SKM Air Conditioning Equipment (SKM), a premier name in the air-conditioning industry, takes pride in the quality of its equipment and calls for more stringent controls on the products that are offered on the market.

The Sharjah-headquartered firm says it is known for its totally indigenously designed and engineered air-conditioning equipment. The company's designs and manufacturing procedures comply with international procedures, having been ISO-9001 certified for more than five years, according to a spokesman for the company.

"We take pride in being able to offer products of superior quality and performance at competitive prices. Whether it is a one-off unit for a hazardous environment, for offshore use, or it is a standard package air-conditioner or fan coil unit - manufactured and sold in volume by SKM, every year - the company's philosophy remains one of total dedication to customer requirements and attention to detail, providing a superior product that is built to last in the Middle East conditions," says Ali Jaber, general manager, SKM.

Quality is the main criterion in a price-sensitive and extremely competitive market, but SKM has stood its ground as a quality product, he says. "We believe that the diversity of our product range is suited to provide total customer satisfaction,'' he says. ''Our definition of this is, that every product sold by SKM should fit the customer purpose and requirement."

Commenting about the market, Jaber says: "It is a price-sensitive market and due to the price war, it is not easy to maintain standards. Low price and quality do not go together. SKM is looking at customers who want quality. We are not in competition with everyone in the market. Our product is positioned to be compete with the best products or brands in the central air-conditioning field."

Central air-conditioning products, which are considered to be capital investments, are expected to offer long-term durability. This puts pressure on the brand to be of good quality and image. Given this scenario and to maintain quality, Jaber feels that there should be a standard of reference and specifications that products should comply with.

He continues: "This can be possible only through the involvement of governmental authorities and/or independent bodies - especially in this market where agents, distributors and small-time manufacturers import products from different countries and put logos from Europe and the US to attract customers.

''At the level of the end-user as well, there is serious confusion. For example, there is a difference between actual tonnage and nominal tonnage. Nominal tonnage is what the machine performs in certain nominated design conditions while actual tonnage is output the machine delivers (performance) at specified temperatures and conditions, which are mainly higher (different) than design nominated conditions.

"SKM makes machines in the Gulf for the world. Our equipment is designed to withstand the severe climatic conditions of this region. We advise customers not to be just price-conscious. The stability of the firm that manufactures this equipment, its durability, after-sales service and easy availability of spare parts are important factors to be taken into account.

"Our greatest success in this field has been in creating a good image for the brand name and building the confidence of the clients. We have a diversified list of clientele ranging from individuals to applications at oilfields, offshore plants, power plants, sewage treatment plants, hospitals, five-star hotels, government buildings, commercial buildings to residential villas. The last sector is under active focus.

"As we enter our 26th year in the business, we would like to further upgrade our range in the chiller field as well. This year, SKM will move into new premises in Industrial Area 13 in Sharjah, which will be the largest construction of its kind in the Middle East. We hope to further improve and create more flexibility in our products, testing plants and delivery schedules in this new facility."

"We sell air-conditioned air, not equipment. We work as partners with our clients. The objective is that the end-user receives quality air-conditioned air, the equipment delivers it efficiently and it fits the customer's purpose effectively," Jaber concludes.