DMY Electric Automation Lightning, which gathers Savior, Na-De and Alga companies active in electric, lightning and automation, each having a brand value on its own, keeps leading the sector with its works. We met DMY Electric Automation Lightning General Manager Mehmet Celal Şahin, who contributed a lot to electric, automation and lightning sector with the products he manufactures and distributes, and drew information about his works.
Can you introduce yourself? What is your position in your company?
I was born in 1962 and graduated from Department of Economics (İstanbul University). Previously, I was working on data processing. I had been the general manager of various relevant companies. In 2013, I became a part of DMY Holding. At first, I was a member of execution board and then I worked as the general manager of Savior Automation company. And then became the sales and marketing representative of Alga and Na-de, companies under DMY. In 2020, we decided to merge these companies. Now, I am working as the general manager of DMY Electric Automation Lightning.
In which fields does your company operate? What kind of innovations do you bring to this sector?
DMY Electronic Automation Lightning is a group company. We have various fields to operate in. We gathered Savior, Na-De and Alga companies under one roof.Savior Automation is an automation company which offers automatic control products in buildings, power plants, water facilities and
other industrial fields (PLC, HMI, power plants, sensors, ethernet switches, DCS, switches etc.), motor
control products (AC motor drives, soft starters) and motion control products (servosystems, motiom
control devices, reductors etc.) and solutions and is Turkey representative of international brands such as Vacon, Weintek (Easyview), General Electric, Trio Motion, Fairford, Panasonic and Molex. With Savior Solar brand, we offer solar energy products and solutions, while we offer color sorting machines for food industry with Savior Makina brand. With its experience of more than 46 years, Na-De is the leader building lightning automation and building communication system manufacturer of Turkey. Our company was founded in 1979 and now exports to 65 countries. It has the Turkey’s third biggest manufacture site for motion sensor and sensor lightning systems. Apart from these, we manufacture more than 1000 product types including lightning products, fire detection systems, video intercom systems and LED lightning products in our Tuzla factories.
“With our Intellsort machines, we are able to sort out bayleaf, peanut,
quinoa, copper wire, coconut and flour.”
To which sectors have you tended recently?
Our products arrive at many sectors such as factory automation, navigation, transportation, aeration, printing machines, filling machines, food machines, plastic injection machines, glass machines, glass-cutting and wood-working. Food machines, plastics, compressors and CNC turn bench are some of our expertise areas. We sell a very wide range of products. We are talking about a market whose export activities touch nearly $30 billion for a year. We offer infrastructure materials to this market. While the
companies manufacture the machines, they design them with our products. And they sell these machines to both domestic and foreign markets. We give them intermediary input materials, which always support these sectors. Weintek has a special talent about this. For the screen controls the machine. Manpower eases the job of the companies in terms of technical support and services. If you attach this product to your machine while you are designing your machine, you can access your machine wherever you go in this world remotely and control easily if there is any problem, if you have to take it in for the service or only some parameters are broken.
Weintek has a software called EasyAccess2, with which you can view all the machines around the world. If it permits, the other party is able to access and look at the machine. One of our latest brands is INVT, one of the leading automation company in China. The company is known for its motor drives. We have a brand called Eurodrive, whose only job is to manufacture drives. Apart from these, we have Intellsort machine, which is useful for mining in addition to sort out the food. This machine is able to sort out the plastic granules. You can sort out any substance you want in waste recycling facilities. This thing went so far that it keeps everything you define with deep learning solving in its memory. You just sort out
anything you do not want. The most important part is the camera. The more the camera technology improves, the more it develops. Once, we manufactured the machines. We have a successful application in TÜBİTAK but this job is moving so fast that we were not able to find the opportunity
to develop its machine, software etc. For now, we are working with Chinese manufacturers but we tell them what to do. Once the product arrives here, we modify it. I mean, we integrate the products with our own knowledge about the applications. Our Intellsort machines sort out the bayleaf, peanut, quinoa, copper wire, coconut and flour.
Na-de is one of the white shoe brands in the sector. Their introduction to electrics market was with door automats. The brand is so famous in this field. Later on, they worked on sensor lightning systems. We bought some part of the company. We improved the company and added new product ranges. We mostly collect spare parts from the domestic market. Then, we place all these parts in raw material warehouse and manufacture when it is necessary. We manufacture for the lightning sector. Ceiling lightning, projectors, emergency exit lightning, sensor lightning and high-ceiling lightning are some of the products we manufacture. We both research and develop and produce these.
We manufacture lightning systems and price panels for fuel stations, which entails a certain approval and registration procedure. Therefore, our products are approved by great companies like Shell, BP, Opet and Lukoil. You cannot open and shut down a price panel as you desire because there are severe
punishments for this. We have video intercom systems and a dual method in this system. We both manufacture them and import and sell them.
“We organize our three main business segments in accordance with both structure and the capital. Thus, we sustain working under one roof as if each of us is a separate company.”
How was your company’s 2022? What are your goals for 2023?
As a company, 2021 and 2022 were good years for us. In 2022, the company grew by 35-50% in dollars. Our market shares are not huge in the markets we operate, so we find more difficulties in expanding and developing our work. If the financing shut outs of the market, nobody will have the power to make business anymore. So, our biggest concern is a possible breakdown in financing. As long as it remains intact, I estimate that we will grow similarly.
Where do you see yourself as DMY? How does the sector evolve in terms of lightning, electric and automation?
We are working with top companies of the sector and following their policies. Of course, there are various orientations. Data processing is slowly going into the sector. For example, I come from data
processing sector and still follow some innovations there. Seemingly, there is a long way to go. For example; we went to Nuremberg automation exhibiton recently and understood that everything is related to software. Turkey also produces software but the softwares in Germany were settled. A few years ago, we did not care so much about the electric spent by the machine. Now, all machine manufacturers build solar energy systems and think of how to lower the price of the energy. For the machinebuyer, the energy to spend after setting up the machine is so important. That machine must be a machine which spends less energy. Some improvements like this will happen.
Can you evaluate after sales services?
We stand behind our products and brands with our after sales services. We have more than 25 colleagues in technical service. This is more intense in Na-De part because we work face to
face with the last consumer there and also we have hotline, a sales support line. We give a guarantee of 2-year for any kind of structural problem in our batteries. Since we make industrial sales more than other, the process goes on industrial after sales services. We give similar guarantees in automation part, too. The validity period depends on the type of the product.
