The Chris Voss Show - The Chris Voss Show Podcast 230 Edward Roberto of Advantech

Episode Date: October 20, 2018

Edward Roberto of Advantech

Hi, folks. Chris Voss here from thechrissvossshow.com, thechrissvossshow.com. Hey, coming to you here with another most excellent podcast. And thanks for tuning in. We certainly appreciate you guys as an audience. You guys are the best audience out there. I'm not kidding. I'm not even lying.

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And as always, the best guest on the Chris Voss Show, we've got Edward Roberto from Advantech. And this is an interesting company and some interesting things and some builds and behind the scenes of what you use for technology. Edward, thanks and welcome to the show. Hi, Chris. Thanks for having me. It's wonderful to have you. So tell us about, give us a plug for AdvanTech so we can check it on the interwebs and research more about it as we go along.

Yeah, certainly enough. You can go directly to our website at www.advantech.com. That's A-D-V-A-N-T-E-C-H.com. So now you're the vertical sales manager for Advantech. And that's pretty cool. You're running the vertical side of the company, if you will. And I know you guys have a ton of products, so that's probably where that title comes in is vertical. And tell us about Avantik. What are they about?

How long have they been around? What's their game? Yeah, certainly. So Avantik is known as an OEM, embedded computing or embedded technology manufacturing company. Been around for about 35 years. We were founded in the early 80s, 1983 to be exact, by an individual by the name of Casey Liu. Casey Liu is still our active CEO, which is kind of rare in the corporate space. But yeah, globally, we're known as an embedded computing company. There's probably over 1,500 devices or components that we're manufacturing now. And we've kind of spread from a component manufacturer to now providing solutions, end-to-end solutions for a lot of industries.

Vertical sales manager, meaning we focus on, you know, in addition to all the different industries, focus on specific verticals, retail being one of them. Healthcare is another vertical. Logistics and transportation is one as well. So you guys are the original equipment manufacturers, sort of providers for stuff. So we're not going to see a lot of your guys' products on the front end,

but you guys are going to be at the makeup of the construction of whatever build we have. And you guys cover everything from IoT products, from, like you said, medical. I mean, just about every gambit where somebody needs your guys' products that you put into them. Correct. Yeah. So traditionally, I mean, our products are typically at the core of some of these, you know, large scale industrial smart systems. Over the years, I mean, you know, through R&D and a lot of development and working on

different, you know, projects and opportunities with different companies. We do now have kind of a portfolio of products that are a little more customer facing. You know, on the retail side, which is my domain, we do have a portfolio of products that, you know, everything from, you know, your visual products, your digital signage, kind of front of the house, advertising menu boards. We have some interactive products. Now we're moving into interactive displays, touch technology, which we manufacture as

well. We have a kiosk product offering, which is kind of now being adopted or into a lot of QSR space. So, you know, self-service kiosk products are kind of catching on being utilized in, you know, multiple environments. And then we also do point of sale devices. So we kind of round out, at least from a retail perspective, you know, kind of the whole gamut of solutions But you guys surely do a lot and I'm sure you sell your products around the world Yeah, certainly, um, you know, we're a global organization We're you know physically operating in over 23 countries 90 cities worldwide

You know more about the company or about 8,000 employees strong we had a future retail event in our Milpitas showroom. So we have a full logistics center integration facility in Milpitas or San Jose, California. And we have a state-of-the-art showroom there. Wow. And so you guys travel. We were talking earlier in the pre-show about how you guys do different events Like NAB Other different shows that Market towards what you guys are going for And you got some upcoming shows

That are going on as well Yeah certainly You know since we do everything from Industrial PCs You know thousands of IOS components Industrial displays we're just at the Global Gaming Show In Vegas industrial PCs, thousands of components, industrial displays. We're just at the Global Gaming Show in Vegas.

From a retail perspective, we have the National Retail Federation is a show that we're doing. It's coming up as well. It's in January at the Javits Center in New York. It's the world's largest retail trade show. We'll be there as well. You know,

with regards to trade shows, you'll have, you know, we'll have a booth there kind of displaying, you know, a lot of our technology and then, you know, it gives kind of customers and retailers a firsthand look on how our technology is actually applied and you know specific solutions that's got to be pretty cool I mean you guys have so many different products and so many different areas that you're you're involved in and then it sounds like you're in the back end a lot of stuff so what would you say is your largest sort of area that you're into in in terms of like an area like IOT, you know, which was your largest grouping?

You know, interestingly enough, you know, if you just take like industrial PCs, for example, I mean, we kind of lead that space. You know, 32% of all industrial PCs shipped worldwide are Advantech PCs. Wow. So we're typically at the core of a lot of these solutions. And, you know, our product offering and our solution offering just kind of stacks up from there. Yeah.

So what goes into an industrial PC? How is that different than a consumer PC? You know, when we classify something as industrial, I mean, the claim to fame for AdvanTech and for a lot of our products is, you know, it's based around the quality. You know, we're manufacturing components and devices, which, you know, industrial operators can use. And a lot of it's based around the life expectancy. I mean, we're designing and engineering products that, you know, you could expect to use from, you know, seven to 10 years,

as opposed to, you know, your commercial or your consumer grade products, sorry, as opposed to your consumer grade products, which, you know, they're cycling those out every two, probably every two to three years. So we're building for longevity. That's pretty awesome. Yeah, I mean, most of my consumer products are built for however long

it takes me to get sick of them and throw them against the wall. Then I have to get a new one. Kind of like the situation with most of my phones these days. And so you guys are in iot we talked about in things uh so you guys have some platforms in there i think you mentioned you guys have some stuff in the ar vr sort of uh area yeah so you know um interestingly enough on the retail side i mean there's you know there's a lot of ways that retailers are using technology to engage with customers, right? It's all about, you know, customer experience.

We talked earlier, I mean, augmented reality is actually, you know, something that a lot of digital signage companies or even retailers in general are using. You know, you can utilize your phone, but it retailers in general are using. You know, you can utilize your phone, but it's geared towards mobile devices. I mean, there's been some games out there that use augmented reality, but good examples like a furniture store. You know, they're utilizing augmented reality where you have a tablet and you could, you know,

kind of walk around and manipulate the furniture itself to kind of set up a virtual layout. So, yeah, you know, all these different applications are coming out. I mean, on the digital signage side, you know, content is just getting a lot more rich and intensive, you know, so the way we compliment that as a, you know, hardware provider is to, you know, design products that have that compute power to support that. Nice. Nice. So you guys are a lot of the backend and you guys make the world go around basically,

because if it wasn't for you guys supporting the backend, there'd be no front end. Yeah. So we like to see it. I mean, we're kind of you know, I mentioned embedded computing, embedded technology. It's, we're, you know, I guess I can come up with a tag phrase that we're embedded in everything. And then just kind of building up

from there. So, you know, we are especially on the retail side you know, designing and developing products that are starting to come more towards the front of the house, the point of sale systems and the kiosk products. But yeah, it's,

you know, nowadays you have to be a solutions provider. Customers come to you looking for, you know, certain devices, certain components, but it's all, all ways and always part of a bigger

project, right? So we want to be able to offer our customers an end-to-end solution. And, you know, we have a lot of good partners that we collaborate with for certain projects, you know, to get customers what they need, get businesses what they're looking for. So you can custom make stuff. I mean, if a company comes to you and says, hey, we want to build this, we need specific parts to it. You guys can custom build it. And of course, you contract, I'm sure, with it. And you make them make their assembly lines run? 100%. No, as a matter of fact, you know, one of the advantages of what we do being an OEM manufacturer is that we own our own manufacturing facility.

You know, although there are some, you know, standardized products that we have, you know, a good segment of what we do is original design manufacturing. So if somebody wants to build something, maybe a Kickstarter device, Indiegogo, I've known a lot of people that have built those sort of products and sometimes very highly technical for some of the components that go into them. You might be somebody they approach and say, Hey, let's build this. And I'm sure you're working with large scale manufacturers, of course, to brand names, fortune 100,

500 sort of stuff. Um, well, it sounds pretty awesome. You guys been around for a long time. You have the same CEO for 35 years. That's pretty darn awesome. Um,

the, uh, being around for that long and running a company seems to be, you know, everything just changes so much these days. And, and it's so transitional. It's, Um, the, uh, being around for that long and running a company seems to be, you know, everything just changes so much these days. And, and it's so transitional. It's, it's rare that I meet somebody who's, who's, uh, been running the same company for

so many years that they created. It's awesome. Yeah, definitely. You know, it's, it's, it's definitely provided a lot of advantages from a business standpoint. And, um, yeah, certainly for our customer base as well, you know, over 35 years, we've had, you know, that stable leadership, you know, that singular direction. You know, we have a big customer base.

And, you know, keep in mind, you know, the company was built from the ground up, right? Obviously, the CEO of the company these days is kind of you know focused more on on growing the company through like acquisitions and kind of expanding we uh you know it's organic growth you know 1.2 billion dollar company with a global footprint it's pretty cool that you guys do so many different products well like a lot of companies like even Apple they can only do you know just a very select group of products very well

and be successful at it and a lot of companies if they get like you guys are whether there's too much there's just too much spread out of different products, they start fumbling the ball and stuff. So it's really kind of amazing that you guys are able to really work it well and be able to master everything at once, if you will. Yeah, you know, it's kind of a necessity these days. I mean, you know, everybody talks about IoT. You know, traditionally, you have these, you know, standalone components and devices. And now that everything is being connected to the internet, you know, it makes it easier to, you know, manage and scale these systems. But now you

have, you know, individual devices talking to each other, which creates an intelligent system now. So it's just kind of the nature of the business that we're in. As a matter of fact, we have an upcoming IoT summit in Suzhou, China. It's a large-scale summit for us. It's a large sales summit for us. It's what we call a co-creation summit. So now, kind of talking about those partnerships, there's a ton of other companies out there, some that are specific to their independent software vendors,

maybe they're some type of domain focus system integrator. To actually put out kind of the next generation of solutions, what you're looking at over the next maybe 20, 30 years, there really needs to be some type of collaboration. We build a specific type of device or we build components. You have a software company that brings in, you know, maybe a specific type of user interface. So, you know, it's collaborating with other companies as well to build these solutions. And, you know, that's going to be kind of the future of our business.

So you see a lot of expansion in the IoT market then? Yeah, certainly. I mean, you know, every single device, everything that's being built now in one way or another is going to be connected, right? Yeah. I mean, I'm just amazed. I mean, recently Amazon, I mean, my house is set up. I've got, I don't want to say the word, but let's just say the search engine home because as soon as i say it i'll activate it or i also have the amazon home you know every time i want a podcast and i say the

name of the the g home word or the a uh word uh not that a word but the elect you know that word um the you know i activate it and then it comes on the podcast and I'm sure it probably sets everyone else's listening to the podcast. But, um, you know, my whole house, uh, and it's partially because I review a lot of IOT products for companies, probably that you put your products in. Um, and all my lights, all my light switches, uh, are all hooked up. And literally I start my day waking up in the morning. Uh, I tell, uh, I tell the devices to turn on my lights. I tell them to turn off my bed warmer. I've got an eight, uh, the manufacturer

eight has a, as a bed for me and it warms. And so I tell it to turn that off so it does keep running and then I tell it to turn on my coffee maker and so I have a I sleep on the second floor where my master bedroom is and then usually by the time is I hit the bathroom and water downstairs the coffee makers all warmed up I just have to press the button to tell it to make me the coffee. And as I go downstairs, I tell it to turn on my kitchen lights and away I go. And then I come back upstairs to my office here and tell it to turn off the lights. And literally I can go through almost a whole day without touching a light switch. I think my bathroom is the only thing I haven't hooked up

to the thing because it's got kind of a weird lighting system uh where's that long row of lights and i i haven't really figured out how to well i couldn't i couldn't put iot in there i've just got to take the switch out and put it in but the switches that i have we reviewed they're fairly expensive so i gotta figure out something to do with that in the future but i'm sure it'll come but i can literally walk through my day uh even when I'm gaming, when I'm sitting in front of my PS4, I'll turn off the office lights so that I can see the screen better. And my friends on gaming will hear me say, hey, so-and-so, home, take off, turn off all my lights or turn on my lights if I'm getting up to go get a drink or something. And so it's just amazing the world we live in. And of course, you and I are probably seeing the same things in the futuristic side

of things where we have refrigerators are talking to us. Amazon just released these products that have Alexa built into them, not necessarily, oh crap, I just said her name. But not necessarily the speaker part of her in the devices like microwaves and some of these appliances that people use every day. But they have it hooked up where you can talk to her through your devices and then tell them to run the microwave and say, cook me some popcorn. And virtually, she'll do it about the only thing you have to do is put your you know put your cook in the thing um i remember i saw i was talking about this uh on a show i did yesterday uh i saw world pool uh at cs it come out

with a an oven that works with actually the yumly app which they also bought and you can tell you can look at the yumly app press what you want to take and cook on the yumly app and it will work with the oven and cook it all for you the way it's supposed to be cooked and you don't have to sit there and go now what's the 35 minutes you're going to cook at what temperature uh it's pretty an amazing world that we're going to live in and i gotta tell you the the verbal being able to walk through my world and verbally control it is pretty uh pretty jet jet what was the george jetson jetsonish if you will yeah the jetsons i mean if only i could get the only thing i need to do is cut out the part where I have to pick up the stuff from the refrigerator and put it in the oven, you know, before I tell it to cook. If we can get that part done.

You need that conveyor belt running through your house, right? The robot servant that runs around. And, you know, the ideal thing would be I get up in the morning and this little robot comes up and goes Chris. Here's your coffee I'd be like My coffee and I don't know if that's gonna contribute to us being more said and sedentary as a society But I don't maybe I'll save some time or I can have some time to exercise in there as well Well, I guess the idea I mean this not to get off topic, but, you know, it's utilizing this technology, right?

It has to be purpose-built technology. You know, going back to the retail side, I mean, you know, companies aren't just going to implement technology just for the sake of doing it, right? There has to be something behind it, a reason for doing it. Either it enhances the customer experience, maybe it helps a retailer become more efficient in a process, little things like that. But it's interesting you mentioned all the different devices in your house

Everything being connected now, so you know as a manufacturer. We kind of realize that right you have all these endpoints That are now interconnected with each other so you know the way the way we take it a step further is and it's all kind of situated with this IoT Summit, is that, you know, we have looked towards the software side of things. So, you know, now Advantech has what we call WisePass, or we have a software platform that is essentially utilized to interconnect all of these devices. And part of this IoT Summit is, you know, how can other companies utilize our software platform, which is, you know, already connected to the devices that we manufacture to, you know, kind of, I guess,

encapsulate other solutions. Yeah. And multifaceted, there's probably a word for it, multifaceted, or there's probably some corporate buzzword, industrial buzzword for getting all those devices to talk to each other,

having that platform. Yeah, intelligent systems. That's once they're connected, yeah, once they're all interconnected with each other, they become intelligent. And then, you know, what you're doing now, looking over your shoulder and mentioning that name that you mentioned, once these intelligent systems start to become independent, now we're looking at artificial intelligence, which I will even touch that. Artificial intelligence. I can hear the Skynet Terminator music playing every time I bring up that sort of topic.

Yeah, artificial intelligence definitely is something that's a topic of interest. When you're dealing with the IoT area and your integrated intelligent systems is security a thing that you guys get into or is that usually something you lead to the other software makers to develop with your hardware? No security is certainly a thing I mean

you know considering that you know we manufacture you know solutions for so many different industries. I mean, I'm specific to retail, but there's industrial automation, manufacturing, transportation. Once we start getting into the financial industry, obviously security is of high importance there. But even an example that comes to mind, so when we're looking at retail, right, retailers are utilizing devices now to capture analytics on their consumers, right? We want to know who our customer is, who's coming into the store.

You know, we create additional endpoints for customers to interact with. We're utilizing loyalty programs, so we're capturing customer information. You know, even on the payment side, obviously, there's a lot of security around payment. But, you know, we manufacture gateway devices as well. So, you you know there's a heavy level of security that's implied there um but you know consumers are concerned with you know identity theft they're concerned with their own private information so yeah i mean there is a security always comes into place um you know with everything, with the IoT, I mean, there has been a lot of chatter and talk

about security with IoT. You know, it used to be there was only one endpoint you could get into my house if you wanted to break into my internet and maybe get access to files or identity or whatever the case was. Or you just want to watch me on webcam and you're the FBI, you know,

that's your thing. I feel sorry for anybody who would have to do that. But yeah, you've got, you've got, security is a huge thing where people, you know, I don't want my light switch or my lamp giving people access to all the things they take and do and everything else Yeah, yeah, and there's definitely I think we've mentioned earlier, you know pre-show. I mean we are you know partnered with companies like Microsoft and Intel and you know Intel

has a ton of information with regard to you know, kind of like kind of utilizing their chipset and the technology that they have in place to secure these endpoints and secure these devices. That's awesome. The, I mean, you know, it's, it's the future of what's coming down and where all these products can talk to each other. There's a definitely an easy way for someone to find. And, and as we're seeing with the, some of the foreign countries like China and everything else, they're trying to break into our, our industrial products any which way they can whether it's from nuclear facilities to i mean even the chris voss show i'm a sale daily sometimes thousands of times by people in china poland russia is a big favorite i mean you name you name any one of these sort of uh uh interesting company or countries let's put it that way.

They're hacking, they're trying to hack my website, pop it. They're trying to get in everything that they can, steal, I suppose, whatever secrets they can. And I'm sure you deal with that in industrial where people need that security and protection so that they're not exposed and their secrets aren't

exposed in how they do things. Or someone might try and take control or disable those systems. Yeah, definitely. I mean, you know, there's there's there's probably multiple approaches, but you can certainly secure devices through a software application. You know, going back to, you know, one of the great value propositions that Advantiq has is that we manufacture our own devices. We manufacture them in our own facility. So we actually own the manufacturing plant. So from our perspective, in terms of, you know, tampering and, you know, securing the devices, we have control of those products from raw material to finished products.

So, you know, we can document that manufacturing process. We have the, you know, the QA, QC control. You know, we're not outsourcing the manufacturing of our boards and upwards. So, you know, those are some of the approaches that we take with securing that product. That's awesome. So what do you guys see in the future? What are some fields that you guys see in the future that are going to be really technologically advancing and, and, and becoming the next big thing, if you will? You know, there's going to be a ton of stuff.

I mean, you know, since we do so many devices of so many different industries, you know, things are kind of, I mean, technology is being used everywhere, right? You know, IoT is obviously, like we mentioned the buzzword and kind of the future of that, interconnecting all of these devices. You know, I could tell you from my standpoint,

I mean, I'm more of a domain specific interconnecting all of these devices. I could tell you from my standpoint, I'm more of a domain specific towards retail. Everything's going to come back to, especially in the retail space, everything's going to come back to the most important person in retail, which is the customer. What retailers are doing now is that they're trying to create this customer experience, you know At the future retail event that we actually had in Milpitas. One of the sessions was about you know, redefining the customer experience

There's a lot of competition out there your traditional brick-and-mortar Retailers are now competing with your e-tailers, your online retailers. And then in addition to that, I mean, we're in a unique scenario where we have at least four, maybe five generations of consumers now. How do we cater our products and our services? How do we define this customer experience for that specific consumer? So what I see on the customer experience

side is, you know, kind of utilizing technology to personalize that experience for customers. You know, everybody has their mobile device now, right? This is what we're all familiar with. You know, right now, this is my customer experience. It's a personalized customer experience. So when I go in a store, I'm looking for that same type of experience. You know, I want the in-store experience to be personalized. So you're going to see, you know, we have a company, a software company, a partner that utilizes a digital signage product that has augmented reality. So you can stand in front of it and it actually shows you a scarf, a virtual scarf around your neck, right? Or virtual handbag so yeah a lot of it's a you know next generation technology is going to be around enhancing that customer experience you know

what i need is i need an ar device that everyone else has so that when i walk around i'm wearing louis vuitton and versace and i look really fashionable uh in everybody else's mind that sees me like when they see me they're like wow that guy buys expensive clothes and dresses really nicely in the meantime i'm wearing the rags that i usually wear um and uh and i'm just walking around but everyone's fooled by the ar version i need like a AR projection hologram clothes wear sort of device. Yeah, just a little dome around yourself. That's the one

that makes me about 50 pounds slimmer. Makes my face look a little tighter. Kind of like those apps the girls are using on Instagram now where they can make everything, all the wrinkles go away on their face and stuff. Not that they need it, but evidently people are using it. Well, that's what I need, but I don't need it for me when I hold up my phone. I need it for everyone else to hologram projection device that puts Versace on me or something.

I don't know. Louis Vuitton or I don't know. You can tell I don't have any clue what I'm talking about when it comes to those clothes. We're getting one step closer to that. We've seen how you dress. We want nothing to do with you. They're just like, yeah, you're the biggest fashion car wreck we've ever seen.

You know, you bring up a good point that's interesting that I never really thought about. With people living longer, you're the biggest fashion car wreck we've ever seen. You know, you bring up a good point that's interesting that I never really thought about. With people living longer, you're right, we do have the largest range database of consumers going from, you know, people that are born. And now we have, you know, one of the oldest groups of living humans as a large group of people that are living longer and experiencing longer lives and definitely there are people that are still consuming products and and that's that's really I never really thought about that but like I think you said what six generations or something I think we're from traditionalists to now Gen Z. Yeah. I don't know if it's officially defined as Generation Z,

but I think it is. Yes. Yeah, you're millennials, you're baby boomers, you're Gen X, all in between. Yeah, all the way from Gen Z people who are like, I don't have time to type in Google. Can you type it in for me? Which I get a lot from the Gen Z folks.'re just like you're the Google generation just learn to search it buddy I don't

know why this is your thing it's like my parents do that for me and then you have you know people like my mom who's wonderful but you know she calls me and I can't hook up the bluetooth i'm like all right here's how we do this so making products that can span that or target that i suppose is an important aspect to retailers out there yeah certainly and you know um you know depending on you know what stat you look at i mean you could break down each generation by disposable income and buying power. And, you know, oddly enough, even the youngest generation, Gen Z, there is a significant amount of buying power that they have out there. As a retailer, you know, you certainly want to make sure that your customer experience or, you know, is kind of geared towards that

demographic. And so you probably work with retailers to help them target that market and get their products to market so they can really achieve results with those different bases. We do. Yeah. What's interestingly enough is that we have, you know, you can even take your digital signage product, right? Now we're, you know, connecting devices to a standard, you know, LCD display, 3D cameras, sensors.

Now we're able to, you know, the idea is to capture analytics on, you know, people that are in your store, your customers, you're, you know, tracking foot traffic in the store. So when a retailer pushes out a marketing campaign, you know, what does that mean to attracting people into the store? We're able to do heat mapping within the store. So, you know, what part of the store is actually, what part of the store are customers gravitating to, you know, is it the visual retail display that we have over here? Is it the seasonal products that are over here? So a lot of it is capturing analytics and utilizing, you know, sensors and devices to do that. That's pretty darn amazing.

So give us your plugs again. Let's talk about the website, where it is, and we'll wrap up. Yeah, definitely. So you can go directly to our website, advantech.com. It's a well-built website. We have it broken up from different industries, different verticals. So if you're looking for products geared towards the retail environment, you can look at our product portfolio there.

If you're in industrial automation, you can look at our products there. We do a lot in the gaming space. So we have a microsite on there. There's a lot of information on products and services that we provide for the gaming industry, so on and so forth. So, yep, Advantech.com.

Start there. I'm sure they can see you at. You can also reach out to me, shoot me an email, edward.roberto at Advantech.com. You can find me on LinkedIn. Yeah, definitely. All right. Well, sounds good. Well, find me on LinkedIn. Yeah, definitely.

Sounds good. Thanks for being on the show, Edward. We certainly appreciate you and the amazing discussion on what's happening in the future and what's coming in these products and stuff. It's good to know there's a good company behind some of these products that we see out there in the market. There you go.

Thanks to my audience for tuning in. We certainly appreciate you guys being here here be sure to refer the show to your friends, neighbors, relatives, dogs, cats cousins tell everybody about the show we certainly appreciate it then you go to Spotify, iTunes Google Play and you can subscribe there just about any podcast app as well you can go to youtube.com forward slash Chris

Voss and hit that bell notification so you get all the notifications of all the cool stuff we do on the YouTube channel as well anyway thanks for everyone for tuning in we'll see you guys next time