You can read the interview published in the July 2019 Issue of MSI Turkish Defence Review here:
Power quality is crucial to the reliability of mission-critical systems, and NOVA Power Solutions has been a power quality solution partner to the Turkish defence and aerospace sector since 2012. This year the company participated in IDEF exhibition for the fourth time in a row and during the show we got a chance to speak with Steve Ziff, CEO of NOVA Power Solutions, and Süleyman Bayramoğlu, Business Development Manager for the Europe, Middle East and Africa (EMEA) Region at NOVA Power Solutions, to discuss the company’s commitment to growth in Turkey.
MSI TDR: Looking at the exhibitors and their booth and displays, what are your observations about the concept of “power quality” and awareness of this concept?
Steve ZIFF: We see awareness and recognition of the concept of power quality growing. On the other hand, though there are many defence system developers-both firms and users who are still unaware of the importance of this concept and need to be educated about it. Therefore, while we continue to promote and market our solutions, our efforts to explain the concept of power quality and create awareness are also ongoing.
MSI TDR: IDEF’19 is the fourth IDEF NOVA Power Solutions has participated in. What kind of improvements do you see in this IDEF event?
Steve ZIFF: In every IDEF, both awareness of the concept of power quality, and our company’s brand name recognition are increasing. At the same time, IDEF is growing, and we observe that the number of potential business partners in Turkey is increasing. In addition, we have also seen a continuous increase in indigenous defense systems and equipment developed and produced locally in Turkey, and the proliferation of the number of firms working on these issues is in our favor. Attending IDEF has enabled us to see this dynamic up close.
IDEF is a platform for us to meet our existing and potential business partners. We have the opportunity to communicate with many people, both in exhibition halls and social areas.
MSI TDR: NOVA Power Solutions has recently established close business associations and collaborations with users and firms in Turkey. Can you tell us about your plans and projections about the future?
Steve ZIFF: We have been operating in Turkey for seven years. At first, we predicted that it would take us some time to establish relationships and raise awareness about power quality in people and firms. We planned and carried our work with this prediction in mind. 2018, was our most successful year. We aim to continue our growth in this way and further deepen our collaboration with the Turkish defense and aviation industry. In the maritime sector, we see an important potential for areas where we have not yet cooperated with companies, government institutions, and military units. We think that we are still at the early stages of our growth in Turkey.
MSI TDR: Can you share some figures about your company’s growth?
Steve ZIFF: In 2018, the Turkish market constituted a 15% share on the turnover of NOVA Power Solutions. I would like to underline that we have reached this number from zero, in about six years. In Turkey, we have delivered approximately 300 systems so far. Since the company’s founding, the number of systems that NOVA Power Solutions has delivered worldwide is around 80,000. Therefore, we think that this figure of 300 can go much higher.
“As the Number of Indigenous Defence Systems Developed Locally in Turkey Increases, so does Our Business Potential”
Süleyman BAYRAMOĞLU: If we take the Turkish Navy, I am pleased to say that almost every ship or vessel that has a system or equipment developed locally in Turkey is employing a NOVA product as one of their subsystems. This is true from submarines to surface vessels, and from vessels like fast patrol boats to mine hunters to large ships like corvettes, frigates and so on. We are even providing solutions to locally developed indigenous systems for platforms that are currently in a building phase by teaming with the system integrators. I am proud to say that, we collaborate in a pleasant and trusted atmosphere with the projects teams of Turkish defence companies, both with system integrators and equipment manufacturers.
NOVA Power positions itself as a provider of the most reliable power solutions, contributing to the reliability of defense systems being developed locally by Turkish companies, either sold as exports or used by the Turkish Armed Forces. Therefore, as Steve has just noted, as the number of locally developed indigenous defence systems increases, our business potential and sales opportunities increase.
MSI TDR: Will your presence in Turkey expand in areas such as maintenance, repair and production?
Steve ZIFF: From the very beginning, we have had this intention and sought to invest in Turkey, as our user-installed base grows in Turkey. Both maintenance/repair and production topics, are on our agenda. At this stage, there are some maintenance and repair-related activities we plan to initiate. As the number of systems that we deliver increases, providing locally-based maintenance and support services for our products has become equally important, rather than providing this service form the US. In this regard, we expect to take some steps this year, and we foresee the domestic production aspect of this to be realized in a few more years.
Süleyman BAYRAMOĞLU: We would also like to emphasize this: Currently, being a US company, we are able to provide rather rapid technical support. We are also happy to see that the level and speed of this support has been to the satisfaction of our partners and users.
MSI TDR: Pakistan has opted to procure MILGEM corvettes, and these ships will be sold along with their integrated NOVA products. How do you assess this development, which is the result of your cooperation with the Turkish defence and aerospace industry? Would you recommend this collaboration as a model to other US companies?
Steve ZIFF: It is a great to see that Turkey has been making tremendous efforts to increase the exportation of indigenously developed defence systems and to see some of those systems/platforms also employ our products and solutions. This enables us to expand our international reach, and for us, this looks very similar to the US FMS approach. Foreign military sales are realized, and our solutions and products are offered and delivered bundled with those systems.
MSI TDR: Do you have a message for Turkish users and the defence industry companies?
Steve ZIFF: I would encourage them to better understand the power quality concept to consider what NOVA Power Solutions can offer them. Power quality is crucial for the protection of critical and high-value systems. We have managed to show this to users and sector firms to some extent, in the context of projects we have worked on. We have accomplished important cooperation s in Turkey and have established important collaborations.
Süleyman BAYRAMOĞLU: As a company, our sole focus is on power quality. We would like to further improve our cooperation and collaboration with systems integrators and equipment manufacturers.. We particularly would like to cooperate with them in the local development of indigenous defence systems, and to thereby contribute in the provision of highly reliable defence solutions to the Turkish Armed Forces and international users.
On behalf of our readers, we would like to thank Steve Ziff, CEO of NOVA Power Solutions, and Süleyman Bayramoğlu, Business Development Manager for the EMEA Region at NOVA Power Solutions, for taking their time to answer our questions and provide in-depth information.