Global semiconductor distributor Symmetry Electronics and SemicondctorStore.com have merged to offer engineers, electronics design engineers and procurement professionals a cohesive design and buying experience.
"By unifying the two brands, we are ensuring all our customers from SemiconductorStore.com have the same access to our full-service design, support and logistics expertise [as Symmetry customers]," said Gil Zaharoni, CEO of Symmetry Electronics, which specializes in wireless and video sectors.
In the past, SemiconductorStore.com focused on e-commerce customers, while Symmetry provided more high-touch services to engineers needing technical support, sales and distribution of wireless and video technologies. "Now, we have a distributor-focused, technical web site along with an e-commerce site in order to combine two ends of the spectrum," Zaharoni told EBN in an interview. "We are offering both technical support and the help and ability to shop very easily."
With this merging of brands, customers of both will have access to a robust online product offering as well as a variety of technical services, such as local engineers, design support, programming, certification assistance, cellular connectivity, and safety stock inventory.
The move highlights the evolving demands of engineers and procurement professionals. Engineers are increasingly demanding a variety of communication avenues, from video chat and email to quick access to field application engineers (FAE), by vendor partners; designers are looking for solid information, especially in the wireless market. Meanwhile, procurement organizations are demanding easy ordering and quick access to product and inventory data.
"Our customers want to understand what's available, as well as the capabilities of different technologies," Zaharoni said. "But by adding online purchasing through a user-friendly platform, it ties the technical support and purchasing together. The intent is to be greater and broader support to the engineering community, as well as an easy place to buy from."
Symmetry is betting this approach will hit a sweet spot in the market. "Some organizations offer technical support while others offer easy e-commerce. We felt that these two models are lacking the 'in between' that we feel we are giving the market."
The new site went live on August 15, 2016.