Nizar Rajjoub (CEO of National Holding Group and United Security): “Our precise aim is to conquer new markets using the new Concepta.”

“In a market characterized by strong competition,” explains Nizar Rajjoub, CEO and founder of United Security, which has been in business since 1994, “only one thing matters: employing the right strategy. My philosophy is that I need to offer customers an advantage with my printing products.” It was therefore a natural strategic decision for United Security to put the first Muller Martini web offset printing press – the eight-color Concepta – into operation just over a year ago. According to Nizar Rajjoub, this investment decision will enable United Security, which has a total of seven plants and 1,000 employees and forms part of the National Holding Group, to focus on three main goals.

• Security printing: The innovative CEO has no doubt that “security printing is a growing market.” Some of the areas Nizar Rajjoub is referring to are the ever-increasing number of security features needed by passports and special bank products. “Using the new Concepta, we hope to make a name for ourselves in this segment.”
• Products for airlines: For years, one of United Security's specialties has been producing boarding passes for a number of airlines which, until recently, were produced in a sheetfed printer. “Our new printing press puts us in a position to offer the airlines the complete printed products package,” claims Nizar Rajjoub.
• Direct mail: As direct mail is not (yet) as popular in the Gulf states as it is in the USA or Europe, Nizar Rajjoub also sees great potential in the direct mail segment for his region. This is just one of the reasons why the new Concepta has a Q74 rotary sheeter with a cutting cylinder for single and double cutting.

The strategic orientation of United Security also involves increasing the export share. “At present, we print mainly for the United Arab Emirates, other Gulf states and several African countries,” says Nizar Rajjoub. “Our precise aim is to conquer new markets – including in Europe – using the new Concepta.” Nizar Rajjoub visited several printing plants in Europe before opting for a Muller Martini solution for the first time ever. “I was impressed not only by the excellent quality of the Concepta, but by its ease of use too.”