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  1. 1. ■ 188 189TELE-audiovision International — The World‘s Largest Digital TV Trade Magazine — 09-10/2013 — — 09-10/2013 — TELE-audiovision International — 全球发行量最大的数字电视杂志 • ‫المنزلية‬ ‫االلكترونية‬ ‫القطع‬ ‫في‬ ‫ناجح‬ • ‫دائما‬ ‫المخزن‬ ‫في‬ ‫الهوائيات‬ ‫جميع‬ ‫تركيب‬ ‫مواد‬ • ‫للتطوير‬ ‫االنترنت‬ ‫عبر‬ ‫التلفزيوني‬ ‫البث‬ ‫على‬ ‫يركز‬ ‫للعمل‬ ‫المطرد‬ • ‫المنزلية‬ ‫االلكترونية‬ ‫للمعدات‬ ‫كبيرة‬ ‫إصالح‬ ‫ورشة‬ ‫يحتفل‬ – ‫فيريند‬ ‫سنة‬ 25 ‫ب‬ ‫أيسلندا‬ , ‫رقمي‬ ‫تلفزيون‬ ‫جملة‬ ‫تاجر‬‫شركة‬ ‫عن‬ ‫تقرير‬ Looking for Öreind? Simply head to the satellite dishes that are clearly visible in the Kopavogur commercial area. The two partners are currently in the process of refitting the hall to the left into an actual shop for all components required by installers of satellite TV, terrestrial reception systems and IPTV.
  2. 2. ■ ëReykjavik 190 191TELE-audiovision International — The World‘s Largest Digital TV Trade Magazine — 09-10/2013 — — 09-10/2013 — TELE-audiovision International — 全球发行量最大的数字电视杂志 Baldur Sveinsson is one of the founders and partners of Öreind in Kopavogur, close to the Icelandic capital of Reykjavik. Home Electronics Featuring TVs and Antennas It was October 2013 when small company Öreind ( celebrated 25 years of business. It takes quite some stamina to surf the wave of success in the fast-paced TV and antenna business – and an intuition for doing things right. Öreind (the Icelandic word for ‘particle’) is basically a two-men business located in Kopavogur, a suburb of Iceland’s capital city of Reykjavik. This is where two smart guys laid the foundation stone of their business, in a place so far north the sun never sets in summer, but never fully rises in winter either. “We’re both repair specialists for TV sets,” says Bal- dur Sveinnsson, one of the two partners. Both had been employed by other companies before they de- cided to set up their own business. “We repair any home electronics device,” Baldur Sveinsson contin- ues. “No matter whether it’s a TV panel, audio equip- ment of any kind or the odd tape-based video record- er that pops up every once in a while.” Video tapes? Well, yes! Many people in Iceland still have some old tapes lying around in their basement, and they need video recorders in order to watch them. Simple as that… The two partners also install antennas and satel- lite reception systems. “We began to import satel- lite components from Great Britain and Germany in 1992.” In those early days Öreind sold some 50 to COMPANY REPORT Digital TV Wholesaler, Iceland
  3. 3. ■ 192 TELE-audiovision International — The World‘s Largest Digital TV Trade Magazine — 09-10/2013 — 100 complete systems each year. “The pinnacle of our success was in the year 2007. At that time between 300 and 400 satellite systems went over our counter,” partner Sigurour Gunnarsson remembers. It was a time when Öreind could even afford two extra employees to meet high demand. “Today we sell some 150 satellite system per year.” The Öreind storage is filled to the brim with installation material, satel- lite dishes and terrestrial antennas. “We generate approximately 40% of our turnover with satellite components, 10% with terrestrial antennas and 20% with repair work.” What about the remaining 30%? This is the part both partners consider par- ticularly important for the future of their business. “We offer installation material and components for IPTV.” While Baldur and Sigurour expect digi- tal terrestrial TV business to pick up again with the introduction of DVB-T2 in Iceland, they both see the future of Öreind in IPTV. Nonetheless, satellite reception will always remain a major pillar of Öreind. “Here in Iceland the most popular orbit- al position is ASTRA 28.2°E and even a relatively small 85 cm dish will provide reasonably reliable reception.” You will hardly meet an Icelander who does not speak English, so the UK channels on ASTRA 28.2°E are watched by many. “Those of us with an unobstructed view can receive signals from all positions between 42°E and 30°W,” Sigurour Gunnarsson explains the local situation in Iceland. Like so many small businesses, Öreind has experienced many ups and downs in its 25 years of existence, but there’s not a single challenge the two Icelanders haven’t mastered success- fully. With their new focus on IPTV, many new chapters will be written for Öreind. Sigurour Gunnarsson is the other founder and partner of Öreind and mainly looks after the repair business.
  4. 4. 1 2 3 4 194 195TELE-audiovision International — The World‘s Largest Digital TV Trade Magazine — 09-10/2013 — — 09-10/2013 — TELE-audiovision International — 全球发行量最大的数字电视杂志 1. The motorised satellite dish on the roof of Öreind is a 1.5 m antenna which receives signals from all positions between 28°E and 30°W. 2. View of the storage: Everything you need for installing antennas (left shelve) as well as satellite dishes in all sizes (right shelve) are always in stock at Öreind. 3. The choice is yours. 14-element UHF antennas are Öreind’s top sellers, followed by round dipole antennas for FM radio. But don’t be fooled: A huge variety of other antennas is available as well for on-the-spot buying. 4. The future is here: Öreind can supply a wide range of IPTV components such as Ethernet switches.