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Being an Uninterruptible Power Supply (UPS) supplier, OPTI-UPS has focused on the export market for a long time, and is well-known in the international brand market with its OPTI-UPS brand name. OPTI-UPS is confident about the development of global alternative energy sources and is dedicated to the research and development of solar technology. The company even introduces a ¡§Solar Power¡¨ product line in 2007 to welcome the brand new year. However, UPS has long been regarded as an essential accessory of hi-tech products, and it is rather difficult to create its brand name story. The following is the summary of an interview with Wu Ming-Chung, President of OPTI-UPS Corp. OPTI-UPS Focuses on Channel Marketing Insistent on Offering Boutique Products OPTI-UPS is a spin off of Viewsonic Technology¡¦s Power Division and became an independent company in 1991 establishing its own OPTI-UPS brand name.Originated from the US,the company mainly exports its products to the US, Europe and Middle East. Global locations include Taiwan, USA, Australia, Germany and the Czech Republic. In addition, it also has distribution centers in the Netherlands, Dubai and California, enabling a flexible logistics distribution capability. At present, in order to meet the needs of the agencies in different locations, the company¡¦s website offers CRM services via B2B models. Wu indicates that the company targets B2C business models in the next stage, and intends to serve consumers directly. Wu states that OPTI-UPS is insistent on offering Boutique products for the purpose of establishing a brand image. Hence the OPTI-UPS brand is best known in the US, and its market growth in the US is also higher than other areas. The company adopts a Boutique product strategy and offers the finest customer services at the same time. On the other hand, it also requires high investment costs. How is OPTI-UPS going to face the emergence of the China market? Wu speaks frankly about this issue, he states that the only possibility for the company to expand its market to low price competition areas is either the company introduces products with special specifications, or when the China market remains stable. Setting up a Development Goal of the Company with the ¡§Protect and Serve¡¨ Core Spirit When we examine the OPTI-UPS brand logo carefully, it is easy to find that the slogan ¡§Protect and Serve¡¨ is clearly printed beneath the brand logo. Wu smiles and indicates that it stands for the core spirit of the Company: ¡§Power Protection and Power Supply¡¨. Being a professional management person, Wu has recognized that OPTI-UPS has to explore new business directions while the global greenhouse effect and fuel energy issues are widely discussed in different areas of the world. He decided to develop new energy products that are based on power conversion technologies that the Company equipped in the past, and use the new energy products to be the tools that enable moderation of the worsening conditions of global environmental protection. There are various kinds of alternative energies, the reason for OPTI-UPS to choose solar energy is that Taiwan is the manufacturing base of the worldwide semiconductor industry, and possesses rich potential in future operations. The newly introduced solar product line of OPTI-UPS mainly focuses on consumer applications. The products do not have high wattage and adopt sine wave output. The most important feature is the integration of inverter and charge controller, easy for users to install. Solar inverters have three formats in general, including independent, hybrid and grid-connected. With the consideration that grid-connected inverter products are widely related to regulations of different countries, plus Germany and Japan already possess mature grid-connected inverter technology, hence OPTI-UPS¡¦s solar series products adopt independent designs, with emphasis on the long-lasting and highly reliable features of the products. OPTI-UPS has introduced a brand new solar UPS SP300 in 2006. The device is compact and easy to install, suitable for general families, and is an innovative breakthrough for power-saving and environmental protection. The company also introduces a new solar charger in 2007, a device that is suitable for the applications of various kinds of 3C products. This product focuses on general consumers and the expansion of digital business opportunities. OPTI-UPS indicates that the company is developing landscape-design related products, and solar consumer products will be positioned as stylish quality goods in the future.
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