Synova SA of Ecublens-Lausanne, Switzerland has reorganized its business according to market segments, forming three business units Diamonds, Semiconductor, and Industry. The firm says that this should allow it to focus on the specific customer and market needs of each business segment in employing its core Laser MicroJet technology application platform, and should also improve responsiveness and overall commitment to customers.
Since 1997 Synova has developed Laser MicroJet technology, which exploits the synergy of using laser power with water. The firm has an installed base of about 150 systems (including those used for dicing semiconductor wafers), and supports customer applications and testing in Ecublens-Lausanne as well as in its Micro Machining Centers (MMC) worldwide. Sales and service of its machines uses the MMC infrastructure in addition to sales & service points worldwide.
Each new business unit will be staffed with dedicated resources in engineering, applications, and sales and services, enabling tailor-made product and service offerings for customers in each segment.
Head of Sales Jorg Pausch has been promoted to lead the Diamond business unit as Head of Diamonds. Head of R&D Pedro Torres has been promoted to lead the Semiconductor division in the capacity of Head of Semiconductor. Heading the Industry division will be Frank Michels, who will join Synova in third-quarter 2012. His prior assignments involved long-standing experience in the equipment business. The business unit managers will report to the CEO.
In line with the business unit organization, Synova is also strengthening its sales and marketing presence in China, the Asia Pacific region, and the USA. Edward Chan has joined the firm as Head of Business Development Asia and Managing Director China, based in Shanghai. He has a track record in the semiconductor capital equipment market and related industries. Chan works closely with P-J Broodbakker, who joined Synova earlier this year from ASML.
For the USA, Douglas K. Walker has taken up the position of Director of US operations. He has long-standing experience in the capital equipment markets for semiconductors and other electronic devices.
Synova is also increasing its product test and demonstration capabilities in its Micro Machining Centre (MMC USA) in Fremont, CA. Alexander Schreiner has been appointed as Manager of the MMC.
To complement the new organization and business direction, Jeroen Hribar is joining the firm (effective 1 June) as Head of Business Development at Synova's headquarters.
