FARO is a global technology company that develops and markets computer-aided coordinate measurement devices and software. Portable equipment from FARO permits high-precision 3D measurement and comparison of parts and compound structures within production and quality assurance processes. The devices are used for inspecting components and assemblies, production planning, inventory documentation, as well as for investigation and reconstruction of accident sites or crime scenes. They are also employed to generate digital scans of historic sites.

With FARO, 3D measurement and documentation needs can be fulfilled confidently. As a pioneer and market leader in portable computer-aided measurement, FARO consistently applies the latest advances in technology to make its industry-leading product offerings more accurate, reliable, and easy to use. The focus is on simplifying workflow with tools that empower customers, thereby dramatically reducing the on-site measuring time and lowering overall costs. Mr Quah Beng Chieh, Head of Marketing (Asia Pacific), FARO, responded to the IPF Questionnaire on the eve of the AMTEX 2014 event in New Delhi (July 25-28) where the company had on display its latest products. Excerpts.

FARO is known for portable CMMs and 3D imaging devices. What is its USP?

As a pioneer and market leader in portable computer-aided measurement, FARO consistently applies the latest advances in technology to make its industry-leading product offerings more accurate, reliable, and easy to use. Our focus is on simplifying workflow with tools that empower customers, and our close-knit relationship is what sets us apart from the competition.

Looking back, some of the best disruptive technologies from FARO were developed based on our close understanding of our customers' and their market needs. Combining customer feedback and our engineers' expertise, our research and development (R&D) based approach enables us to provide users with specific tools that tackle real challenges that they face in day-to-day operations.

What are the top product range and its applications?

Our best-selling product line is the FaroArm?, which has enjoyed tremendous success with our customers. Its latest addition is the FARO? Edge ScanArm ES that boasts of Enhanced Scanning Technology (EST), which improves the device's ability to scan challenging surfaces that are both dark and reflective. Capable of both contact and non-contact measurements, the ScanArm ES is portable and highly effective at the same time. Adept for performing tasks such as inspection of parts and reverse engineering, the device provides users with accurate and precise measurements for manufacturing and quality control.

How long is FARO active in the Indian market? What has been the experience in terms of customer acquisition?

FARO has a global presence with offices around the world. We are committed to our business in Asia Pacific and we actively ensure that customers receive service that is best in class, whether it is for pre-sales consultation, technical assistance, maintenance, or training. At present, FARO offices are situated in Singapore, Japan, India, China, Malaysia, Thailand, Vietnam, and South Korea.

FARO first entered the Indian market in 2004. Today, our India head office is located in New Delhi and we also have a branch office in Chennai. Our local customer base has grown from strength to strength in the last decade, and we look forward to enlarging it further in the next few years. Awareness for 3D measurement tools has increased significantly of late, and more manufacturers are seeing the benefits of the technology. In our experience, the rate of adoption that follows is typically high because manufacturers quickly realize that the potential returns far outweigh the initial investment.

How does the cost of ownership of FARO products compare with the competition?

The total cost of ownership for a device is a combination of direct and indirect (or hidden) costs. Direct costs refer to initial capital investment, consumables, routine maintenance, service contracts, and corrective maintenance. Apart from that, there are indirect costs such as downtime and operator training sessions to consider. Often, these hidden costs are neglected and purchasing decisions are based mainly on direct costs. Looking at the big picture, our customers can attest to how their investment in FARO systems have enabled them to minimize total cost of ownership, while maximizing their returns on investments.

Are FARO products affordable to SMEs - smaller businesses?

Worldwide, FARO has approximately 15,000 customers operating more than 30,000 installations of FARO's systems. Not only do these customers hail from a wide variety of industries, the size and structure of their businesses range across a broad spectrum as well, including multinational corporations and local small-medium enterprises.

India is a vast geography. How strong/effective is the after sales service?

As mentioned earlier, FARO is dedicated to its customer base and will spare no efforts in ensuring adequate assistance for customers. To further minimise the downtime for our customers, FARO has set-up warehousing and servicing facilities in New Delhi to provide better on-the-ground support. Additionally, we also have a network of support engineers strategically located across India to provide prompt support for our customers operating in the country. Providing top class sales and after-sales support to customers is our priority, and resources will be allocated accordingly to meet those needs.

Any breakthrough product launch that has made an impact?

FARO is attuned to the industry's trends and demands, and we consistently invest efforts into developing new 3D measurement technology to cater to our customers' needs. FARO regularly engages our customers for insightful feedback on our products, and that indirectly fuels our product development. Some may recall that the FARO Laser Scanner Focus3D came about because we heeded our customers' call for a highly portable and highly accurate laser-scanning device. As we listened to their needs, we were inspired to develop a small, compact, and light scanner, which was then executed by FARO experts. The product launch was well received by our customers in 2010 and it remains a great testament of our rapport with customers, as well as our long-term commitment to R&D.

A few months ago, FARO was named as one of the fastest growing companies in the world. What is the 'mantra' of this success?

FARO has constantly stayed true to our core values by designing cost-effective, easy-to-use portable measurement solutions to meet the ever-changing needs of the market. We also pride ourselves in providing best-in-class pre-sales consultation and post-sales support, to better enable our customers to meet their business goals. I believe that this combination and our corporate culture is what that makes FARO successful and one of the fastest growing companies globally.

What is FARO's future plans for India?

As we expand our customer base here in India, FARO will likewise increase its investments in terms of resources to support the growth. Manufacturers can look forward to more groundbreaking, disruptive technology from FARO in the future. The company will continue to invest in R&D, as we believe in creating solutions that will empower our customers to achieve their business goals. By applying the latest advances in technology to our product lines, we endeavour to improve on the well-loved features of portability, accuracy, reliability, and user-friendliness, so as to remain at the forefront of the market.

FARO Business Technologies India Pvt Ltd. Tel: 011-46465664. Email: india@faro.com.