»We are engineering the future together«

Outlook - on the sales strategy, the challenges and the future

For many years, Tektronix has relied on a combination of direct and indirect sales. What is the current composition of the sales network and what will it look like in the future?

Tektronix is focused on the needs of the electrical engineers, our end customers. We support our customers with a robust sales force and dedicated team of application engineers, operations and service personnel directly and are partnering  with a highly competent distribution network. In the region, we work with a variety of distribution partners, including  large Pan-European partners, such as  Farnell, RS, Distrelec and Conrad, who are state-of-the-art supply chain services, offering the right inventory within 24 hours end-to-end, which is a key benefit, especially in times of supply chain challenges.

We also have close partnerships with local and specialized partners, such as CalPlus and DataTec in Germany, who have technical competency and expertise to discuss specific customer applications and solutions. So, for the sake of our customers, we leverage the right type of sales support so engineers can focus on their innovations, and in partnership with our customers, we create new engineering solutions that overcome market challenges and meet the demand of rapidly evolving technology.

Our customers in the region will continue to benefit from our dedication to innovation, our local presence and strong distribution network to enable customer’s innovation. 

In times of material and supply chain bottlenecks: What does the delivery situation look like at the moment? Are there signs of a return to normality?

The delivery situation has eased in general. At Tektronix, we see that our component suppliers, for example semiconductor, display or sub-system suppliers are delivering with faster lead times. In parallel, for the last three years, we have spent a considerable amount of our research and development time to redesign and optimize parts of our portfolio to be less dependent on components suffering shortages. As a result, the improved supply chain situation and an adapted internal strategy enable our manufacturing teams to fulfil customer demand faster.

Generally speaking, what is the mood in the test and measurement market at the moment?

Demand for testing of semiconductors, automotive, industrial and aerospace & defence applications is high, in fact the solutions by Tektronix are extremely relevant for the markets showing the highest growth.  For example, we support many customers in the development of electrical vehicles, which is a steeply growing market and German automotive car manufacturers are important customers to us. We have strong solutions for customers testing their applications in EV powertrain, including Inverter Motor Drive Analysis, wide bandgap and double pulse testing.  So tomorrow, when you are going to buy your new Electrical Vehicle, you know the technology has been tested with Tektronix technology. Our test tools are applied to make these innovations energy efficient and safer.

In which market segment do you expect the biggest growth potential for Tektronix in the medium term?

Many of today’s innovation require new semiconductor materials, that need to be tested. This demand will continue to grow, and so will our investments to continue to serve our customers at the forefront of innovation.  Germany is the European headquarter for many of the world’s leading manufacturers pioneering the development of new semiconductor solutions and we are happy to be able to assist them in paving the road of progress.

The sectors of aerospace, defence, data centers, government-funded R&D programs and universities will continue to be drivers of growth across Europe. These sectors are also critical to maintaining Germany’s position as a strategic leader and innovator of new technologies – and Tektronix is proudly partnering with the German customers to create new solutions.

Where do you see Tektronix currently in the world market? What are your long-term goals?

Tektronix provides customers, across a broad range of end markets, mission critical technologies and solutions to enable an intelligent and sustainable future. Our goal is to help engineers with automation, digitization, manufacturing, and most importantly electrification of basically everything, everywhere – ultimately supporting the engineer to be faster and safer to market with their high-quality designs.

Examples are research and development of green energy, EV mobility, medical devices, AI, augmented reality, communications, and factory automation. The Tektronix and Keithley products are helping to solve the ubiquitous need for power efficiency now and in the future with Wide Bandgap technology innovation for an electrified ecosystem, such as testing electric inverters and motors, electric mobility, battery quality, power efficiency and reliability of energy grids.

We will continuously increase the value we offer to our customers. Our solutions span across precision instruments with intuitive interfaces, software solutions for faster time to insights, industry leading patented probing technology and excellent services that maintain the equipment as new for a very long time.

What is the largest challenge for this year? And what solutions and strategies do you have in response?

One of the most critical issues the electronics market faces today is a product of our own success. Seemingly everything is electronic, which has driven a surge in demand for electronics components, including semiconductor chips.

Car manufacturers investing in tech-heavy electric vehicles, deployment of datacom infrastructure to support the deployment of cloud-based application, as well as AI, and 5G-enabled mobile phones have all driven demand for semiconductor chips. Power efficiency and energy management are the other big drivers that we need to adhere to in order to create a more sustainable future.

As our customer’s pain points get more complex, our testing solutions do the same. We see a seamless progression across workflows and are a trusted innovation partner for our customers to develop lifecycle services needed by them.

Our job is to help engineers make that possible, while also using less energy, bearing in mind the need to protect our planet for the next generation.

Please finalize the following statements: “By the end of 2023 Tektronix will…”

By the end of 2023 Tektronix will reinforce our collaboration with electrical engineers to enable their innovations faster and more reliably, while protecting our planet for the next generation, as we are engineering the future together.

The interview was conducted by Nicole Wörner.

Matchmaker+ Anbieter zum Thema

zu Matchmaker+

1. »We are engineering the future together«
2. Outlook - on the sales strategy, the challenges and the future