The pursuit of excellence: Expanding brand influence with advanced technologies

Smart Grid, distribution plans for proper applications
"The development of the Energy Infrastructure Solutions Business Group (EISBG) is centered around two main fields: renewable energy and smart electricity," says Mr. Herman Chang. "In renewable energy, we have the Photovoltaic Inverter Business Unit (PVIBU) and the Wind Power Business Department (WPBD), and in smart electricity, we have established the E-Mobility and Smart Energy Solutions Business Department (ESESBU). This demonstrates that Delta is becoming more focused on the connected development of products and smart grids on top of the existing Electric Vehicle (EV) market." Regarding applications, our energy infrastructure solutions deal with daily power generation, transmission, distribution, and consumption. Our smart grid energy management system analyzes power consumption data and works with Delta's power storage system to better manage distribution and grid support during peak and off peak periods.

Prior to his taking over at ESIBG, Mr. Chang was devoted to EV Charging Solutions (EVCS) for many years. He shared his observations with us "The growing maturity of battery technologies and falling prices shows that electrical transportation is the future. Delta EVCS is notably the fastest growing business at the moment. In the near future, from electrical passenger vehicles to buses, trucks, and ships, EV will become the world's main development in transportation."

Regarding EISBG strategies in the next few years, Mr. Chang says, "For renewable energy, we will focus on household and commercial applications. For smart electricity, we have equipment such as charging stations and piles, which are used in combination with energy storage systems and energy management systems to conduct consumption trend analysis and management. These products will further be connected to smart grids and create a solution that satisfies the demands of application scenarios."

Diverse strategies, creating business opportunities based on practical applications
Mr. Chang has had extensive experience in the development of new products and new markets. He spoke with us about the strategies and opportunities in various regions "Our business started to develop in the USA, and then extended to Europe and Asia. We began in Japan, and have gradually moved to China in recent years." The US started developing EVs from very early on, which gave us the opportunity to enter the market. We worked with automakers such as GM on installations and implementations involving our charging station management software. In Europe, we released the leading DC Wallbox, which attracted renowned local power companies and oil companies to become our sales channels. This prior product success accumulated in Europe and America, and helped with current business developments in Japan. The Chinese market is particular because most competitors promote mid- to low-end products using low prices. An important issue for EISBG to tackle is to continue with the development of existing high-end products and to develop mid to low-end products suited for the Chinese market.

"Policies are also a major influence in the market." Mr. Chang added that the persistent issues of global warming and air pollution have prompted the European and American governments to plan a timeline for fuel and diesel vehicle replacement. China has reserved a certain amount of budget for charging station installations in each region. Regarding these opportunities, Mr. Chang also shared his opinion, "In Europe and America, we will partner with EV automakers or production regions. As for China, we will package optimized solutions to explore opportunities and the market through tender bids."

Successful partnerships promote Delta brand

Delta has gradually transformed from a product to solution provider. Mr. Chang talked to us about his brand management strategies, "We provide technologically advanced products and work with cross-industry partners to promote our brand." The product is the most direct brand communication tool. Whether it's our partnership with Farglory in the early years where EV charging systems are perfectly integrated in a residential environment, our pilot program "Ford Smart Living" with Ford, or even our future vehicle partnership with Nissan, these cases are the best campaign tools for building brand value through media coverage. "Good brand competitiveness doubles your results in marketing. The key to our success is our outstanding engineers and product optimization through personal experience." EISBG has planned to install charging stations at domestic and overseas offices. Only through personal trials and operations can we build better and more competitive solutions for our clients. Delta has set high expectations and goals for itself.

(From left to right) DET president Mr. Dick Hsieh, EISBG general manager Mr. Herman Chang and Delta India managing director Mr. Dalip Sharma at ELECRAMA 2018

Continuous improvement developing innovative product market share

Mr. Chang recently received the award for senior model employee. He spoke to us about his valuable experience during his 25 years at Delta. "Daring to challenge with new technologies, embracing creative marketing ideas, and continuing to improve, are the ways we grow stronger." Whether it is product or brand development, innovation is the only certain way to gain market share. He thinks that there is no end to product development, and that we must keep on trying to change, to innovate, and to improve, to stay ahead of our competitors.

"The way to success is to focus on the target market, develop suitable products, and balance practical applications with innovative technology." GM Herman Chang encourages us all with these inspiring words.

Group photo of The 10th Delta Innovation Award Summit. (Herman, first from left in the front row)