Fujitsu launches into distribution market
Fujitsu has transformed its European semiconductor business into a distribution business. Fujitsu Electronics Europe (FEEU) has been trading as a global distributor since the beginning of 2016. Previously doing business as Fujitsu Semiconductor Europe (FSEU), the company now operates from offices in Langen (near Frankfurt), Munich, Milan, Budapest and Istanbul after changing its name and realigning its strategy.
The fledgling distributor will offer a broader portfolio of complex electronics solutions plus consulting services targeting applications in the automotive, manufacturing and communications sectors alongside semiconductors.
It will open a channel for manufacturers to access the world of Fujitsu solutions and to tailored products from third-party providers. Axel Tripkewitz, previously Vice President HR & Corporate Services at FSEU, will be driving business development as FEEU’s Managing Director.
“We have been an active member of the European electronics market for over 30 years, and have developed a high level of consulting expertise and a strong customer base,” says Tripkewitz. “We are familiar with our customers’ roadmaps and can help them to implement these rapidly while maintaining optimum quality. Our declared mission is to remove the barriers to innovation. This is why we are focusing on adding solutions from key partners to our portfolio that give our customers a competitive advantage from innovation.”
FEEU’s portfolio is based on three pillars:
- Fujitsu universe: FEEU markets solutions from the Fujitsu world, with current examples including PCBs from Fujitsu Interconnect Technologies and DC/DC converters from FDK. The company also offers solutions from former Fujitsu companies such as Custom SoCs or imaging and graphics solutions from Socionext.
- Third-party solutions: As a specialist for complex products, FEEU monitors the market continuously for promising solutions. GaN power components from Transphorm are already part of its portfolio, for example.
- Lastly, FEEU continues to manufacture and market a number of in-house solutions – such as FRAM, for example.
Since FEEU takes a ‘best-in-class’ approach, it only offers a single solution for each application area. Axel Tripkewitz: “Careful pre-selection not only saves our customers valuable time, but also means that we really can assure them of receiving qualified advice about our products. Our highly specialised solutions expertise also means that we regularly discover synergies between the various solutions, which enable us to further improve the quality of our product offerings.” If customers also need standard solutions in addition to the more complex specialist products, they don’t need to seek out a second supplier: FEEU also offers customers direct sales options in the form of distribution partners and its new web shop.
FEEU not only positions itself as a distributor for manufacturers but also as an innovation partner for suppliers, with whom it collaborates closely to align their roadmaps with the requirements of FEEU customers. “We see our role not only as a product scout for manufacturers, but also as a scout for requirements, which we can then pass on to our suppliers,” says Tripkewitz.