It’s Only Common Sense: AI Makes Preparation Easier and Excuses Harder
Happy’s Tech Talk #50: Start Your Digitalization Strategy With Automation
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Ryder: Fundamentally we're still talking about the same principles—reliability, accuracy, robustness—and we bring a lot about what we know from other tools into that. What we get out of it is a more diverse customer portfolio and greater potential for growth within the next couple years. The via drilling market is much more diverse than it first appears. You have the automotive sector that's focused a little bit less on miniaturization and more on reliability. You have the smartphone manufacturers that are driving their suppliers towards very small holes and very thin materials. It's quite a diverse market to be addressing. I think it gives ESI a great opportunity to be a part of a larger via drilling scene.
Matties: When you add this to the portfolio, which is already in the top 15 for China, it seems like it might be an easy segue into customers adopting your new technology.
Ryder: We'd love to be top 15 in HDI, too. As I mentioned earlier, a lot of existing customers require multiple system technologies. We've won their trust, we've proven reliability, and we've proven our commitment to service and support. We're hoping that this carries over to the new tools, new toolsets, and new customers.
Matties: When a customer buys your product, what is the greatest benefit they are getting?
Ryder: The benefit that they're going to get from us is a tool that they can work with, that's going to be reliable, and that won’t need much additional energy or effort on their part to get and keep working. We're not looking to re-create the CO2 drilling machine here; we're creating a tool that operates intuitively. At the same time, I think customers are looking for some degree of product and process development.
This is really where ESI separates itself from the pack. ESI has a very long history of material/laser interaction. We have some of the top scientists in the world in this area working for our organization in Portland, and they are constantly looking at new materials and how these are affected by lasers, be it CO2, UV or otherwise. In essence, customers are buying into this family and this team of laser expertise.
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