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Fujitsu Electronics

Fujitsu Electronics Europe Positions Itself as Innovation Partner

Artikel | von Fujitsu Electronics | 08. September 2016
FEEU’s ‘best in class’ approach ensures that customers only receive the best product in a segment. FEEU’s ‘best in class’ approach ensures that customers only receive the best product in a segment.

Gateway to Innovation

On 1 January 2016, Fujitsu Semiconductor Europe, active member of the European electronics market for over 30 years, has become Fujitsu Electronics Europe. The new name reflects the realignment strategy of the global electronics company: Serving the automotive, industrial, communications and home entertainment markets, Fujitsu Electronics Europe not only positions itself as a global distributor, and broadens its portfolio, FEEU also aims to act as gateway to high-quality solutions by removing barriers to innovation, as Managing Director Axel Tripkewitz explains.

Broader Portfolio of Complex Electronics Solutions

Previously doing business as Fujitsu Semiconductor Europe (FSEU), the company now operates from offices in Langen (near Frankfurt), Munich, Milan, Budapest and Istanbul, providing quick on-site technical sales and applications support. Focusing on more than just semiconductors, FEEU offers a broader portfolio of complex electronics solutions plus consulting services targeting applications in the automotive, manufacturing and communications sectors. FEEU provides manufacturers with access to the world of Fujitsu solutions and to tailored products from third-party providers. A proven supply chain guarantees customers maximum plannability.

The Vision: Accelerate Innovation

Axel Tripkewitz, previously Vice President HR & Corporate Services at FSEU, will be driving business development as FEEU’s Managing Director: “We have been an active member of the European electronics market for over 30 years, and have developed a high level of consulting expertise and a strong customer base,” says Tripkewitz. “We are familiar with our customers’ roadmaps and can help them to implement these rapidly while maintaining optimum quality. Our declared mission is to remove the barriers to innovation. This is why we are focusing on adding solutions from key partners to our portfolio that give our customers a competitive advantage from innovation.”

In-house and Third-party Solutions

The distributor resells the products it formerly owned. Some solutions are manufactured by the company itself. Lastly, FEEU continues to manufacture and market a number of in-house solutions – such as FRAM, for example. Also, the company distributes market solutions from the Fujitsu world, with current examples including PCBs from Fujitsu Interconnect Technologies and DC/DC converters from FDK. The company also offers solutions from former Fujitsu companies such as Custom SoCs or imaging and graphics solutions from Socionext. A second main pillar are third-party solutions. As a specialist for complex products, FEEU monitors the market continuously for promising solutions.

Portfolio Based on Three Pillars:

  • Fujitsu universe: FEEU markets solutions from the Fujitsu world, with current examples including PCBs from Fujitsu Interconnect Technologies and DC/DC converters from FDK. The company also offers solutions from former Fujitsu companies such as Custom SoCs or imaging and graphics solutions from Socionext.
  • Third-party solutions: As a specialist for complex products, FEEU monitors the market continuously for promising solutions. GaN power components from Transphorm are already part of its portfolio, for example.
  • Lastly, FEEU continues to manufacture and market a number of in-house solutions – such as FRAM, for example.

The Strategy: ‘Best-in-Class’ Approach

All products are subject to the ‘best-in-class’ approach, which means that FEEU offers a single solution for each application area – no competing products. Axel Tripkewitz: “Careful pre-selection not only saves our customers valuable time, but also means that we really can assure them of receiving qualified advice about our products. Our highly specialized solution expertise also means that we regularly discover synergies between the various solutions, which enable us to further improve the quality of our product offerings.” If customers also need standard solutions in addition to the more complex special products, they don’t need to seek out a second supplier: FEEU also offers customers direct sales options in the form of distribution partners and its new web shop.

Local Competency, Global Expertise and Logistics Resources

Fujitsu Electronics Europe distingueshed itself from other players by the combination of global presence und regional proximity to the customer. As a Fujitsu company with global reach, customers can enjoy the advantages of a truly international, high-performance supply chain. But technical expertise and global presence is not all that gives the new distributor an edge. “Our goal is for FEEU to provide our customers with a gateway to the best solutions in the world,” says Tripkewitz. “We can achieve this only because we can build on a solid foundation of expertise and logistics resources.”

Product Scout for Manufacturers, Innovation Partner for Suppliers

FEEU not only positions itself as a distributor for manufacturers but also as an innovation partner for suppliers, with whom it collaborates closely to align their roadmaps with the requirements of FEEU customers. FEEU not only helps present-day manufacturers get the tailor-made solutions they need, but also ensures that solutions to future challenges are already in planning or development. “We see our role not only as a product scout for manufacturers, but also as a scout for requirements, which we can then pass on to our suppliers,” says Tripkewitz.

Remove the Barriers to Innovation

Technical innovation creates opportunities, drives progress and is at the core of our global economies. In close collaboration with solution developers FEEU accelerates innovation, helping customers to find the best solutions for better, future-proof, faster-to-market products. Solutions that 100% fit the customers needs can be brought to market much faster and easier. Yet innovation has many obstacles. Thus, „Accelarating Global Innovation“ also stands for removing barriers to innovation, such as lack of market transparency. Consultants also contribute their international experience in other areas, for example to accelerate coordination and contract negotiation between suppliers and manufacturers.

Letzte Änderung am Samstag, 22 Oktober 2016 10:02
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