In Con­ver­sa­tion

As new­com­ers in In­dia, we wanted to part­ner with some­one who has enough strength in the north­ern re­gion of the coun­try

Electronics Bazaar - - Contents -

EB: Give us a brief in­tro­duc­tion to Sanyo Denki—its fo­cus ar­eas, prod­ucts, ser­vices and its plans for the fu­ture.

Ta­m­a­gawa: Sanyo Denki has been in busi­ness since 1927. As a world leader in ther­mal tech­nol­ogy, the com­pany con­tin­ues to in­tro­duce state-of-art prod­ucts to meet the in­creas­ing de­mand for less power, more air flow and re­duced noise. Sanyo Denki’s pri­mary con­cern is qual­ity, re­li­a­bil­ity, top per­for­mance, and the on­go­ing de­vel­op­ment of prod­ucts that meet the high global stan­dards for en­vi­ron­ment pro­tec­tion.

For ev­ery prod­uct, we fo­cus on the qual­ity-con­scious end of the mar­ket. Even a small Sanyo Denki fan is com­posed of many com­po­nents, small ca­pac­i­tors, tran­sis­tors, etc. So we fin­ger­pick the com­po­nents of the high­est qual­ity for our prod­ucts—that is what makes the dif­fer­ence. Our cool­ing fans stand out from the com­pe­ti­tion be­cause of the dual board bear­ings—most cool­ing fans are made of sin­gle plas­tic board bear­ings. In the tele­com sec­tor, ser­vice can­not stop for even a

As new­com­ers in In­dia, we wanted to part­ner with some­one who has enough strength in the north­ern re­gion of the coun­try

minute since that will give rise to ma­jor prob­lems. So re­li­a­bil­ity is cru­cial. Some of our prod­ucts have been de­vel­oped spe­cially for such cir­cum­stances, like the long-life fan which runs for around 20-21 years. It is a com­pletely main­te­nance-free prod­uct. This prod­uct is ideal for deserts or moun­tain­ous re­gions where weather con­di­tions are harsh.

EB: Do give us some in­sights into the dif­fer­ent sec­tors your prod­ucts are used in.

Ta­m­a­gawa: We pri­mar­ily fo­cus on the tele­com sec­tor, and on the BTS (base trans­ceiver sta­tion) space trans­mis­sion sys­tem. Nowa­days, more and more people are shop­ping on­line. So, in or­der to accept or­ders con­tin­u­ously, com­pa­nies have to set up data cen­tres and servers, which will keep run­ning smoothly. We are look­ing at this space as a new field of ap­pli­ca­tion. Other than that, in­vert­ers and PV in­vert­ers are some new ap­pli­ca­tion ar­eas for us.

EB: Do you mar­ket your prod­ucts to end con­sumers or are you more in­dus­try­ori­ented? How pop­u­lar is Sanyo Denki among its tar­get cus­tomers?

Ta­m­a­gawa: The con­sumer mar­ket is a tough one in terms of price and com­pe­ti­tion. So in­stead of fo­cus­ing on that, we in­tend to fo­cus more on the in­dus­trial sec­tors. Our pri­mary cus­tomers are the var­i­ous man­u­fac­tur­ers and not the end users. In terms of fame, even though Sanyo Denki is not as pop­u­lar as the big mar­ket play­ers, we are a brand known for our re­li­a­bil­ity. • Counter ro­tat­ing fan: This fan fea­tures high air flow and high static pres­sure. It is suit­able for high sys­tem im­ped­ance ma­chines, and is mainly used in the man­u­fac­ture of tele­com prod­ucts. This prod­uct has two fans in a sin­gle de­vice. One ro­tates clock­wise and the other anti-clock­wise in or­der to gen­er­ate more static pres­sure.

• DC cool­ing fan: This fea­tures high air flow, high re­li­a­bil­ity and low noise. This is again mainly for the tele­com seg­ment, and for out­door units of BTS heat ex­changer de­vices. Apart from that, it is also suit­able for servers, com­mu­ni­ca­tions equip­ment and more. It is mainly used where more power is re­quired for the cool­ing fan.

• Cen­trifu­gal fan: This fan blows air in a cen­trifu­gal course. It fea­tures high static pres­sure and is suit­able for high sys­tem im­ped­ance ma­chines such as com­mu­ni­ca­tions equip­ment, servers, stor­age sys­tems and heat ex­chang­ers. The fan ro­tates 360 de­grees and is mainly used for cool­ing down con­trol pan­els in the tele­com sec­tor.

• Rev­ersible flow fan: Mul­ti­ple fans are usu­ally needed to blow air in both di­rec­tions to ven­ti­late houses, and to cool soft drink vend­ing ma­chines, food dis­play cases and print­ers. The wind di­rec­tion of this fan can be switched, so fewer fans are re­quired. It re­duces equip­ment costs and saves space. It can move in both the clock­wise and anti-clock­wise di­rec­tions. This fan can be used for suck­ing as well as push­ing the air.

• Long-life fan: This fan has an alu­minium body. It can run con­tin­u­ously for more than 20 years, and is well suited for equip­ment that must op­er­ate with­out main­te­nance for ex­tended pe­ri­ods. It can be used for servers, com­mu­ni­ca­tion equip­ment and in­dus­trial equip­ment.

• PWM con­troller (horse-type and PCB type): This de­vice pro­vides ex­ter­nal con­trol over the ro­ta­tional speed of fans that have the PWM con­trol func­tion. By us­ing this prod­uct, PWM con­trol func­tion fans can be fully utilised with­out the need for pre­par­ing new cir­cuits, con­tribut­ing to re­duc­ing the sys­tem’s power con­sump­tion and the fan’s noise.

EB: What were the fac­tors that led to the as­so­ci­a­tion be­tween Sanyo Denki and ITP?

Ta­m­a­gawa: Sanyo Denki In­dia has been es­tab­lished in Chen­nai. But across North In­dia, we are very much the new­comer. So we wanted to part­ner with some­one who has enough strength in the north­ern re­gion of In­dia – a cri­te­rion that ITP mea­sured up to. More­over, the prod­ucts that ITP deals with are closely re­lated to Sanyo Denki’s prod­ucts. So we thought that a part­ner­ship with ITP will help us achieve com­bined growth in the In­dian mar­ket. This is the ma­jor rea­son for choos­ing ITP as our part­ner.

From the left: B.M. Vaish, chair­man, ITP Group, Vikram Sharma, man­ager-mar­ket­ing, ITP Group, Ab­hishek Sharma, sales ex­ec­u­tive, Sanyo Denki, Keisuke Keith Ta­m­a­gawa, busi­ness de­vel­op­ment man­ager, Sanyo Denki and Anil Ba­tra, mar­ket­ing di­rec­tor, ITP Group

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