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OK’s single-brand strategy focuses on workbench innovation

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OK’s single-brand strategy focuses on workbench innovation

OK’s single-brand strategy focuses on workbench innovation
Underpinning its status as a global authority on electronics assembly workbench technologies, OK is consolidating its Metcal, Techcon and Impell product lines under the well-known corporate brand – OK International. Customer benefits of this move range from workbench-focused product design and development programs, to higher levels of localized application support. By pooling design, manufacturing and application experience across soldering, fluid dispensing and fume extraction processes and technologies, the company’s products will be reportedly designed to set benchmarks for reliability and price-performance ratio. VP of marketing, Howard Rupprecht, on the changes: “Our focus on the assembly workbench really began in February 2003. Our first step was the sale of the wire-wrapping business, which no longer matched our company objectives. Our second step was reorganizing Metcal, Techcon and Impell to run as one company instead of three separate entities. The company is now accelerating the transition to have all products under one brand, in response to the needs of the rapidly evolving global electronics manufacturing sector”.

Workbench products, by their nature, involve a high degree of user interaction which, in turn, calls for a detailed understanding of industrial ergonomics. With its innovation-driven design process, the company aims to deliver products that marry best-in-class performance with ease-of-use. With electronics production operating globally, workbench products must meet differing regional needs. Under the single OK International brand, the company will be able to apply the weight of its design, manufacture, distribution and support infrastructure, to better understand users’ needs and to provide localized support tuned to regional requirements.
The single OK International brand also offers customer benefits regarding sales and support. As companies look to reduce their supplier base and distributors focus on key brands, the ability to source valuable quality soldering, dispensing and fume extraction solutions from a single brand name of products that work together, offers significant supply-chain advantages ranging from reduced costs to easier spares management. Likewise, a more focused global sales channel will speed communications between customers, distributors, product experts and users.
EPP EUROPE 414
Current Issue
Titelbild EPP EUROPE Electronics Production and Test 11
Issue
11.2023
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