Dubai is a gateway to the global markets, says Sebastien

SureFlow, a leading innovator of AI, machine learning, and IoT eco-friendly technology solutions, has forayed into the Middle East market by establishing a base in Dubai to offer its high-tech products and services to utility service providers, insurance companies, and real estate developers. 

The UK-based tech company has moved its research and development (R&D) centre to Dubai as part of its strategic move to expand its presence in the Middle East and Africa region, to introduce its cutting-edge energy management devices that utilise Artificial Intelligence (AI) and eco-technology to provide efficient and sustainable solutions. 

“These high-tech devices are designed to optimise energy consumption, reduce costs, and minimise carbon footprint, making them ideal for consumers and businesses looking to improve their environmental impact and save on energy expenses,” Sebastien Dui, Chief Executive Officer of SureFlow, told BTR. 

"Our commitment to ecology and economy drives us to continuously develop and manufacture state-of-the-art devices that not only benefit our clients but also contribute to a greener and more sustainable future," he said. 

Established in the United Kingdom in 2022, SureFlow is a leading IoT company dedicated to transforming resource management and promoting sustainable living. With a focus on monitoring water, electricity, and gas usage trends, detecting anomalies, and understanding consumption patterns, to ultimately enable real-time alerts to be sent to consumers on SureFlow’s mobile app, or through a dashboard for corporations and utility service providers. The company’s innovative solutions empower households worldwide to make informed decisions about their utility consumption. 

Why Moving to Dubai 

Sebastien, an industry veteran with over two decades experience, said Dubai is an ideal location to establish a business as it has excellent infrastructure, skilled and high-tech talents, in addition to the ease of doing business, consistent economic policies and a resilient economy.     

“I have been coming to Dubai for more than 18 years, so I’m personally familiar and I feel very comfortable in the city environment both on the personal and professional business levels. We have established our R&D centre in Dubai, as this cosmopolitan city provides not only a great quality of life, but also amazing accessibility to resources, and a pool of skilled workforce and innovative brains from all over the world. And most importantly, an adaptive resilient economy that encourages technological innovation to enable us to expand worldwide, he said. 

“We are also looking forward to model our manufacturing and R&D here, with Dubai being the gateway, through which we can expand our local manufacturing units, and spread it across Europe and around the world, following the successful in-house model we have developed here. These advantages we have found here were crucial factors, which enabled SureFlow to create our AI Energy Suite,” he added. 

He said the current version is targeted mainly at insurance companies in the European market, such as Belgium, France and the United Kingdom. However, the company has received a lot of requests from other sectors related to electricity, gas and water utilities, and from the renewables sector, namely solar and electric vehicles. 

“We have indeed established contacts and had insightful discussions with local utility service providers, as well as with major real estate developers across the UAE. The new set of technologies and patents which have been developed fully here in the UAE will be released by Q4 2025,” he said. 

Reducing Costs, Boosting Savings 

Sebastien said his company received a tremendous response from the Middle East market about AI Energy Suite, which can help the utility consumers to save 15-20% on their bills through cost-saving consumption and waste prevention of energy resources such as electricity, gas and water.    

“We have received numerous inquiries from private developers, facility management companies, hospitality groups, and even government departments, telling us everything we need to know about what meets market demand, and specific needs,” he said. 

For real estate developers, he said SureFlow AI Energy Suite isn't just a nice-to-have luxury anymore; it's becoming a consumer market need.  

“When you're building thousands of units in a region where energy costs and water scarcity are major concerns, offering residents and tenants built-in utility optimisation becomes a significant selling point. Developers who integrate our system from the ground up can market energy-efficient, cost-saving properties that stand out in a crowded market. It's not just about meeting today's needs; it's about future-proofing developments for increasingly sustainability-conscious buyers and tenants who expect smart, efficient living spaces,” he said. 

Sebastien said SureFlow showcased its future technology and high-tech devices during the COP28 and GITEX global expos, and major market players’ feedback indicates that the region is ready for smart utility solutions. 

“We are currently in talks with potential partners, to create a strategic bridge between SureFlow and global markets, starting in Europe. We already see the demand for our products rapidly increasing worldwide, and we cannot wait to see the impact of SureFlow in the upcoming years,” he said. 

Tackling ME Challenges 

Sebastien said the Middle East region's extreme climate puts strain on HVAC systems, which consume 60-70% of the total energy, making cooling optimisation one of the biggest impact areas in the region. 

“SureFlow is perfectly positioned to tackle the Middle East's biggest utility challenges, especially energy costs and water scarcity issues. The company is committed to driving both environmental conservation and socioeconomic change through its cutting-edge technology and visionary approach to sustainability,” he said. 

“SureFlow solutions can help the Middle East combat energy and water challenges through smart technology, AI-driven insights, and scalable solutions. By enabling real-time monitoring, automated efficiency analysis, and effective insights, it contributes to a more sustainable, cost-effective, and resilient infrastructure, critical for the region's future. 

“What makes SureFlow ideal for the Middle East is our flexibility across diverse markets - we can scale from households to small communities to major urban centers and smart cities, addressing each area's specific needs,” he added. 

How AI-empowered devices work

> The system is capable of monitoring the entire utility infrastructure and consumption trends of the household. 

> It is capable of learning consumption trends through IoT smart sensors and AI analytics, to ultimately offer real-time alerts and recommendations to the consumer through a mobile app, to prevent any over-consumption, flow disruptions, infrastructure damage, end-of-year bill shocks, or extra maintenance cost. 

> A 24/7 utility alarm system that enables consumers to make smarter decisions and save on their bill budgets. It also includes monitoring and automation capabilities, to enable the best time scheduling and most efficient usage of solar panels and Smart EV charging orchestration. 

> The system has proven great efficiency, which opened the door for expansion opportunities, as it is designed to be retrofittable, without any modifications to existing utility installations, that even tenants can set up through a do-it-yourself approach. 

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Muzaffar Rizvi

muzaffarrizvi@khaleejtimes.com

Muzaffar Rizvi is an accomplished financial journalist with more than 25 years of experience in the UAE and Pakistan. He has good writing skills, strong grip on production and an excellent news sense.