Completely Non-Contacting Rotary Position Sensor By Cherry Electrical Products, Inc.

Cherry’s new AN9 series dual-output rotary position sensor is electrically and physically non-contacting, making it ideal for applications where high reliability and uncertain physical tolerances are involved. Its dual output design offers an additional dimension of reliability, allowing a connected controller to diagnose potential problems in the sensing system.


The sensor output is programmable, but it is available in standard output ranges from 0-45 degrees to 0-360 degrees. Its non-contacting nature means that unlimited rotations are possible. Designed for automotive and off-road environments, the sensor is also sealed to IP68 for resistance to water immersion.

The AN9 eliminates the most common cause of rotary position sensor performance problems by removing the mechanical interface between rotating shaft and sensor. In Cherry’s unique design, a rotating member mates to a separate magnetic actuator. This means that mis-alignment or changes in the shaft position will not physically impact the sensor. While potentiometric sensors may suffer from wear or dither and traditional non-contacting sensors may experience binding or jamming, the Cherry AN9 sensor is vulnerable to none of these potential failure modes.

The Hall-effect-based AN9 offers a 5vdc ratiometric output. It is suitable for a wide range of applications, including: steering wheel position sensor, shift-by-wire sensor, variable valve timing position sensor, and pedal position sensor for braking and acceleration.

For further information, visit or call 262-942-6500.

About Cherry
Cherry, a brand of ZF Electronics Corporation, provides high-performance sensors, standard and custom electrical switches, and computer keyboards for the worldwide automotive, computer and consumer/commercial OEM markets. ZF Electronics has offices and factories in Germany, England, France, Australia, Czech Republic, Mexico, Hong Kong and the United States.

Via EPR Network
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Merlin Digital Will Attend Digital Consumer Channel (DCC) MEA 2009 With A Lifestyle Technology Product Range

Merlin Digital will attend Digital Consumer Channel (DCC) MEA 2009 with a lifestyle technology product range that the company claims represents some of the most innovative consumer electronics kit available in the market today. Merlin reckons that its products also offer retailers a compelling margin proposition and a solid growth opportunity during the current economic conditions.

Rohit Bachani, group head MENA region at Merlin, said: “Associating with the Merlin brand lends an image of being at the cutting edge to the participating retailer. Merlin products have proven to be best sellers in their categories at international super stores such as Dubai Duty Free, Plug-Ins, Carrefour and CompuMe to name a few.”

“New innovative products tend to be recession proof, a fact that can be proven, with Merlin sales in the region looking to grow a healthy 15% to 20% in a slowing economy. Merlin resellers enjoy healthy margins and industry leading retail and marketing support, ensuring that a very profitable partnership is created between Merlin and its resellers,” Bachani added.

Merlin plans to increase brand awareness at DCC MEA, explain the breadth of its product portfolio and target potential retail partners in new geographies. The company will also look for feedback from its existing partners as it attempts to lay the foundations for continued growth in the region.

“The MEA market does not seem to have suffered to the same extent from the global crisis as many other geographic locations. We expect growth all through the MEA region for the Merlin range due to a very competitive product mix and young target population,” continued Bachani.

Merlin reckons that its products have a novelty effect, which can act as a magnet for foot traffic within a retail outlet. Merlin’s portfolio covers a wide range of product areas including storage products, boys’ toys and high-technology gifts, car multimedia and bluetooth products, digital photo frames, iPhone accessories and iPod accessories and laptop stands plus much more.

“Merlin does have a professional channel programme- with very attractive margins at every step in the chain including our distributors and our retail partners. We have seen the margins that our partners make on competitor products and Merlin stands out very favourably, not just on the margins, but also on other essentials such as warranty, product support and training and marketing,” explained Bachani.

Merlin offers full merchandising support to retail partners and continues to launch new products on an ongoing basis. Full details of new products are made available on the company’s e-commerce enabled website – – often accompanied by video clips. Merlin’s business in the MEA region continues to grow at 15% per annum despite the current economic conditions.

“Our company is known for treating our channels as true partners in the marketing sense. We are very responsive to their business needs – adjusting our targets and margins as per the market sensitivities,” concluded Bachani.

ICT and CE-focused retailers and vendors from across the Middle East will gather next month at the fifth annual Digital Consumer Channel (DCC) Middle East & Africa (MEA) event, which will take place from May 19th to 21st 2009. The region’s premier event for the consumer electronics (CE), communications and ICT retail channel continues to go from strength to strength, offering a compelling mix of one-on-one meetings, conference sessions, awards and networking opportunities for retailers, distributors and vendors.

Retailers will have the opportunity to review the latest products from the 50-plus vendors set to attend this year’s event. With retailers attending from 15-plus countries, attending DCC MEA offers vendors insight into markets across the region and the opportunity to accelerate or improve their go-to-market retail strategy.

The ‘Middle East Retail Academy: 2009 Awards’ Gala Dinner and live voting session will also take place at DCC MEA on 20th May 2009. The awards recognise excellence in the region’s consumer electronics and IT retail channel. A total of 22 awards are up for grabs in 2009 with categories for vendors, retailers and distributors.

Via EPR Network
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