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FEATURE: REGIONAL VOICES Germany


The German economy is the largest in Europe, and seen by many as the driving force for the continent. If that’s the case for the installation market too, then there’s much to be cheerful about in our latest country survey


STATE OF THE MARKET


Do you think


general levels of confi dence in the German installation


sector are higher or lower than six months ago?


2.5% EXTERNAL FACTORS


HOW INFLUENTIAL (EITHER POSITIVELY OR NEGATIVELY) ARE THE FOLLOWING FACTORS ON YOUR BUSINESS?


INFLUENTIAL MOST


More aff ordable technology National economic situation Competitor activity


Regional economic situation


Energy effi ciency/green issues Legislation/regulations


INFLUENTIAL LEAST


Higher – 78% The same – 22%


‘There are new regulations in place especially for educational facilities and projects of the government that force us and our manufacturers to confi rm tariff commitment for the entire production process (even for


production of components in Asia). So we have to confi rm what nobody is able to guarantee.’


DO YOU AGREE WITH THESE STATEMENTS ABOUT THE INDUSTRY? Agree


Neither


Consolidation in the German marketplace means we will continue to see fewer integration companies, but with more employees


There are no signifi cant skill gaps in the German installation sector


In general, German installers are comfortable with the increasing amount of IT networking in AV installations


0% 20% 40% 54 June 2014 60% 80% 100% www.installation-international.com Disagree Strongly Disagree


Annual GDP growth, Q1 2014 Source: Trading Economics


0% Budget defi cit, 2013


(as share of GDP) Source: Trading Economics


ENTERING THE MARKET


WHAT ADVICE WOULD YOU GIVE TO A MANUFACTURER LOOKING TO ENTER THE GERMAN AV INSTALLATION MARKET?


‘Be able to confi rm national tariff commitment, be cost


eff ective, and supply a high level of product quality, energy effi ciency and reliable technology.’


‘Build your own distribution.’ ‘Find a very good local representative/distributor.’


‘Off er reliable and energy-effi cient equipment with high quality for a realistic price performance.’


…AND TO AN INTEGRATOR LOOKING TO ENTER THE MARKET?


‘Look for the niche level products fi rst, try to focus on higher price products. Build strengths on IT.’


‘Have knowledge of national and EU regulations.’


‘Establish a good network incorporating planning offi ces.’ ‘German speaking is necessary.’ ‘Knowledge about networking.’


DESIRED CHANGES


IF YOU COULD CHANGE ONE THING ABOUT THE WAY THE GERMAN


INSTALLATION MARKET WORKS, WHAT WOULD IT BE?


‘Reduce offi cial regulations and limitations.’ ‘Tender work for high price projects.’


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