How to penetrate European
market
William Kuo
5th, May, 2010 - Berlin, Germany
Current position
• Umax Systems GmbH, Umax UK Limited
• CTCC in west part of Germany
• CTCC in Germany
5th, May, 2010 - Berlin, Germany
Umax Group in Europe
• Umax Europe HQ : Umax Systems GmbH
• Subsidary : Umax UK, Umax France, Umax
Czech, Umax Russia
• Direct to retailers : MediaMarkt & Saturn,
Metro, Dixons, Coufour, Auchan,...
• Distributors network in Europe >100
5th, May, 2010 - Berlin, Germany
Global Cooperation Situations
• Vertical Integration
– Standard, chipset design, chipset fundary,
finish product, brand name, own sales
channels, own service sites,...
• Horizontal Integration
– Standard define ( International Co. )
– Common chipset
– Finish products ( Asia – especially in China )
5th, May, 2010 - Berlin, Germany
Keys of Sales
• Fulfill Demand?
– Price -> Price/Performance Ratio
– Lower profit, small sales amount
• Create Demand
– Inovative technology
– Excellent brand name
• Sales – 4P
5th, May, 2010 - Berlin, Germany
Keys of Success
Products
( Technology )
Brand Name
( Marketing )
Channels
( Sales )
5th, May, 2010 - Berlin, Germany
Dominate key in each life cycle
Sales
Channels
Brand Name
Technology
5th, May, 2010 - Berlin, Germany
Company Core Value
• Subsidary v.s. Distributor(s)
• Increase sales through create Demand
– Good pre-sales ( Ads vs. PR work )
– Strong after-sales infranstrcture
Sales support
Marketing
5th, May, 2010 - Berlin, Germany
Where is the current status?
• Market trend
a. Tech. driving ->Marketing driving
b. More pre-sales activities
terminal
c. Price, Logistic heavy driven sales
scanners
• Outsourcing vs. Self-developing
5th, May, 2010 - Berlin, Germany
Create demand on CipherLab
• Solution-orient provider
Successful case studies
• Road show
2-3 times a year
• Pre-sales trip
• Google Adwords
• Milestone on product roadmap
5th, May, 2010 - Berlin, Germany
More information
• WWW.Umax.de/WilliamKUO
• Q&A discussion
• Thanks
5th, May, 2010 - Berlin, Germany