KUBEG AG tames the Puma



Essemtec will give their worldwide premier of “Puma” at Productronica 2017 in Munich. The medium-sized Swiss EMS company KUBEG has recently been testing this state-of-the art multifunctional pick and place system at their beta site over the past few months. Mr. Egger, director of KUBEG, explains in an interview how the company sustains its position in the difficult EMS market and reports on his experiences with “Puma” from Essemtec.


Picture 1: Jürg Schüpbach, Sales Manager Essemtec, and Mr. Egger, Director of KUBEG AG, in front of the beta site “Puma”

ESS: Mr. Egger, the EMS environment in Western Europe, and especially here in Switzerland, are proving to be difficult; the margins are dropping and there are still a lot of EMS companies migrating to Eastern Europe. How does KUBEG confront these problems, and what is KUBEG’s recipe for success?

Mr. Egger: We’ve had to change massively over the past few years and we’ve had to constantly adapt ourselves to fit the market; the ones in the EMS business who don’t do this will soon be punished. A company like KUBEG must be in a position to massively invest and to also automate the work-flow and processes. This requires sensitive strategical planning, as well as a corresponding Cash Flow Management. We did our homework thoroughly; for this reason we could keep our margins on a high enough level to guarantee our long-term survival. Another recipe for success is the locating of niche markets; there are many start-ups and small companies bringing amazing products on the market. You must find each other, because such companies depend on competent and strong electronic service providers. As an example: There is the young company PetTracer, “Humans love their cats”, the founders said to themselves. So PeTracer designed a GPS collar for cats so the owner always knows where their pet is. They developed the detection concept over both Bluetooth and GPS. Therefore, over a smart phone, tablet or computer you can see where your cat is at any time; it can’t get lost anymore. The company tried to produce in Asia, but problems with logistics and quality were too big. They finally came to KUBEG, because here both the price-performance ratio and the human chemistry are suitable. We can cover everything, from the prototyping to a mass production of 30’000 GPS collars per year. Furthermore, the company structure is critical too, no EMS company can allow a “water head” – certainly not with the margins in today’s market. With our highly flexible matrix structure of 30 employees we are set up super lean.

ESS: Is a portfolio mix of both EMS and self-made products a good option?

Self-made products can be a mainstay, but EMS customers don’t like to see it. On the other side, because of our lean structure synergies become possible that have positive influences on the company. However, if you are considering an in-house product you should found a second company and clearly divide the two businesses; like many other decisions you must calculate what’s optimal for the company.

ESS: Is the EMS market a cut-throat market?

Electronics still have an immense growth potential; just look at the LED market. There are so many new ideas from start-up and engineering bureaus. My experience is that the “cake is still growing”. Anyway, if you are doing it right you can bake your own cake, even as an EMS.

ESS: What is the deciding factor to win new customers?

You need a flawless reputation and a good performance, digital media is very important too. In the end, word of mouth recommendation is the deciding factor. You must also behave with absolute honestly at all times.

ESS: How do you confront the dropping margins? Where is it possible to compensate?

There is only one answer: Automation and adaptation of the structures.

ESS: KUBEG has had Essemtec prototyping machines in the field for many years. Midrange machines were bought from Hanwah/Samsung. Why did you agree to test and challenge the new prototyping/midrange solution “Puma” on the beta site?

For ten years we have been producing on Essemtec machines. One year ago we invested in the new platform generation and ordered a FOX; FOX is a milestone and runs very well. We are growing very strongly and therefore will have to invest in new line. Essemtec gave us the chance to test an alternative in the midrange field – a module that can also run efficient prototyping production. Furthermore, it’s very important to us that the concept “expandable in any direction” works really. We don’t know where we will be in three years, but the “Puma” offers many possibilities to grow with us. We have just such a case at the moment - A customer has a big project in which dispensing is needed; normally an EMS must give such profitable business away and this in turn creates the risk that the customer will ultimately transfer their whole production elsewhere. With the new Essemtec platform we just retrofitted a dispenser with the plug and play function. Before now we couldn’t discuss dispensing, but now we can serve the customer quickly and keep him with us. That’s what I call long-term investment security.


Picture 2: „Puma“ as a stand-alone solution at KUBEG, upgraded to a high flex machine with 280 feeder positions, 18'800 cpd/h IPC and with a board dimension of 560x610 mm

ESS: After four months testing in both a highly flexible environment and high-performance production what’s your conclusion?

This machine is a real all-in-one solution and a technical eye-catcher. Prototypes, functional models and high volumes all have different requirement profiles. “Puma” covers them perfectly and also offers the dispense process option too. Essemtec is, in my experience, the first company who has covered this need. This development track is the right strategy. It dramatically increases efficiency to have only one machine platform and one database in production and to able to use them for both PCB prototyping and mass production. This is cash money.

ESS: What do you expect from your systems provider in the future?

Service and machine quality is most important; the machine must run non-stop, and a failure is always a drama! A close rapport with the customer concerning future enhancements, and listening to customer feedback is also vital. Essemtec’s strategy suits me; the company learned to concentrate completely on their core business and to listen to their customers. Their strategy is clear and plausible. I hope together we can move forward towards a successful future.

The interview was conducted by Paul Joseph, Area Sales Manager Essemtec AG

_____________________
More informationen about: Kubeg www.kubeg.ch

Merry Christmas and a healthy, successful Year 2018

«Together we protect the environment and create a worth living future for our descendants.»

Essemtec decided to support WWF this year and will donate...

Productronica 2017 Highlights & Review

Procuctronica 2017 closed its door last week. 44’000 visitors from 85 countries came to Munich, an increase of almost 20 percent over the previous...

Be Inspired - The Cycle of Life - Productronica 2017

Acts of god or natural phenomena including rain or thunderstorms, the climate as a whole. The fact that these natural phenomena have long been...

The crewed spaceflight to Mars by NASA

For seven months the astronauts will fly through space and, at the end of their journey, land on Mars! They will stay there for two years to conduct...

KUBEG AG tames the Puma

Essemtec will give their worldwide premier of “Puma” at Productronica 2017 in Munich. The medium-sized Swiss EMS company KUBEG has recently been...

MAL Effekt-Technik GmbH tames Puma no. 1

At Productronica 2017 in Munich Essemtec will present the world premiere of Puma. MAL Effekt Technik GmbH (MAL) is the first company to have ordered...

Zollner invests in the first combined pick-and-place and dispensing unit from Essemtec!

Zollner Elektronik AG has commissioned the first combined jet dispensing and SMD assembler FOX 2 in production.

The custom-built production line for...

Essemtec opens new spare parts warehouse in Germany

Essemtec AG, Swiss manufacturer of systems for the electronic production, has opened a spare part warehouse in Germany. The growing customer and key...

Puma/Tarantula - Essemtec‘s Pick-and-Place/Dispenser Innovation at Productronica 2017

At Productronica 2017 Essemtec AG will be the first company to present a big system platform that can be used on one hand for the assembly of...

On the journey to munich Productronica A3-218

The leading trade fair “Productronica” takes place in Munich between 14th and 17th November 2017. Essemtec AG looks forward to presenting their...

Essemtec AG receives order for another 100 Cubus SMT storage systems

Essemtec AG, Swiss manufacturer of systems for the electronic production, has received another order for a total of 100 Cubus systems from one of the...

ZKW Elektronik GmbH invests in a high-speed dispenser from Essemtec

ZKW Elektronik GmbH, a subsidiary company of the ZKW Group, opts for a high-speed dispenser from Essemtec.

For its new electronic production site in...

„I see something you can’t see!” – Intelligent matrix LED headlights spark the revival of adhesive dispensers

Ten years ago, simple LED headlights found their way into the luxury class of automobile production. Today, they have developed into AFS (Advanced...

The long journeys of the Essemtec Foxes – a success story and what the near future holds for the Fox Pack

One year ago, the first Essemtec Fox was delivered to Camlogic in Italy. Subsequently the Essemtec Fox, called Bruno, got some siblings: FOX2 and...

As seen through Benjamin Franklin’s eyes

Glasses had already been in use for over 500 years before Benjamin started using them. In his younger years he invented multiple creations, such as...

LED in Glass: Pure Emotion!

Since the commercial introduction of LED technology more than one decade ago these shining little diodes are so omnipresent that no one could now...

Boy’s and men’s dreams come true: An Essemtec pick and place machine breathes life into model railways!

Model railways and their associated paraphernalia have fascinated many of us since childhood. But most of us cannot fully realise this hobby until we...

The journey to Mars

In the next Pack edition, we will present a fantastic journey which will be conducted in the next 15 years. Human beings will travel and land on Mars....

Pick-and-Place Demo Day Netherlands

Let us show you the hottest machine on the market that will give your production wings and make your business fly skyhigh with the Essemtec Fox2...

Be inspired – New Essemtec Corporate Video 2017

Wildlife consistently shows us with breathtaking flexibility how nature can adapt itself...

SMT Nuremberg – «New» Essemtec says «thank you» for giving them a record number of visitors at their booth

It was with a high level of anticipation that everyone at Essemtec looked forward to this year’s SMT show...

Where’s my plane? Nano-satellites are revolutionary mini spacecraft

“Keeping track of what you care for” is the motto of GomSpace Dennmark. It is a fact that today...

„What is new at SMT Nuremberg? Essemtec is new!”

Essemtec AG presents its new image and its new product portfolio at SMT Nuremberg...

Touch me!

The software is cleared structured and astonishingly easy to use. Four major tasks are defined...

Charlie and his friends: what do animals have to do with a high-tech portfolio?

Wildlife consistently shows us how breathtakingly flexible nature can be in adapting itself...

Why the grass at Camp Nou is always greener

Have you ever thought about how the groundsmen produce such fantastic pitches in...

What’s new @ SMT Nuremberg? Essemtec is NEW!

Wildlife consistently shows us with breathtaking flexibility how nature can adapt itself...

New Fox4 - 4 Axes High Speed Placement head

The Fox is finally on 4 axes, proving with a speed of up to 18`000 cph to high-mix production.

The Euro doesn’t fall after all! Mineral casting leads to outstanding performance parameters

In today’s machine construction it’s all about achieving consistent high velocity.

Exploratory spirit, substantial know-how and unusual perspectives – an interview

Today Essemtec AG stands at the final stage of a company restructure that began in 2013 with a change of ownership.

Zollner chooses Essemtec's Scorpion when it comes to dispensing of glue applications

Zollner Elektronik AG has already ordered the 17th High Speed Jet Dispenser Scorpion...

Iron fist, yet still so gentle: News about research and development in robotics

The human hand is a wonder of nature. What seems apparent to us becomes...

...and it works! Non stop production in a highly flexible environment

Premium switch-mode power supplies like the ones from Camtec Power Supplies...