Systems Integration Asia — February-March 2018

INTERVIEW

SiliconCore Top Executives Exude New Energy

Innovation at Core; 'Chip'ping With More

SIAsia: Tell us about SiliconCore's focus and perspectives on

Asia Pacic...

GLENN & JIM: Asia-Pacic market has always been a focus due to

how innovative the region has been in the uptake of the latest

technologies. We have had dedicated ofces in the region for a

number of years and the focus for this year will be expanding our

infrastructure of expert engineers to support the region as it

expands with the explosion of direct view LED displays in the

market. We're being presented with some blossoming

opportunities such as the 85m wide, 1.5mm pitch display we

recently installed around the baggage reclaim hall at Melbourne

Airport.

SIAsia: How about the notion that SiliconCore hasn't been that

active in AsiaPac, compared to what it is in rest of the world?

GLENN & JIM: We've had a head of the region for many years

working on projects but unfortunately many of the projects we

have won are highly classied so often embargoed by the client.

SiliconCore, which came to the fore of Audio-Visual industry with cutting edge LED

displays and laser diode, controls has carved a niche of its own kind, and had been

impacting the industry in its own right. First company to bring sub-zero pixel pitch

displays to industry, SiliconCore had been innovating with regular frequency,

improvising its precision solutions.

With its latest ZACH and Chip-on-Board innovations, the Miliptas, California-

headquartered LED display solutions major is taking the year 2018 towards upping the ante.

SIAsia caught up with the company Senior VP-Strategic Initiatives Jim Wickenhiser, and Vice-President, Asia

Pacic Glenn Bailey to know what's up from the LED major. Excerpts:

As a business which puts a high emphasis on reinvestment in

R&D, we don't spend as much on marketing as many of our

competitors which might also be part of the perception from

parts of the APAC market.

We're expanding throughout the region with new installations

across all areas, which include a 1.2mm in Beijing, 3.9mm in

Dakar, Tokyo and now 4K displays in Perth. SiliconCore displays are

being chosen on projects that have specications for high-

resolution, while maintaining brilliant viewing angles. We are

looking to target the clients who have a focus on quality.

SIAsia: Where does Asia Pac gure in SilconCore's global

strategy?

GLENN & JIM: APAC is of utmost importance just like all our other

regions, so our focus is to broaden the exposure of our projects in

the region and to expand our marketing efforts to educate the

market about LED and its specication.

SIAsia: What typical challenges does SiliconCore feel it's been

facing in the region?

GLENN & JIM: There is a lot of product coming out of China that

is being manufactured at a low cost by cutting corners. Low

quality product is now inltrating the market, which does not

perform in brightness or lifetime expectancy over the years a

product is in place. Clients are still learning about the advantages

of using LED displays via trial and error, often resulting in bad

experiences.

SIAsia: How does SiliconCore want to address them?

GLENN & JIM: As a company, we're attending the majority of all

the major shows across the world to showcase our latest

developments and range of products. We're also consistently

looking to help educate the market with technology training days,

LED bootcamps, talks and White Papers to help clients understand

what the difference is between the high end and lower end of

LED displays.

SIAsia: What particular country/geography in the region you

feel as the most dynamic, and the one most challenging? &

Why?

Glenn Bailey, SiliconCore Senior VP - Strategic Iniaves