Asia challenges vision vendors

US-based vendors of vision systems face a challenge in Asia. How do they get Asian manufacturers to more aggressively add automated optical inspection (AOI) systems to their production lines?

Manufacturing engineers know American and European companies went through a period when humans and AOI systems competed for inspection jobs. In the end, lower costs and better performance made AOI systems the winners. But in Asia, the competition between systems and humans continues.

Stand-alone vision systems and software simplify the adoption of AOI. Courtesy of National Instruments.

Given the challenges, how do companies break into Asian markets? Any new market takes time to develop, and only companies that invest in it for the long term will capture market share. In addition to the usual market-building steps, here are a few that often get overlooked:

1. Make products simple to use and easy to understand. Vision-system users don't want to master libraries of C/C++ vision algorithms to inspect labels on products or LCDs on cell phones. Small, stand-alone vision systems, often with only a single purpose, can convince newcomers of the benefits of using AOI techniques.
2. Train future users. Support of manufacturing curricula with equipment and application-engineering talent will get new graduates up the learning curve quickly. In the US, Tektronix and Hewlett-Packard sold oscilloscopes and other equipment to colleges and universities at low cost. Guess what equipment the graduates specified when they needed new lab instruments?
3. Find local partners. Local AOI competitors will emerge, but smart suppliers can get a head start by engaging local equipment vendors and allying themselves with system integrators.
4. Listen. Vendors can't barge into new markets with products that don't meet local needs. Although manufacturers in the US may need to inspect XYZ-type packages, manufacturers in Asia may need different types of inspections. At the same time you educate potential customers, let them educate you in what they need.

Jon Titus, Contributing Technical Editor, jontitus@comcast.net