D-Life
First Edition December 2008
Journey out West Tony Tsao Discusses his experience on the Emerging Market
Uniting Regions An overview on the 2008 Global OBU Conference
Brand Recognition The essence of a brand and its importance to D-Link
The IP Connection A brief look at the advances of IP on surveillance
Message from the CEO Dear Fellow D-Linkers, As we prepare for the upcoming year, there have been concerns about the current economic situation. However, I believe that we are actually in a better position than most other companies as the global crisis has had a minor impact on our corporation. With company initiatives and innovations, I trust that we have the proper tools to withstand – and succeed – during this difficult time. In addition, with such efforts, we must properly assimilate to the situation. The plan for our company is to utilize our current resources to the best of their ability. For example, we can minimize costs through reducing avoidable internal travel, using teleconference, and implementing energy saving initiatives at the office. We are a capable company that has risen through adversity in the past, and it is always easier the second time around. As we head into 2009, I would like to propose that we all make a goal to save on resources. Take the time to plan where you can save, and make a promise to yourself to reach that goal. I believe that we are a group of unselfish individuals that can help benefit the group. As long as we concentrate on our goals to save and conserve resources, we are moving in the right direction. By taking the initiative to allocate where we can minimize spending without losing performance, together we can move towards achieving our goals. I am truly pleased with your efforts and I remain confident in our outcome for success. Thank you all for your contributions and support. Sincerely,
Tony Tsao CEO & President
D-Life
Table of Contents
Message from the CEO
A Taipei State of Mind
D-Link Plays Host to Global OBUs in Taiwan........................................................04
Awards
Seasonal Awards for D-Link...................................................................08
D-Link, Turning an Emerging Market into Gold
Tony Tsao’s Experience on the Emerging Market.....................10
In with the New, Out with the Old
A Closer Look at IP Surveillance.................................................................................14
Hospitable Hospitality Network Solutions..................18 The “it” Month for Technology in Taipei.......................20 A Company is only as Good as Its Brand-ing
The Importance of Branding in a Competitive Market.........22 0
A “Taipei” State of Mind D-Link Headquarters Plays Host to Global OBUs in Taiwan
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D-Link Global OBU Conference.
On October 28-31, 2008, some of D-Link Corporation’s
most experienced and seasoned executives from all over the world got together to participate in a global OBU (Overseas business unit) conference to talk about the company’s plans for the future. Covered during the event was insight for product direction, corporate strategy and focus, as well as a number of topics to provide improvement in and out of the corporation. The purpose of this report aims to provide you with insight and a summary to the three day conference. Day 1 (October 29, 2008) The first day of the conference covered D-Link’s plans for both the business and consumer business units presented by Crowley Wu and Jacky Chang, respectively. Both sections provided new insight and development of their respective product lines with a direction for the future with a plan for execution. Pivotal Moment: The 2008 D-Link Global OBU Conference was considered to be a first for many OBU members to have the opportunity to meet their fellow D-Link executives. As recalled by over a handful of attendees, it was roughly a decade ago since D-Link held such an event that involved so many different global members.
Important Notes: For a number of D-Link executives this conference was considered a “feeling out” process. Although D-Link is a worldwide company, it has been a while since the corporation has catered to an event that hosted such a wide range of country executives. During the conference, a D-Link member asked what the “D” stood for in D-Link. It was later found out that D-Link, initially a product line of Datex, was more publicly accepted than the company’s previous name. After realizing the situation, the company soon switched from Datex to D-Link.
Global D-Link members take a break during the Global OBU Conference.
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Day 2 (October 30, 2008) The second day of the conference was led by Thomas Huang with his presentation on the service provider business unit followed by Eugene Yen and Josh Chai’s presentation on a proposal to establish a unified “Global Strategic Alliance.� In the afternoon, all D-Link members headed to D-Link headquarters in Taiwan to be divided into groups for a brainstorming sessions based on SMB, CS, Telco, and finance. Pivotal Moment: During the afternoon, all attendees headed over to D-Link to have a brainstorming session. The session provided OBU members the opportunity to work as a group, sharing ideas and insight towards to other regional members. Important Notes: The Global Strategic Alliance is a new proposal by D-Link in efforts to streamline manufacturing in effort to expand market penetration. By creating alliances, D-Link seeks to streamline resources to become more productive and efficient by targeting business opportunities on a global basis.
Global members discuss finance at D-Link headquarters.
Global members share ideas during a brainstorming session.
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Members gather for a group picture in the lobby at D-Link headquarters.
Pivotal Moment: Although the conference has come to an end, it does not mean the end of the connection that all global members have with their new friends and colleagues.
Day 3 (October 30, 2008) The final day of the D-Link Global OBU Conference covered a wide range of topics, continuing with Teddy Liang’s presentation on “Global Collaboration and Direction of Solution Marketing” followed by Louis Huang on “Corporate Identity and Consistency.” Jeffery Kuo then talked about IT globalization and A.P. Chen provided insight on corporate governance. Previous to the break, the attendees were entertained by a duo of Lilian Tseng and Paul Wang with their presentation on “Global Collaboration and Consolidation of RM & LM.” After the break Adams Cheng talked about “Hardware Design Quality Enhancement” and its importance to the company. Jesse Huang and M.H. Yang presented their respective topics: “Testlab Enhancement Plan,” and “Service as Key Differentiator.” Before Tony Tsao provided his closing remarks, members of global OBUs provided their insight and gratitude for having an event that involved such an international group of attendees.
Important Notes: During the closing ceremonies of the conference, Tony Tsao presented Vladimir Lipping, Head of D-Link Russia, and his team with the Top Sales Award for achievement in sales and outstanding performance. Although a number of key factors and information were presented during this day, the attendees felt that the company was moving in the right direction. They believed that the future plans for the schedule will help in choosing and defining what the company needs to be successful.
Farewell dinner in the countryside of Taipei.
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Awards D-Link Voted as Preferred Vendor for the 4th Straight Year Good news from Germany. For the fourth straight year, D-Link has been voted as a Preferred Vendor by German Partner Magazine. The magazine, recognized as the largest channel magazine in Europe, conducted a survey where 2,600 resellers participated in the event to select the top vendors in networking. D-Link beat out companies such as Linksys and Zyxel, as well as the 2006 Channel Champion, Netgear. This served to be an important win for D-Link, representing an award based on vote by vendors rather than a panel.
D-Link among Channel Champions in Russia This year, D-Link was once again voted among a prestigious group of Channel Champions in Russia. D-Link edged out HP for the 2nd place position. The competition included companies such as Cisco, 3com, and Zyxel among many others. Nominations were based on total point accumulation, which consisted of eight different categories that ranged from Vladimir Lipping, Head of D-Link Russia (photo “Quality of Production,” which from Global Views Monthly Magazine). was the most important section, to “Activity in Production Advancement” and “Training and Certification of Partners,” being the least significant. The difference between companies in the 1st and 5th position was 3,518 points. D-Link earned a total of 42,003 points, trailing the leader by only 443 points.
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DCS-3415
DCS-3415 to Go for the Gold On November 25, 2008, it was announced that D-Link received a coveted iF (International Forum) Design award in the Product Design category for the company’s DCS-3415 network camera. Now, as an iF award winner, the DCS-3415 qualifies to be a possible candidate for an iF Gold award during the 2009 CeBIT Exhibition in Hannover, Germany. Every year, the iF Design organization receives an average of 2,000 entries from countries all over the world. The entries are then hand-selected by the iF Design jury, picking a number of entries that fit the design standards of the organization. This year’s group was extremely competitive with the DCS-3415 selected among a pool of 2,808 entries that were submitted by 1025 contestants from 39 countries. As an iF award recipient, this represents a standard of excellence in design for the company to continue as well as another possible award to look forward to come March, 2009. The DCS-3415 is a network camera that offers recording abilities ideal for surveillance and security. It offers a progressive scan sensor and Sony 18x optical zoom lens for capturing vivid images in MPEG-4 format. The built-in auto-iris feature and removable IR-cut filter enable this network camera to record in both day and night, making it suitable for 24-hour surveillance. The RS-485 port and DC12V allow the DCS-3415 to cooperate with external devices such as an IR illuminator or scanner, and the PoE ability allows for a single cable to connect and power up the device.
The DCS-3415, along with the other selected iF Design award winners, can be found on display at t he iF Design exhibition, which opens from March to August, 2009. Winners for the iF Gold award will be announced during the 2009 CeBIT Exhibition in Hannover, Germany, so stay tuned to see if the DCS-3415 is one of them! About International Forum Design Since its inauguration in 1953, the iF Design award has existed as an enduring, prestigious trademark for outstanding design. Companies and design studios deploy the iF seal in their communication campaigns as a visible symbol of product and service quality. And for buyers of design-oriented products, the iF seal serves as a decision-making tool in the marketplace. An iF Award is a symbol of a company’s commitment to innovation and its willingness to face the competition.
Raphaie Chen, Senior Director of Product Management at D-Link HQ.
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D-Link Turning an Emerging Market into
Gold
Tony Tsao’s Experience on the Emerging Market
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Tony Tsao, D-Link Corporation CEO and President.
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Tony Tsao, D-Link CEO & President
Since July of 2008, Tony Tsao has been assigned the role as Chief Executive Officer and President at D-Link
Corporation. Previous to accepting his new position, he has held the Head position at D-Link International, pushing the sales of D-Link’s brand networking products throughout the world, especially in emerging markets such as Russia, India, and China as well as other areas that include the Middle East and Latin America. Through his efforts and contributions, the emerging markets have roughly accounted for 40% of D-Link’s total revenue As a result, while larger competitors have been experiencing the effects of the global economy, D-Link has continued to perform relatively unscathed with minor impact from the economic setbacks. A large account for this performance reflects D-Link’s efforts in laterally developing market growth across the globe, which has paid off with lead positions among emerging markets. With the success, D-Link International has continued to take the role of responsibility for assisting in the development of emerging markets, which basically constitutes countries outside of the United States, Europe and China regions. “I put a lot of effort in developing a base in markets that most companies would overlook,” Tony says of the company’s presence in emerging markets. “Every country, even those under the radar, has potential value that can not be ignored.” Tony Tsao talks with some fellow D-Linkers at headquarters in Taiwan.
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Tony Tsao visits members from D-Link India Ltd.
Paving a Road Although the company has experienced success with emerging markets, Tony has paid his dues through taking the road less traveled. “Establishing a presence in a new market can be very lonely at first, but if you have the determination and the heart to hold on, the market can be yours,” Tony says of D-Link’s success. Markets such as Russia and Brazil are extraordinary examples of how D-Link’s chances have earned promising rewards through careful and proper planning and penetration. In Brazil, 50% of broadband consumers use D-Link products, and Banco de Brasil, one of the largest banks in Latin America, uses D-Link switch solutions for operation efficiency. D-Link has an even more interesting history with Russia, as many large network companies previously had little interest to develop in the Russian market, not knowing of its potential. With less competition at the time, the opportunity allowed D-Link to flourish in a relatively untapped market that currently holds a population of over 145 million. As a result, the country’s top 3 distributors are all D-Link clients, and the telecom companies are now D-Link partners. With only a fraction of the manpower when compared to other companies, D-Link has been able to stay afloat with other top companies by stretching its target audience. Thinking outside of the box, D-Link’s growth can be accounted for literally traveling beyond boundaries. Rapid Response for Localization With so many different clients among the emerging markets, it was evident that it would be necessary to be able to provide the required client attention for proper maintenance and execution. During a large shipment of D-Link products to Japan, one of the clients had complained about quality problems. Although the client only expected to talk about how to resolve the situation on the phone, Tony flew to the premises the next day to personally discuss how the problem could be resolved and the amount of time it would take. Understanding the importance of personal attention, it was evident to Tony that proper localization was a must.
countries and regions among the emerging markets. “Efficiency is the most important element towards the development of the global market,” Tony says, “the right person is more critical than the budget provided.” Developing the Emerging Market The success in D-Link’s development has been spurred through the innovation to take appropriate chances with impeccable timing. It has been achieved by having the ability to take the initiative and responsibility for going beyond what is the norm. With proper evaluation and consideration, these choices are not risks - as a risk implies the possibility of danger or jeopardy - but as an opportunity. “If you believe in yourself, and have the willingness to learn and explore, then your opportunities to grow and progress are boundless.”
About Tony Tsao Tony Tsao serves as the Chief Executive Officer and President of D-Link Corporation while also serving as Head of D-Link International. Prior to joining D-Link in 1997, Mr. Tsao worked at IBM for nearly eight years where he was a manager in charge of channel development in Asia region, followed by another three and half years at Digital Equipment Corporation for SME/channel management in the Asia Pacific region. He received a bachelor degree in industrial management from MingChi Institute of Technology in Taiwan and his master degree in business administration from Illinois Institute of Technology, Chicago in U.S.A.
For Tony, finding the right pieces has become the key for successfully maintaining the amount of different 13
Out with the Old, In with the New A Closer Look at IP Surveillance
With the advances in security surveillance, it is no wonder why a
growing number of consumers are beginning to prefer IP surveillance solutions over traditional CCTV (Closed-Circuit Television). The reasons are simple; IP surveillance solutions provide better options that are more cost efficient. With the improved functionality of digital cameras versus analog devices, IP surveillance can be customized to user needs rather than providing a “one-size-fits-all� approach. The Dark Age Previous to IP surveillance, traditional CCTV surveillance was a common ground that was highly implemented in surveillance solutions. This type of surveillance relied on a coaxial cable, which is the same type of cable you use for your TV, connecting from the surveillance camera to a monitor. For large buildings, this would mean that wiring would have to be set up wherever a camera was to be installed. Thus, a building that required 2 cameras set up on every floor of a 24-story building would require setting up a total of 48 separate cables just for connection to the monitor! Perhaps, it was due to the ease of use and the fact that traditional cameras were easy to manage as well as its relatively reasonable price point in contrast to the exclusivity that digital recording carried with its high price. However, analog surveillance systems are generally maintenance intensive, requiring VCRs (video cassette recorders) to record video as well as the constant changing of video cassettes. Now, through the progression of development and demand, IP surveillance has emerged as a strong alternative to the traditional surveillance system. 14
The Essence of IP IP surveillance provides consumers with the ability to add much more functionality to video monitoring and recording. A large account for the advantages that IP surveillance entails is due to its compatibility with wireless connection. Unlike its CCTV counterpart, IP surveillance does not rely on a coaxial cable for connection, which opens the possibilities of deploying an IP surveillance solution and overcomes the shortcomings of analog. Some of these benefits through upgrading or installing IP surveillance include the following:
Diagram of an office building digital surveillance solution.
Remote Access: Because IP surveillance offers wireless function, users can see images from any computer on the network without the need of purchasing any additional hardware or software. If you have a port to the Internet, recorded footage can be viewed virtually anywhere in real-time.
Image Distribution: You can take snapshots that can be sent by email. IP cameras have a built-in encryption, allowing other password authorized parties to log on to view activities for a more secure network. In addition, interference is usually not a problem with IP-based models.
Unlimited Storage: Given the hard disk capacity, storage is practically unlimited as well as more compact in comparison to using video cassette tapes. Hard drive storage is also more reliable and durable as users do not have to worry as much about maintenance. Video cassette tapes can rip and deteriorate through time and use.
Network setup for IP surveillance.
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Automatic Alert: IP surveillance systems digitally record images, which provide for a higher resolution than traditional. With the benefits of higher picture quality, IP surveillance can set alerts and alarms on camera footage. Due to its digital recording ability, IP surveillance systems can pick up actions, a trait that the traditional system could not offer, to automatically alert users via email and even mobile phone. With this feature, the user does not have to worry about constantly sitting at the monitor to avoid missing any action recorded. Cost and Performance: Because IP surveillance does not require the extra equipment and maintenance that traditional CCTV brings, costs go down. No more tapes and tape changing is required, which allows users to save more while the total cost continues to decrease with time. PoE (Power over Ethernet) compatibility allows for both video connection and power input to be streamed over one cable, which means fewer cables needed for set up! Taking Baby Steps A digital solution is easier and cheaper than most consumers may think. Although there have been a number of reasons for the migration to digital video technology, users may not understand that the process can be integrated gradually. Yes, that means if you have an analog system, you do not have to dump your analog equipment. IP cameras can be progressively integrated into an existing network. With the versatility of IP surveillance, users can steadily make upgrades to their surveillance system without much cost. By integrating a digital system to an analog one, users can also benefit from the advantages that come with digital. With all the benefits in comparison to analog, the right choice seems clear. Now, all that’s required is for users to continue to embrace it.
The DCS-6110 without its enclosure.
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DCS-6110
DCS-3415
This past week, D-Link received good news and is proud to announce that the DCS-3415 has received a coveted iF (International Forum) Design Award in the product design category for 2009. The DCS-3415, along with the other selected iF Design Award-winners, can be found on display at the iF Design Exhibition, which opens from March 3 to August, 2009. In addition, the network camera is to be included in the iF Online Exhibition that can be found on the organization’s website. The DCS-3415 is a network camera that offers recording abilities ideal for surveillance and security. It offers a progressive scan sensor and Sony 18x optical zoom lens for capturing vivid images in MPEG-4 format. The builtin auto-iris feature and removable IR-cut filter enable this network camera to record in both day and night, making it suitable for 24-hour surveillance. The RS-485 port and DC12V allow the DCS-3415 to cooperate with external devices such as an IR illuminator or scanner, and the PoE ability allows for a single cable to connect and power up the device.
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D-Link Gallery setup in the basement of the Dandy Hotel.
Hospitable Hospitality Network Solutions
During the month of December, D-Link found a way to
combine the company’s technology with the finer points of living. Teaming up with the Dandy Hotel, a hotel in Taiwan well known for its modern dÊcor and design, D-Link integrated green technology with the fashion world to introduce future of the digital lifestyle today. 18
Showroom for D-Link products being used in a hotel room.
Under the concept of “Good technology for fine living,” D-Link chose to work with a modern designed hotel in efforts to show how products could be implemented within hospitality environments. As an innovator in green technology, D-Link wanted to further display the company’s products and the experience they bring to end-users. Working with a “fashion hotel,” D-Link also found it as an opportunity to exhibit a more stylish side to technology. Over the years, D-Link has devoted itself to the development of digital home solutions to provide a better, friendlier user experience. In comparison to other forms of electronic devices, such as mobile phones or digital music players, networking products have had the notorious stench of being cold and unfriendly. With the vision to bring better digital life experiences to users, D-Link felt that the hospitality environment would be a perfect way to change those views to one that is friendlier and more convenient. Networking devices integrated into hospitality environments are important to the working staff in order
to achieve every day tasks. However, the functionality is equally, if not more, important to the customers that use them in order to leave a positive lasting impression of quality service. With the “D-Link Gallery” integrated in the basement of the hotel, vacationers can experience the convenience of D-Link technology during their stay. Located in the hotel are 3 other rooms that implement the concept of D-Link products. D-Link will work with the local hotel for 1 year, displaying 3 rooms with different setups using D-Link products.
D-Link products used in a hospitality environment.
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The “it” Month for Technology in Taiwan It’s time for Information Technology Month (IT Month) in Taiwan again, as electronics vendors plan on providing discounted products from the past year while displaying new ones during the annual exhibition. The exhibition will be held from November 29 to December 7, 2008 at the Taipei World Trade Center’s halls 1 and 3.
World Trade Center exhibition hall.
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D-Link booth at the World Trade Center in Taiwan.
D-Link products used with game applications.
IT Month in Taiwan has been a highly celebrated event in the past years with a number of internationallyknown electronics companies gathering to represent and introduce the products that the companies have been working on in the past year. D-Link as well as sister companies, Alpha Networks and Cameo, will join the exhibition with familiar electronics companies like Sony, Samsung, and Microsoft along with many others. The event not only poses as an opportunity for companies to showcase their products, but also for shoppers to find a series of promotional products on sale at a fraction of their retail price. Smart books can be found at bargain prices, which even include a limited amount of devices being sold with an 80-90% discount. Although not all the prices will be found at such bargain prices, shoppers can look forward to find a number of electronics at 10-50% off of face value. Last year’s IT Month recorded over 2 million visitors nationwide, which was stated by the show’s organizer, Taipei Computer Association. This year’s turnout expects to be even larger with the draw of new companies and company products. This year’s IT month is dedicated to mobile technology, and the exhibition will be in other Taiwan cities, including Taichung (12/12), Kaohsiung (12/26), and ending in Tainan (01/08).
D-Link presenter introduces company products.
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A Company is only as Good as Its
“Brand-ing� The Importance of Branding in a Competitive Market
With over two decades of successful business, D-Link has established itself from a small start-up company
with a handful of engineers into a global corporation with over 2,000 employees. With 128 offices in 68 different countries, D-Link has established an international market presence that few conglomerates can match. However, as D-Link products have evolved for the better, the corporate brand could only be regionally compared in a way to that of snowflakes, similar but different. Due to such circumstances, D-Link is regrouping to unify as a consistent brand entity among international grounds.
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Same but Different Last September headquarters did a survey on D-Link logos being used worldwide. Although the logos were all correct D-Link logos, not all of the regions used the logo considered to be the most up to date. There are no records when the changes occurred, but HQ did a count of 21 variations regarding color usage, as well as discovering that not all regions are using the company’s most up to date logo. Brand consistency is important for the reasons that it provides a user with a flavor that is different from the rest. Although adjusting to regional demands and views, it is still important to remember that the same message comes across to the audience on a global level. It is why everybody knows the slogan for Nike, which is “Just do it,” and why Reebok’s slogan is relatively unknown (If you do know the slogan, can you remember the previous one?).
What is Branding and Why is it Important? Wikipedia defines a brand as “a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence of a company, product or service.” A brand creates an identity, and like a person, it provides users with a personality that makes it significant and unique. Qualities like reliability, efficiency, and accountability are some examples that drive people towards brands; however, such qualities must remain distinctively consistent to have sticking effects. Some of the purposes that a brand seeks to provide include the following benefits: ● ● ● ● ●
A clear deliverable message A benchmark of credibility Emotional connection with target prospect Motivate the buyer Establish a brand loyalty
With proper research, a company’s brand image becomes invaluable towards the perception of users and potential users. It sets a standard, whether it is in price, value, performance and many other traits that can help to distinguish it from a pool of other competitive brands that exponentially increase year by year. A brand is a promise of what a user can expect from a product. 23
Future Plans After doing such research, D-Link has future plans to regroup and discuss the current logo situation for better global practices. Keeping the importance of localization in mind, the company is working towards finding the proper means for use on a global level that is consistent that still recognizes regional flavor. D-Link is a company that builds networks for people, connecting different cultures around the world together. As a company that always wants to improve, D-Link hopes to build on making the company’s communication stronger during its plans to regroup.
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Your Thoughts Matter to Us!
Is there a topic you would like to discuss about D-Link, or an event you would like to share with the rest of your fellow D-Linkers? Is there a special way that you like to integrate your D-Link products, or do you simply have questions about them? Don’t let the rest of your fellow D-Linkers miss out on what’s going on in your neighborhood, your opinion matters and we would love to hear from you! Please feel free to send us any ideas or suggestions to the contact listed below: Name: D-Life Magazine Email: dlifemag@dlink.com.tw Address: D-Link Corporation No. 289, Sinhu 3rd Rd., Neihu District Taipei City 114, Taiwan, R.O.C. Fax Number: 886-2-2793-8836 Telephone Number: 886-2-66000123 ext. 6555