A strategic review of Shell Aviation's activities in the Middle East in 2002 led to a redefinition of market segments. And that means customers are benefiting from better service and product offerings more suited to their particular needs.

Mike Lumley, general manager, Middle East Central and South Asia, says: "Global carriers have different needs from what we now term specialist carriers who typically have regional operations. They have different buying needs so we've tailored our sales and support to meet their different needs.

The strategic review was in part the result of the events of 11 September which exacerbated the industry's global downturn.

"Speaking at the show, Lumley says he's optimistic about the regional aviation industry. "We've been through a difficult environment but the announcements made here at the show underline how important the Middle East is as an engine of global growth."

Source: Flight Daily News