Moxa – The Company: Interview with Justin Kao, General Manager. 1. What kind of company is Moxa? Moxa is a company that´s 20 years old and focuses on Industrial Device Networking Solutions for automation. Though we have been in the market for 20 years we behave in a fast and agile ...

14.12.2007

Moxa Europe GmbH European Headquarters of the Moxa Group

Moxa – The Company: Interview with Justin Kao, General Manager.

1. What kind of company is Moxa?

Moxa is a company that´s 20 years old and focuses on Industrial Device Networking Solutions for automation. Though we have been in the market for 20 years we behave in a fast and agile manner, which has led us to an average business growth of 30 % over the last 4 years.

We are constantly evolving to position ourselves for the next five years of 35 % average growth. Our Strategic Business Units are responsible for their own profit & loss and product roadmaps. This makes them hungry for success and very responsive to customer & market requirements.

Our ultimate goal is to become number 1 or 2 in the industry. To reach this goal we believe in product innovation as the major driver. Our spendings in R & D have doubled in the last three years and we will invest even more in the next two to three years. The amount invested into R & D will grow from currently 7 % of our revenue to 10 % over the next years, which, in comparison to peers in the market, is quite aggressive. The results can be seen in the new products we present at this year´s SPS show. The total number of new products launched in 2007 by end of October was 136.

Moxa is a company that believes in their core values, which are integrity, mutual respect, customer loyalty and execution. Moreover, we believe that people are our biggest asset. We are constantly looking for people with right skill set and who share our core values to form the right company culture to grow in a positive way. At Moxa, they get the opportunity to develop themselves and grow their career.



2. What´s your product portfolio?

Within the scope of our different business units we focus on products for four main areas:

1.) Connectivity, such as Device Networking and Host Attached products (Device Servers, Gateways, Multiport Serial Boards, USB to Serial Converters etc.)


2.) Networking, such as Industrial Ethernet Infrastructure and Industrial Video Networking products (switches, video servers, I/O servers, IP cameras etc.)
3.) Embedded Systems, such as Embedded Computers or Modules
4.) Wireless, such as Device Servers, Access Points, GSM/GPRS Modems, Embedded Computers etc.

We are focusing on solutions for customer and market requirements rather than on sheer product development. Therefore we have staff focused on vertical market development. At the moment the major two markets we look into are Power and Transportation.

From the day that Moxa was founded we had the vision to develop Device Networking solutions for Serial to Ethernet. This has been the focus for the last 20 years, and today we are leveraging our know-how to expand in new emerging markets.

Today Moxa is one of the leaders in such new areas as Active Ethernet I/O and Embedded Computers and we see a huge opportunity for Industrial Wireless. With our know-how and market knowledge we expect to become a leader in this field quickly.

3. Which of your main product areas is the most successful in Germany?

In Germany our Industrial Ethernet Solutions have the biggest share, especially in transport/logistics and POS applications. For example, a large German carrier uses our Serial to Ethernet Converters in their distribution centres and an international manufacturer of medical devices connects their magnetical reference tomographs to the PCs with our Multiport Serial Cards.

4. What are your products´ main strengths?

We are extremely flexible in our reaction to customer and market requirements. A fast time-to-market and customized products designed according to specific customer applications are one of our main strengths.
When Windows launched its Vista OS beginning of January 2007, Moxa announced their Multiport Serial Boards and Device Servers with new, fully Vista certified driver just 3 weeks later – as the first in the market.
Innovation is another Moxa strength. Products like the first USB 2.0 solution in our UPort (USB to Serial Hub) or our Turbo Ring Technology with less than 20 ms recovery time at a load of 250 switches show our thinking ahead.

Moreover we demonstrate our technical competence by investing in the development of our own core components. Moxa manufactures their own UART and CPU chips and has developed an own Operating System, optimized for our products.

5. How important is your independence from standard semiconductor manufacturers for your customers?

This is absolutely important. One of the key requirements in the industrial markets is longevity of supply. Some of our customers require a delivery guarantee for 20 years. This means we cannot just phase out products after three or four years. As we manufacture our own UART and CPU chips we are independent from external suppliers. Plus, we can deliver highly ruggedized solutions. As an example standard semi-conductors are not typically appropriate to extreme temperatures. Moxa makes sure they are designed for these conditions.
Of course we are able to assess the components needed and are independent from supply shortages. This way we ensure a competitive lead time for our customers and help them win in their markets.

6. What´s the role of this independence with regard to long-term product delivery/availability guarantees?

The independence is expressed in such things as a 5 year warranty (and an RMA rate of less than 0,5 %) and a typical product life cycle of on average 5 years. In the event of special requests we can of course ensure longer times and supply according to customers´ needs.


7. Moxa is known to be highly innovative. How does this show?

It shows if you look at the number of products we launched this year and the numerous awards they received. For example our ioLogik E2210 Active Remote I/O Server received Control Engineering´s Engineer´s Choice Award, our ThinkCore W345 Embedded Computer and the EDS-P308 Switch have been selected Plant Engineering Product of the Year Finalists for 2007, our EDS-726 Switch has won the IF Design Award.


Moreover, as mentioned in the context of our products´ strengths, a lot of them are ahead of competitor´ solutions and they mirror market and customer requirements.




Firma: Einsteinstrasse 7

Kontakt-Informationen:
Telefax: +49 89 3700399 99
Stadt: Unterschleissheim near Munich, Germany
Telefon: +49 89 3700399 0

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