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Tapping into the Market at Secutech
Vietnam 2012 |
| by Ms. Nisha Tara Naidu, Sales & Marketing Executive, FingerTec Worldwide |
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It’s the second time that FingerTec is participating in the Secutech Vietnam show, and this time, the response couldn’t be better.
All packed and ready for the show, we arrived in the hall a day earlier for our usual set up of the booth, visualizing the layout of the banners, catalogues and the FingerTec terminals. The terminals that we chose to display in Vietnam were the FingerTec R2 & R2i in-out readers, Face ID 3 facial recognition terminal, and the popular TA100C color time attendance terminal. |
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The team present at the booth, including our Vietnamese translator and Mr. Bùi Xuân Tường of Futech Technology. |
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With the help of our Vietnamese representative, Mr. Bùi Xuân Tường, Distributor Manager of Futech Technology JSC, and our hired translator for the day, Ms. Nhi Ho, getting to know the needs and expectations of the Vietnamese market were made much easier. As the pace slowly picked up in the Secutech exhibition, and as our days of stay in the country went by, we realized that the key to the culture and business in Vietnam is service.
This would be one of the key selling points of our products. Although many exclaimed at the noticeably higher price of our products, explaining that their money goes towards 24-hour support, limited warranty, free software and software updates and many other services managed to justify and appease them. Our local reseller in the area, Futech Technology JSC provides a full set of customization needs for medium and large projects which they see to personally. |
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| With English not being their first language, one area that we will need to extensively focus and improve on to penetrate the market of this country is translation. Good news for us as FingerTec focuses a lot on the globalization of our products through translation efforts. Over 10 languages are available for our software, TCMS V2, as well as selected hardware models. More efforts will need to be made, however, to complete the translation of newer models, as well as our marketing materials, so that FingerTec’s marketing and sales efforts in the region can coexist seamlessly. And when we talk about translation, not just any translation goes, FingerTec invests in meaningful and qualitative transcription so that ultimately, no information gets lost along the way. |
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| The pace of the show started picking up from the second day onwards. |
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| Marketing materials will also need to cater to the local market in not only translation, but also culture-wise. Vietnamese and Asian faces will more identifiable with the locals, granting them a sense of trust in the products. |
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| All in all, our local partners in Vietnam are doing a good job promoting and securing tenders for their projects using FingerTec devices linked with their own developed software to create a customized solution for each of their clients. The projects that have been carried out by our partners so far include access control of shopping malls, parking barriers and access systems, factories, school campuses and many more. The Secutech Vietnam 2012 show this year opened up the market and brand awareness tremendously by allowing Futech to show off these skills of theirs, while FingerTec emphasized on the design, technology and the powerful software of our products. With the improvements that we have planned out for the coming year, we wouldn’t be surprised if Vietnam were to become one of the main markets of the South East Asia region! |
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| Products on display at our booth. |
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