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Over 1,500 exhibitors flocked in metalworking event in Malaysia

Editor: Time:6/2/2011 1:28:29 PM

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More than just box pushers, a teaming number of world-class companies are positioning themselves as solutions providers or even business partners that address customersgrowing business concerns such as sustainability, ROI, and cost savings. Metaltechinpartnership with MTA Malaysia 2011 kicked off at the Putra World Trade Centre on 4 May and for five days, offered the local and international visitors, business or trade professionals, a look into the metalworking industry at large and its boundless opportunities. The show highlight the latest machining technologies, precision engineering capabilities and innovative solutions for industries including the aerospace, electronics, energy, medical technology, and oil & gas/ marine offshore. The combined event saw over 1,500 exhibiting companies from different countries such as, Australia, Austria, Canada, China, Czech Republic, Denmark, France, Finland, France, Germany, Singapore, Taiwan, Japan, Vietnam, Philippines, the United States, and the United Kingdom. During the second day of the trade show, I spoke to several exhibitors, mostly companies that support metal manufacturers, about their experience in meeting customers for this event. I also inquired about their main products and technology highlight as well as value-add services they had on offer. Despite the recent Tohoku earthquakes that shook Japans economy, companies such as Big Daishowa Seiki Co. Ltd remain resilient.Asked about the impact of the tragedy to their business operations, the over 40-year old company says that they were fortunate that their production facilities in Osaka suffered no notable damage, and shipments are still right on schedule. A regular show exhibitor, Big Daishowa specializes in high precision tooling systems and solutions, including high speed machining for higher finish and accuracy and increased production.Their line is focused on extreme accuracy and repeatability. A good tool holder plays a major part in a companys productivity. At MTA we like to promote our high quality product to the Malaysian market. With Asias economy picking up faster than the other parts of the world, I feel MTA has the potential customers that we seek,says Taku. In-cosmetics Asia 2011 Medifest India 2011 Although the companys products are manufactured in Japan, like most of the other foreign companies, they have three subsidiary offices in Chicago, the United States; Vhringen, Germany; and Shanghai, China to offer aftersales service and training needed for customers to know how to use their products including their latest rotary two holders that eliminate gap between spindle and holder. METALEX 2011
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 When I spoke to Taku Ichii, assistant manager of Big Daishowa, he said that the simplicity of their system virtually eliminates operator error during assembly and promotes safety during operation. He added that Big Daishowa is more than just a tooling and accessories supplier but a solutions provider. If youre a manufacturer looking to save on cost and increase return on investment (ROI) while improving accuracy and precision in your finished product, the next booth I stopped at is worth noting. Renishaw (Singapore) Pte Ltd has worked with Lamborghini maker, Same Deutz-Fahr, to reduce time for essential but non-productive tool check on four Mazak FMS cells. For this project, the retrofit of Renishaw TRS2 tool helped improved the companys ROI. A leader in the fields of metrology and spectroscopy, Renishaw has just opened new liaison offices in the cities of Suzhou, Shenzhen and Xian. Says Eric Goh, area sales manager for Southeast Asia, the offices, a part of their ongoing investment in China, provides local support to its rapidly expanding customer base, mostly OEMs and dealers. The offices will have a team of sales and support staff. More than just making good sales, Goh emphasize that 18 percent of its revenue go to R&D. He adds that companies that provide critical machines and tools needs to continuously improve its R&D to ensure long development outcomes. Some of the booths I visited were companies distributing other companiesproducts to the region and developing a loyal customer base by providing various customer and product services and training. One such company includes Ultimate Mechatronics Sdn. Bhd. The Malaysian-based company is the distributing arm of Hurco, an industrial technology company that serves the machine tool market. Its products include a wide range of sophisticated and user-friendly CNC machining centers and lathes. Looking on Hurcos product brochure, one can see a list of their products and services that cover industries such as automotive, electronics, and oil and gas industry. According to Ong Yong Seng, marketing and technical manager of Ultimate Mechatronics, Hurcos best-in-class machines help address overhead cost of their business operations by optimizing shop floor utilization, reduce wastage effectively, shortening tool change time, and increasing throughput. Another distributor and maker is Metalis Sdn Bhd, their products include LENOX, a leading brand for saw blades (carbide, bi-metal and sawing fluids and lubricants), power tool accessories, and hand tools.Known for its premium-performance tools, LENOX tools are constantly tested throughout the design and manufacturing processes. I spoke with Angie Ng, general manager of Metalis. According to her, the company has been in the bandsaw business for the past 25 years. To better service their customers, the Singapore-based company expanded their business to Malaysia, Thailand, and China. Asked how she finds the event, Ng said that the MTA Malaysia 2011 had given them an opportunity to understand the market requirements, thus enhancing their products and services. Aside from dealers, there were also sister companies that attended the trade event. Accrington Equipment & Trading is a subsidiary company of Sumitomo Precision Machine Tools, a maker of press brake tooling, grinding machines, bending machines, and tooling system. Over the years, the company has grown with branches in Johor and Kuala Lumpur, Malaysia. Apart from press brake tooling, Accrington imports industrial knives for all range and brand of hydraulic guillotine shearing machine and polyurethane die. For the past eight years, the subsidiary company has also started to manufacture its own sheet metal working machineries as well as import machineries for their customer usage. According to Accringtons sales and engineer manager, Can T.Y. Yeo, they also provide training and personalized after-sales services to gain and retain customers.

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Another convenience that trade shows offer is the opportunity to see all the machines up close in just one venue. Most of the exhibitors at the tradeshow brought with them the latest machines and products for customers to view and inspect. Among them include TRUMPF Pte Ltd, a high-tech company that specializes on machine and power tools, laser technology, electronics, and medical technology. I spoke with the marketing and sales executive, Carina Albrecht, who shared with me the latest technology from TRUMPF. To address customersparts costs and profit concerns, theyve come up with the worlds first punching machine that does not produce a scrap skeleton. Called skeleton-free punching, this technology is present in the TruPunch 3000 which has attracted many buyers at the show. Its automation that pays off,quips Albrecht. This space-optimizing machine is energy-efficient and has an average power input of just 5.9kW. Moreover, it is extremely operator-friendly. According to TRUMPF, the skeletonfree processing helps business to significantly boost ROI It optimizes sheet utilization by 10 percent on average, 15% saving on parts costs, and 14% saving on operational time. Like the TruPunch machine, the DMG machines were also attracting a lot of visitors.I spoke with Mike Auh, application engineer of DMG / Mori Seiki Sdn Bhd, who was having a busy time answering queries from booth visitors. This is a great show. Were glad to showcase our latest DMU 65 monoBLOCKas well as the X-Class series. According to Auh, like the latest DMU65, all the machines are based on future proof technology and use only the highest quality parts. The products are also backed up with reliable and localized service solutions provided by DMG. Auh mentions specifically that, our outstanding service is a reason of the long-term partnerships we have with our customers. We provide full turn-key solution to ensure the required machining process is fast, precise, and accurate. Working as a team, DMG and Mori Seiki have a joint booth at the MTA2011. The two companies are leading manufacturers of CNC metal cutting machine tools. Their recent partnership applied in selected markets such as Singapore, Malaysia, Vietnam, and the Philippines, includes production, purchasing, R&D, as well as sales and services. Another company that showcased its latest equipment includes Sodick Singapore Pte Ltd. The company is a pioneer in incorporating the linear motors on their products. During the show, they showcased their latest AG600L, a wire-cut EDM for higher machining speed and accuracy. The machine features linear motor drive system, a perfect active controller, and an anti-corrosion circuit. Sodick has subsidiary companies in the United States, Europe, Hong Kong, Singapore, and Malaysia. An EDM leader, they specialize on EDM machines, super drills and wire-cut EDM machines. Jocelyn Wang, operation manager of Sodick showed me the rest of the solutions they were showcasing during the trade show. According to her, MTA2011 is a good way to announce new launched machine models. Most of their products are used for the production of dies and molds and other various applications such as semiconductor, aerospace, medical, which cannot be produced by standard machining methods. Wang adds that most of their customers count on their products reliability and high technology. Apart from providing the equipment, Sodick is committed to offer customers with comprehensive after-sales support that includes engineering, training, tech support and parts. Some of the exhibitors I spoke with position themselves as business solutions partners than just ordinary equipment providers. Manufacturers around the world are hungry for cost-effective, dynamic, and business intelligent solutions,says George Lim, vice president for marketing of Makino Asia Pte Ltd. Thats why we prefer to talk first with our customers and discuss their business operation concerns, and develop the machine for the application.

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 Makino caters machines and solutions to a wide spectrum of the manufacturing industry from miniature size parts for the telecom industry to huge parts for the aerospace and alternate energy industries. A leader in metal cutting technology, Makino is a turnkey solutions provider with products that include high-performance machining centers, CNC wire and die sinking EDM systems. Says Lim, compared to competitors, Makino offers long-term commitment to support its customers. Our best-in-class machines may come in expensive but the ROI is evident as we have clients who are now benefiting from the technology. The UPV-3 is Makinos highlight of the show. The oil-based dielectric wire EDM meets the growing demands of surface finish and shape accuracy in the machining of tungsten carbides tooling for precision stamping, fine blanking and powdered metal forming. Asked how they find the MTA event, Lim said that the MTA2011 has helped promote and enhance their image in Malaysia, particularly in high precision networking. Like a lot of other companies, Okamot0 (Singapore) Pte Ltd has a sales /representative base in the region to offer after-sales service and training to survive in this competitive market. The company offers full machine lineup covering all grinding demand. Their machine tools include surface grinder, form grinder, cylindrical grinder, internal grinder, gear grinder, and specialized grinder. According to Okamotos marketing manager, S.M. Chai, the company has two offices in Singapore, one in Thailand, and another in China. To keep up with the needs in the Asia-Pacific region, most spare parts are conveniently kept in the Singapore office. Chai adds that their customers concerns on spare parts are eased out because they are easily and readily available at all times. Apart from parts, they also offer services and training, applications and sales support. Aside from providing customer support and services, Okamoto is proud of its R&D center in Japan. According to Chai, they continuously develop and improve their products to keep up with the competition.Some of their technology achievements include down feed grinding technology with index wafer transfer; integration of grinding and polishing technology; lens polishing technology, flexible CNC; and non-contact type linear driver and V super. Conclusion Having interviewed some exhibitors, mostly companies that support metal manufacturers, at the combined MetaltechandMTAMalaysia2011event,onecangetvaryingremarksaboutthetradeshows success. Some companies expressed delight while others expressed dismay. Despite efforts to sexify the event, pretty leggy girls greeting visitors at each hall, the events location was a hindrance. The first two halls (Halls 1 & 2) that housed most of the industrys big players were located far from the main PWTC building --- one will have to take three floors up and cross a long outdoor bridge that leads to another building. Despite mixed response, theres one aspect that unifies these companies --- their shift from simple box pushers to solutions providers and business partners. To accelerate their business in this competitive market, these companies acknowledge that they should not stop from just being a provider of manufacturing equipment, tools and after-sales services. They need to look into their customersbusiness operations and show them where their investments lead to when it comes to profits. As one exhibitor puts it, I can highlight all the high-end technology of my machine but if it doesnt mean anything to the customersbusiness interest, we wont sell. By Lyn Cacha

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