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ESI is a leading supplier of laser-based tools to the Chinese market, and they are trying to make a splash in the HDI realm with their new CO2-based system, nViant. I met with Chris Ryder of ESI at the recent HKPCA show in Shenzhen, China, to learn about the new system and how ESI plans to enter this new market.
Barry Matties: Chris, why don't you start out by giving us a little context on what ESI does?
Chris Ryder: ESI makes laser-based micromachining solutions that help manufacturers optimize production capabilities. We’ve been around for 71 years and throughout that time there has been a clear focus on what engineering can do to make customers successful across a range of applications.
Matties: How long have you been with the company and what is your background?
Ryder: I've been with the company for several months, so I'm quite new to ESI. But my background is in PCBs. I spent the last decade with a world leader in HDI PCB manufacturing, so I’m still fresh from the industry, which I think underscores ESI's current strategy. We are very keen on expanding our applications in the via drilling market by gaining a more intimate knowledge of the PCB industry to better understand how it runs and what it takes to be successful both technically and commercially. I bring a long-time knowledge of how the industry fundamentally works.
Matties: What's your role here at ESI?
Ryder: I'm the director of HDI product management, focusing primarily on our new CO2 tool, nViant, but of course focusing ultimately on the whole portfolio, whether that’s purely CO2 or whether it's UV for either substrate or flex. Several customers need varying degrees of precision and use varying degrees of material typesets. My job is to focus on this customer base in the HDI market.
Matties: You guys have been servicing China for quite a while. You have a strong footprint here.
Ryder: ESI has a very strong footprint all over Asia and in China. We have offices in Shanghai, Taiwan and Korea. We do work very closely with organizations such as WKK to expand that footprint even further. Ultimately, we're committed to the customers on a very localized basis. We don't believe in selling a tool and then not standing up for what that tool was designed to do. We like to be present for the customer both in terms of sales and, of course, support and service.
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