Friday, 6 June 2014 00:36
Known for exquisite design and workmanship coupled with compelling pricing and value for money, Atom opened its operations in Dubai with a state-of-the-art showroom on the renowned Jumeirah Beach Road on 28 May 2014.
Atom’s first stand-alone showroom in the United Arab Emirates marks the first time a Sri Lankan audio visual company has ever been launched in the Middle East. The opening was a culmination of a journey that started eight years ago which took Atom from Sri Lanka to Korea, China, Bahrain and now Dubai.
Dubai further marked the launch of the brand new Atom Platinum Range, which is due to be launched in Sri Lanka in June 2014. The range includes Atom’s new 65 inch, 55 inch and 49 inch LED televisions as well as the giant 4K Ultra High Definition Smart 3D 84 inch LED television. Given the interest in the Middle Eastern market, the audio visual company is also due to launch a custom built, gold plated unit in October 2014. This will be the first of its kind in the world.
A pioneer in designer innovation in technology, Sri Lankan based AV design deity, Atom has emerged as one of the most innovative brands of LED providers globally. Launched in August 2006 by three local entrepreneurs, Atom has grown over the past few years as a major player in the Sri Lankan electronics marketplace.
“Atom’s secret is pretty clear to everyone we work with – we innovate faster, with the highest grade materials and unmatchable service levels. We make quality and innovation affordable to everyone,” said Atom Technologies Limited Director Ashan De Livera. “We believe that high fashion does not restrict itself to clothing, it extends to technology and your home electronics. What is relevant today is quickly replaced by something better tomorrow. This is why we specialise in shorter production lines and faster product range turnover – ensuring that with an Atom product – you are getting the latest innovation as soon as it is released worldwide.”
With a regional base in Bahrain and through strategic partnership with the Mostafa Bin Abdullatif Group, Atom is ready to take on the competitive Dubai AV electronic marketplace.
“As was the case with several designer electronic brands such as Bang and Oluffsen, Nakamichchi, Libratone and Bose, we believe that there is value in specialising in what you are really good at, rather than diversifying too fast,” explained Atom Technologies Limited Director Asif Jiffry. “This is why we specialise in LED technology but within this niche provide the most diverse range possible. What other name manufacturer can boast of a product portfolio that includes 3D Smart Televisions, Waterproof LED screens, Giant Screens, Touch Screens, Signage Monitors and Video Walls?”
“Atom’s success in Bahrain with the Yakubi Group three years ago was a stepping stone to branch out into the rest of the Middle East. Our strategy there was to focus more on the retail hypermarkets such as SherrifDG, Geeant and Carrefour. However given the potential with the hospitality industry in the United Arab Emirates, we chose to change this around through a strategic expansion opening our own store via local partners, the influential giant the Mostafa Bin Abdul Latiff Group,” said Atom Technologies Limited Director Sanjiv Alles. “Through the store, Atom together with Danish audio specialist Libratone, will be specifically targeting the hotel and hospitality industry in the run up to Expo 2020.”
The Hospitality and Corporate sectors have been a large part of Atom’s expansion strategy even in the Sri Lankan market, having carved a reputation as being able to custom-build specific solutions per industry.
“As a 100% Sri Lankan brand, we control every aspect of the production, ensuring customisation, to enhance the user experience. Our modern service centre and assembly line, further ensures that all our units are well supported and serviced. After sales and support was a key factor, which needed to be included in our international expansion,” added Alles.
Today Atom works with almost every major local hotel chain ranging from Taj, Ramada, Jetwing, Citrus, Anilana, Kingsbury and Best Western to Banks such as Sampath, Seylan, Bank of Ceylon, NTB to international franchises such as Pizza Hut, Dominos, Barista and KFC.