Bolaji Ojo
My-ESM
More than a few people concluded Mike Cannon either liked living dangerously or had a secret formula for success when he accepted the top job at embattled EMS provider Solectron Corp. in January 2003.
Certainly, the turbulent terrain of the EMS sector would be familiar territory for Cannon, who was then leaving the hardscrabble disk drive industry for Solectron. Some observers surmised at the time that Cannon, now 53, simply couldn't pass up the challenge of helping one of the premier contractors to electronics OEMs regain its footing after its savaging by the record downturn barely two years earlier.
Three years later, there are clear signs of positive change at Solectron, though a definitive verdict is probably years away. A new team of hands-on managers is in place; six of Solectron's top 10 executives joined in the last three years, and none has been there for more than seven years. Revenue is slowly rising.
And in a radical departure from the recent, wanton past, when the company would gobble up any OEM fare placed before it, Solectron has adopted a more discriminatory product and customer strategy. Today, Solectron aims to provide value-added manufacturing in sometimes low-volume but higher-margin areas such as automotive electronics, medical, networking and industrial equipment.
"At one time, we took any business that walked in the door," said Craig London, Solectron's executive vice president of marketing, strategy, services and corporate development. "If the rabbit was running, we shot at it. It didn't matter whether the rabbit had two legs, one leg or three ears. And a lot of the time it turned out to be a skunk."
That revenue-centered growth focus has been replaced by a discriminatory product selection plan built around providing extra design and supply chain services to customers.
"We are going after markets that honor and respect value," London said. "They demand an awful lot — system integration, quality and a very efficient supply chain."
Solectron executives said the company is also winning critical OEM endorsements with a revamped supply chain and manufacturing system that is proactive and responsive to customer requirements. At the core of that strategy is the Solectron Production System (SPS), a Lean and six-sigma combination patterned after the famed Toyota Production System pioneered by the Japanese automotive company.
For farsighted OEMs, Solectron has a team of experts ready to dissect the customer's operations, identify bottlenecks and suggest actions aimed at boosting design, manufacturing and other supply chain efficiencies. Solectron wants to ensure it can help customers anticipate problems, offer solutions and improve the efficiency of their operations, according to Marc Onetto, executive vice president of operations.
"We had to adapt," Onetto said. "Today, we have a suite of offerings that allow us to redesign the [customer's] supply chain — not just what we do [for them] but also the way we plan demand and manage flexibility for our customers."
Report cardRecent improvements notwithstanding, Solectron has its work cut out for it convincing the investment community that its recovery won't flame out with the next downturn.
In this regard, the company is struggling under the weight of its own recent history. Cannon and his team must dig out from so much slush — underused facilities, excess inventory, exposure to low-margin products — that it will probably take the company more than a few years to regain its balance, some analysts contend.
"We remain on the sidelines with Solectron," Kevin Kessel, an analyst at Bear Stearns & Co. Inc. (New York), wrote in a report issued March 24 after the company reported its fiscal-second-quarter results. "We believe Solectron is in the process of a slow return to growth."
There's a case to be made for embracing the new Solectron, according to one take on its history. Starting in the mid-1990s, the company expanded beyond its pc board-manufacturing base by acquiring OEM assets and taking on contracts for computing, telecom and wireless devices. By the end of its fiscal year ended Aug. 31, 2001, Solectron was the world's No. 1 EMS provider, with revenue of $18.7 billion.
That growth, however, came at a heavy price. Solectron's manufacturing presence across the globe more than doubled during those years, but many of the plants were unprofitable sites sold by lumbering OEMs that were themselves in the throes of redefining their relevancy in a market confronting the rise of low-cost rivals based in Asia. Solectron ended up with a serious case of indigestion that culminated in a huge inventory write-off in fiscal 2002 and a $3.3 billion restructuring and impairment charge. That same year, the company posted a $3.5 billion net loss.
The situation deteriorated further as the industry downturn clipped customers' wings. Solectron's revenue fell sharply, to less than $10 billion in fiscal 2003.
While the sales numbers have recovered somewhat, they have not reached the record fiscal 2001 level. Company executives said they expect continued improvements in the quarters ahead, anchored by a vastly expanded operation that looks beyond Solectron's manufacturing activities into value-added design and supply chain services.
A new set of servicesIn many ways, Solectron is no longer a traditional contract manufacturer. If yesterday's EMS provider focused largely on building systems and providing pc-board services to OEMs, today's leaders distinguish themselves on the basis of their value-added propositions.
It's there that Solectron is quietly distinguishing itself and winning accolades from customers. In manufacturing, for instance, Solectron has overhauled its services and now offers customers a complete supply chain suite of support activities (see page 52). Crucial changes have also occurred in the company's manufacturing operation, where a unit headed by Lean manufacturing and six-sigma veterans drawn from GE and Toyota Motor Corp. is constructing a proactive and customer-sensitive design and production system that they believe will alter the role of EMS providers in the electronics sector.
"Our customers are saying to us, 'We can't tolerate a 16-week lead time anymore,' " London said. "What we are doing is going to these customers and saying, 'Let us take over your parts management, let us take over your logistics, let us take over your repair depot. We'll do it for you, and we'll do it faster and cheaper.' That's getting a lot of traction."
The rigorous Lean manufacturing system upon which Solectron is building its ability to offer complete services described by London and Onetto is now being rolled out globally at the company's plants. In line with Toyota's approach, all players in Solectron's manufacturing operations are being trained and encouraged to offer suggestions for ensuring the optimization of the process.
"Lean is not just the job of the people at the Milpitas [headquarters]," said Ravi Ramanan, vice president of functional excellence at Solectron. "The energy of our people has to be unleashed."
Solectron has held training seminars for executives and other employees over the last couple of years, and it actively encourages customers to embrace the principles of Lean. Additionally, the company offers customers what Ramanan described as value-stream mapping, a procedure whereby Solectron helps an OEM review its operation to identify areas that require improvements.
Are you certified?For component suppliers, the willingness to support Solectron's strategy could prove decisive in future contract negotiations. Recognizing the dependent nature of the electronics-manufacturing system, Solectron executives say they know overhauling their own operation and making it Lean-compliant won't be successful if they don't involve component suppliers.
"The first thing you need to do is to change yourself," Ramanan said. "Our next step is to work closely with customers and suppliers."
Ramanan said that Solectron envisions a time when it could approach OEMs with a "Solectron Certified Supply Chain" system that would include a list of component suppliers that have joined the Lean parade. A supplier that is not Solectron-certified could be locked out of certain contracts under this scenario.
Solectron might be on to something. Some OEMs would want nothing less than a system where the contractor is paid to handle thorny issues such as ensuring suppliers are compliant with regulations like the European Union's RoHS and WEEE directives. Other manufacturers want their EMS providers to handle the entire production process satisfactorily and act as an extension of the OEM's facility.
One such executive is Stephen Schwartz, chairman, president and chief executive of Asyst Technologies Inc., a supplier of fab automation equipment and services to the semiconductor and flat-panel display markets (see story on page 46). Solectron has worked with Asyst during the past two years to reorganize its supply chain, slashing costs and helping improve key operational metrics. Today, Asyst relies primarily on Solectron for all of its manufacturing activities.
"What impressed us most about Solectron was their willingness to adapt to the business model that was necessary for us," Schwartz said.
To Solectron executive, a statement like this proves the company is on the right track. "We will win only as long as our customers say we are different and continue to give us more business," Ramanan said. "Certainly, we cannot win accolades from every corner. But some of the key ones are telling us we are making a huge difference."