Asia assumes a central role in Wincor Nixdorf’s growth strategy
25 year milestone mark - Expansion initiated from Singapore
On the 25th birthday of its subsidiary in Singapore, Wincor Nixdorf starts production of its first automatic teller machine (ATM) predominately developed in Singapore. With this launch, Wincor Nixdorf undertakes a further step in the integration of its global development.
“Singapore has developed from a production location into the nerve center of our Asian business activities,” said Eckard Heidloff, President and CEO of Wincor Nixdorf AG. Spanning its 25-years history, the regional headquarters have continuously evolved and expanded to include additional functional areas such as logistics, development, sales and service management. “We expect approximately 30 percent net sales growth from the Asia/Pacific/Africa region this fiscal year, calculated in U.S. Dollars. With this development, the Asian market and the regional headquarters is taking a central role in our growth strategy,” Heidloff emphasized.
Currently, Wincor Nixdorf has eight legal entities in the region and has established strong partnerships in nine other countries. Since Asia is Wincor Nixdorf's fastest growing market for hardware, software and service, the company is expanding its business activities with the foundation of a subsidiary in India, opening October 1st, 2007. “India is a market in which we are already enjoying success jointly with our partner AGS. We want to further expand and support this cooperation," stated Lim Khoon Hong, President Asia/Pacific at Wincor Nixdorf. “The service activities and support will be driven out of Singapore when our new logistics center assumes operations in Singapore by early 2008. In the last seven years, we have built an extensive service network in the Asia/Pacific region. The network is comprised of a combination of our own resources and specialized partners.”
Wincor Nixdorf's goal is to grow at a quicker pace than the competition, thus gaining additional market share. In the past years, Wincor Nixdorf has continuously increased in ranking based on shipments. Moving from rank 14 to rank 4 in the ATM category and rank 5 in the electronic point-of-sale (EPOS) systems category. The company aims to continue this successful path and be placed in the top three positions.
Heidloff stated that it is the company’s intent to increase its net sales in Asia Pacific/Africa from the current level of 286 Million US Dollars over the next years. “It is our long term target to increase the percentage contribution of net sales from this region significantly from the current level of 12 percent,” he said.