The machine has been developed keeping the price sensitive factor of the Asian market in mind
By Srabani Sen
Saturday, December 07, 2013: The new SERIO 4000 printing platform from ASYS EKRA has been developed keeping the sensitivities of the Asian market in mind. Immediately after its launch at the Productronica 2013 in Munich, Germany, ASYS Group chose India as the first country outside Germany to launch the new printer platform in New Delhi on November 27.
“SERIO 4000 is a unique scalable printing platform for those who want no compromises in terms of flexibility and performance. The print platform grows with the applications of the customer and can be adapted with absolute ease as per the required application,” explains Wolfgang Heinecke, director, sales and service, ASYS Group.
When asked why India was chosen for the first launch in Asia, Heinecke explained that India is a growing market, and thanks to the government’s new initiatives, ASYS Group expects manufacturing to boost significantly here. Hence, India is a potential market for the company. He also said that XPRT3 and XPRT 5 platforms, which have been almost a decade in existence, are becoming obsolete. Users too are looking forward for a new printer platform. Thus, the first SERIO 4000 is the way forward and it will be available in the Indian market in April 2014, he added.
“This machine is primarily suitable for the Asian market. The unique features and flexibility the machine offers is particularly suitable for the Indian market,” adds Shailendra Mathur, general manager, ASYS India. “India today is a market with high demand for electronics across different verticals. The electronics industry is undergoing the kind of growth that has never been seen before and so it is imperative that there is an environment where manufacturing will grow and sustain itself. So going with the growth of India, we needed a print platform which grows along with the customer’s need, he added.
Key features of SERIO 4000
The SERIO 4000’s ‘scale it up’ feature is its unique strength and USP. Additionally, SERIO 4000 printer together with a selection of VEGO handling modules, can be monitored via a tablet which also controls the handling modules. The new operating concept means the process modules no longer require individual operating panels, resulting in a simpler and yet more functional machine design.
SERIO 4000 is equipped with the Simplex user interface, arguably the best user interface in the industry. The multi-touch interface like a smartphone facilitates the interaction between human and machine containing numerous features which make the printing systems even more efficient. The Simplex platform with its state-of-the-art flexibility and usability is going to be implemented across product verticals at ASYS. “We are expecting the demand for this machine to come from sectors like automotive, telecom and EMS. This machine is suitable for very simple applications to very complex ones,” says Heinecke.
Pricing for India
Heinecke informed that SERIO platform was developed keeping the price sensitive factor of the Asian market in mind. “China, India, Korea and Singapore are all price-sensitive markets, and hence this machine will suit these markets. We just did the pricing for Germany and now we are developing the pricing for the Asian markets, particularly India. As its strong marketing strategy, ASYS will also launch SERIO 4000 in Pune and Hyderabad. The company will also organise training for its customers and their own personnel so that they can spread the word among potential buyers.
Electronics Bazaar, South Asia’s No.1 Electronics B2B magazine
