Staying vigilance to maintain market competitiveness
In early March, as we approach the big AI event of NVIDIA GTC, Ares took time out of his busy schedule for an interview. Even after a full day of meetings with clients, Ares remained energetic and spoke enthusiastically about his expectations for the team and the strategic layout.

" Success Begins with the Right Mindset," Ares pointed out that PSBG is currently facing a rapidly changing market environment and must possess the flexibility to make dynamic adjustments at any time. Nevertheless, what remains constant is the influence of "attitude" as Ares addressed. "If our attitude is right, the work we do will be right!" Using the AI trend as an example, he explained that as the demands for computing power increase, the power consumption of each generation of GPUs also continues to rise. However, the time available for research and development continues to shrink. With the escalating challenge, he reminded the team to stay vigilant and continuously monitor market developments. "With each generation of GPU power specifications being updated, competitors are watching closely. If we become complacent with what we have now, they may overtake us at the next turn, potentially rendering years of effort in vain." Ares emphasized the necessity of continuous research and development of new technologies to ensure that PSBG's power technology remains at the forefront of the market and maintains a competitive advantage.

In addition to maintaining a constant sense of urgency, Ares also encouraged the team to be open-minded and to cultivate a spirit of collaboration. He further explained that the planning of the Business Units (BUs) within PSBG is based on customer and industry segmentation. Although each unit focuses on its own area, they also share common technologies. He encouraged his team to uphold the "One Delta" mindset to maximize the team's competitive strength and synergy.

Furthermore, in the face of a rapidly changing market, Ares highlighted the importance of "innovation". He believes that PSBG needs to break away from the traditional contract manufacturing model and adopt a new mindset to provide professional recommendations to customers. "In the past, ODM merely followed blueprint for construction. However, the current business model is not just about designing specifications independently, it’s also about making real-time adjustments in response to market demands." Ares hopes that the team will maintain an innovative spirit, continuously refine power architecture and ultra-high power system solutions, push beyond their limits, and embrace challenges.

"If these three aspects can be realized, we will have the opportunity to maintain our leading position in the power sector! '' Group photo of Ares and the PSBG team

Driving growth through core competences and power sector diversification
Power electronics is the core technology of Delta. With a wide range of products covering specifications from high-wattage data center power supplies to chargers with several dozen watts, its applications span across IT equipment, industrial and medical devices. In response to challenges from various fields, Ares stated that "Effectively utilizing the advantages of core technologies and talent is one of the most vital strategies for market expansion." PSBG has accumulated years of experience and expertise in the field of power electronics. In the past, it collaborated with Virginia Tech's Center for Power Electronics Systems (CPES), USA, and the Delta Power Electronics Research and Development Center (DPEC) in Shanghai to develop state-of-the-art technologies. Meanwhile, through the team's highly efficient organization and execution capabilities, Delta has rapidly commercialized these technologies and successfully secured numerous business opportunities. Ares further elaborated, "60% of the PSBG engineering team members are engineers with backgrounds in power electronics, and they are one of the most valuable assets to Delta. Through their expertise, Delta's product lines are able to reach even more diverse fields. ''

In addition to advanced technology, professional talents, and performance capabilities of the teams, Ares analyzed that Delta's global operation sites also play a critical role in maintaining competitiveness. "Distributed manufacturing bases enable us to flexibly meet the production and distribution demands of customers worldwide. More importantly, we deliver just as well as we promise!" with a confident smile, Ares pointed out that what sets Delta apart from its global competitors is not only its leading technology but also the strong foundation of trust built with customers over the years.

Strategic global growth through product and regional focus
When it comes to strategic planning, Ares divided PSBG into two major sectors based on product applications. One sector is Information Technology Power and System (ITPS), which encompasses power products related to information technology. The other sector is Industry and General Power and System (IGPS). "Currently, our revenue primarily comes from IT power products, but we believe that IGPS holds significant potential business opportunities and will become a key driver of future growth.''

Business categories of Delta PSBG

Ares further shared his observations on market trends, stating that "In recent years, with the rapid development of AI, countries have started to place greater emphasis on Sovereign AI. Beyond the United States and China, Europe is also expected to strengthen its investment in AI. For instance, the United Kingdom, France and Germany which are at the forefront of Integrated Circuit (IC) development, are key markets we are closely monitoring. ''

In the fields of IGPS, Ares indicated that Europe and China are current primary markets. However, due to Japan's preference for local suppliers and the U.S. policies of reshoring manufacturing, automation development in these two countries is expected to accelerate. PSBG has planned to establish dedicated teams in these regions to strengthen its presence in industrial and medical power sectors, build solid sales platforms, and gradually expand its market footprint.

Breaking silos: collaboration drives new business horizons
Entering the AI power market brings a different sales approach compared to traditional IT power. Drawing on his years of sales experience, Ares shared insights on how to collaborate with other BGs to seize business opportunities. He pointed out that "in the future, data center racks will integrate AC to DC power supplies, Backup Battery Units (BBU), and power distribution systems, covering multiple business groups." When the product domains overlap, internal discussions take place to determine the most suitable BG to take lead, considering customer relationships and specific needs. "No matter which BG leads the project, it is all Delta's business." This seamless collaboration, driven by the company’s best interests rather than individual divisions, not only embodies the “One Delta” spirit that Ares emphasized, but also helps expand business opportunities. 
Ted Shyy, Delta's EVP of Power Electronics Business (3rd from the right), Ares Chen, General Manager of Delta’s PSBG (4th from the right), Austin Tseng, President of Delta Americas (2nd from the right) and Delta colleagues took photo at GTC 2025.

In addition to collaborating with other units, Ares also highlighted PSBG's cooperation with Cyntec in technology development. By applying packaging technology to power semiconductors in power supplies, they successfully integrated five components into one, significantly reducing the chip size. This technology can be applied to future power supplies with higher power and density. Such a collaborative model not only drove technological innovation but also further strengthened Delta's market leadership.

Striving with full effort, encouraging colleagues to take on responsibilities with courage
With over 25 years at Delta, Ares has accumulated extensive industry experience, having worked his way up from an engineer to the general manager, and to the general manager of the business group. He humbly shared, "My first job at Delta was as a thermal testing and analysis engineer. I never imagined I would become the general manager. My journey proves that Delta recognizes and provides opportunities for those who are willing to put in the effort." Transitioning from thermal management to power electronics, and shifting from an engineering to a sales position, Ares embraced the challenges in various fields and roles with a positive and proactive attitude. "With a heart willing to accept challenges and with the right attitude, and if you really give your all, the bosses will recognize your efforts and provide a stage for you. ''

At the end of the interview, Ares praised the performance of every member in PSBG team. "Without the collective efforts of the team, we would not be able to achieve our goals. Everyone is important!" He encouraged his colleagues to bravely embrace challenges, improve themselves, and seize every opportunity to realize their visions at Delta.