MOBA Mobile Automation AG (UK) - In the three years since its foundation, MOBA Mobile Automation Ltd. has established itself into the market – both in the field of measurement and control technologies use within the construction machine control applications and additionally with its identification and weighing solutions for the waste management markets. “We have succeeded in entering and developing new markets. With the commitment of our employees and the support from our parent company MOBA AG, we have been able to gain new customers and partners within the UK markets, and we now have steady growth in both of these business sectors”, states - David Shelstad, designated Managing Director of MOBA Mobile Automation Ltd.

MOBA UK started in 2010 as a small sales office in Buckinghamshire, UK with Alastair Brown and Ian Lewis. In 2011 the MOBA subsidiary moved to more suitable business premises which is today the UK headquarters located in Haddenham, Buckinghamshire where the company has both an office administration and a full engineering workshop to equip waste disposal vehicles. The team has now grown to six people which is shortly to be expanded to eight people, and now offers a growth in technical expertise and service capacities in the markets that MOBA UK serves.

New management team from 1st of September:
From 1st of September MOBA Mobile Automation Ltd. Will expand its internal structure. “Due to the growth of our UK business we have decided to restructure the responsibilities within the operation to offer our customers and potential partners the most efficient support and assistance moving forward”, comments Ian Lewis, designated General Manager MOBA UK.

David Shelstad, MOBA’s Vice President for International Sales will take over the management of the MOBA in Haddenham as Managing Director. Ian Lewis will become General Manager & Sales Director for both the Construction and Waste Divisions and responsible for all the operational management. John Allen as Service Manager will concentrate on the service and installation aspects primarily within the Waste Division. Rob Newell as Business Development Manager UK North will focus his activity within the construction sector and a new team member Tim Case with a high level of experience within the machine plant control sector will join the company in August to take over the UK Southern regions within the construction market. Office manager Susan Anderson-Lewis will get additional responsibilities in the office. With this developing team MOBA UK are firmly positioned to expand its future growth backed up by a professional service support structure in both the industry markets of waste & construction. The current Managing Director Alastair Brown, who made an important contribution in building up MOBA UK leaves MOBA to take up new challenges.

Construction market UK: High importance of rental business:
MOBA has managed to develop its position in a highly competitive market and established strategic co-operations with partners such as Clee Hill and Flannery Plant. Of specific importance in the UK market is the large activity within the machine rental business. Approx. 80 percent of all construction machines are located in the rental business. MOBA offers 2D and 3D leveling and control systems for a wide range of construction machines. The most important systems for the UK market are within the earth works where these systems are used on a daily basis.

Additionally MOBA’s global strength in its paver and road leveling systems will allow the company to develop this particular aspect of this specialized market working through the Highways agency with leading main highways and sub-contractors such as AI.

Waste management market: Successful market entry
After product changes which were necessary to fit the UK’s specific market requirements, MOBA succeeded in gaining its first orders in early 2012 and are now growing the volume of this business forwards. Up to now, over 30 waste disposal and bulk tanker vehicles are running with MOBA solutions with on-board weighing, RFID bin Identification and GPS tracking. Since 2012 John Allen has supported Ian Lewis with his key expertise in the installation and service products onto waste disposal trucks. An additional competitive edge from MOBA is the fully equipped engineering workshop, where the team can fit the vehicles with MOBA’s weighing and identification systems. “Additionally, we offer our customers a great deal of service and technical support. This means we care about their requirements and problems. This is a point of great importance in the market”, says Ian Lewis. MOBA will also be present at this year’s RMW 2013 at the NEC in September where a new front loader waste vehicle with full European approved weighing and bin Identification will be shown for the first time in the UK market.

Preview
“Our challenge for the future is to convince more and more potential customers with our high reliability and accurate solutions and to gain more market share despite the difficult economic conditions that have been present in the UK over the last few years. For this year we are striving for a doubling of last year’s sales numbers“, confirms David Shelstad.

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