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Carrying out domestic production under the Artech brand, industrial computer manufacturer Çizgi Teknoloji aims to bring its 27 years of market experience and know-how to the world.

Çizgi Teknoloji, which meets the needs and demands of its customers in the medical and service sectors as well as the industry, will now carry its 27 years of knowledge, expertise and experience abroad.

Sales, Marketing and Operations Director Mehmet Avni Berk said, “As a result of our studies and market research, we decided to establish new companies, especially in Canada and the Netherlands. We plan to carry out activities especially for the European and North American markets through the companies that will be part of Çizgi Teknoloji.” says.

We talked with Berk about the WIN Eurasia Fair, which they will attend, and the export activities, products and solutions they will carry out for the European and North American markets with Turkey's leading industrial computer manufacturer Artech brands.

Mr. Mehmet, can you give some information about the establishment and structuring of your company? What are the factors that make you stand out from the competition as a company?

Our company is a company established in 1994. We first started as a start-up. We have 27 years of business experience. Today, we are in the position of a company that produces Turkey's leading industrial or special-purpose computers with 70 employees and a factory established on a closed area of ​​4 thousand square meters. Around 30 of our team are white-collar personnel. We are an R&D center approved by the Ministry of Industry and Technology. When we look at the R&D center, our engineers work under four main headings: electronic design, industrial design, software development, and P&D. In after-sales services, we assist with our competent team of 10 people. Our company has the personnel structure and departments that will manage all processes, starting from designing a product and providing end-to-end after-sales field installation services and warranty services. Therefore, we are trying to bring the best service to our customers with 27 years of expertise and experience. Although we are a company with deficient personnel circulation, the number of our personnel working in our company for many years is high. Low circulation ensures the sustainability and continuity of our experience and company culture. Our products are used in most of the top 500 industrial companies and take part in many important and prestigious projects in Turkey. We are a company that has a profound experience in both production and product development and after-sales. We carry out our activities through three product groups. Our product groups; We have grouped them as Industrial Computers, Medical Computers, Digital Signage/Kiosk systems. Especially in our industrial product group, we have created categories that offer different value propositions to our customers by analyzing customer demands and needs. In this way, we try to meet the needs of our customers in the best way with our wide product range and the options we offer.

Do you work with stock or on a project basis?

Since our industrial computer and medical computer product group are categorized and standardized products, we always work with stock. However, we run our Digital Signage/Kiosk product group on a project basis. Here, too, we stock raw materials and semi-finished products as much as possible, but we proceed in the form of project-based or bespoke production.

Can you tell us about your R&D studies for your Artech brand, Turkey's leading industrial computer manufacturer?

We call Artech Turkey's leading industrial computer manufacturer. We have rational reasons for saying this. First of all, we are one of the first entrepreneurs in this field in Turkey and our market share is quite high. We work with many of the important industry groups in the market and we are constantly renewing ourselves. We have a wide range of products that can compete with global players and even beyond them, we offer products with innovative features to our customers. This is thanks to our R&D studies. We are a company that attaches importance to innovation and we have an R&D center within our structure. We try to establish and prioritize the innovation culture in a sustainable way in our company. In 2019, we won the Turkish championship in the category of "Innovation Results at SME scale" in InovaLIG, which was jointly organized by the Turkish Exporters Assembly and the Ministry of Industry and Technology. This demonstrates the importance we attach to innovation, both in our products and in our internal operations.

Can you give information about your Artech industrial computer product group?

We have categorized our industrial computer product family according to the needs of our customers and the market, as well as competition and SWOT analyses. Under our product group in question; We offer our products under four different series as “Basic”, “Endurance”, “Performance” and “Ultimate”. Our target customer group and their needs helped us determine the categories. Our Basic products are a product group that is produced from high quality components but can provide advantages in terms of industrial strength and price. Endurance is a sustainable and long-lasting product group that is resistant to harsh environmental conditions in industries with much heavier usage conditions such as iron-steel and cement. The Performance series is a product group that we recommend to our customers who can operate at higher speeds, but who need more performance than durability. Our products in this series are mainly used in applications in sectors such as machine manufacturers or Industry 4.0 applications. The Ultimate series, on the other hand, is our top-of-the-line product line, which we call "high-end", combining the features of the Endurance series and the Performance series. It is a product group that is in demand especially in the automotive and white goods sectors and one of our product groups demanded by our customers. Apart from these features, we offer many different options such as different screen options, RAM and SSD configurations, Wifi options under each product group.

What are your products that you plan to introduce to the market in the near future?

We are planning to launch our multi-purpose, “versatile” PC model at the WIN Eurasia Fair, which will be held on November 10-13, 2021. Our visitors coming to our fair stand will have the opportunity to see and experience the product. The difference of the product in question from the existing products is that it has options that can be easily attached to the device with some external modules such as barcode, RFID reader required by Industry 4.0 applications, which are more needed especially in data collection, can be easily used with mobile hangers or arms, fully closed structure, fanless. Having high strength devices that are capacitive and take up little space. We named it “multipurpose / versatile” because it is a new generation product that meets the needs of many different sectors. One of the most important points that distinguishes our products in the market is that they are durable. In this context, we have developed a thickened and reinforced touch screen technology in order to prevent the risk of breakage of screens operating under harsh conditions in the industry. We observe that touch screen breakages are reduced in our customers using our technology. This is one of the important features that differentiates our products, which is found in our new generation product and also in our Ultimate series.

What other products and technologies will you exhibit at your stand at WIN Eurasia Fair?

Due to the pandemic, the fairs remained in the background. Although different alternatives such as virtual fairs have been tried, we have observed that physical fairs do not replace them. Frankly, we missed the fairs where we came in contact with our customers and exhibited our products, where our customers could come and experience, touch and examine our products. In this sense, we came together with our visitors at the Industry 4.0 Applications Summit, which we attended for the first time after a long time. It eliminated the worry of visitors coming due to the pandemic and we got very positive results. Our stand was visited by a larger than expected audience. We had the opportunity to meet with many new customers and introduce our products. We even made a presentation. Therefore, this made us very excited for the WIN Eurasia Fair and we think that this fair will be in great demand. At our stand at the fair, there will be both our current product groups and the new products we will launch. At the same time, we will exhibit our Andon screens, industrial Kiosk solutions, touchscreen, desk-type large-screen Kiosk solutions that we designed for factories. We will also show our customers the examples of the applications we have realized together with our business partners on our devices.

What does export mean for your company? Can we learn about your work on export and your goals in this context?

As Çizgi Teknoloji, we are a company that has been operating in the domestic market for many years. We have brought our company to a certain point in the domestic market in terms of growth. We anticipate that we will be able to take place in international markets, as our products become competitive in international markets as a result of both achieving a faster growth and international correspondence. In this context, we have a vision and we set our goals. We have set a target for 50 percent of our revenues to come from abroad and exports in the next three years. In this sense, we participated in various international fairs before the pandemic. Although Covid-19 caused us to take a break, we will continue our activities quickly in 2022. As a result of our studies and market research, we decided to establish new companies, especially in Canada and the Netherlands. We plan to carry out activities especially for the European and North American markets through the companies that will be part of Çizgi Teknoloji. Therefore, instead of reaching these markets from Turkey, we envisaged that we would be able to reach these markets much faster thanks to the structures we will establish in these countries. Due to the widespread use of Industry 4.0 applications and the prediction that, apart from our industrial computers, our medical computers in the field of health, which have a high export potential, will be demanded and the market will grow rapidly, we have found it appropriate to realize our investments and market targets in this direction.