Changing factories in Asia one step at a time

Norbert Seo, Bystronic Senior Vice President Market Division Asia and Australia 

Getting the right percentage of local essence is absolutely necessary for a company to have a firm presence on every market in the world. Exceptional local knowledge and expertise distinctly sets a global company among others. While not a new concept, Bystronic has programmed this algorithm to perfection, and their ability to understand what is truly important to a buyer is paramount.

“Local Expertise and Smart Manufacturing Vision” are two of the key highlights Norbert Seo, Bystronic Senior Vice President Market Division Asia and Australia emphasized during his welcome address at the recent Bystronic Competence Days in Niederönz, Switzerland.

Images by Bystronic

Local expertise

In-depth understanding of the regions served, and the ability to understand and foresee clients’ wants and needs are imperative.

In a one-on-one dialogue with Kathryn Gerardino-Elagio of International Metalworking News for Asia, Norbert said that about 80% of Bystronic customers in South East Asia are job shops, whose focus are still on individual machines or automated cells. “What these job shops need is a reliable technology and service provider that they can easily contact, and who can visit their shops at once. That is why we are focusing on strengthening our local expertise,” he added.

A concise and well-informed strategic direction implemented by Nobert has enabled Bystronic to become a provider of first choice for many job shops in Asia.

Norbert stated the change was implemented in the last four to five years since he has taken over this division. He explained, “There were four entities in South East Asia when I started and now we have seven. With Thailand coming soon, it will be eight units in the Asian region. We will continue to expand our presence, and we will do everything to support our customers with Bystronic local manpower and with the best technologies.”

Moreover, he revealed that a few years ago they were neither here nor there in Vietnam. But grew a lot in the last few years. Norbert disclosed, “I can say that we are now the market leader in Vietnam, especially for high-end power and precision in cutting and bending. We are dominating the market. But nevertheless, we have to foresee the next step. So we double up our people and products and also our service capabilities. Also, we have to approach customers with different technologies. Vietnam is a mixed market, so we are looking at high-end and also middle-end markets.”

Diverse cultures and nation

The Asia region is composed of countless diverse cultures and nations. It’s a complicated environment in which to manage an organisation, and requires an open-minded approach in dealing with myriad different clients.

To achieve a wide reach and leverage regional knowledge Norbert is constantly moving around Asia. “Last year, I travelled probably two thirds of my time in other countries. I can say over 200 days I was abroad to visit Bystronic customers. In a week, the average visit is four days. I call my customers and I talk to them. I know most of my customers, and I understand their challenges. Their challenges is also the same reason why we are here to help them,” he remarked.

Aside from Asia, Australia and New Zealand, Norbert also handles India. He said that India has a very big potential. “There’s very good potential in the middle of India, such as Pune and Mumbai. But in the North and South we still have room to grow. The Indian market is very unique. Customers are looking for profit. They want to invest on equipment that can earn money, so it’s more productivity and competitiveness,” he further said.

Smart Manufacturing Vision

Nowadays, the term business as usual is passé. In today’s digital economy, there is nothing typical about business, and change happens at an exceptional rate and on multiple levels. Customers, large and small, new and old, must innovate at lightning speed.

“Everywhere in the media you cansee Industry 4.0, and everyone is talking about it. However, customers do not fully understand this concept and do not yet have a precise idea of what they can achieve. Our answer to their demands is our vision of the smart factory,” Norbert noted.

According to him, the smart factory is a journey. Step by step the customer achieves the highest level of productivity; where all processes from the initial order inquiry to the delivery of the metal sheets, and right through to the shipping of the finished parts are automated and digital connected.

“Most of our customers in South East Asia have small job shops with one laser and press break etc. We will guide them in this journey. It is a growth path to achieve more profit and competitiveness. We will provide suitable solutions for cutting, bending, automation and software. And we will definitely help them step-by-step on the path towards it,” he mentioned.

In his point of view, Norbert finds the articles published about Industry 4.0 are not realistic enough. He remarked, “What the customer needs is support on their path towards smart factory. They need tailor-made manufacturing solution, and that is what we are trying to offer them this time.”

At the end of the day, it’s all about relationships; spending time with customers, listening to their needs and developing new ideas and solutions with them. The company’s service mix and footprint allows them to provide world-class products with all the advantages of a local operation.

On the other hand, Norbert’s management style necessitates a careful balancing of freedom and assistance, and this is evident on his day-to-day work.

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