satisfaction make them the ideal partner as we expand our reach in these critical markets.”
Founded in 1982, Daisy manufactures ruggedized industrial computer hardware built to withstand demanding and extreme environments, from labs and processing plants to assembly lines and battlefields. Some of their products are even described as battle-tested and “explosion-proof.”
“This collaboration represents a significant step forward in strengthening the economic relationship between the United States and the Kingdom of Saudi Arabia,” added Greg Dubin, Executive Vice President of Strategy at Daisy Data Displays. “By combining our proven solutions with the ASH Group’s deep market insights and reach, we are poised to deliver unparalleled value and innovation to our customers in the region.”
The ASH Group, which stands for Abdullah Saleh Al Hamdan Trading, includes companies specializing in oil and gas, industrial robots, instruments, maritime services and ship repair. Founded in 2006, the company maintains offices across the Kingdom of Saudi Arabia (“KSA”), Kuwait, Egypt, and the nations of the Gulf Cooperation Council.
The ASH Group will serve as Daisy’s exclusive representative and distributor across the Middle East and North Africa region (“MENA”). This will include KSA’s domestic defense and aerospace sector, advanced manufacturing facilities, decarbonization efforts, cutting-edge life science research and production, and large-scale utility and infrastructure projects. Daisy announced that while the initial focus of the partnership will be on applying solutions and expertise to support KSA’s energy sector, it quickly became clear how much of the Kingdom’s Vision 2030 development goals aligned with the industries supported by Daisy. (“Saudi Vision 2030” aims to diversify the Saudi economy away from its historical reliance on oil and gas and to bolster the Kingdom’s cultural programs and heritage sites).
“We are impressed with Daisy Data potential and capacity,” said ASH Group CEO Ahmed AlZahrani. “We are committed to introducing MENA region to the best in durable industrial computer and display solutions equipment.”
The Daisy-ASH partnership was formalized at the Offshore Technology Conference in Houston, Texas. The signing of the agreement was presided over by the US Consul General in Dhahran, James Sindle, and Senior Commercial Specialist Mohammed Shujauddin.
Pennsylvanian Home, Global Workplace
“What Pennsylvania offers is an ecosystem where we run our operations affordably and find the talent required across all levels of our company to thrive and grow,” said Greg Dubin, Executive Vice President of Strategy at Daisy Data Displays. “Our state possesses the unique combination of a rich manufacturing culture and some of the best universities in the country, if not the world. To successfully engineer and manufacture highly-technical products like ours, this intersection has been critical.”
“We began proactively pursuing international markets only about two years ago,” added Dubin. “In that time I have also visited UAE, Bahrain, Israel, Romania, Poland and now KSA.”
“One of the reasons we chose to focus on KSA is that each of our core product lines align with the industries and infrastructure projects outlined in their aggressive development goals. Moreover, that capital investment occurring in KSA is in many cases an order of magnitude higher than among counterparts in North America,” Dubin observed. “It’s very possible that a year from now, we could need 10+ employees to support this increase in production.”
International Network with Local Support
Daisy Data Displays gives much of the credit for its international expansion to assistance from the US Commercial Service, Harrisburg (part of the federal Department of Commerce), the Pennsylvania Department of Community and Economic Development, and the World Trade Center Harrisburg. Daisy’s Greg Dubin shared that finding an international partner can be an uphill challenge without support.
“Our products are highly technical and are customized for complex operations in very challenging environments,” said Dubin. “The sales and distribution partners that are successful with us typically have strong engineering backgrounds and are familiar with long sales cycles. Moreover, we were looking for a partner that already had technical capabilities and resources to provide service, repairs, spare parts and technical support in-country. Finding these types of partners is challenging in the US, so you can imagine what it is like trying to do so from across an ocean. I don’t believe I ever would have found them on my own.”
“It has been a privilege working with Greg and Daisy Data as they expand their overseas partnerships,” added Nic Cervantes, Director of the U.S. Commercial Service at Harrisburg. “Their commitment offers a roadmap for companies looking to leverage local resources and assistance to expand in the international marketplace.”
The US Commercial Service, Harrisburg offers a variety of services, events, and workshops for Pennsylvanian businesses. Leading up to Daisy’s partnership with the ASH Group, the US Commercial Service assisted with vetting and introducing the two commercial partners, a service that can be especially valuable when navigating international markets.
“Greg and Daisy Data have worked with the Commercial Service for several years as they continue building international partnerships,” Cervantes added. “Utilizing our Gold Key Service and additional assistance from local partners, they have created a roadmap for companies looking to expand in the international marketplace.”
What’s Next for Daisy?
“What is really exciting to us though is all the new applications for products, due to the demand for real-time data and AI processing,” shared Greg Dubin. “Our niche is reliable computing in extreme, remote environments where connectivity is never guaranteed or cloud servers aren’t fast enough. For example, in the past, a military vehicle may have had one or two small computers for navigation or to control a weapons system. Today, nearly every vehicle in development is more or less a mobile supercomputer, constantly collecting, analyzing and relaying information from countless sensors. The vehicle systems we are designing now include multiple large format displays, multi-gesture touchscreens, gateways, servers and much more powerful hardware.”
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