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Andy Liu, Overseas Regional Manager, Leetro Automation

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Interview “Looking for daughter company in India”

Jan 4, 2017

…says Andy Liu, Overseas Regional Manager, Leetro Automation, in an interaction with Megha Roy. He opines that the automation industry is not only about selling products, but also about educating customers on its usage and applications. Excerpts...

How has been the performance of your company globally, as well as in India?

We design and manufacture cost-effective motion controllers and motors & drivers. We have already sold our products to 87 countries worldwide, directly as well as indirectly. To cite an example for indirect selling, it can be said that we have sold our motion controller to an OEM at China, and that OEM, in turn, has exported the machine overseas. In India, we have OEMs who use our motion controller and motors & drivers. Currently, we are looking for qualified dealers in India.

Can you brief us on the emerging trends in laser applications, dispensing robots, auto letter bending, motors & drivers, etc?

In general, we have observed more and more visual applications being deployed in the device. In laser applications, we have seen more power being used — from 50-80 watts to 10,000 watts. For dispensing robots, we are a major solution supplier in China. We have plans to provide solution in the Indian auto letter bending machine market, which includes motion controller, motors & drivers, besides application sub-ware. As such, we are selling both hardware as well as service. For auto letter bending, there is a trend in China that is from the manual/semi auto to the total auto market. We look for the same in India. As far as the motors & drivers are concerned, we see a shift from the stepper motors to highly-accurate servo motors.

How has the automation technology evolved over the years in your sector?

In China, more and more customers are keen to find cost-effective suppliers, not only in hardware, but also in the system integration, that includes software and applications. In China, most OEMs lack the capabilities of developing application software by themselves. So, we offer opportunities to OEMs so as to get a complete solution.

The Indian market is similar to the Chinese market. Customers are looking for cost-effective solutions, where they just assemble the parts and install the application software. In western countries, most automation suppliers only supply products for general usage and, then the users need to develop the application software by themselves. We, at Leetro Automation, help customers develop such applications.

Please elaborate on the challenges that you may face in India. How can they be addressed?

For us, a major challenge in the Indian market is branding. Although in application such as lasers, we are quite well-known in the Indian market, for our other products and sectors — such as servo drivers and other controllers, we haven’t reached our customers that well yet. As such, we would like to extend our offerings to the entire automation market, apart from lasers.

What are the cost-effective industrial solutions that your company provide to meet the customers’ demands?

We provide solutions that help customers reduce development time to a large extent. There are times when our customers’ customers demand a shorter delivery time. To meet such demands, we have launched a motion control system platform that enables customers to develop application software in lesser time—from six months to a months’ time.

Moving forward, what are your short-term and long-term plans for the Indian market?

In the short-term, we are looking for qualified dealers in India. For mid- & long-term, we will co-operate with our partners to set up representative offices in India. We look forward to a daughter company in India in the near future.☐

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