Public Computing
News
Public Computing director interviewed for Euro Kiosks Network.
Monaco, 19 September 2007
Public Computing is the leading manufacturer of Kiosks and Interactive Digital Signage equipment. Functionality ranges from self-service and point of sale-solutions to informational and marketing points. Public Computing has production facilities in Taiwan. The equipment is being sold through a network of Distributors and Value Added Resellers as well as to a number of corporate accounts.
EKN: "Thank you for taking the time to speak with our readers about Public Computing. While your company has a relatively new Brand, it is obvious that you have a team that has experience and expertise. Why don’t we start off with a brief overview of Public Computing?"
Guido: "The Public Computing story is quite unique in the industry I believe… A small team of senior managers, with experience at companies like NCR, Wincor-Nixdorf identified a unique market opportunity in the Kiosks and Digital Signage industry. The company was really kicked-started by the purchase of a series of world-class product-designs which success had been proven in the global market-place. With a very transparent growth-plan, Public Computing gained support from ING Bank and nowadays we have a Headquarter in The Netherlands, Manufacturing in Taiwan and over 30 Value Adding Resellers, with a presence on every continent."
EKN: "So, upon getting on your feet and commencing operations, you immediately implemented your plan. This is a very key point. We understand that all of us want to keep our confidential information close. But, can you explain the planning process that you used for our readers benefit?"
Guido: "During the initial planning phases, we have clearly identified the core strengths of the team and the strengths we would like to build over time and all our decisions are in support of this business principle. The result is that we keep our operations as efficient as possible and outsource any activity when this is most effective.
As an example; from the first day we worked on automation of the sales process and the supply-chain. With one push of a button, the customer order is turned into purchasing messages for all required product components, a work-order for the shop-floor and the invoicing cycle is kicked-off! For many activities we have engaged with 'best in class' partners. For example, we agreed with the banks to outsource most of our financial activities. This guarantees all our stakeholders a financially sound company with the required levels of financial governance.
The largest benefit is that through automation and a partial outsourced model, we can run a very lean company, without many overheads while being able to absorb upsides in product demand. The customers ultimately benefit from this as we can offer a quality product for a relatively low price."
EKN: "Back in July you made a big step by announcing a new agreement with APS in the United Kingdom. Why was that move required and what are they bringing to the table?"
Guido: "The reason to focus on APS was two-fold. Firstly, as the United Kingdom is the largest kiosk market in the European Union, we really wanted to announce our presence there and where our products are being sold through. We have a number of resellers in the UK, each with their own area of expertise.
APS has more than 15 years of experience in payment technologies. Considering that, we are now selling more transactional type kiosks than informational, and they are the best possible partner for some end-users requiring a multitude of payment components. "
EKN: "Besides the shift from informational to transactional kiosks, do you see any other changes in the market?"
Guido: "As you are aware, the USA kiosk market is a few years more mature than in Europe and the consolidation of the number of manufacturers had started there earlier, in 2007 at least five major companies have left the kiosk manufacturing scene.
In EMEA (Europe Middle-East Africa) the market is still very fragmented but the consolidation from small job-shop manufacturing with high cost points to a mass customization supply-chain with consistent cost effectiveness and high quality levels are taking place.
b Many local companies now embrace the idea of having a manufacturing partner like Public Computing so they can focus on their Value Added Services, like local distribution and software for services. Many of these companies will still call themselves manufacturers but are simply re-branding the Public Computing products. Years ago, we saw the same market mechanics in the Point-of-Sale industry so this should not come as much of a surprise.
We find that these companies are often great partners to work with as they understand the business, the market and bring their expertise. It allows us, at Public Computing, to simply focus on what we are good at: delivering the highest quality product at a lowest total cost."
EKN: "We know you have just returned from Retail IT 2007 Summit in Monte Carlo. Tell us about your role and a little about the event, please?"
Guido: "Public Computing was one of the sponsors of the event. It was a unique way to interact with the largest retailers, understand their technology and marketing plan. Besides this being a fantastic networking event, it will guide us in our next product developments."
EKN: "Can you give a little more information on this?"
Guido: "Well, during the event it became more and more clear that technology is very much a driving force behind many of the tremendous changes we see in the retail marketplace today.
For instance, many years ago the traditional brick and mortal channel had competition from the mail order channel. The traditional retailers were struggling to see the opportunity this actually brought and saw this as unwanted competition! With the new technologies coming available more quickly, the retailers have now realized that they will need to embrace the multi-channel retailing in order to grow or even survive!
For instance Tesco, also present at the Summit, shows us a prime example of multi-channel retailing between their supermarket, the web-stores and mail order catalogs. However currently many products that they sell in their online business, are for instance, not available in-store including for example Tesco mobile and Tesco internet service. Here, a self-service kiosk could easily complete these transactions in-store as well hence, we believe there to be great some great opportunities! "
EKN: "That sounds like a great move. There are many crossover industries that blend nicely with Kiosks. How do you view Digital Signage and Kiosks?"
Guido: "Customers demand more information in stores as well. When buying a book at Amazon.com, reader reviews are readily available. With the interactive digital signage solutions, Public Computing’s intent is to provide the same information on-demand. Not revealing anything more, but we are looking forward to a new product-release to target this opportunity in an entirely new way!"
EKN: "Thank you for sharing your thoughts and your time with our readers. I think that brings us up to date. What can we expect in the near future?"
Guido: "Thanks so much for this opportunity as well; with just over three months left in 2007, we are exhibiting at CeBIT Eurasia early October, then at KioskCom Europe in November. You can expect some interesting product-releases in the next quarters!"
EKN: "We would like to thank Guido Zijl for sharing his thoughts and insights about Public Computing with EKN."
Additional information can be found at:
http://www.eurokiosks.org/07press/art19-09-2007.html
