Jenoptik
AG has been attending LASER World of PHOTONICS CHINA for six years. With
its Optical Systems Division, the company is one of the world's leading
manufacturers of precision optics and systems for the highest quality
demands. Dr. Markus Besenbeck is Head of Marketing & Business
Development in the Optical Systems Division.
1. What can we expect to see from
Jenoptik at LASER World of PHOTONICS CHINA?
Dr. Markus Besenbeck: The Jenoptik Optical Systems Division will be
presenting its competencies in beam-forming optical systems and microoptics to
the Asian market at Laser World of Photonics China in March 2012. We will be
showing various optics and modules for laser beam guidance and beam forming.
The industry focuses for these products are markets for semiconductor
equipment, flat panel screen production and laser material processing systems.
In the area of optoelectronic systems we will especially be presenting our
digital imaging solutions, but also other modules and integrated sub-assemblies
for applications in health care and life science, industrial sensor technology
and machine vision.
A second division of the Jenoptik Group, Lasers & Material Processing, will
be showing its competencies in semiconductor materials, diode lasers, and
solid-state lasers at the booth of its Chinese distributor Pinnacle Scientific
Corporation.
2. Which of your products are especially in demand in Asia?
Dr. Markus Besenbeck: Asia continues
to develop at an amazing rate - as business partners, suppliers and customers.
New products are being developed and produced here. In particular, there is
strong, growing demand for modern laser production plants. Efficient optical
modules and systems, f-theta lenses and the bandwidth of diffractive and
refractive beam formers and beam splitters as well as other optical structures,
such as micro-lens arrays for beam guidance in laser projection systems are
needed for these plants. However, we are also experiencing a lot of demand for
high-quality optoelectronics and imaging solutions that are used, for example,
in medical technology and sensor technology.
3. Who are your customers in Asia?
Dr. Markus Besenbeck: Primarily, the
Optical Systems Division supplies industrial customers as an OEM partner rather
than the end consumer market. Hence, manufacturers of fabrication systems and
equipment use our technologies and products. We maintain business relationships
with well-known companies and market leaders in our target markets. In the
Jenoptik Group we are also strongly represented in the Asian market with
numerous end products, such as in the area of laser machines and industrial
metrology.
4. You have attended the trade fair
several times. How has it developed over the years?
Dr. Markus Besenbeck: Laser World of
Photonics China is an established communication platform for providers and
buyers worldwide and has developed constantly over the last years. We see it as
an important addition to the fair in Munich, and as an internationally
recognized trade fair that sets benchmarks for the Asian photonics market. The
fair has been a fixed part of our trade show and conference schedule for the
last six years.
5. Jenoptik has been represented in the Middle Kingdom for a long time. What do
you produce in China?
Dr. Markus Besenbeck: The Jenoptik
Group has expanded its businesses in China continuously for several years. The
site in Shanghai is the headquarters for our activities in China. For example,
we modify and assemble industrial metrology products for our customers'
specific requirements here. Since the start of the year, our division has been
marketing its products directly in China via a separate sales department. For
us, this is an important step towards further developing the Chinese market.
6. What are the opportunities and also the problems in China?
Dr. Markus Besenbeck: China offers
enormous potential not only for the traditional area of procurement, where we
at Jenoptik have an efficient supply chain. China is also very attractive for
local value adding and as a sales market. The country has good resources and
infrastructure conditions and continues to develop rapidly in terms of
technology. Unfortunately, the intellectual property of western companies is
not always respected.
7. What effects do the cultural differences have on business?
Dr. Markus Besenbeck: Of course,
cultural differences can lead to misunderstandings, such as in regard to how
contract terms are handled. Also, in some cases communication is more demanding
and it usually takes longer to develop a good business relationship. As a
western business partner you have to understand the special features and get
used to them if you want to be successful in China. This is why we have a
separate local branch.
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