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SRXGLOBAL SRXGlobal Electronics Manufacturing Services Form Integral Element of Customers’ Businesses SRXGlobal provides a powerful suite of services that grant their customers a variety of ways to successfully extend their businesses. Written by: Laura Close Produced by: James Hayes
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Sydney, Australia Manufacture
SRXGlobal Electronics Manufacturing Services Form Integral Element of Customers’ Businesses SRX is a leading Electronic Manufacturing Service (EMS) company, committed to providing high-quality Contract Electronics Manufacturing. SRXGlobal is the single, largest EMS provider in Australasia with manufacturing facilities in Australia, New Zealand and Malaysia. “We form an integral part of our customers’ businesses once they’ve made the decision to outsource their manufacturing,” says SRX’s 177
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Executive Chairman Joe Browne. “We essentially act as an extension of their business. This is distinct from the traditional model of just being a commoditized EM supplier. That’s not us. The key differential for us is the essence of being a necessary part of their business.” Services SRX provides a powerful suite of services that grant their customers a variety of ways to successfully extend their businesses. As specialists in electronic manufacturing, SRX provides competitive advantage to OEMs, allowing them to focus on
their own core business drivers such as New Product Development, Sales and Marketing. Prototyping: Using experience and knowledge from volume production processes, SRX operates a dedicated fast-turn prototype department, using flexible and highly capable placement equipment. Design for Manufacture & Test: Having a product optimised for manufacture is vital to achieve inbuilt quality and a commercially successful outcome. Advice on production methods and capability and the right test solution are key requirements for a ‘right first time’
product introduction. Procurement: The Company’s improvement programme with key vendors encourages close relationships and promotes excellence in all aspects including quality, delivery and commercial performance. PCB & Box Build Assembly: SRXGlobal can provide their customers with one of the most technically advanced placement capabilities in the marketplace. They have many years of experience in the demands of fine-pitch placement and BGA technology. Test: The Company also offers a whole host of capabilities including w w w. s r x g l o b a l . c o m
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SRXGlobal AOI, Boundary Scan, Flying Probe, ATE, and custom functional test rigs with the capability to develop all of their own test solutions and programs in-house. Service & Repair: SRX provides OEMs with after-sales support including end-to-end electronics repairs, service and logistics solutions. Quality Management: SRX operates a Quality Management System structured around the requirements of ISO9001:2008, ISO14001:2005 and
Moulding Services PRECISION PLASTIC CUSTOM MOULDINGS Supporting SRX Global with the latest in plastic injection moulding technology Geared to deliver your product requirements from concept to production.
PPC Moulding Services Pty. Ltd. Australia
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ISO13485:2004 and is registered as meeting the requirements of the standard with SGS. Building Rapport and Maintaining Flexibility SRX endeavors to target customers with the greatest potential for longterm relationships. “We target companies where we’ll be dealing with the senior management team, building rapport with the CEO or CFO,” says Mr. Browne. He also points out that this targeted approach allows SRX to maintain a broader approach to their customers, because they do everything from early-stage design involvement, prototyping, NPI, volume manufacturing, etc. Furthermore, when the Company’s Australian and New Zealand customers get to a certain size, SRX can take them to their low-cost manufacturing facility in Malaysia. The Company’s approach to targeting customers also lends itself to SRX maintaining a greater degree of flexibility with their target customers. “When we’re dealing with customers in the U.S. and Europe, it’s more about
“Depending on the geography of our customer, it can be a slightly different pitch, but the common theme is that we like to be that extension of their existing business.” Joe Browne, Executive Chairman our ability to build their product in its entirety and ship it to their customers in the Southeast Asia region — that’s our differentiator when we’ve got our Malaysian hats on,” says Mr. Browne. “Depending on the geography of our customer, it can be a slightly different pitch, but the common theme is that we like to be that extension of their existing business.” Long-term Customer Relations SRX customers are granted an added degree of confidence knowing that SRX will be there with them the entire way. This is reflected in SRX’s sales cycle, which can take from two to three years from when the Company initially meets a potential customer to when they do an NPI build and launch into a volume-build manufacturer. “Because it’s such a lengthy sales cycle, it has to be more than ‘We’re a few percent cheaper than your
incumbent’. Because someone who’s prepared to move from one manufacturer to another for a small price savings, if it’s all about price, invariably they’ll be leaving us in a year’s time for another few percent savings elsewhere, and that’s obviously not attractive to us,” says Mr. Browne. “By and large, most of our current customers have been with us for many, many years; 10 years in some cases.” Continuous Improvement Strategies SRX’s comprehensive commitment to continuous improvement is one of the primary factors that motivate its clients to lock in for the long-term relationship. “For us, it’s investing in tools, equipment, software products, for example, that expand our capabilities. Because we’ve been in business for such a long period of time — our business has been in operation
25 Miowera Rd Villawood, NSW 2163 | Phone +61 2 9780 9050
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SRXGlobal do with them,” says Browne. for nearly 25 years — we’re very A powerful local network also strong on the traditional operations helps the Company continuously side of things. Therefore, where we’ve put our focus is on products, improve. “We have a strong network we’ve developed with four such as Valor MSS, which is a or five local design houses who software suite that allows us to we consider strategic be more involved allies. We meet with with our customers “We never had a in the design customer come to us them quite regularly. stage — design for yet who’ve asked for They are involved with brand-new products manufacture, design for test, component us to build a product and brand-new technologies, and selection, to make that is beyond our being in that network sure components capabilities.” Paul helps us receive selected fit in with Appleby, CEO early notice of the our existing supply next technological chain — to make sure advancement, innovation or that we can deliver the best cost. improvement in the pipeline,” says Those are the areas where we are always focusing on expanding what SRX’s CEO Paul Appleby. we can do for our customers,” says Additionally, SRX has the Mr. Browne. traditional suite of Six Sigma, operational performance Being a privately owned standards, LEAN manufacturing, business, SRX has a degree of etc., in place. And each of the flexibility from an entrepreneurial GM’s that run the operational parts perspective, which again fits with of the business — the Company targeting OEM’s that are similar in has a GM in New Zealand, one in size to their own business. “Their Australia and one in Malaysia — spend with us is very significant they all come from very strong OEM to both parties. We look for more flexible ways to set up commercial backgrounds, with very strong arrangements and expand what we engineering and manufacturing 181
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skills, so all of that is very well embedded within everything SRX does. Large Business Manufacturer of the Year SRX bring together the key elements that their customers demand, offering the IP protection, high quality, process control and ease of doing business in Australia, combined with their lowcost country sourcing capabilities and their genuine passion to help their customers succeed. As such, SRX is the fresh winner of the 2014 Large Business Manufacturer of the Year awarded through Business Victoria, an organization of the State Government of Victoria. “We never had a customer come to us yet who’ve asked for us to build a product that is beyond our capabilities,” says Mr. Appleby.
Company Information Industry
Manufacturing h e a d q u a r t e rs
Sydney, Australia employees
400 revenue
$70 Million products/ services
Prototyping, Design for Manufacture & Test, Procurement, PCB & Box Build Assembly, Test, Service & Repair, Quality Management
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c o m pa n y n a m e
SRXGlobal Level 4, 111 Harrington Street, Sydney NSW 2000 Tel. +61 1300 666 322 www.srxglobal.com/enquiry.html www.srxglobal.com
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