A PROMISE OF QUALITY
Getting to Know the People Behind BitFenix The brand BitFenix may not be familiar to many, but that may soon change as the company is all set to make it big in the Malaysian market. We sat down last month to speak to Coco Lee, CEO of BitFenix and Clement
How did BitFenix begin?
Coco: It first began as an idea. We noticed that PC peripherals and the tower casings had boring designs; they simply performed their intended purposes and had little aesthetic value. We wanted to change this, which is why we decided to create products that were customizable and to an extent, reflect your lifestyle.
In which countries are BitFenix products currently being sold?
Coco: We first started selling our products in Europe. This was an easy decision as even though we’re based in Taiwan, we have employees that come from places like Germany, New Zealand, Canada and Sweden, to name a few. Currently, our products are being sold in 35 countries.
How does BitFenix differentiate itself from the competition?
We have one principle – no two products are ever the same. For example, every chassis has a unique design. Apart from that, we ensure that every aspect of our products, from build quality to functionality, is as good as it can be. Another unique thing about us is that we obtain feedback from our fan base and seriously consider this feedback when creating a new product.
Can you briefly walk us through how a product is developed at BitFenix?
Coco: It begins once we receive enquiries or recommendations from our fans. Upon weighing our options, and getting a general idea of what our fans want, we get to work on a virtual design. This virtual design is shown to a test group and their feedback is once again recorded. We then create a prototype that is shown to an even larger test group. Once we’re happy with the feedback, we begin mass production. A typical project takes about six months to complete. We also do not like NDAs (Non-Disclosure Agreements), so every product from BitFenix is essentially something that truly meets users’ demands.
Clement: To add to that, we also have constant conference calls via Skype, where BitFenix representatives from different countries are shown photos of the latest products. These photos are then shown to the followers in the different countries, for feedback.
PC sales are dropping worldwide and to an extent, so are the DIY PC industry. How does BitFenix plan to counter this?
Coco: Yes, the PC market is shrinking. That being said, the DIY PC industry is still a relatively healthy market. There are many DIY enthusiasts that still demand for products like ours. If we focus more on developing innovative products, the outlook will likely be positive for us, especially in the highend PC market.
What are your plans to increase brand awareness in Malaysia?
Clement: We’re constantly on the lookout for new partners that can help us in events such as LAN parties, where we can sponsor gifts and have giveaways. We plan to constantly be involved in PC-related events, so do look out for us!
Will BitFenix be introducing anything new and exciting this year, specifically in Malaysia?
Coco: This year, Malaysians can definitely expect more exciting things. Our products will come in more color variants and will be even more customizable than before. One of the new items would be the NEOS, a family of casings that were inspired by sports shoes from the likes of Adidas, Nike, and such. We’re even working on our version of the Steam Machine, so yes, Malaysians can look forward to many things from us.
Which is the best-selling BitFenix in Malaysia and why?
Clement: The most popular BitFenix product in Malaysia is most likely the Prodigy. It is a miniITX casing that can accommodate tall tower CPU coolers that are up to 170mm tall, and even liquid cooling systems that have 240mm radiators.
Coco Lee (left), CEO of BitFenix and Jack Lee, Director of Inter-Asia Technology Sdn Bhd. Inter-Asia Technology is the official distributor for BitFenix products in Malaysia.