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What is the Sales and Marketing Strategy of Advantech?
Advantech is reshaping its approach to lead in intelligent systems, focusing on Edge Computing and Edge AI. This strategic pivot was highlighted in December 2024, signaling a new direction for the company.
The company, founded in 1983, has evolved from an industrial PC maker to a provider of IoT intelligent systems. Its vision is to 'Enable an Intelligent Planet'.
Advantech's sales and marketing strategy is centered on its transformation into a global leader in Edge Computing and Edge AI. This involves a redefinition of its market focus and brand identity, moving beyond its historical strength in industrial PCs, where it held a 41% market share in 2024. The company's recent financial performance shows a revenue of NT$59.786 billion in 2024, a 7.4% decrease from 2023, though its gross profit margin remained at 40.8%. However, for the quarter ending June 30, 2025, revenue grew by 21.80% to 17.84B TWD, with a 13.27% year-over-year increase in its last twelve months' revenue, reaching 66.45B TWD. This growth indicates a positive market reception to its evolving strategy, which includes offerings like the Advantech BCG Matrix, crucial for understanding product portfolio performance.
How Does Advantech Reach Its Customers?
Advantech employs a comprehensive sales and marketing strategy that balances direct engagement with an extensive network of channel partners. This dual approach ensures broad market reach and tailored customer support across its diverse product portfolio, including Advantech IoT solutions and Advantech embedded systems.
Direct Sales and Global Presence
With over 90 offices worldwide, Advantech maintains a direct sales presence to engage with customers globally. This direct interaction is crucial for understanding specific market needs and providing immediate support for Advantech industrial automation products.
Channel Partner Ecosystem
A significant portion of Advantech's sales strategy relies on its robust network of channel partners and distributors. The company actively cultivates these relationships to expand its market penetration and offer localized expertise.
Strategic Acquisitions for Channel Expansion
Advantech's acquisition of a majority stake in AURES Technologies S.A. exemplifies its strategy to integrate and leverage established sales channels. This move significantly bolsters its reach across Europe, the Americas, and Australia.
Online Sales Channel
Complementing its offline efforts, Advantech operates an eStore. This digital platform provides an additional avenue for customers to access products and services, aligning with modern purchasing behaviors.
Co-Creation and Vertical Market Focus
Advantech's evolving sales and marketing approach emphasizes co-creation with partners to accelerate the adoption of Industrial IoT ecosystems. This strategy is particularly evident in its expansion into key vertical markets.
- Intelligent Inspection: Developing tailored solutions for quality control and automated visual inspection systems.
- Collaborative Robots: Integrating robotics into industrial processes for enhanced efficiency and safety.
- Logistics and Warehousing: Providing automation solutions for supply chain management and inventory control.
- Smart Cities: Offering integrated technologies for urban development, traffic management, and public services.
The company's commitment to its partner ecosystem was highlighted at the 'IoT Automation Focused Partner Conference 2025', which convened 132 partners from 76 companies, underscoring the collaborative nature of its business strategy. Understanding Brief History of Advantech provides context for its growth and strategic partnerships.
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What Marketing Tactics Does Advantech Use?
Advantech employs a robust marketing mix, blending digital and traditional approaches to enhance brand recognition, generate leads, and boost sales. Its website serves as a key content hub, offering valuable resources such as case studies, whitepapers, and videos to engage potential clients.
Digital Engagement
Advantech's digital strategy likely includes search engine optimization (SEO), targeted paid advertising, and email marketing campaigns to reach a global audience.
Strategic Alliances
Collaborations, such as the partnership with Qualcomm to advance Edge AI for IoT, significantly boost visibility and industry credibility.
Industry Event Participation
The company actively participates in major industry events, showcasing its latest edge computing solutions and engaging with a broad spectrum of professionals.
Data-Driven Decisions
Advantech emphasizes data-driven marketing to improve business efficiency and gain a deeper understanding of customer needs.
Edge Computing Focus
The brand strategy centers on transforming Edge Computing into a competitive advantage, offering tailored solutions for various vertical industries.
Technology Platforms
Key technology platforms like WISE-Edge and the Edge AI SDK are integral to its AIoT solutions, aiding customers in performance validation.
Advantech's marketing efforts are deeply intertwined with its product development and go-to-market strategy, particularly in the rapidly evolving field of AIoT. The company's commitment to innovation is reflected in its product launches, which include AI vision cameras, industrial AI inference systems, and Edge LLM servers, all designed to leverage the power of AI and edge computing. This focus on integrated AIoT solutions is a cornerstone of its business strategy, aiming to provide customers with comprehensive and cutting-edge technology. Understanding the core principles that guide such a forward-thinking company can be further explored by examining the Mission, Vision & Core Values of Advantech.
Key Marketing Initiatives and Platforms
Advantech's marketing tactics are designed to showcase its expertise and solutions across various channels, reinforcing its position in the industrial automation and embedded systems markets.
- Content Marketing: Utilizing its website for case studies, whitepapers, and videos to educate and attract potential clients.
- Industry Events: Active participation in major international exhibitions like Computex to demonstrate edge computing solutions. The '2025 New Year & New Vision Gathering' in December 2024, which drew over 4,000 attendees, highlights their event engagement.
- Strategic Partnerships: Collaborations, such as with Qualcomm, enhance visibility and accelerate innovation in areas like Edge AI for IoT.
- Data-Driven Approach: Leveraging data to refine marketing efforts and improve business efficiency, aligning with their goal of making informed decisions.
- Product-Centric Marketing: Promoting integrated AIoT solutions, including AI vision cameras and Edge LLM servers, to address specific vertical industry needs.
- Technology Platforms: Marketing the capabilities of platforms like WISE-Edge and the Edge AI SDK, which are crucial for AIoT development and validation.
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How Is Advantech Positioned in the Market?
Advantech's brand positioning is centered on its vision of 'Enabling an Intelligent Planet,' evolving from industrial PC leadership to a global force in Edge Computing and Edge AI. Its 2025 branding strategy emphasizes 'Edge Computing & WISE-Edge in Action' and 'Edge Computing, Edge Everything,' underscoring its integrated hardware and software approach to industrial intelligence.
Core Vision and Evolution
Advantech's brand identity is built on 'Enabling an Intelligent Planet.' The company has strategically transitioned from being a leader in industrial PCs to a prominent global player in Edge Computing and Edge AI.
Key Messaging for 2025
The company's core message for 2025 is 'Edge Computing & WISE-Edge in Action,' complemented by 'Edge Computing, Edge Everything.' This highlights its commitment to integrating hardware and software for industrial intelligence transformation.
Target Markets and Innovation Focus
Advantech appeals to its audience through innovation in Edge AI, offering comprehensive solutions across hardware, machine vision, and AI algorithms. Key target markets include Edge Intelligence Systems, Smart Manufacturing, Energy and Utilities, iHealthcare, and iSpace & iRetail.
Brand Recognition and Awards
The company's brand perception is strong, recognized among the Top 5 of '2024 Best Taiwan Global Brands' for the seventh consecutive year with a brand value of US$851 million. It also received the 2025 iF Design Award for its 'WISE-IoT Andon AI-Powered Digital Solution' and 'LEO-L50 Outdoor Asset Management Device'.
Advantech maintains brand consistency through a strategic brand revitalization initiative and plans to enhance its Brand Experience Center at the Linkou AIoT Co-Creation Campus. The company proactively adapts to market shifts, particularly in the AI era, by focusing on Edge AI and fostering co-creation with its ecosystem partners. This approach is a key element of its overall Marketing Strategy of Advantech, ensuring it remains competitive and relevant in the rapidly evolving technology landscape.
Brand Consistency
Advantech ensures brand consistency through its strategic brand revitalization initiative and planned renovations to its Brand Experience Center.
Adaptability to Market Shifts
The company demonstrates adaptability by pivoting towards Edge AI and emphasizing co-creation with ecosystem partners to navigate the AI era.
Innovation in Edge AI
Advantech's appeal is driven by its innovation in Edge AI, offering integrated solutions from hardware to AI algorithms.
Target Market Focus
The company targets specific markets including Smart Manufacturing, Energy and Utilities, iHealthcare, and iSpace & iRetail, demonstrating a focused Advantech sales strategy.
Brand Value Recognition
Its brand value of US$851 million and consistent recognition as a top global brand highlight its strong market presence and Advantech business strategy.
Design Excellence
Awards like the iF Design Award for its AI-powered solutions reinforce its reputation for design innovation in areas like smart manufacturing and logistics.
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What Are Advantech’s Most Notable Campaigns?
Key campaigns are central to Advantech's sales and marketing strategy, aiming to solidify its position in emerging technology sectors. These initiatives focus on clearly communicating the company's vision and showcasing its innovative solutions to a broad audience.
'2025 New Year & New Vision Gathering' Campaign
This December 2024 event formally introduced Advantech's 2025 brand vision, targeting global leadership in Edge Computing and Edge AI. The campaign's core message, 'Edge Computing & WISE-Edge in Action' and 'Edge Computing, Edge Everything', resonated with over 4,000 attendees.
Computex 2025 Presence & Collaboration Announcement
Advantech's theme at Computex 2025, 'Edge Computing & WISE-Edge in Action', aimed to present its latest Edge AI solutions globally. A key element was the collaboration with Qualcomm Technologies to advance AI-driven IoT, enhancing brand visibility.
iF Design Award Recognition
The 'WISE-IoT Andon AI-Powered Digital Solution' and 'LEO-L50 Outdoor Asset Management Device' received 2025 iF Design Awards. These accolades highlight Advantech's commitment to software-hardware integration and intelligent applications in smart manufacturing and logistics.
'IoT Automation Focused Partner Conference 2025'
This conference fosters ecosystem collaboration, recognizing partners like L-Tron Corporation with the 'Global Most Valuable Premier Partner 2024' award. This initiative underscores Advantech's strategy of strengthening its partner network for sales growth.
These campaigns collectively demonstrate Advantech's integrated sales and marketing approach, focusing on thought leadership, strategic partnerships, and product innovation to drive its business strategy forward in the competitive technology landscape. Understanding these efforts provides insight into Competitors Landscape of Advantech.
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