In order to make its first step towards a higher level, Delta Industrial Automation Business Unit (IABU) just established a new department – Solution Business at the beginning of 2009. Of course, a good department needs an excellent leader, Delta IABU was glad to have Mr. Vincent Lin to take this meaningful burden. Mr. Lin is an experienced expert who had been working in an important position in a well-known international enterprise among automation field for about a decade. With his abundant experience and professional knowledge in this field, Mr. Lin decided to devote himself to the development of Taiwan's industrial automation by joining Delta IABU. He said, "After all these years, I think it's time for me to give what I've learnt from others to my country, and I think Delta is one of the best Taiwanese enterprises in automation field."
In this interview, we are honored to have Mr. Lin to introduce this new department and give a throughout introduction to this topic that interests not only Delta's partners but also the whole Delta IABU.
Why "Solution Business"?
Many may wonder why this department is named "Solution Business". It actually came with a reason. Mr. Lin answered, "Mr. Simon Chang (the general manager of Delta IABU) and I actually discussed about the name for quite a while, and we finally came up with Solution Business according to the current organization and the future goal of IABU. For personal reason, I want to somehow avoid what others position Delta IABU on the market. After all, IABU has made an excellent achievement on OEM market over the past 10 years; but the fact is that we are about to enter a whole new area, it's necessary for us to find a new start. That's why I came with this name."
What's the core of Solution Business?
In general, automation is divided into OEM (Original Equipment Manufacturer) and SI (System Integration) in industrial control field. OEM is mainly about industrial automation and machine automation (MA) while SI is covering various fields like building automation (BA), factory automation (FA) and process automation (PA)…etc. Mr. Lin explained further, "What's different between OEM and SI is that SI covers various industries and fields. Instead of focusing on products, SI is more like a complete marketing package, and you have to be aware of the famous 4 Ps (product, price, place and promotion) and customer needs in SI market. Entering SI is actually a transition towards complete solution provider. We have to understand completely the process know-how and customers' needs other than just products." SI market development is the core of Solution Business, and the establishment of Solution Business represents the determination for Delta IABU to enter SI market.
Why is Solution Business established?
"As I mentioned, Delta IABU's achievement in OEM market is worth praising; and after a certain accumulation of ability, experience and business, Mr. Chang and I both agree that it's now the time for Delta IABU to cross the line from OEM to SI. That's why we established Solution Business, and that's why I'm here," said Mr. Lin.
What's the goal of Solution Business?
"I joined Delta IABU and established this department for 2 main goals: to strengthen the product lines and to adjust the direction of new product development," said Mr. Lin. He indicated that for now, Delta's industrial automation products are still mainly designed for OEM market; and if IABU wants to enter the market of SI, the adjustment and application extension of current products are necessary to fit in both OEM and SI market. As to new product development, Mr. Lin hopes IABU will have SI-specified products in the future. "For any enterprise in industrial automation field, entering SI market is definitely the key to brand building and globalization," said Mr. Lin.
How is Solution Business entering SI market?
Mr. Lin analyzed, "OEM is a market that requires quantity and cost-effectiveness while SI focuses more on quality and brand image. In SI market, good brand image means a lot; apparently, European and American brands are still leading the way now. It will take a lot of efforts before Delta can build its brand name." Knowing the difficulty, Mr. Lin pointed out a direction, "Our first mission is to promote Delta's brand name and enters SI market by taking the parts our competitors are not convenient with or not willing to do. We can also focus on those who do not demand products of famous brands. We'll start from Taiwan to test our operation, and will enter new markets like China and India where there are better chances for Delta to build its brand image." As to the target industry, Mr. Lin was very generous and shared his unique point of view, "I want to start from the intelligent control in building automation for 2 reasons. First, it's a market that covers various fields, including water supply, power supply, air-conditioning, water treatment and energy-saving…etc. Second, comparing to the facilities used in automation and production of delicate industries, those used in building automation have lower requirement for precision and reliability. As a result, I think it will be our first step towards SI market."
"We have goals and targets, but we still need all our colleagues' help before we can start," Mr. Lin concluded, "OEM and SI are both markets in continuous progression, which means it's very competitive in these 2 fields; if you don't keep moving, others will. Of course, there will be pressure for me, but I enjoy fruit come from pressure and efforts. We'll do what we can. I believe it starts better today than tomorrow, and the fruit will be sweeter next year than this year!"
For more information, please go to:
Delta Electronics
Delta Electronics' Industrial Automation Products
Delta IABU Solution Business Dept. Manager – Mr. Vincent Lin