Wiselink focuses on the future

DATA analytics are key to Wiselink Technology's new developments in productivity.

The electronic components distributor now has an automated data processing system to provide analysis for stocking decisions.

Wiselink's business development manager Janice Lim, 24, explained that with this new system, the company is able to record and analyse data such as current available stock and the customer's buying pattern and determine a purchasing recommendation for the customer.

"For example, the customer needs this component by June. We are able to see their forecast and predict it such that we are able to stock up in time and we do not cause any delay in their schedule," said Ms Lim.

Paperwork is also reduced significantly for its staff with Wiselink's software system streamlining these processes.

Wiselink manages its own production schedule through data analytics as well.

As a testament to Wiselink's efforts and performance as a distributor, the company was recently recognised by American manufacturing company Riedon Inc as the Top Distributor in Asia.

The company was also a recipient of the Enterprise 50 award and received a special five-year award for being on the list for half a decade.

Greater credibility

Ms Lim stated that winning this award had not only improved business, but established greater credibility among its customers and suppliers.

"I would say this is very impressive - to reach the top in a very short time as we were only appointed as Riedon's distributor in 2015," she said.

"Having this achievement makes us stand out because it shows that we are good at what we do."

Given that a lot of its components are used in highly demanding situations such as in aerospace, medicine and in the military, Wiselink recognises the importance of precision in these fields.

When asked what makes Wiselink different from other bigger players in the market, Ms Lim pointed out that distribution is like a relationship business, where distributors often serve as the link between customers and manufacturers.

Wiselink thus believes in having a good relationship with its customers. An account manager is assigned to each customer, so that any issues can be resolved quickly.

Although it is not immune to the manufacturing slowdowns and grim economic outlook this year, Wiselink believes in taking the opportunity to concentrate on other areas such as expanding its office as well as warehouse capacity so that it is prepared to forge ahead when the economy has recovered.

A welcome development is that three new suppliers have appointed Wiselink as their authorised distributor in Singapore.

With four offices in the region (Singapore, Malaysia, Thailand and China) the firm hopes to enter new markets and expand into other countries. With regards to plans to list the company, Ms Lim stated that Wiselink will remain a private company for now, as the company hopes to focus more on increasing its capacity and capabilities.

Besides increasing its warehouse capacity, Wiselink has renewed its focus on partnering its end customers in product design and development efforts.

Some of the projects Wiselink has worked on include test and measurement instruments and medical equipment. Its clients include biotechnology firm ThermoFisher and electronics company Keysight.

Ms Lim added that the company's design efforts have been successful and that it is looking to increase capabilities even further for long-term growth.

Despite the company racking up many achievements, Ms Lim said that it is still a challenge to market the company, as the common misconception is that the distribution industry is not as "glamorous" as other industries.

"A lot of people don't want to pay attention to this industry. However, we play a very critical role in this supply chain, as without the proper operations behind the scenes, it's relatively difficult to launch the product," said Ms Lim.

She advised other SMEs and startups in the distribution industry to persevere, as it takes considerable effort and capital to be part of the distribution business.

"This takes a lot of effort because it takes time to build up the credibility, because nobody is going to let a random person sell their product to their customers," said Ms Lim.