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Chroma Ate Electronics Incorporated
Company Background
From its establishment in 1984 until now, Chroma Ate through the
spirit of initiative, responsibility, and innovativeness has continually
striven, as its corporate culture, better technology, quality, and
service. For the past ten years, the company has constantly poured
resources to R&D of all sorts of precision electronics testing
equipment, power electronics products, and automatic testing equipment,
offering each electronics manufacturers the best solution for their
product testing need. Through superior testing, electronics makers
can assure product function quality, boost manufacturing effectiveness,
and loser testing and production costs.
Chroma Ate has held product R&D and innovation
as top development priorities. Through both in-house development
and global strategic partnerships, the company has managed to increase
its technical skills. In manufacturing strategy, Chroma Ate, through
its many years of production experience, has developed a special
flexible manufacturing system. This system is not only flexible
but also uses a highly automated production model, fulfilling market
needs and responding to the need for few but multi-functional equipment
products. Chroma Ate’s marketing strategy revolves on developing
its own brand name and satisfying international standards. Its complete
and globally-enabled sales and after-sales service network is located
close to end market, easily gaining sales opportunities. President
and general manager is Mr. Hwang Chin Ming, spokesman is Mr. Chang
Ming Hsiung. Capital is NT$2.013 billion. The company listed on
December 21, 1996 with 201.6 million ordinary shares.
Stock Number: 2360
Company Name: Chroma Ate Inc.
President: Hwang Chin Ming
General Manager: Hwang Chin Ming
Spokesperson: Chang Ming Hsiung
Main Business: Precision electronics testing equipment, automatic
testing systems, power electronics products
Founding: November 8, 1984
Business Number Registration: 09461024
Headquarters: 43, Wu-Chuan Rd., Wu-Ku Ind. Park, Wu-Ku, Taipei Hsien,
Taiwan, R.O.C.
Website: www.chromaate.com
E-mail: chroma@chroma.com.tw
Phone: (02) 2298-3855
Company Organization
Sales
R&D
Manufacturing
General Administration, Accounting, Finance, Human Resources, Special
Marketing
President
MIS
Manufacturing
Auditing
Markeeting
Board of Directors
In the past, Chroma Ate’s organizational structure
was along functional lines. But with to make maximum use of limited
resources and to enter into another growth phase, the company has
trained many experts to undertake its organizational restructuring.
To build a new organization, and aside from fulfilling the previous
conditions, there is still a need for the new organization to foster
more talent to fully flex its capabilities, continually innovate,
and create personal and company wide sense of achievement.
Chroma Ate divides its products based on markets.
This was done to allow more industry related professionals delve
in to R&D product planning. The company is also divided into
several business concerns to attract more employees get involved
in each business domain and create more profits for the company.
The new company organization is in place, authorization systems
will also be adjusted to allow smoother and faster operations.
Business Strategy
Chroma Ate, with the spirit of initiative, responsibility, and innovation,
strives to improve its technology, quality, and service as its business
motto. The company considers intelligence as its most important
production tool. Through creative use of space, the equipment leader
has provided a conducive environment for nurturing its employees.
Its accumulated innovative ideas are the company’s most important
asset. Chroma Ate seeks professional management, and technology
oriented business as its development base.
Chroma Ate is moving towards becoming a world-renowned
maker of precision testing and measurement equipment. With its superior
R&D skills, flexible manufacturing systems, and global sales
network, the industry leader has managed to focus on its main goals,
emphasizing self-management and a strong organizational structure
that allows the company to perform effectively. In addition, Chroma
Ate has an accurate measurement of high-tech market trends and so
has continually introduced high value-added products, fulfilling
market demand and rising above the competitors in the global market.
Business Prospects
Chroma Ate firmly believes that the key to a successful business
is a creative and exceptional talent pool. Through the company’s
innovative use of space, goal-oriented view, self-management, and
a total R&D, production, sales, and service structure, Chroma
Ate has built a highly-efficient business system. Such superiority
has boosted the company’s profile among competitors in other developed
nations. With this advantage, Chroma Ate has through the years,
won world-class recognition, use, trust, and respect by large companies.
Now, Chroma Ate is a world-class equipment maker.
Human Resources
A comprehensive benefit package:
1. Labor insurance, medical insurance, group insurance, regular
physical checkups
2. Birthday gifts, wedding and funeral help, yearly local or overseas
trips
3. Employees canteen, relaxation center, audio-visual library, KTV
room, 5-day work week, employee training
4. Employee stock dividends, retirement benefits, five-year separation
pay
5. Car plan, parking space, labor rules are better than that set
by labor laws
A reasonable pay system
1. Based on educational attainment and related work experience
2. Yearly salary adjustment based on work evaluation
3. Yearly pay of 14 months, evaluation of pay policies based on
industry market levels whenever needed
4. Generous employee dividend pay
Management System
From Chroma Ate’s establishment in 1984 until now, initiative, responsibility,
and innovation have been the guiding spirit moving the company to
seek better technology, quality, and service. Through its ten-year
history, Chrom Ate has been developing all sorts of precision electrical
testing and measurement instruments, power electronics products,
and automatic testing systems. These products offer electronics
products makers the best solution package for their product testing
needs, guaranteeing product functional quality, boosting production
efficiency, and lowering testing and production costs. Chroma Ate
firmly believes that the key to a successful business is a creative
and exceptional talent pool. Through the company’s innovative use
of space, goal-oriented view, self-management, and a total R&D,
production, sales, and service structure, Chroma Ate has built a
highly-efficient business system. Such superiority has boosted the
company’s profile among competitors in other developed nations.
Products and Services
Precision Electronics Testing and Measurement Equipment
1. Video Pattern Generator:
This product series is designed with precision phase lock loop to
produce sophisticated video graphic signals. The main use of this
product is to test cathode ray tube and liquid crystal display flat
panel displays, assuring product quality. Since the product functions
fully satisfy market needs and are easily operated, computer monitor
makers have warmly embraced this type of equipment. To meet market
demands, the company has constantly introduced new models. Up until
now, more than 90% of local monitor companies are using Chroma Ate’s
equipment while the company controls 60% of the world market, making
it one of the top-three brands in the world.
2. Color Analyzer Equipment
With the cooperation of the Industrial Technology and Research Institute’s
testing center and with the support of the Ministry of Economic
Affairs, Chroma Ate has developed a precision optical testing and
measurement equipment. The primary use of this equipment is to test
computer monitor and TV color such as color rendition, brightness,
and contrast. Through this testing equipment, monitor makers are
assured of the quality of their product’s color and brightness and
can serve as a benchmark for other products.
3. Programmable AC Power Source
This product offers a clean source of AC current and can at the
same time simulate the different voltage and frequencies of other
countries. In this way, products can be tested based on power. Chroma
Ate’s power source can simulate power line disturbances to test
a product’s performance under abnormal power conditions.
4. Programmable DC Power Source
Highly stable and absolutely reliable DC power sources are designed
based on high performance needs. These power sources are multi-functional
and low-cost.
5. Programmable Electronic Load
To meet power testing needs of electronic products, programmable
electronic load units can simulate DC power source supply output
or electronic performance component’s real load situations. Through
this testing, different electrical needs can be tested.
6. Power Analyzers
Precision power analyzers meet worldwide testing need for electrical
and magnetic field compliances. This type of instrument will play
an increasingly important role in the future.
7. Dynamic Random Access Memory (DRAM) Testing Equipment
Chroma Ate’s DRAM testing equipment is currently the only locally
developed equipment of this type. The equipment is lightweight and
multifunctional. For most computer makers and memory module makers,
this testing equipment is the best solutions package for their memory
testing needs.
Automatic Testing and Measurement Systems
1. Power Supply Automatic Testing System:
Modularized, highly assembled, automatic testing systems are mainly
used for power supply equipment R&D and analysis, production
testing, and quality control. In Taiwan Chroma Ate has more than
90% of this equipment segment market.
2. Monitor Automatic Adjustment System:
Through artificial recognition systems, human operated testing and
adjustment can be done away with, improving production quality and
effectiveness. This system is a dream come true for monitor makers
who look for automatic production adjustments and is the best tool
for monitor production adjustments.
Power Electronic Products
1. Telecommunications Use High Frequency Switching Rectifiers
Chroma Ate has developed a switching power supply offering high
power EMI, heat dissipating, and efficient systems—all in-house
developed. The Ministry of Economic Affair’s Industrial Development
Bureau has awarded Chroma Ate a prize for having a leading product.
The applications market for these products is to expand the power
supply systems of electronic switches and telecommunications base
stations.
Research and Development
Technology is the root of the high-tech industry. Having one’s own
technology is the key to an enterprise’s survival. Chroma Ate has
emphasized product R&D and innovation, using in-house development
resources and global strategic partnerships to boost its own technological
skills. In terms of manufacturing strategy, the company, with its
rich production experience spanning several years, has developed
its own flexible manufacturing system that offers a highly flexible
and mechanized production model. This system fits perfectly with
market demand and fully satisfies the need for fewer equipment but
with more functionality.
Competitive Advantage
In a world without marketing borders, Chroma Ate has held to its
brand name to rise to prominence in the international scene. The
company has set up branch offices in the US, Hong Kong, and Shenzhen.
With a complete global marketing facility and after sales service
network, Chroma Ate has managed to go closer to end markets, gaining
important sales advantages.
By squarely facing challenges, the equipment
maker has won trust as its marketing strategy. With its technical
skills and a complete marketing channel that involves also foreign
partners, Chroma Ate has established an international strategic
partnership. This partnership means a global marketing network,
mutually beneficial, and with shared resources, greatly expands
market share.
Chroma Ate’s application service department is
responsible for product application and technical information. Aside
from offering fast answers and complete service for customers, it
also increases the intellectual value of products—intangible high
added value. For many years, worldwide industry leaders have been
using Chroma Ate’s products, winning their trust and recognition.
Growth rate over the years has been over 30% per year. Estimated
income for 2000 is estimated to be NT$2.5 billion, making the company
a heavyweight among worldwide equipment makers.
Company News
Chroma Ate Inc. released its financial statement for the first half
of 2000 in August 29, 2000. ArthurAndersen audited the financial
statement with Li Chen Ming and Chang Ming Cheng signing. A rights
law evaluation of long-term stock investment was used and an un-audited
evaluation of an investment house was also done at the same accounting
period. Long-term stock rights investment amounted to NT$1,046,180,000
with an investment loss of NT$26,609,000. Investment house information
has not been audited and so these figures are conservative estimates.
Only after the company’s president and reviewers sign the report
will the report be official.
In June 21, 2000, Chroma Ate Inc. clarifies that
media reports about the company’s buying 298,000,000 shares of Taiwan
Fixed Network worth NT$2.98 billion was not true and the company
is not investing in Taiwan Fixed Network.
In June 12, 2000, Chroma Ate acquired a
lot in Taoyuan’s Gueishan area to build a R&D facility.
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