Oil & Gas Leaders Magazine: Sustainability Through Innovation in UAE's Oil and Gas Industry

and elevators based on 3 pillars: Segment
Management, Account Development and
Professional Project Management. This setup
allowed the department to understand, build
and communicate specific value propositions.
The Segment Managers are responsible for
strategic steering, product development to close
application gaps and building a strong value
proposition. META Business Developers in E&I
are representing the interface for global accounts
at local levels. They are liasing with accounts they
handle (through their needs, visions and strategy),
and cooperating with the local Hilti project support.
What does your business model focus on?
A professional approach to key stakeholders,
including owners and customers through a tailormade
value proposition in perfect synergy and
approach towards headquarter offices and project
sites.
Mamina Radu-Bogdan
Head of Energy and Industry
META at Hilti Middle East
Mamina Radu-Bogdan, Head of Energy and
Industry META at Hilti Middle East; discusses
the importance of Energy and Industry (E&I),
the department’s strategic positioning with the
integration of Champion 2020 (aims to achieve
sustainable value creation through leadership
and differentiation. Market leadership through
added value for our customers offers products,
services and software that provide superior
productivity and safety to our customers and
differentiate from the offering of our competitors),
as well as their improved business strategy
and changes within the industry based on new
market trends.
When was the META department established?
What was the department’s focus?
The E&I META department was established
in January 2016 - an energy and industry
regional structure with focus on power, oil
and gas, decommissioning, industry, facade,
Few years ago, the E&I segment was strongly
dominated by mega projects with extensive
budgets; where the cost of building was less
important given the potential output of the facility
where each oil barrel was 100 US Dollars.
When did you feel there was a need for change
in your strategy?
Hilti’s innovation was a great fit in this kind of
environment and Hilti X-BT Grating Fastening
solution soon became a standard of building for
many important players. While Hilti was widely
recognized as the problem solver especially in
grating applications in offshore environment, we
understood that we were heavily depending on
our “one trick pony show”, thus being vulnerable.
We needed to make the change towards a more
sustainable model.
How did you adjust your approach to fit the
economical change that heavily affected the
E&I sector?
The 100 US Dollars price per oil barrel will not
come back again. Instead, adjusting ourselves to
fit these economical changes is critical - a modest
approach is visible already today in the energy
sector amongst developers and investors. We