Dyson as a brand is known for its engineered products. Way back in the 1980s, James Dyson became the pioneer of the world’s first bag-less vacuum cleaner. Since then, there has been no looking back for the brand. Having been part of the Middle East market since quite a few years, the company recently hosted a networking design event to showcase the latest professional products for businesses from the technology company. This was Jake Dyson, Chief Engineer and lighting inventor at Dyson’s, first trip to Dubai and he was on hand to meet the industry group.
Clean Middle East caught up with Jake Dyson after the event for an exclusive interview…
Why did you decide to launch Dyson in the Middle East? What prospects does this market have for the brand?
We opened the first Dyson Demo store in the region last year. We’re excited to bring our latest technology to consumers here, as we hope it will make a meaningful difference to people’s lives. The Dyson Supersonic hair dryer has been particularly well received. We offer complimentary blow dries in the Demo store, so consumers can fully discover the product, and the technology inside it, before they buy.
How do you market and distribute your products in the region?
At Dyson we see ourselves as engineers, not marketers. We prefer to let our technology speak for itself. Our focus is on creating products that solve the problems that others often ignore.
What kind of research goes into your products?
We spend £7million GBP a week on research and development and employ more than 3,500 engineers and scientists worldwide. It’s only when we’ve developed a novel technology that works better than anything else that we start to create a product around it. Our digital motors, which are among the smallest yet most powerful in the world, are a good example. We’ve been developing motors for nearly 20 years, and they have enabled us to create hand dryers that are actually effective at drying hands, a quieter hair dryer with the motor in the handle and cord-free vacuum cleaners that perform as well as plug-in ones.
What are the various products that you have on offer for the business sector?
LED lighting, hand dryers, air purifiers and hair dryers are the technology that we offer businesses. Our Cu-Beam suspended lights and CSYS task lights provide powerful light, precisely where it’s needed. By using heat pipe technology to cool LEDs, we are able to achieve a longevity that many others cannot. Dyson Airblade hand dryers use high-speed sheets of air to physically remove water from hands, rather than relying on heat and evaporation which is a slower and less hygienic method.
Tell us about your latest technologies in the hygiene sector.
The new Dyson Airblade Wash+Dry hand dryer enables users to wash and dry their hands at the sink, quickly and hygienically. Its multi-function design helps to save space in the washroom and ensure that waste water does not end up on the floor, as the user does not have to transition from the hand washing area to a separate hand drying area.
With our technology for businesses we aim to help improve efficiency while providing an excellent user experience. Our hand dryers are cheaper to run and less environmentally impactful than paper towels, while our LED lighting provides light just where it’s needed, helping to light a space with fewer fixtures and reduce energy use.
Tell us a bit about the James Dyson award – who are you looking at to be the recipient of this award. What do you foresee to be a direct result of the award?
The James Dyson Award is an international student design award, which recognizes inventions that meet the wide brief ‘to solve a problem.’ I was excited to announce the arrival of the award in the UAE, during February innovation month, and I can’t wait to see the entries that we receive from students in the region. Our aim with the award is to recognize the best ideas, and to encourage more young people to be inventive.
What lies ahead?
Following the opening of the first Dyson Demo store in the region in Dubai Mall last year, we are excited to continue to bring our latest technology to consumers in the region, and to hear their feedback on our machines. We hope to make a positive difference to people’s lives with our products.