Insourcing: a surprising success story -

Insourcing: a surprising success story

Publish date:

Taking its cue from a group of video industry engineers who had cut their teeth with ASK, Proxima, and InFocus, projectiondesign has steered clear of the mass market, positioning itself instead in the middle market for single-chip DLP projectors. The company's products enjoy a loyal following among dealers in the business and home theater sectors, but its core markets are specialized commercial AV applications such as visualization and the emerging eCinema arena.

In contrast (no pun intended) to common contemporary business practise, projectiondesign favors 'insourcing', doing as much work as it can in-house. All key hardware and software R&D is carried out at Fredrikstad, while industrial design takes place around the corner at sister company Baerd Eker, alongside the world-famous Koenigsegg cars and Hydrolift powerboats. Lenses are made in Japan exclusively to the company's own designs, and projectiondesign is about to become one of the few projector manufacturers to fully embrace the VIDI lamp technology platform from Philips. A long-standing relationship with Texas Instruments means that TI regards projectiondesign as a developer, as much as the other way around.

How is all this possible in today's globalized, commoditized marketplace? For me, it's not rocket science -- merely another example of the free market in action. With a wide choice of resolutions, brightness levels, lenses and other options, projectiondesign can offer more than 600 different variations on just four basic single-chip DLP platforms (the firm's first three-chip device is due next year). As Anders Loekke, the company's marketing communications manager, puts it: "You can't offer bespoke or one-off products if you manufacture in the Far East."

Of course, being an innovator is no use if your products take too long to reach dealers' shelves. Which is why projectiondesign has invested in new facilities such as its own EMC laboratory, from which it will be able to self-certify its products for FCC approval. If you EMC-test individual components during the prototype stage, rather than waiting before sending a production model to an outside lab, you reduce your time to market.

If all this sounds like a fairytale from deep in the Norwegian wood, consider this. While so many projector makers have struggled to make money, projectiondesign has grown both its revenue and its profit by 50% every year for the past three years. It's on target to do the same in 2007. And the story has only just begun.


General Communications Builds on Success

There was a comment made at InfoComm's Salt Lake City Regional Roundtable a couple of months ago pertaining to the slightly revised sales process that many integrators (and yes, manufacturers, too) have adopted in recent times: "We need to remind sales people how to sell, not just take the orders that have been rolling

Most Read Videoconferencing Stories of the Week by AVT Staff

RADVISION Expands Video Portfolio to Include Mid-Range and Fully Integrated ... MarketWatch (press release) TEL AVIV, Israel & FAIR LAWN, NJ, Apr 24, 2012 (BUSINESS WIRE) -- RADVISION(R) Ltd. (NASDAQ:RVSN) , a leading technology and end-to-end solution provider for unified visual communications, today announced

Single-Projector 3D Arrives at InfoComm

Probably the most interesting new application on view at InfoComm last week was one that has jumped from the consumer side to the commercial AV side of the fence: 3D, using just one projector. Big-gun 3D-ready projectors have been available from other manufacturers for the past couple years–Barco, Christie, Digital Pr

ISE Shows Impressive Growth

The ISE show in Amsterdam this week, (February 2-4), opened Tuesday with more activity on the show floor than I’ve seen in a while, and more of what we Americans call “buzz.”   Attendance of 20,000 plus people is keeping this “InfoComm/CEDIA EXPO of Europe” on path for the most impressive growth of any trade show tha

Image placeholder title

Projecting Success

Our executive editor has thrown down the gauntlet of reminding readers of the status of projection in the world of digital signage. I will gladly take this challenge– having grown up in the decades of projection long before flat panels were even a glint in the eye of display engineers and scientists. But this article is no exercise in nostalgia. Front and rear projection makes up a small but significant part of the digital signage industry reaching a penetration level exceeding 30% by some estimates. Let the challenge begin.

NEC's NYC Showcase

NEC Display Solutions ’ annual New York Partner Showcase took place at the Affinia Hotel in midtown Manhattan this week, and the company once again had a number of vibrant new products on display. Some are already on the market, others will be coming down the pipe in the next year, and all feature the rugged pro-leve