UFO started as NNR Electrics in Istanbul 30 years ago. In 1998, it began producing infrared heating elements with an in-house designed wire wound technology under the UFO brand. UFO has since become the number one infrared heater producer in Turkey and other countries, capturing 80% of the infrared heater market by 2009. However, UFO now faces threats from increasing competition in the heating sector and potential organizational decline if it fails to continue innovating.