catalogue and saying we’ve got what we’ve got. If you're just selling boxes, it wouldn’t be that much fun. It’s selling the Advantech concept that’s enjoyable.”


Giving the final word to the man who’s been in the business the longest, albeit not by too many years, Edward cites Advantech’s structure and the friends he’s made along the way are his two biggest reasons for sticking around. “Tere are more than 50 product divisions, and each is set up and managed as small companies. We are autonomous.


“We have our own PnL and targets. We make our own decisions, business deals and products. Tere isn't micromanagement, which is very unusual for such a big corporation and is a big part of our success, as it means we can be fast moving. So long as we are achieving our growth and profit line, then all other decisions are primarily ours to make. Tat's the reason


I'm still here. I also find talking directly to customers is super important, but for a product division to do so is perhaps unique to us.


“For me it’s critical and a big part of what I enjoy doing. I'm constantly talking to customers across the world from different cultural backgrounds and that's interesting. When I was in Taiwan, I met two of our largest customers on consecutive days and that was good fun. I’ve made a lot of friends and relationships in the industry. A lot of our customers have been with us more than a decade.


“Yes, we continue to supply product to them, but it's not just a supplier-customer relationship anymore. It's more than that. We really are an extension of their business. Te product is expected - it's the service that’s the differentiator and the solution we're providing so we can grow together. We've produced more


than a million boards for the gaming industry. Tat’s a lot of product. Te quality is good, and customers have grown on the back of our product lines powering their machines.


“A couple of customers back when we completed the MBO took a gamble and went with a very small company. Te thousands of pieces we shipped that first year gave us a steppingstone to make profit and pay back our debt. We don't lose customers.


“Of course, we’re always trying to attract more business, but if we continue to focus on our existing customers, I don't think there's a reason a customer should leave Advantech.


“We've got great products with all the features needed for every market, a sensible price point, a dedicated team with lots of experience, and we own our own manufacturing. Tis is unrivalled in the industry.”


WIRE / PULSE / INSIGHT / REPORTS P55


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