Finding the way into China
AM3D A/S develops world class audio technology. The company holds patented technology that can improve the sound experience in cell phones and other portable products, optimize sound systems in cars, and increase the safety of military equipment. AM3D have for years been active in the Korean and Japanese market with great success and decided in 2009 to grabble with the Chinese market. Lack of knowledge about China and relevant contacts made it, according to AM3D, too risky for the company to establish its own office in China.
AM3D is in a situation where access to just the right people in the research and development department of a potential customer is crucial for future sales. The difficulty of managing oneself in China and the realisation of how virtually impossible it would be for the company to find the right people got AM3D to choose Innovation Centre Denmark, Shanghai, as their extended arm in China.
The company has since 2009 been a virtual account manager at the centre, which can represent the company locally and on the basis of a thorough introduction to AM3Ds needs and priorities have been able to identify potential customers. It has so far resulted in client meetings with leading producers of flat panel displays in China and the prospects for concluding a partnership during 2012 are really good. According AM3D's Vice President of Sales, Jacob N. Andersen, the employees of the innovation centre made a big difference in the whole process, not least by their participation in customer meetings.
”The outcome of the meetings was greatly improved due to the presence of the Innovation Centres staff. Not only because our contact can act as a translator and mediator between the two parts, but also because he has thorough knowledge about our company and therefore can discuss many issues on our behalf.” Vice President of Sales, Jacob N. Andersen