November 2015
14
B
oards
& M
odules
to make it easy for them to write their own
specific software applications on our platform.
This is actually not as simple as purely writ-
ing software. They need to communicate with
the hardware, including drivers and so on. We
also have to prepare application-ready firm-
ware that helps customers to concentrate on
their own applications. Of course, we have to
prepare application-ready firmware for differ-
ent vertical markets, so customers can easily
adapt their applications on top of our plat-
form solution.
I’ll give you an example: Sometimes we build
the software by ourselves, and sometimes
we leverage the ecosystems partners, such as
Wind River. We can also cooperate with IoT
software companies, even IBM. In any case,
the key point is, we have to ensure that our
hardware platform and the middleware can
completely integrate into customer systems
and is always fully compatible. These are the
two areas of software development we con-
centrate on. This is in line with our new vision,
what we call our Application-Ready Intelli-
gence Platform (ARIP). I think most of people
know ARP, but we added to it “intelligence”,
because it’s becoming more and more critical,
definitely a key point in the future of the IoT.
B&S:
People in the industrial and embedded
computing market talk a lot about the Inter-
net-of-Things today. What is your view and
ADLINK’s strategy with the IoT?
Jim Liu:
I will give you my interpretation of
the Internet of Things. Why do I think IoT is
so important for ADLINK? IoT is a concept to
connect everything with the Internet. The con-
nectivity is the fundamental, but what is the
benefit for the customer of being connected?
In our interpretation of IoT the Internet is the
base, but the “I” means Intelligence. You have
to map anything intelligently, whether it’s a cof-
fee machine, a vending machine, a gambling
machine or a SMT machine. Every machine
is going to become smarter, applying more
intelligence inside. Machines can talk to each
other, they can align themselves, they can work
together and they don’t need people to operate
them. This is exactly the fundamental concept
of Industry 4.0, in which machines can talk
together, read the protocols, and work together.
If you want to realize the same intelligence
in every machine what is the most important
thing? First, you need experts who have the
know-how to write the best software for intelli-
gence. As themachines becomemore andmore
intelligent, there’s a growing need for more
powerful computer hardware for that compli-
cated software. Who can build the best hard-
ware for the IoT? ADLINK, we can, offering
the customers the most intelligent machines for
their requirements. How can ADLINK com-
bine the most powerful intelligent platforms
to fulfil our customers’ IoT requirements? We
believe that by emphasising that the “I” isn’t so
much the Internet, the connection, but rather,
the most “Intelligent” platforms which can run
software of the necessary complexity to fully
realize the potential of the IoT.
I would like to emphasis more about the rug-
gedness of our systems, and also, high level
of integration we have provided. We try to
deliver a branding putting ADLINK on the
Mercedes Benz level of image in the industrial
computing market. ADLINK strives for indus-
try recognition as the brand representing the
highest quality and reliability in applied com-
puting. For the future of IoT, as you know, we
currently build industrial computers, but the
future will see us building platforms intelli-
gent enough to fulfil all the different require-
ments of vertical markets. This issue will be
forced by the IoT, no matter whether we’re
talking about aerospace, telecommunications,
or any other area of application. I would like
to say that IoT is the Intelligence of machines.
B&S:
In Europe ADLINK has shown a quietly
aggressive acquisition strategy over the last
couple of years. Will this continue?
JimLiu:
We are now nearly finished setting up
product development and production capa-
bilities in Asian sites in Taiwan and Mainland
China in Shanghai. For future business, if you
look at targeting the intelligence in IoT and
where to find that intelligence, for the Industry
4.0 initiative, you have to take Germany into
account as the global leader. Our European
acquisition strategy has definitely focused on
expanding our business, but not by acquisi-
tion alone. We are also seeking out companies
with know-how in vertical market segments
with whom we can cooperate. This is a kind
of complementary collaboration, because we
need their vertical know-how and expertise
and they need our proven computing plat-
form experience. Combining the vertical
know-how and expertise with our infrastruc-
ture and design capabilities as a hardware
manufacturer, the result is a complete solution
to fulfil all our customers’ requirements. I see
this as a 100% win/win scenario.
As our first priority, we are looking in Ger-
many for increased cooperation, no matter
whether to combine companies or cooper-
ate via ecosystem alliances. We are gaining
more partners and increasing our infrastruc-
ture in Germany. I truly believe that success
in Germany can be subsequently replicated
or duplicated in Asia, especially in Korea,
Japan, and also China. It definitely creates
tremendous business opportunities for us by
bringing different talents together and creat-
ing success together, we can also expand the
business from Germany to other territories
like North America. But what, you may ask, is
the benefit for the partners? With acquisitions
ADLINK never looks at growing revenues
as the primary motivation. More important
is to get talents. If we can more talent and
smart employees to work together, then we
are assured of ongoing success, irrespective of
whether we are a Taiwan based company Ger-
many-based company, because ADLINK will
have become a global company or.
B&S:
My last question: What do you see
ADLINK being like when you celebrate your
25th anniversary?
Jim Liu:
OK, I have set a goal for 2020. The
most important thing is to provide sharehold-
ers and employees with a clear strategy and
vision. We want to grow and be profitable,
providing maximum benefit for shareholders
and employees. We want to be a leading brand
and the leading company in our market. For
2020 our target is to become a Billion Dol-
lar company. Obviously, to grow our worth
from actual $300M to $1B in only five years is
tough, but we know that intelligent people can
accept the challenge to reach the most aggres-
sive goals. I always believe the most ADLINK
employees are very excited to strive to reach
this target. Key questions, however, are and
will be, what continued benefits can we pro-
vide to our customers? As customers become
more successful, we become more successful,
and all of us, vendors and partners, can then
enjoy the fruits of this success.
B&S:
Thank you very much.
“…IoT is the intelligence of machines. “
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