Mission Statement

Safety and Security Trade Mission to Jordan and Egypt

Amman, Jordan and Cairo, Egypt

April 1-6, 2006

Mission Description

The United States Department of Commerce, International Trade Administration, U.S. Commercial Service, Office of Global Trade Programs will lead a safety and security trade mission to Amman, Jordan and Cairo, Egypt from April 1–6, 2006. The mission will include representatives of U.S. safety and security equipment and supply firms interested in entering or expanding existing business in these Middle East markets. The mission is also open to representatives of U.S. safety and security equipment trade associations.

Commercial Setting

The safety and security industry is booming throughout the Middle East as the region deals with increased security issues ranging from private citizen safety to transaction fraud.   Safety and security product imports to the area have increased 10-15 percent annually for the past few years and U.S. brands are well received by buyers and end-users.

The countries selected for this mission have unique market conditions that make them ideal venues for this industry.   Jordan has traditionally relied upon the security sector to maintain the country’s stability in the shadow of regional upheavals while Egypt is especially concerned with safety and security to ensure continuation of its strong tourism industry.  

This trade mission is scheduled to coincide with two key safety and security shows taking place in Amman, Jordan, Special Operation Forces and Homeland Security Exhibition (SOFEX) and the Rebuild Iraq Expo.   This schedule allows mission participants a chance to see both shows and then continue on to Cairo Egypt for additional trade mission activities.

U.S. companies in the safety and security industry should seriously consider working with the countries throughout this region by offering state-of-the-art technology and equipment that provide the solutions that are being sought.   This trade mission will focus on two top markets for this important industry:   Jordan and Egypt.

Jordan–April 1–4:

Jordan is one of the most stable and secure countries in the Middle East, and the Jordanian Government gives the safety and security sector strong attention.   The local market depends totally on imports, with a market size estimated at $71 million in 2004, and expected growth to be 10-15 percent per year in the coming three years.   The first full day of the trade mission will focus on meetings with key players in the Jordanian safety and security market.

This mission is scheduled so that participants can visit the Special Operation Forces and Homeland Security Exhibition (SOFEX) before official activities begin.   SOFEX, which takes place March 27-30, 2006, is the only show in the region focusing on Special Forces and homeland security technology. This show is an important opportunity for U.S. companies to meet with delegations and visitors from Jordan and across the Middle East.

While in Jordan, mission participants are scheduled to visit the Rebuild Iraq 2006 expo, the key show to connect Iraqi businessmen with suppliers providing a full range of products, including safety and security equipment.   Jordan is the prime gateway to Iraq, with over 1,500 Iraqi companies operating from Jordan.   The Commercial Service in Jordan has staff exclusively dedicated to developing business for U.S. firms with Iraq.  

Egypt–April 4-6:

The safety and security market is doing well in Egypt and it is expected to increase steadily in the coming years.   This market is very much dominated by the Ministry of Interior.   One of the main goals of the Government of Egypt is to participate effectively in the National Program for Technological Development as it relates to safety and security.   The government is looking now for specialized companies working in the field of security and other related business and it wants to become acquainted with the most up-to-date security technology available.

The Ministry of Interior is doing its best to create new horizons for investment in security technology within the Egyptian market to establish advanced industries in this field.   Being abreast of the latest innovations in this market is a primary goal for the police agencies as well as the various companies and corporations working in the field.   Companies with a reputation for cutting-edge technologies will have an advantage here.

As the country works to increase tourism over the next few years, airports and seaports are expected to upgrade security systems.   Police and customs authorities are expected to increase their demand as well.

Best Prospects

Best sales prospects in these markets are access control and alarm systems, electronic surveillance equipment and CCTV, traffic control systems, GRPS, metal detectors and jamming equipment, cargo and airport scanning equipment, holograms for identity purposes, and other products for border control and security. New developments, such as large real estate development projects, both commercial and residential, present important opportunities for burglar and fire alarms. In addition there will be strong demand for security services.

Mission Goals

The objective of this trade mission is to introduce U.S. companies to distributors, public and private buying agents and other potential business partners. The mission will focus on identifying opportunities for sales of safety and security equipment and related supplies. The mission will additionally seek to acquaint U.S. companies with the local market environments for safety and security equipment so as to facilitate their ability to effectively introduce their products to the region.

Mission Scenario

Participants will visit two of the region’s key metropolitan centers. The mission will have access to major countrywide markets, as well as central government officials and U.S. Embassy staff for regulatory and business climate briefings:

Amman— the capital of Jordan.   As a major political, administrative, and business center in the region, Amman is a key distribution center for U.S. products into Iraq.

Cairo—the capital of Egypt.   As the major administrative, political, and business center, Cairo is a key distribution center for U.S. products.

During the trade mission participants will receive:
A) briefings on local safety and security markets in each city visited; B) introductions to potential agents/distributors, facility administrators, and purchasing managers through group events; C) site/expo visits if applicable; D) one-on-one meetings tailored to each firm’s interests; and E) meetings with local business representatives and government officials as appropriate.

Timetable

Recruitment will begin in October 2005 and should be concluded no later than February 15, 2006.   Applications received after that date will be considered only if space and scheduling constraints permit.   The trade mission is tentatively scheduled to commence in Amman, Jordan on Saturday evening April 1, 2006 and then go on to Cairo, Egypt on Tuesday, April 4, where the mission program will conclude on April 6. The precise schedule will depend on the availability of local government and business officials, specific goals of mission participants, and air travel schedules.

Criteria for Participant Selection

Promotional Campaign

Mission recruitment will be conducted in an open and public manner, including publication in the Federal Register, posting on the Internet, press releases to the general and trade media, direct mail and broadcast fax, notices by industry trade associations and other multiplier groups, and announcements at industry meetings, symposiums, conferences, and trade shows.

Costs

A minimum of 6 and a maximum of 15 participating companies is desired.

Contact

Ms. Lisa C. Huot
U.S. Department of Commerce, GTP room 2118
Washington, DC 20230
Tel: 202-482-2796; Fax: 202-482-0115
E-Mail: Lisa.Huot@mail.doc.gov