Shortly after being appointed managing director of Samsung Techwin Europe, Jong Wan Lim presented his vision for the future at a conference attended by the company’s various business partners. Lim stated that 2014 would be: “A Year of Change: A New Beginning,” with Samsung Techwin striving even harder to create new business opportunities for its customers.
Risk UK: What would you say are the most significant changes that have taken place since you joined Samsung Techwin?
Jong Wan Lim: Our world is changing. Our customers’ requirements are changing and, as a result, we’re changing the way in which we do business to face the challenges of the future.
To meet these changes we have reviewed – and we’re continuing to review – the way we manage our business model. Our new ‘regional powerhouses’ have enabled us to be more efficient in our use of resources and provide a more sales oriented structure. Now, we can better employ the expertise of our sales and support services across the countries within these regions to provide a fast, efficient and consistent service to all.
To ensure the success of our ‘regional powerhouses’, we’re continuing to review the way in which we manage our operations within the countries concerned. This will create a platform for the continuous drive for sales and service in our key sales target areas.
Our aim is to be Number One in these key sales target areas and success will be achieved through concentrating our focus on these areas.
We all know that successful business partnerships are built around trust. At Samsung Techwin we are no different as we look to create the highest level of trust with all of our distribution, system integrator, end user and technology company partners. There’s no doubt that the new sales orientated strategy is improving the quality of our processes and policies to strengthen this trust.
Shared values are further strengthened by engaging end users through our vertical market business development specialists who are concentrating on key verticals in their regions. These include transport, retail, banking and city surveillance. Business is being driven through our distribution partners. This has resulted, for example, in Samsung Techwin being awarded PADs approval (from Network Rail) for a large number of network products, including our award-winning open platform WiseNetIII camera range. Pleasingly, this puts us in the position of being the only manufacturer to have IP cameras approved for use on the UK rail network.
Risk UK: Can you expand on what you mean by reorganising and restructuring your sales areas?
Jong Wan Lim: As we continue to develop our IP portfolio and realise smarter technologies, we are also aware that in today’s competitive marketplace it’s working collaboratively that will help improve and advance the quality of our service offer. Our European regional centres are continually benefiting from our successes as we continue to knowledge share.
By embracing a transparent methodology, our new regional centres have been able to seamlessly disseminate and replicate successes through a fully integrated sales and business development team. This synergy has allowed us to work smarter, more efficiently and effectively, all of which will help to improve the quality of our services to all of our customers and, particularly, our value added partners.
As we learn quickly from the successes of our more empowered local teams, the new regional centres will swiftly disseminate and replicate their successes through the natural synergy that has been created from integrating the sales and business development teams.
A fundamental part of this reorganisation has been the introduction of the Samsung Techwin Eco Partnership (STEP) Programme whereby we provide support, resources and tools to help our partners extend their business opportunities and increase their profits.
The benefits of this include project registration discounts, lead sharing, co-marketing/marketing and technical tool support.
Within the first couple of months of starting the STEP Programme we’re delighted to be in the position that over 150 partners have already signed up.
Risk UK: The STEP Programme would appear to be an integral element of your new strategy. Is it only open to system integrators?
Jong Wan Lim: Our STEP Programme is designed for different types of partners: channel, technology, application, A&E and clients. One main difference is that our customers can access our open platform partners’ information and services, in turn allowing us to add further value to our offer.
We also work very closely with our distribution partners. We not only pull the channel partners’ business through to them, but we also exhibit together at trade shows in order to highlight the strength of our co-operation. For example, at Essen in Germany this year we are partnering with Videor Technical and at ExpoProtection in France with Aasset Security.
Risk UK: At the beginning of the year you discussed the importance of service and support. Can you elaborate on this?
Jong Wan Lim: Most certainly. Our market is a very crowded place wherein there’s no shortage of manufacturers with which we must compete. On that basis, we believe that quality over quantity is the key – delivering quality products, quality services and quality support levels. Quite rightly, this is what customers require and expect.
At Samsung Techwin, we have introduced a staff-specific training programme ensuring the service delivered by our sales and technical teams adds value to our customers’ businesses. We have also introduced an Advanced Replacement Scheme on all products purchased after 1 July 2013. This is designed to highlight the confidence we have in the quality of our products and also to afford our customers peace of mind by putting them first.
In addition, we have combined our warehouse and service centre in the Netherlands. It’s a convenient hub for continental Europe and the UK. We use the services of DHL, the global market leader in the logistics industry, to deliver our products.
Risk UK: You mention quality products. What’s new this year from Samsung Techwin?
Jong Wan Lim: This year, we’ve expanded our WiseNetIII range so that it now includes 1.3, 2 and 3 Megapixel resolutions. We were delighted when we won the Benchmark Product Innovation Award at IFSEC International 2014. The powerful processor offers the user simplicity and choice through our open platform technology.
Together with our technology partners who are specialists in video and audio analytics, and our expertise in camera manufacturing, this allows us to create truly exciting solutions.
At IFSEC International we changed our booth such that it was vertical market solutions-centric rather than device-centric as has historically been the case.
Risk UK: This all sounds extremely innovative. How much of a difference will moves like this one make to your business?
Jong Wan Lim: We believe this will help ‘Change the face of IP’ as the WiseNetIII cameras will accept multiple applications that can be downloaded into the camera in a similar way to adding Apps to a SmartPhone. It gives the end customer total flexibility, allowing them to use a surveillance camera for many more applications outside the scope of pure security. Marketing, Health and Safety and man management are but a few examples of this.
Such an approach allows us to offer solutions to different vertical market sectors like retail where, for example, an App from Agent-Vi using its savViTM software can provide retailers with a powerful tool to analyse customer traffic patterns or better understand the implications of customer behaviour in relation to signage, store layout and promotions.
Risk UK: Samsung Techwin has just introduced a new analogue solution in the form of the Beyond 1280H Series. With the market moving towards IP, can you explain why you’ve chosen to take this approach?
Jong Wan Lim: Without doubt the future lies with IP solutions. That sais, we must support all of our customers and there’s a countless number of existing analogue CCTV systems whose end users, for various reasons, are not ready to migrate to a network-based set-up.
The new Beyond Series harnesses the power of 1280H camera technology, in turn enabling analogue cameras and DVRs to deliver 1000 TV lines.
The key to supporting all existing solutions is that the Beyond Series is interoperable with existing analogue products as it conforms to the PAL standard.
Risk UK: From which other areas of your business do you see growth emanating?
Jong Wan Lim: In 2014, our Business to Consumer (B2C) range has grown rapidly among retail stores, online retailers and telecommunication companies with products such as the Smart Home camera SNH-6410 that uses the WiseNetIII technology designed for the professional market in a form that would grace the smartest of homes.
This B2C range has expanded rapidly to meet a growing demand from end user customers who are rapidly embracing smart technology and HD quality images in the home.
Risk UK: What does the future hold for Samsung Techwin?
Jong Wan Lim: In 1962, Marshall McLuhan famously said that we live in “a global village”. Remember that was a time when electronics were in their infancy. Today, our world is changing rapidly. It’s becoming more compact and showing us that ‘big is not always best’.
Our changing approach has already delivered tangible benefits for our targeted vertical markets thanks to developing partnerships with end user customers, integrators, distributors and technology partners and the subsequent delivery of quality products, services and support.
One clear example is the Gabling Prison project where our business development team has worked with the end user and system integrator HSS Sicherheit Berlin, passing the project through to the distributor Dekom.