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EETE OCTOBER 2012

NEWS & TECHNOLOGY EXECUTIVE INTErVIEW Chinese test instruments manufacturer active on European feedback By Julien Happich Since itS foundation in 1998, chinese company Rigol EETimes Europe: Is this new office going to change the design technologies has expanded from its initial 20MHz bandwidth input for future instruments and what sort of feedback specific Digital Storage Oscilloscopes (DSO) offerings to deliver 1 GHz to europe did you get so far? do you plan to produce instru- families of instruments. until recently, the company was only ments more specifically targeted at the European market? present in europe through a network of distributors, and mostly known from hobbyists for its low-cost instruments. W. Bartels:Most of the instruments we sell now were designed nearly a year ago, and three years after it had established before our European office opened, but since we’ve had a direct an American sales and support operations office, the com- presence in Europe, we’ve been able to get better feedback pany opened up a european branch in Puchheim near Munich, from our European customers and our R&D center in China is dedicated to help its distributors and local customers. after a taking this into consideration. our next generation of mid- and year in office, Wolfgang Bartels, Rigol Technologies EU GmbH’s high-range instruments will address more of the needs spe- Managing Director gave us a glimpse of the company’s view on cific to the European industrial and automotive industries. We europe. are also able to better respond to customer requests such as software support and updates, sometimes providing them with EETimes Europe: Being a Chinese manufacturer, you do lever- Pc-based data processing solutions tailored to their applica- age very competitive manufacturing costs. Though how is tions. calibration is also a big issue in europe and with our composed the design team? instruments, we help various calibration labs to comply with the iSo standards. Wolfgang Bartels: our design team is mostly composed of local engineers, both veterans and new EETimes Europe: do you design the recruits from university. Some of data acquisition and signal process- our veteran designers have been ing chips at the core of your test hired from competition, sometimes instruments? abroad. one quarter of the compa- ny’s employees are R&D engineers, W. Bartels:Rigol uses standard com- which means we invest a lot in the ponents such as off-the-shelf FPGAs design and improvement of our and adcs. instruments. EETimes Europe: Who are your most EETimes Europe: What does Europe direct competitors in europe and represent as a market for you com- how do you plan to gain market pared to the chinese market? shares? W. Bartels:We have 50% of our W. Bartels:our goal is to increase business in china. the other half is our market share mostly through split within the rest of asia, africa, better brand awareness. Because we america, South america, canada compete across the whole spectrum and europe. our highest growth of digital oscilloscopes, waveform rate is in the uS and in europe. generators, spectrum analysers, digi- tal multimeters, we have to be very EETimes Europe: Having estab- active. In fact, we also sell to Original lished a european presence, what Device Manufacturers (ODMs), which are your revenue trend expecta- “Since we opened our European office a year means that brands that you would tions? ago, our sales in Europe have experienced a think are our competitors are in fact our customers too. W. Bartels:Since we opened our double digit growth.” We now organize seminars, more European office, in October 2011, customer trainings, we release white- our sales in Europe have experienced a double digit growth. papers, applications notes and videos that we push to our local Because we are able to offer local customer support as well as distributors. We are also working on a new website - http:// product trainings and application consulting, our distributors eu.rigol.com – with several local languages to choose from. Of can be much more proactive which benefits our end customers. course, we are also exhibiting at european shows, like electron- We also have a small warehouse in Puchheim which enables ica and Embedded World for instance. The hobbyist market is us to offer a faster response than other Asian manufacturers for quite big in europe, and because most hobbyists also work for units’ replacement or repair. a company, they are a good entry into the corporate market. 12 Electronic Engineering Times Europe October 2012 www.electronics-eetimes.com


EETE OCTOBER 2012
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