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

HWM (Malaysia) - - SPECIAL - By Bryan Chan

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.

Newspapers in English

Newspapers from Malaysia

© PressReader. All rights reserved.