Serial System, listed on the Main Board of the Singapore Exchange, is the largest electronic components distributor in Singapore and crossed the US$1 billion revenue mark in 2014. Established in 1988, the company has grown beyond its core competencies in electronics distribution into the consumer products sector, offering a diverse range of lifestyle and consumer electronics such as timepieces, printer accessories, and household appliances.
Growth Strategy
Serial System credits its market leadership to a three-pronged growth strategy: expanding its product portfolio to meet market demands, improving internal processes through supply chain management and business intelligence, and expanding its presence both in existing and new markets. The company has positioned itself as an integral part of the supply chain, bridging the gap between suppliers and manufacturers and shortening their time to market.
Value Addition and Market Presence
Serial System emphasizes adding value to its products, offering comprehensive solutions that combine hardware and software. The company recently acquired two design houses, focusing on high-growth sectors like automotive and surveillance industries.
Key Products and Services
Serial System offers a wide range of products and services, including electronic components for industries like consumer electronics, telecommunications, automotive, and medical. The company also provides integrated solutions with complete hardware and software modules and is expanding into finished consumer products such as timepieces and household appliances.
Strategic Partnerships
The company has long-standing relationships with major suppliers such as Texas Instruments, ON Semiconductor, Avago Technologies, TE Connectivity, Advanced Micro Devices, and OSRAM Opto Semiconductors. These partnerships enable Serial System to remain competitive in a rapidly evolving market.
Industry Outlook and Challenges
The semiconductor industry continues to grow, driven by increasing demand for smartphones, wireless applications, and embedded sensors in cars, homes, and wearable devices. Serial System is positioned as a key distributor in Asia, serving chipmakers who rely on established networks to reach manufacturers. However, the company faces increased competition as Chinese semiconductor players enter the market, and consolidation through mergers and acquisitions among competitors intensifies the competitive landscape.
Future Ambitions
Serial System aims to achieve US$30 billion in revenue over the next 50 years. The company plans to scale up its operations, expand its market reach, and continue providing innovative solutions to its customers while supporting its suppliers in their market expansion.
Corporate Culture and Employee Empowerment
Serial System has a flat management structure, which encourages open communication and empowers employees at all levels to contribute to problem-solving. This approach fosters a collaborative culture, where even junior employees feel comfortable approaching higher-ups for guidance.
Corporate Social Responsibility (CSR)
Serial System has a strong tradition of giving back to the community. In 2014 alone, the company donated S$676,000 to various organizations, including the Singapore Children’s Society, National Kidney Foundation, Ren Ci Hospital, and Breast Cancer Foundation. The company also contributed S$150,000 annually for three years to support initiatives that encourage active living among the elderly and promote lifelong learning for youths. Serial System’s commitment to CSR is further reflected in its ongoing support for the Tai Pei Old Folks Home and other community-driven projects.
Recognition
In 2015, Serial System was awarded the Singapore Children’s Society Silver Award in recognition of its significant contributions to the welfare of children, youth, and families in need.
