INSIGHT GAMING TECHNOLOGY ADVANTECH
Koen, how do you reflect on the exhibition?
It’s good to be back! I was here last year at the strangest ICE ever and I was wondering at that time how on earth we were going to fit it all in if the land-based guys come back but seems we’ve managed! In short, it’s been a very good show. I don’t know the official attendance figures, but we can’t complain. In terms of brand building, we succeeded in bringing the message across; Advantech-Innocore has always been known for specific gaming products, but we’re part of a much bigger company active in many different industries. It’s not only gaming boards, but lots of other PC products in the embedded range as well as monitors and all sorts of peripherals. In many ways, we are truly a one- stop shop. Tat’s one of the messages we are pushing out which is getting through.
What are the star products on the Advantech booth?
In the well-known DPX range of ‘all-in-one’ gaming boards, the DPX-S451 uses AMD’s Ryzen Embedded R2000 processors and features high-performance dual and quad core SOC devices with “Discrete-level Graphics” to offer an unbeatable combination of computing power and graphics performance. It’s proof of us keeping this format fully alive since 2006!
Furthermore, the DPX-J100, a cost-effective platform with JAMMA harness interface is a not to be missed exciting product. Next to these, we are also showcasing many typical standard products from Advantech. New is the AIMB- 288 Intel 12th generation Mini-ITX with an integrated Nvidia Quadro T1000 MXM module, ideal for high performance graphics or demanding AI applications.
Also on show is the new AIMB-229, Mini-ITX based on AMD Ryzen Embedded V2000 Processor and AIMB-218, Mini-ITX based on Intel (Elkhart Lake) supporting Intel Pentium, Celeron, Atom, Quad Core & Dual Core processors. But as we have a huge line of IPC related products, it’s not even possible to showcase everything at ICE, let alone mention the hottest in an interview. But do check out our AI systems, COM Express modules, 3.5” SBC, digital signage players, graphic cards, and latest gen flash products!
What do you concentrate upon at the ICE show when the range of Advantech-Innocore products encompasses gaming platforms, monitors, mobile computing, digital signage, POS, and kiosk solutions - to name just a few?
We have various messages to bring at ICE 2023. Just look at the sheer size of our product offering, from highly dedicated gaming platforms supported by industry experts to industry standard PC solutions, RISC based products, memory, and storage, and displays, notwithstanding our extensive ecosystem for more turnkey projects. What has been clear over the years is that a large portion of our
making the biggest impact with customers - and why?
Koen Stomph Vertical Industry Specialist for Gaming and Retail, Advantech
Advantech is one of the few global Embedded License Distributors and Cloud Solution Partners of Microsoft, so Windows and Azure are important software products for us. With margins being squeezed by so many demands, customers are becoming more aware of the considerations around total cost of ownership rather than just the initial purchase price.
“Advantech is one of the few global Embedded License Distributors and Cloud
Solution Partners of Microsoft, so Windows and Azure are important software products for us. With margins being squeezed by so many demands, customers are
becoming more aware of the considerations around total
cost of ownership rather than just the initial purchase price. This generates a lot of interest in our remote device
monitoring and management solutions such as Advantech’s DeviceOn.”
revenue in gaming comes from ODM projects and our DMS services.
Many tier one and tier two brands in gaming equipment use hardware platforms based on modified Advantech products or have their requirements designed from scratch to full specification. Our local consultants and design teams in Europe translate technical and legal requirements into high quality solutions, with the required software to go with it.
Using state-of-the-art embedded industry facilities in Europe, we can help our customers free up valuable R&D time which allows them to focus on core competencies. Tis topic is certainly a key topic during this show.
Invisible on the booth, but massively important - what Advantech software solutions are
Tis generates a lot of interest in our remote device monitoring and management solutions such as Advantech’s DeviceOn. Adding this kind of value to our proposition means that we can dramatically cut the ongoing costs of deploying machines out the field. Last but not least, with our WISE-Marketplace selected products, customers can easily take the first step towards building applications for their own IoT solutions, and also quickly deploy our SaaS applications for specific domain scenarios.
How are you finding the new stand location on the exhibition floor?
We are really happy with the new location, it was a risk moving halls from a spot where customers knew to find us, but the traffic here is more interesting for us. We were looking to increase our exposure to new customers and accounts and now we are surrounded by the big players, so the draw to these stands will only increase our brand awareness. We think it worked out well and the increase in space meant we could experiment with new ideas and displays, like the ‘exploded’ gaming display product we had on show and the wall of other embedded products we showcased alongside our DPX range of gaming platforms.
Purchasing changed during the pandemic with stocks being hoarded and product purchased and committed to in advance to ensure supply. What affect has this had on price and delivery to clients - and have we yet returned to normal - what is normal now?
Whilst we have experienced issues in terms of supplies, recent years have demonstrated the benefit of Advantech being the global number one industrial PC manufacturer. In terms of allocation of key components from silicon vendors, it was challenging. However, it was certainly better than what we saw from many competitors.
We managed to keep supply at reasonable levels with average lead times throughout the year at 16 weeks. Although it is still early days, the situation is changing rapidly. Whilst still not quite at pre-pandemic levels, we are confident we will see major improvements over the first half of the year.
Price, performance, and supply - which is the most important driver for customers in 2023? How is this evolving and how is Advantech satisfying that demand?
WIRE / PULSE / INSIGHT / REPORTS P25
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