{"id":44580,"date":"2018-06-12T11:05:45","date_gmt":"2018-06-12T09:05:45","guid":{"rendered":"https:\/\/fhi.nl\/nieuws\/een-mooi-staaltje-niche-marketing\/"},"modified":"2024-07-10T14:51:52","modified_gmt":"2024-07-10T12:51:52","slug":"een-mooi-staaltje-niche-marketing","status":"publish","type":"news","link":"https:\/\/fhi.nl\/en\/news\/een-mooi-staaltje-niche-marketing\/","title":{"rendered":"A nice example of niche marketing"},"content":{"rendered":"
\n\n\t\n\t\t\t
<\/div>\n\t\n\t
\n\t\t
\n\t\t\t
\n\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t

\n\t\t\t\t\tA nice example of niche marketing\t\t\t\t<\/h1>\n\n\t\t\t\t
\n\t\t\t\t\t<\/svg>\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t\t\n\t\t<\/div>\n\t<\/div>\n<\/header>\n\n\n\n
\n\t
\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t

Relationship Macom US and Hi-Tech RF Maarssen is a model for FHI culture<\/h3>\r\nThe phenomenon of principal\/manufacturer with a local distributor is typical of the technology industries. This was already the case in 1956, when Het Instrument, the legal predecessor of FHI, was founded. A lot has changed and the dynamics are only increasing, but the phenomenon still exists. The American semiconductor manufacturer Macom and Hi-Tech Electronic Components bv from Maarssen have been connected since 1981. In that relationship, other people are now at the controls, a new generation but not strangers within the FHI community. A wonderful opportunity to discuss together how this works in 2017, the relationship between principal and a distributor, in a niche market. On the Macom side is Niels Kramer<\/strong> the famous new man. After a long period at Philips Semiconductors and NXP, FHI got to know him as 'boss' of the technology lab of Philips Innovation Services and especially as a board member of MinacNed, the trade organization for micronanotechnology participating in FHI. Niels left Philips and therefore also MinacNed in April 2016 to work for Macom as a senior director in the Netherlands. His task is to further develop Macom's international portfolio in the field of RF ICs for high-end applications in telecom, radar, test and measurement, and medical. Hi-Tech Electronc Components dga Olaf Biezeman<\/strong> is also no stranger. What is new is that since the management buyout of 2016, after twenty years as an employee, Olaf now runs the company as owner. Just some history. Niels knows his classics. \u201cIf you talk about RF, radio frequency, you quickly end up at Macom. That started in the 1950s with HF and later MIMIC semiconductors, MIcrowave Monolithic Integrated Circuits.\u201d Dutch history dates back to 1981, Olaf knows. \u201cAnton Peters (member of FHI since 1991, ed.) <\/em>then started a 'Macom Field Office' in the Netherlands. Eight years later, Anton broke away from Macom and founded Hi-Tech, with the right to represent Macom and also sell other RF products. As a sales manager, I also started selling test and measurement simulation software for the RF world from 2000 onwards. The most recent development is that we became 'master reseller' for Maury Microwave as of July 2016. This means that we will support all sales of their products in Europe with sales management and technical support. Then you are talking about calibration, measurement and simulation. All these activities complement each other in the one 'niche' domain, RF and microwave.\u201d How does that work if you have to get very specific components into the design at a product development company? If that succeeds and series production takes place in a country or on another continent, then you will miss that turnover, right? Did you do all that work, that technical support for the sale of a few components for the prototype? \u201cYes, the 'design win' problem is complex,\u201d Niels Kramer acknowledges. \u201cWe can make agreements about this with the distributor, but sometimes a customer wants to keep control themselves. Or production is suddenly transferred elsewhere.\u201d Olaf has had good experiences with his principals in this regard. \u201cWe have good agreements about this. Often a component is so specific to a customer that it is always recognizable to the manufacturer if he or his subcontractor wants to buy it through another channel.\u201d According to Kramer, Macom is a typical niche player. \u201cRadar technology became hot after the Second World War. The Gallium Arsenide technology at the base is also very specific. This always meant that people opted for innovation instead of volume. Because Macom was taken over several times, innovation came to a simmer in the 1990s. Since the company was bought by John Ocampo of GaasLab in 2008, the company has taken a new turn. And the fact that current CEO John Croteau worked for NXP in Nijmegen for years played a role in the decision to start an R&D activity here, for which I have now joined the company.\u201d Every new acquisition offers opportunities for niche market players. How different is a specialized niche market distributor, what is the difference with a 'global broadline distributor'? Hi-Tech account manager Chris Caenen<\/strong> talks about it from his daily practice. \u201cI work in a network of companies I know that have questions about RF. If there are any questions or needs that require specific RF microwave technology, I will pursue them within the Macom organization. I have previously worked with many semiconductors who view the Benelux as too limited a sales market to pay attention to it themselves. But for a design win you need technical support. As a niche market distributor you must be able to pick this up within your principal's organization, that is where your added value lies. Formulate the question well and find the answer, the solution, in the right place. Niche questions need niche answers. The takeover trends in the semicon industry have led to less interest in niche markets. Every acquisition offers new opportunities for niche market players.\u201d Niels does not play a role in direct sales support, probably not in the future. \u201cIn the Netherlands we will concentrate on new developments for high-frequency microwave and millimeter-wave applications. The Netherlands is attractive to Macom for R&D and business development. There are many professional system integrators here and large companies with R&D in Europe that you want to be close to.\u201d \u201cI ensure that the engineer sits with the engineer\u201d Olaf: \u201cSpecial RF components can make exactly the difference in the transmit\/receive chain. Then you have to join the preliminary phase of development and you must have substantive support at hand.\u201d Chris's role in this is that \u201cI ensure that the engineer sits with the engineer. I drill everything in advance and map everything out to ensure that I bring the right people together. It involves valuable time of high-quality specialists.\u201d \u201cFrom this story you recognize how important it is that you make good agreements about the costs and benefits and where they end up. The question of whether you are right to have an engineer come over is a matter of built-up trust.\u201d What is the future perspective in this market segment? Both parties at the table expect to grow in the coming years. For Hi-Tech, this growth will certainly come from the new activities as a European support center for Maury. Niels Kramer has been tasked within Macom to build up a development and application activity in the Netherlands, where at least several dozen people will be employed. \u201cEurope has started catching up in the defense and security markets.\u201d According to him, this has to do with \u201cgeopolitical developments\u201d. Space and the satellite communications market are also developing, especially in Europe. We want to serve the European market by being present here as a company.\u201d Development, trade, technological support and bringing together expertise from all over the world with local added value, that is really the profession of the FHI companies.\r\n\r\n \r\n\r\nhttps:\/\/www.macom.com\/blog\/dla-certification-for-hi-rel-dio<\/a>\r\n\r\nhttps:\/\/fhi.nl\/rftechnologydays\/programma-rf-technology-day-nederland-2016<\/a>\r\n\r\n \r\n\r\n \r\n\r\n \r\n\r\n \t\t<\/div>\n\t<\/div>\n<\/div>\r\n\t
\r\n\t\t
\r\n\t\t\t
\r\n\t\t\t\t\t\t\t\t\t
<\/svg>

Related articles<\/h2><\/div>\t\t\t\t\t\t\t\t\t\t\t\t\tview profile<\/a>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t
\r\n\t\t\t\t\n\n\t
\n\t\t\n\n<\/svg>\n\t<\/div>\n\t

Tabletop centrifuge for cell culture<\/h3><\/div><\/div>\n\t
\n\t\t\n\t\t\n\t\t\t\t\t\tLaboratory Technology<\/span>\n\t\t\t\t\t\t\t\tWorld of Industry, Technology & Science<\/span>\n\t\t\t\t\t\t\t\tGeneral laboratory equipment<\/span>\n\t\t\t\t\t\t\t\tMembers content<\/span>\n\t\t\t\t\t<\/div>\n\t
\n\t\t\t\t\t
\n\t\t\t\tSALM AND KIPP\t\t\t<\/div>\n\t\t\t\t\t\t\t
\n\t\t\t\t16 August 2024\t\t\t<\/div>\n\t\t\t<\/div>\n<\/a>\n\n\n\t
\n\t\t\n\n\n<\/mask>\n\n\n\n\n<\/g>\n<\/svg>\n\t<\/div>\n\t

Panel PCs \u2013 a work of art that can be touched<\/h3><\/div><\/div>\n\t
\n\t\t\n\t\t\n\t\t\t\t\t\tWorld of Industry, Technology & Science<\/span>\n\t\t\t\t\t\t\t\tIndustrial automation<\/span>\n\t\t\t\t\t\t\t\tHardware for automation<\/span>\n\t\t\t\t\t\t\t\tLocal HMI and text displays<\/span>\n\t\t\t\t\t<\/div>\n\t
\n\t\t\t\t\t
\n\t\t\t\tYaskawa Benelux BV\t\t\t<\/div>\n\t\t\t\t\t\t\t
\n\t\t\t\tJuly 11, 2022\t\t\t<\/div>\n\t\t\t<\/div>\n<\/a>\n\n\n\t
\n\t\t\n\n<\/svg>\n\t<\/div>\n\t

How do sensors contribute to your electric or hybrid car's safety and comfort?<\/h3><\/div><\/div>\n\t
\n\t\t\n\t\t\n\t\t\t\t\t\tIndustrial Electronics<\/span>\n\t\t\t\t\t\t\t\tElectronics & Applications<\/span>\n\t\t\t\t\t\t\t\tMembers content<\/span>\n\t\t\t\t\t<\/div>\n\t
\n\t\t\t\t\t
\n\t\t\t\tNijkerk Electronics\t\t\t<\/div>\n\t\t\t\t\t\t\t
\n\t\t\t\tFebruary 23, 2021\t\t\t<\/div>\n\t\t\t<\/div>\n<\/a>\n\t\t\t<\/div>\r\n\t\t<\/div>\r\n\t<\/div>\r\n\r\n
\n\t
\n\t\t
\n\t\t\t\t\t\t\t
<\/svg>

Related companies<\/h2><\/div>\t\t\t\t\t<\/div>\n\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\n
\n\t
\"\"<\/div>\n\t
\"\"<\/div>\n\t
Texim Europe<\/div>\n\t
\u00a0 Technological development is moving at ever increasing speed. Components are getting better, smarter and more powerful. At Texim Europe we make sure we always stay up to date. This\u2026<\/div>\n\t\t\t
View<\/a><\/div>\n\t<\/div>\n\n\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":44581,"template":"","branches":[],"events":[],"secretariat":[],"categories":[],"themes_tax":[],"content_types":[],"class_list":["post-44580","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nEen mooi staaltje niche marketing - FHI, federatie van technologiebranches<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fhi.nl\/en\/nieuws\/een-mooi-staaltje-niche-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Een mooi staaltje niche marketing - FHI, federatie van technologiebranches\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fhi.nl\/en\/nieuws\/een-mooi-staaltje-niche-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"FHI, federatie van technologiebranches\" \/>\n<meta property=\"article:modified_time\" content=\"2024-07-10T12:51:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fhi.nl\/app\/uploads\/news\/6897498c025748017cc4e8c1baadaa0c-signalement2017_1_macon.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"753\" \/>\n\t<meta property=\"og:image:height\" content=\"503\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/fhi.nl\\\/nieuws\\\/een-mooi-staaltje-niche-marketing\\\/\",\"url\":\"https:\\\/\\\/fhi.nl\\\/nieuws\\\/een-mooi-staaltje-niche-marketing\\\/\",\"name\":\"Een mooi staaltje niche marketing - FHI, federatie van technologiebranches\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/fhi.nl\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/fhi.nl\\\/nieuws\\\/een-mooi-staaltje-niche-marketing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/fhi.nl\\\/nieuws\\\/een-mooi-staaltje-niche-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/fhi.nl\\\/app\\\/uploads\\\/news\\\/6897498c025748017cc4e8c1baadaa0c-signalement2017_1_macon.jpg\",\"datePublished\":\"2018-06-12T09:05:45+00:00\",\"dateModified\":\"2024-07-10T12:51:52+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/fhi.nl\\\/nieuws\\\/een-mooi-staaltje-niche-marketing\\\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/fhi.nl\\\/nieuws\\\/een-mooi-staaltje-niche-marketing\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/fhi.nl\\\/nieuws\\\/een-mooi-staaltje-niche-marketing\\\/#primaryimage\",\"url\":\"https:\\\/\\\/fhi.nl\\\/app\\\/uploads\\\/news\\\/6897498c025748017cc4e8c1baadaa0c-signalement2017_1_macon.jpg\",\"contentUrl\":\"https:\\\/\\\/fhi.nl\\\/app\\\/uploads\\\/news\\\/6897498c025748017cc4e8c1baadaa0c-signalement2017_1_macon.jpg\",\"width\":753,\"height\":503},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/fhi.nl\\\/nieuws\\\/een-mooi-staaltje-niche-marketing\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/fhi.nl\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Nieuws\",\"item\":\"https:\\\/\\\/fhi.nl\\\/nieuws\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Een mooi staaltje niche marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/fhi.nl\\\/#website\",\"url\":\"https:\\\/\\\/fhi.nl\\\/\",\"name\":\"FHI, federatie van technologiebranches\",\"description\":\"Nederlandse branchevereniging voor technologiebranches\",\"publisher\":{\"@id\":\"https:\\\/\\\/fhi.nl\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/fhi.nl\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/fhi.nl\\\/#organization\",\"name\":\"FHI, federatie van technologiebranches\",\"url\":\"https:\\\/\\\/fhi.nl\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/fhi.nl\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/fhi.nl\\\/app\\\/uploads\\\/2024\\\/06\\\/3-e1722349014385.png\",\"contentUrl\":\"https:\\\/\\\/fhi.nl\\\/app\\\/uploads\\\/2024\\\/06\\\/3-e1722349014385.png\",\"width\":732,\"height\":136,\"caption\":\"FHI, federatie van technologiebranches\"},\"image\":{\"@id\":\"https:\\\/\\\/fhi.nl\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/company\\\/fhi-federation-of-technology-branches\",\"https:\\\/\\\/www.instagram.com\\\/fhi_nl\\\/\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"A fine example of niche marketing - FHI, Federation of Technology Branches","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/fhi.nl\/en\/nieuws\/een-mooi-staaltje-niche-marketing\/","og_locale":"en_GB","og_type":"article","og_title":"Een mooi staaltje niche marketing - FHI, federatie van technologiebranches","og_url":"https:\/\/fhi.nl\/en\/nieuws\/een-mooi-staaltje-niche-marketing\/","og_site_name":"FHI, federatie van technologiebranches","article_modified_time":"2024-07-10T12:51:52+00:00","og_image":[{"width":753,"height":503,"url":"https:\/\/fhi.nl\/app\/uploads\/news\/6897498c025748017cc4e8c1baadaa0c-signalement2017_1_macon.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/fhi.nl\/nieuws\/een-mooi-staaltje-niche-marketing\/","url":"https:\/\/fhi.nl\/nieuws\/een-mooi-staaltje-niche-marketing\/","name":"A fine example of niche marketing - FHI, Federation of Technology Branches","isPartOf":{"@id":"https:\/\/fhi.nl\/#website"},"primaryImageOfPage":{"@id":"https:\/\/fhi.nl\/nieuws\/een-mooi-staaltje-niche-marketing\/#primaryimage"},"image":{"@id":"https:\/\/fhi.nl\/nieuws\/een-mooi-staaltje-niche-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/fhi.nl\/app\/uploads\/news\/6897498c025748017cc4e8c1baadaa0c-signalement2017_1_macon.jpg","datePublished":"2018-06-12T09:05:45+00:00","dateModified":"2024-07-10T12:51:52+00:00","breadcrumb":{"@id":"https:\/\/fhi.nl\/nieuws\/een-mooi-staaltje-niche-marketing\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/fhi.nl\/nieuws\/een-mooi-staaltje-niche-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/fhi.nl\/nieuws\/een-mooi-staaltje-niche-marketing\/#primaryimage","url":"https:\/\/fhi.nl\/app\/uploads\/news\/6897498c025748017cc4e8c1baadaa0c-signalement2017_1_macon.jpg","contentUrl":"https:\/\/fhi.nl\/app\/uploads\/news\/6897498c025748017cc4e8c1baadaa0c-signalement2017_1_macon.jpg","width":753,"height":503},{"@type":"BreadcrumbList","@id":"https:\/\/fhi.nl\/nieuws\/een-mooi-staaltje-niche-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/fhi.nl\/"},{"@type":"ListItem","position":2,"name":"Nieuws","item":"https:\/\/fhi.nl\/nieuws\/"},{"@type":"ListItem","position":3,"name":"Een mooi staaltje niche marketing"}]},{"@type":"WebSite","@id":"https:\/\/fhi.nl\/#website","url":"https:\/\/fhi.nl\/","name":"FHI, federation of technology industries","description":"Dutch trade association for technology industries","publisher":{"@id":"https:\/\/fhi.nl\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/fhi.nl\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/fhi.nl\/#organization","name":"FHI, federation of technology industries","url":"https:\/\/fhi.nl\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/fhi.nl\/#\/schema\/logo\/image\/","url":"https:\/\/fhi.nl\/app\/uploads\/2024\/06\/3-e1722349014385.png","contentUrl":"https:\/\/fhi.nl\/app\/uploads\/2024\/06\/3-e1722349014385.png","width":732,"height":136,"caption":"FHI, federatie van technologiebranches"},"image":{"@id":"https:\/\/fhi.nl\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.linkedin.com\/company\/fhi-federation-of-technology-branches","https:\/\/www.instagram.com\/fhi_nl\/"]}]}},"_links":{"self":[{"href":"https:\/\/fhi.nl\/en\/wp-json\/wp\/v2\/news\/44580","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fhi.nl\/en\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/fhi.nl\/en\/wp-json\/wp\/v2\/types\/news"}],"version-history":[{"count":0,"href":"https:\/\/fhi.nl\/en\/wp-json\/wp\/v2\/news\/44580\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fhi.nl\/en\/wp-json\/wp\/v2\/media\/44581"}],"wp:attachment":[{"href":"https:\/\/fhi.nl\/en\/wp-json\/wp\/v2\/media?parent=44580"}],"wp:term":[{"taxonomy":"branches","embeddable":true,"href":"https:\/\/fhi.nl\/en\/wp-json\/wp\/v2\/branches?post=44580"},{"taxonomy":"events","embeddable":true,"href":"https:\/\/fhi.nl\/en\/wp-json\/wp\/v2\/events?post=44580"},{"taxonomy":"secretariat","embeddable":true,"href":"https:\/\/fhi.nl\/en\/wp-json\/wp\/v2\/secretariat?post=44580"},{"taxonomy":"categories","embeddable":true,"href":"https:\/\/fhi.nl\/en\/wp-json\/wp\/v2\/categories?post=44580"},{"taxonomy":"themes","embeddable":true,"href":"https:\/\/fhi.nl\/en\/wp-json\/wp\/v2\/themes_tax?post=44580"},{"taxonomy":"content_types","embeddable":true,"href":"https:\/\/fhi.nl\/en\/wp-json\/wp\/v2\/content_types?post=44580"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}