FingerTec Newsletter - September -

Aggressive Marketingof FingerTec in Mexico through GM Robotic

GM Robotic SA de CV is a distributor of FingerTec® brand of fingerprint time attendance and door access control system in Mexico. Having been in the industry for more than 5 years, GM Robotic SA dedicate to supply FingerTec® products in this Latin country since a year ago. FingerTec® newsletter editorial team had a chance to interview Managing Director of the company, Mr Uzziel Garcia to find more.


	When was GM Robotic established and when did you start to market FingerTec®?
	GM Robotic has 7 years experience in biometrics business but we only purchased our first FingerTec AC900 unit in November 2006 from Ms Tamy Phoon of FingerTec Worldwide. This November will be exactly one year we have dealt with FingerTec and so far so good.

	Why did you decide to go into biometrics business?
	I have always wanted to provide real security solutions to the market and in my opinion, biometrics system, which uses real body parts of real people, could do just that. I foresee big business in biometrics, and therefore I want a piece of the pie, hopefully a bigger one.

	What made you choose FingerTec® amongst other brands in the market?
	The main reason was the marketing materials and the presentation of the FingerTec® brand. FingerTec® has prepared excellent materials which I can use to do my marketing instantly here in Mexico.

GM Robotic SA de CV, Mr. UzzielGarcia

What were the marketing activities that GM Robotic have done for FingerTec® and which one yielded the best results in terms of enquiries and sales?

We have been building trust with distributors of time attendance & door access and industrial safety products. We convince them that we are capable of controlling the market, providing sufficient training, attending to support problems and etc. Strong trust and hardwork are all you need to yield good results in your business in Mexico.

How many resellers do you have in Mexico right now and from which industry are they?

We have around 80 resellers so far and everyday is a new opportunity for us to find new resellers. Most of them are from the security industry, payroll and human resources industry.

Mexico is huge! How do you conduct training to your resellers nationwide?

We made a product guide in Spanish, recorded audio and video in the same language for massive training and understanding of the product. We also have a department that creates new materials for long-distance training to ease all our resellers.

How do you do reseller selection? Do you do interviews or background checks or you just recruit them as they come?

To recruit new resellers, we conduct interviews. A good reseller would not hesitate to invest some money to sample some FingerTec® readers as well as to invest some time to attend trainings we provide in our showroom. From the interview, you will get a good idea of the candidate’s potentials.

Which products are bestsellers in Mexico and do you foresee the change in trend soon?

FingerTec® TA100

TA102 and AC900 series are ‘the bom’ in Mexico now. Once the new product models are introduced, of course there’ll be a change in preference. However, both door access and time attendance systems are popular and d epending on your needs, we will suggest the model that best suits your requirements.

GM Robotic has done numerous installations of FingerTec®, tell me prominent clients you have so far in Mexico?

All the secretariat of health in Mexico operates with FingerTec®, the federal police of Mexico is also using FingerTec® products and soon, the federal subway will adopt FingerTec® in their system. And that are just some of the big ones.

From your experience, what do you think is required from your market for door access and time attendance products?

For us, our market requires high-capacity network management and high-speed access and AC900 has been the perfect balance between economical and technical purpose.

What do you like about FingerTec Worldwide?

I would have to say the quick response time and the high quality of marketing materials that they are offering.

What are the major obstacles for you in selling biometrics in the your region?

The culture of the government; it is difficult to sell the latest technology when labor laws do not support the fingerprint technology. However, we have developed formats to overcome this legal objection.

Who are your biggest competitors in Mexico and what’s your strategy to beat them?

China products have flooded the market with very low price for us to compete at the same level. We are always aware of their strategies to beat their game. We offer better values with Fingertec® and we provide call center support, among many other advantages that enable us to gain confidence from distributors. FingerTec® in Mexico is backed by the best guarantees, better care and better response time.

What is your future plan for FingerTec?

Our short-term plan is to have 500 dealers in 2008 and to strengthen the brand every day to improve our internal processes, learning from experience and bring daily training conferences in each region of Mexico for our distributors.

From Left:

GM Robotic SA de CV, Mr. UzzielGarcia, FingerTec® Managing Director, Teh Hon Seng