Business Model
Basler AG is headquartered in Ahrensburg near Hamburg (Germany), the other group companies (hereinafter also called “Basler group” or “Basler”) develop and manufacture image processing components for professional users. The majority of sales are related to digital cameras that are mainly used in industrial mass production, medical technology, traffic control as well as logistics.
The Basler group continuously expands its product range in order to become a full line provider of image processing tools and components with solution competency. Basler products are recognized for innovation, high reliability, simple integration and an outstanding price performance ratio. Target customers are national and international manufacturers of investment goods (OEM customers), integrating image processing components and solutions in their own systems and equipment and marketing them to end users. The customers are mainly supported by a direct sales organization and/or by regional sales partners (distributors). Basler AG’s component products are generic and usable in many industries and / or applications. After the OEM customer’s successful integration within its product development (so-called design-in), they become a firm part of the specific customer solution. Since the customer normally does not change its components supplier throughout the life cycle of its own products, the design-in phase will typically be followed by a long-term stable business relationship. Based on the range and technology of standard components, Basler also offers customization for high-volume OEM customers.
pylon – the universal tool for developing computer vision applications
According to our strategy, we invested 13 % of our sales in R&D in order to underline our transformation to a full-range provider with solutions competency through an attractive technology and product roadmap in the long term. In doing so, step by step, our software suite Basler pylon moves to the center of our product offering. pylon quickly develops from a configuration tool for cameras to a universal tool for developing computer vision applications. A uniform software interface to a very wide range of coordinated hardware components for image processing offers to our customers shorter development times. From this year on, it will provide step-by-step functionalities for automatic image analysis and for creating complete image processing applications.
Worldwide presence with a broad array
Basler AG owns subsidiaries in the USA, Singapore, Taiwan, China, Japan, and Korea. The subsidiaries are fully consolidated in the financial statements. Further representative offices are located in Poland, UK, Finland, France, Malaysia, and the Netherlands. The subsidiaries and representative offices mainly provide sales, support and marketingactivities. Additionally, there is a production site in the Singapore subsidiary for the supply of the local Asian markets. Moreover, customized adaptions for the Asian market are developed in Taiwan.
External factors influencing the business model are the general macroeconomic situation and the demand situation in the regional markets in Asia, Europe, and North America. Due to the alignment towards industrial goods manufacturers, the economic situation of the machinery and plant construction industry - particularly the semiconductor and electronics sector - is of particular importance for the business development of the group. Due to the expansion started in the past years to business outside of factory applications into, for example, the medical market and traffic technology market as well as the logistics market, Basler opens up further long-term growth potential and reduces the cyclicality of its business. Basler participates and at the same time drives the development of computer vision technology, which is growing step by step into further areas of application due to increasing performance, price reduction, ease of use and digitization.
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