We market and sell our products worldwide through both direct and indirect
sales channels for incorporation by integrators and OEM customers into a wide
range of end products. Because the introduction of products based on emerging
technologies requires customer acceptance of new and unfamiliar technical approaches,
and because many OEM customers have rigorous vendor qualification processes,
the design-in process and initial sale of our products often takes months or
even years.
Our principal marketing strategy is to identify applications for which our
products and technology offer a compelling value proposition, to become a preferred
vendor on the basis of service and price, and to negotiate supply agreements
that enable us to establish long-term relationships with key OEM and integrator
customers. As these design-in sales tend to be technical and engineering-intensive,
we organize market-specific teams composed of sales, applications engineering
and other technical and operational personnel to work closely with our customers
across multiple disciplines to satisfy their requirements for form, fit, function
and environmental needs. As time-to-market often is a primary motivation for
our customers to use our products, the initial sale and design-in process typically
evolves into ongoing account management to ensure on-time delivery, responsive
technical support and problem-solving.
We design and conduct discrete marketing programs intended to position and promote
each of our product lines. These include trade shows, seminars, advertising,
product publicity, distribution of product literature, internet websites and
“social media.” We employ marketing communications specialists and
outside consultants to develop and implement our marketing programs, design
and develop marketing materials, negotiate advertising media purchases, write
and place product press releases and manage our marketing websites.
One customer, Shenzhen Xinlikang Supply China Management Co. Ltd., accounted
for 19% of total revenues
