Thrane & Thrane seeks strong China presence

Editor's note: Thrane & Thrane, a leading manufacturer of equipment and systems for global mobile communications based on satellite and radio technology, is aggressively expanding its business, with a 190 percent increase in sales in 2008 compared to that of 2007. The Danish company's global CEO, Walther Thygesen, visited Beijing recently and shared his business strategy with China Business Weekly reporter Zhang Qi.

Q: We can see Thrane & Thrane values the China market because you chose Shanghai to open your first office in Asia. What is China's role in your global business strategy?

A: Thrane & Thrane opened its first office in Shanghai to reach the entire Asia-Pacific region. Benefiting from localization in operation and management by our Shanghai representative office, we later positioned our Singapore representative office to do business in Southeast Asia.

The China market has been the focus for many companies. The China market is important to us, as well. We set up our first representative office in Shanghai, and the result proves that we made the right decision. Our Shanghai office accomplished a 16 percent sales quota for the whole company.

China is a market with rapid development in the satellite equipment manufacturing industry. We have close ties with our Chinese partners. Plus, the plan for setting up a Thrane & Thrane regional workshop station is on the way. End users in the whole Asia-Pacific region will benefit from the regional workshop.

Q; Mobile satellite communications equipment is currently applied mostly to the professional arena. What measures will you take to boost the civilian use of satellite equipment?

A: So far, professionals make more use of mobile satellite communications equipment. But you can also see that the globalization of the economy has meant more managers and high-level businessmen flying around the world.

The Explorer 500 EX has already been a part of what they carry in their suitcases. Now, as field exploration becomes an important part of people's entertainment, the Explorer 727, which can be installed in a civilian SUV, can help find travelers find reliable and stable communications services.

Our "Sailor" series is installed on many entertainment ships and yachts and offers a lot of pleasure to people at sea.

Since Thrane & Thrane was established, we've had this slogan, "we bring communications down to earth", which means we make communications easy to get. So from the very beginning, we have made the effort to expand civilian applications of this high technology.

Q: Considering Thrane & Thrane's development in China in recent years, is there any special feature of the China market when compared to other markets? What is Thrane & Thrane's future plan for China?

A: Every region has its own characteristics. For example, China pays great attention to contingency communications systems, which leads to huge demands for mobile land equipment. The Explorer solution from Thrane & Thrane guarantees reliable communications.

In addition, Thrane & Thrane is also famous for its service. We are going to set up regional workshop stations to offer the best products and services to our users.

Q: What industries are represented by your clients?

A: Our clients cover a wide range of industries. In maritime, we have maritime logistics, ocean commercial vessels, big entertainment vessels, fishing boats, etc. As for land mobile, we have clients from the government, military, outdoor traveling clubs and TV stations. Wherever there is a communications demand, there is Thrane & Thrane.

Q: What about your achievements in China?

A: China is moving ahead in her economic development, so there is great demand for infrastructure construction and equipment investments.

The performance in China has been good. For example, our Explorer series sales account for approximately 16 percent of our global sales. Sales in 2008 increased 190 percent compared with 2007.

Q: Do you have any factories in China?

A: We have not set up our factory in China, but it does not mean we won't have one in the future. We are seeking partnership possibilities with parts suppliers in China.

Thrane & Thrane has a global network. Besides our distributors, we have a complete after-sales service system internationally.

We select qualified partners to set up on-site service centers and regional workshops to provide the most timely and immediate assistance to regional distributors and end users.

Q: When did Thrane & Thrane enter the China market?

A: The Thrane & Thrane Shanghai representative office opened in 2004 in charge of all sales and marketing work for Northeast Asia.

Now, in addition to our sales and marketing employees, we have on-site engineers to provide all partners in the region with technical support and new product training to solve any problems they have.

(China Daily 11/02/2009 page8)