Growth drivers /global/scaled/6008x2612x0x294x1000x435/Global-investors-new-iStock_000040338548_Double.jpg ASSA ABLOY’s market strategy is based on long-term technology-driven growth in demand from mature markets in Europe and North America and fast-growing demand from emerging markets driven by urbanization. In order to increase its market presence, ASSA ABLOY will exploit the strength of its brand portfolio, increase growth in the core business by segmentation, and expand into new markets and product lines. The new “electronic world” has brought an increased demand for electromechanical and digital products. Clients also express their needs for extended access control and high security in their identification process. Entrance automation is another field that is growing rapidly in the electronic world, providing increased convenience. There is also a demand for safety and security with a focus on convenience and design that is increasing worldwide. Today, customers are looking for solutions rather than individual lock components. The market is rapidly changing toward new technologies and ASSA ABLOY has a leading position in electromechanical products, which will be increasingly important for the Group’s growth in the future. Geographically ASSA ABLOY will continue to build its presence in emerging markets where urbanization is a strong trend and the need for our solutions is expected to grow as the standard of living continues to improve. By utilizing ASSA ABLOY’s brand asset on a global basis, local brands will, over time, transform into the ASSA ABLOY brand, which has been chosen as the Group’s master brand. A selected number of global brands will also be used, and on a local basis, product brands will continue to exist with a strengthened ASSA ABLOY endorsement.