Imitation: the sincerest form of flattery
January 2004
News
Many countries in the Far East are known to copy the world's leading brands of products, such as very well known watches, sportswear, movies and computer software. At first, KAB Instruments, a South African manufacturer of ultrasonic level measurement products, was in shock after attending its latest exhibition in the Far East.
After a few days of exhibiting KAB's range of products, the managing director of KAB decided to take a walk around the Exhibition Hall and have a look at some other products. He then noticed, from a distance, a Shorti ultrasonic level transmitter on one of the exhibitor's stands. He presumed that one of KAB's international agents or distributors must be displaying KAB's Shorti ultrasonic level transmitter. On closer inspection, he noticed that it was not manufactured by KAB Instruments, and was in fact, a copy. The copy 'Shorti' was larger than the original Shorti, and the faceplate sticker and colour of the housing was different from KAB's original Shorti (see picture: the original Shorti is green). Upon investigation, it was discovered that a company in the Far East was making a copy version of KAB Instruments 'Shorti'.
After the shock, anger and frustration, KAB Instruments has actually taken this as a compliment. Why? Even though the copy version does not have the technology and reliability of the 'original' Shorti, it is a compliment, because the East is known to copy all the leading and most famous world brand products. Shorti is a brand name for KAB Instruments' short range of compact, low cost ultrasonic level transmitters. They are available as 2-wire loop powered, 3-wire auxiliary powered with 4 to 20 mA output, and 110/220 V a.c. powered with configurable relay output.
For more information contact Rudi Tuffek, KAB Instruments, 011 435 5380, www.kabinstruments.com
Further reading:
Engineering solutions to keep coal power plants viable in a renewables-driven grid
News
Steinmüller Africa showcased engineering solutions at Enlit Africa 2026 that let existing coal-fired power stations run efficiently at much lower loads, helping the grid absorb a growing share of variable renewable energy.
Read more...
Trafo Power Solutions returns to Electra Mining Africa
News
Trafo Power Solutions returns to Electra Mining Africa 2026 with a portfolio that has expanded well beyond dry-type transformers into fully engineered electrical power solutions for mining, industrial and infrastructure operations across Africa.
Read more...
SAIMC INSPIRE conference extends abstract submission deadline
SAIMC
SAIMC News
Following requests from our sponsors, the SAIMC INSPIRE conference has officially extended the abstract submission deadline to 28 August 2026.
Read more...
Pomini Tenova and Siemens advance roll grinder technology
Siemens South Africa
News
Pomini Tenova and Siemens strengthen their long-standing partnership to support the revamping and modernisation of roll grinders with advanced CNC and automation technology.
Read more...
Behind the scenes technologies enabling the future of mobility
News
Henkel explains how advanced adhesives, thermal interface materials and sealing technologies are enabling the next generation of electric vehicles, and what this means for South Africa’s automotive sector.
Read more...
Professor Glenda Gray inducted as Fellow of Royal Society
News
NRF board member, Professor Glenda Gray has been inducted as a Fellow of the UK’s Royal Society, the world’s oldest and one of its most prestigious academies of sciences.
Read more...
African Group Lubricants launches Mobil Give a Drop campaign
News
African Group Lubricants launches the Mobil Give a Drop campaign, a national initiative supporting community-led projects across South Africa.
Read more...
Why representation in STEM is crucial
News
Women’s underrepresentation in STEM is a business risk as much as a social one, shrinking an already pressured talent pool. Intentional mentorship and visible leadership pathways are structural necessities, not HR gestures.
Read more...
Corrosion control is the overlooked link in the global energy supply chain
News
Effective corrosion protection at every stage of the energy supply chain, from raw material fabrication to final installation, is essential to avoid costly rework and component failures on large-scale projects worldwide.
Read more...
Women shaping engineering at ABB
ABB South Africa
News
Two ABB engineers share how curiosity, mentorship and an inclusive culture have shaped their careers, and what they see as the most exciting opportunities for women in engineering across Africa.
Read more...
printer friendly version