Phil Stoten of EMSnow talks with Bernhardt Rindt, a member of the executive management of SRI Radio Systems GmbH, and Ray Bruce, head of SIPLACE sales and marketing, about the development of EMS services and the added value of successful partnerships. Both companies – ASM Assembly Systems as the main supplier of SRI and SRI as a globally successful provider of electronics manufacturing services (EMS) – benefit from their mutual exchange of expertise and many years of experience in the electronics field. Rindt and Bruce agree: "It is essential for electronics companies to keep up with the times, drive product innovations, improve production processes and continuously expand and their customer support. Efficiency, customer orientation and cost savings are the key to long-term success – in Germany as well as in the rest of the world."
(f.l.t.r.) Bernhardt Rindt, SRI Radio Systems GmbH, and Ray Bruce, head of SIPLACE sales and marketing.
SRI enjoys worldwide success as an EMS provider and is able to look back on an impressive track record in the electronics field – just like ASM Assembly Systems. As an equipment supplier for SRI, the SIPLACE team and the Durach-based EMS provider have worked together for decades. The close relationship also paid off when SRI expanded into the American market in 2011. "When SRI began to produce in the U.S. in 2011, we were able to count on strong support from SIPLACE, which also considered the Americas a strong growth market. Benefiting from mutual experience and continuously pushing your development activities is important," says SRI executive Bernhardt Rindt.
SRI decided already ten years ago to focus on lean and efficient manufacturing processes. The company realized at the time that optimizing your production processes in order to remain competitive was particularly essential for someone who wanted to keep operating in Germany or Europe. "Initially I had some doubts whether it would be possible to profitably manufacture electronics products in Germany. But we are living proof that you can be very successful in this field – as long as you have the necessary knowledge, excellent equipment and an active exchange of expertise. SMT processes must simply run 24 hours a day, seven days a week, and this is where we can always count on SIPLACE," says Rindt.
RIndt and Bruce also agree where the outlook for the future and the key to success are concerned: "To be successful globally, but particularly in the European and German market, you must meet the customer’s demands at all times. This means being as close to the customer as you can. After all, you cannot deliver your services exclusively from thousands of miles away – you must maintain a local presence. At the same time, you must constantly improve your engineering and your product development. This is particularly difficult in Germany, a country with very high labor costs, but this is something you must successfully deal with if you want to stay a step ahead of the competition. Efficient cost savings and consistently excellent quality are the best way to ensure success in such a difficult environment."