Serial System marks 25 years of hi-tech expertise

Singapore's growth history is a mosaic of stories of visionaries whose trailblazing ideas and relentless pursuit for excellence catapulted the nation to be an economic powerhouse in Asia. One such visionary is Derek Goh, who 25 years ago single-handedly established a trading company and developed it to become one of Asia-Pacific's key players in the electronic distribution industry.

Serial System, the largest electronic component distributor listed on the Singapore Exchange, embodies Goh's entrepreneurial success and vision to transform a once local business into a true global player. The company's story of success continues with its aggressive strategy.

"Regionalisation, strengthening supplier ties that will support such growth, and pursuing promising mergers and acquisitions will pave the way for Serial System's future," Goh says. "The next frontier is rising as a global player as we expand further into the American and European markets after we have covered Asia-Pacific."

Boasting extensive regional coverage with 50 sales offices and more than 800 employees, Serial System is a preferred supplier of more than 6,000 companies in a variety of industries including the telecommunication, automotive and medical sectors. Covering major hubs to second- and third-tier cities, the company ranks among the market leaders in Greater China and South Korea.

To strengthen its leadership in Asia-Pacific, Serial System aims to capture a significant share of Japan's US$41-billion semiconductor market. Through wholly owned subsidiary Serial Microelectronics, Serial System entered a joint venture with Japanese distributor AMSC in February to distribute semiconductors and other electronic products in Japan. The move adds value to the portfolio of Serial System, which carries products from major components producers including Texas Instruments, Avago Technologies, ON Semiconductor and TE Connectivity.

"From procurement to technology, turnkey solutions and electronics manufacturing services, Serial System links customers with the right suppliers and helps cut down their costs," says Goh, who continues to steer the company towards global growth as group CEO and managing director.

Committed to playing an integral role in the growth of its partners and customers, Serial System strives to introduce new products and enhance existing lines. The company has since expanded its portfolio from components to integrated circuits used everywhere from mobile phones to home appliances. Going beyond its core products, the company also provides support in marketing, technical expertise and field applications engineering to help suppliers and manufacturers extend their reach.

"We have the network. Our services are good. We are dynamic, aggressive and hungry for the business," Goh says.

Revenues continue to be robust, climbing at a compound annual growth rate (CAGR) of 28 per cent. Serial System increased revenues to US$658 million from US$616 million.

In Greater China alone, the company is growing at 53 per cent CAGR and exceeded US$370 million in revenue last year.

As Serial System marks its milestone anniversary in November, the company foresees sustained growth amid increasing economic activity in the region. While continuing to focus on high-yielding markets on the mainland and South Korea, it is also strengthening its presence in emerging markets including India, Vietnam and Indonesia.

Goh's target for the company is to hit the US$1-billion mark in annual revenue and achieve a nearly 50 per cent increase from the company's average turnover per year. It seems the company is well on its way to achieving this.

Recognised numerous times for his contributions to the industry and to society, Goh believes that success runs deeper than entrepreneurial achievements, and he takes corporate social responsibility seriously. Serial System is reinforcing its contributions to the poor, education, sports, medicine, arts, disaster relief programmes and the preservation of Singapore heritage.

"On top of making money, a successful entrepreneur also pursues fulfilment in family life and in giving back to society," Goh says.

Serial System
Website: www.serialsystem.com