Looking to a Bright Future

In Shanghai, David Soon, Managing Director, Advantech South Asia Pacific, took some time out to talk with CE Asia.

CEA: What are the main objectives of this World Partner Conference?

Soon: This event, which we hold every two years, is an important one and all Advantech partners are invited to come along. There are really three main objectives. Firstly, to update everyone on the business strategy and direction. Secondly, within an environment conducive to networking and sharing, to encourage partners from different regions to link up and explore mutually beneficial business opportunities. And thirdly, as a learning forum where partners from various parts of the world can share experiences on working with Advantech technology.

For partners looking to go global it is particularly useful. For example, having implemented a successful solution in their home country, the WPC provides an ideal opportunity to publicize it and make the right connections to bring into other regions.

CEA: How do you go about building up your partner base?

Soon: It works both ways. There are companies that approach us, and there are companies that we identify as prospective future partners. Qualification criteria include level capability levels and understanding of the market. Also, quite often, companies will contact us when they have a particular solution in mind (using Advantech products) that they wish to explore, and this naturally evolves into a partner relationship.

CEA: Your views on the key announcement this year – the move to a globally integrated organization (GIE).

Soon: I see it as an initiative that embodies collaboration, that helps different regions to meet their objectives, and that can take Advantech to a new growth level. And as a re-energizer, it boosts the excitement level in the organization.

CEA: What do you see as the key growth sectors for Advantech?

Soon: In South Asia Pacific, our traditional sectors like industrial automation are still expanding, although steadily rather than spectacularly. Thus, there is a need to look at and get into new areas that have higher growth potential.

Rising expectations for comfort, mobility, information, instant gratification, create opportunities for technology such as digital signage in retail stores, and for service-oriented solutions, which can be enabled by M2M connectivity, for example. And the medical sector is one where infocomm technology is making a big impact, such as with tele-radiology, and one where Advantech is very active.

And so as you can see here in Shanghai, we are already showcasing solutions for non-traditional sectors like gaming and home automation.

CEA: The key success factors for Advantech in the years ahead?

Soon: Technology continues to evolve and so this is a very interesting market segment to be in. Two decades ago, computing and communications were each quite distinct and growing in separate ways, but now there is a lot of convergence.

Advantech has positioned itself with different partners, like Intel and OS suppliers, so to be able to address the needs of the evolving market. The market itself will continue to grow; the challenge is finding a formula that enables you to grow as the market expands.

The GIE restructuring will enable Advantech to stay in tune with the market and ensure that we do not lose out on any opportunities. I am pretty confident about the future for Advantech – it looks bright.

David Soon, M.D., Advantech