Quality Products and After-Sales Service Earn Customer Favor
According to Richard Hsu, Vice President of Marketing at Hirose Opto Co., Ltd., the cornerstone of the company’s success lies in ensuring product quality is both high and stable while also excelling in after-sales service.
 
He notes that the first aspect clients evaluate is whether the quality of the products delivered is sufficient, as this is the fundamental prerequisite for gaining their trust. Quality leaves no room for compromise. After establishing quality, the importance of robust after-sales service cannot be overstated. Hirose's key clients, engaged with international major companies, receive dedicated support during critical phases such as pressure testing and the initial stages of production. This support ensures that clients do not encounter issues during mass production. For the first one to two months post-installation, a dedicated team member accompanies clients, as this period is crucial. After completing installation and after-sales service, the company shifts to on-call support.
 
Hirose has established offices and after-sales service points across northern, central, and southern Taiwan. Staff at these locations act as the first line of response to customer needs, ensuring service within two to four hours. The after-sales team is technically adept, enabling them to quickly troubleshoot and resolve production issues. If a problem arises that the on-site personnel cannot address, they will promptly report it to the company, where specialized product managers will convene to discuss viable solutions and promptly communicate them to the client. Thus, product quality, comprehensive after-sales service, and the approachability of service personnel in nurturing friendly relationships with clients are crucial winning factors.
 
Transitioning to Semiconductor-Related Products for a Blue Ocean Market
 
Initially, products from Hirose comprised 60% of its revenue from panels. However, as profits from this sector began to decline, management explored opportunities to pivot toward more niche products. In recent years, the company has shifted its focus to semiconductor-related products. Hirose is currently developing pre-packaging AOI equipment in response to market demand, with a significant product launch planned for September 2024 at a semiconductor exhibition.
 
Leveraging its existing product development capabilities, Hirose integrated with Wuhan Jingce Group, generating synergistic effects. For instance, this partnership has completed the product line of the Jingce Group, which previously lacked AOI solutions for the latter stages of production. Following Hirose’s integration, the group can now offer comprehensive solutions, enhancing competitiveness in the Chinese market. Instead of independent negotiations, the group now offers a full production line design service, allowing clients to deal solely with Wuhan Jingce for all processes, thereby securing better pricing and profit margins.
 
Overall, the investment from Wuhan Jingce has expanded Hirose’s market reach and revenue. While Hirose continues to develop AOI equipment, it will also adopt and transfer semiconductor testing technologies from Jingce. Thus, Hirose’s marketing focus this year lies in exploring and managing semiconductor equipment markets both domestically and internationally.
 
Innovative Talent Development Practices
 
To create quality products, Hirose actively seeks talented R&D personnel and offers salaries that are competitive within the industry. The company is committed to maintaining high standards and is unafraid to eliminate underperforming staff. Hanglei invests approximately 4 to 5 million NT dollars in R&D each month, with a core focus on "modular research."
 
Regarding talent cultivation, Richard Hsu mentions that every machine and technology developed must have standardized documentation. In software or manufacturing, all technologies are broken down into smaller modular components. After years of experience, this modular approach enables efficient production and accelerates the training process, reducing response times in design and manufacturing.
 
Additionally, the company emphasizes exchanging ideas and experiences with clients and peers by bringing its team to other platforms for collaborative discussions on development. This enhances learning outcomes for staff. The sales team is encouraged to engage in extensive market development, analyzing samples for insights, regardless of whether they result in sales. This process stimulates innovation among employees.
 
Actively Integrating AI Talent and Technology
 
In light of the AI wave, Richard Hsu indicates that Hirose has already integrated AI talent and technologies to enhance defect detection design. He emphasizes the significant potential of combining AI with AOI. Traditional AOI systems require continuous human analysis to optimize detection capabilities, which is becoming unsustainable in a society facing declining birth rates. With the rapid advancements in AI, existing machines can be enhanced to autonomously improve defect detection capabilities, thereby optimizing workforce utilization and leveraging AI’s unique advantages.
 
Richard Hsu states that Hirose's strategy in the AOI market, incorporating AI, primarily focuses on "defect classification" and "replacing human inspections." This allows clients to use AI for defect classification, data analysis, and identifying the causes of process abnormalities, ultimately achieving intelligent manufacturing goals.
 
Currently, Hirose utilizes Teledyne Dalsa AI as the foundational architecture for its machines, enhancing traditional functions with insights gained from over ten years of AOI development. This has allowed Hirose to overcome prior detection bottlenecks. The company has established an algorithm team to focus on the evaluation and implementation of AI tools, prioritizing recruitment from individuals with AI expertise to bring cutting-edge technological insights to the team.
 
Market analysis experts highlight Hirose's exceptional technical capabilities that enable it to stand out in the optoelectronics industry. The company specializes in visual imaging system development and the integration of optical, mechanical, and software designs, striving to enhance industrial automation and smart manufacturing levels. Hirose also possesses extensive experience in PLC software development and human-machine interface design, offering clients intuitive and user-friendly operational platforms. Through continuous innovation, Hirose consistently delivers high-performance, reliable optoelectronic products that meet the diverse needs of various industries.
 
In conclusion, Hirose Optoelectronics survives in a highly competitive market by listening to customer needs, continuously investing in R&D, and consistently improving product quality. In the coming years, the company aims to raise awareness of its sustainable operational capabilities in the capital market, sharing the benefits of its achievements with the broader community.


Photo: Richard Hsu, Vice President of HIROSE OPTO Marketing Department.                                     Source: PIDA Photography