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

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