Jeremy Palacio, a telecommunications engineer and graduate of the Polytechnic University of Valencia and PDD at IESE, joined the company in 2007. He has evolved exceptionally from the start, taking on roles such as director of the UK sales subsidiary. In 2011, he joined the management team to reinforce the company’s internationalization strategy, first as assistant international sales director and then as international sales director.
After providing valuable leadership in that area, he was appointed as managing director of Fermax Electrónica in 2015. Since then, he has been working to help Fermax remain a leader in the sector while adapting to its changing surroundings.
How important is the brand to your company’s strategy?
The FERMAX trademark, which contains the first two letters of founder Fernando Maestre’s first and last names, was registered in 1952.
Since its inception, the company’s path and progress have been guided by family-business values and an emphasis on specialization and innovation, allowing it to quickly become Spain’s number-one manufacturer of audio door entry and video door entry systems.
Fermax’s brand strategy encompasses three fundamental aspects: the importance of product design, constant technological innovation and the pursuit of excellence in customer relations.
The brand is our most prized intangible value. It represents not only what we make, the products, but also the people who work at our company in Spain and abroad. For this reason, it’s important for us to dedicate the necessary resources to maintain our presence and recognition on the global scale.
You compete in the global market. What are your competitive advantages opposite other international groups?
Our most important competitive advantage is our vast global presence. We have six international subsidiaries (France, the United Kingdom, Belgium, Poland, Singapore and China), four representative offices (Turkey, Colombia, Dubai and Portugal) and an extensive network of distributors and partners in more than 70 countries. The employees at Fermax are the backbone of our company and largely responsible for our success.
At the same time, we stand out for our customer service. At Fermax, we have always strived to build a relationship of trust with our customers, as we believe it’s fundamental to have a healthy relationship of collaboration between people on either side.
Without a doubt, our product design is another competitive advantage. Fermax has always emphasized design and innovation in its products, and tries to combine these two concepts to make the user’s life easier. Design is definitely an aspect that boosts our value and helps us stand out from the competition.
Your company has seven subsidiaries in Belgium, China, Spain, France, Poland, the United Kingdom and Singapore, four representative offices in Colombia, Dubai, Portugal and Turkey, and a network of international distributors in more than 70 countries. Which markets are currently the most important to Fermax’s global business and which markets hold the most potential for the future?
Following our policy of not depending on a specific market, we are working to diversify and cover as many sales areas as possible. We therefore perform daily market research that allows us to open new accounts and break into new territory.
We are having strong results in Spain, where we are oriented towards the residential market.
Internationally, our predominant markets are in Europe, Australia, Asia and the Middle East.
What milestones have you achieved internationally?
Without a doubt, one of our greatest milestones both internationally and domestically was the creation of our DUOX system, the first fully digital two-wire system that allows rapid installation with any existing wiring.
Since its launch, this new system has been well-received, especially across Europe and in countries like France, Belgium and Portugal. Customers in America and Africa are showing strong interest in this system as well.
It has also been a success in Spain, thanks largely to the fact that DUOX is a perfect solution for the replacement and repair market, which represents approximately 90% of our domestic sales.
DUOX allows digital devices to be used in analog installations with no need to change the analog wiring. This presents an infinite range of possibilities that will bring us closer to our goal: to turn our video intercom system into the technological heart of the home.
How important is innovation to a company like Fermax?
As I mentioned earlier, design and innovation go hand-in-hand at Fermax, and we are constantly working to be on the cutting-edge and satisfy market demand. As an example of our company’s commitment to innovation and development, Fermax dedicates 6% of its turnover to research.
What challenges and opportunities does your brand see in Spain and abroad?
We’re living at a time when great technological advances have led to a new way of understanding communication in the home.
With the arrival of the digital age, we have a very ambitious challenge on the horizon: to make in-home services and utilities converge in a video intercom system that allows the entire home to be managed from its screen. Also, thanks to advances in connectivity and mobility, we’ll be able to inform users of what is happening in their homes, making their lives safer and more comfortable.