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Since its inception over 50 years ago, Alps Electric has pushed the limits of innovation as one of the world's leading comprehensive electronic component manufacturers. Taking on the demands of continually advancing technologies, Alps responds to customer needs across the world through its network of 29 production bases in nine countries and 49 sales offices in 14 countries. In the Nordic market, which many consider the hotbed of innovation in the telecommunications and automotive sectors, Alps has experienced tremendous growth. The company has consolidated its local business by supplying global players Nokia, Ericsson and Volvo with the key components that go in the assembly of their end-user products. "The advancements made in the telecommunications and automotive industry in the Nordic area, fueled by companies like Ericsson and Volvo, have really given life to Alps Nordic and the rest of the OEM industry," explained Alps' Managing Director Lars Backlund. "We work as product managers for the components our customers need. We provide the bridge between our Nordic customers and the R&D that is done in Japan. It is our strong reputation as a quality supplier that has really allowed us to team up with such big names," added Backlund, an ex-Ericsson executive who soon drafted a new growth strategy after moving to Alps Nordic in 1981. "When I came in 1981, we had two basic products: typewriter keyboards and telephone keyboards. I knew from the onset that we could not continue on that path. That was when I investigated new product areas and made the decision to focus on the telecommunication and automotive markets." Today, Alps Nordic is a premier supplier of components to Ericsson and Volvo. By identifying these key sectors, Backlund set the course for the company in the Nordic market and turnover figures show the genius behind the strategy. Turnover has grown from 35 million Swedish krona to 1.2 billion in the last 10 years. Global business means more local business. That has been the mantra on which Backlund has built the company's Nordic operations. Backlund understands the complexities behind the global network of the Alps group but it has not stopped him from empowering his local staff of consultants. "Today we are a group of about 30 people in our Nordic organization. I make it clear to each one of them that their responsibilities here have a direct effect on Alps' global business. That is just the way the world works today; everything is so interrelated," said the executive. "Our decisions and performance here in the Nordic market, being the hotbed for all the new technological innovations, will have a direct effect on Alps' global business. My philosophy is to give a lot of freedom to my people but at the same time they have to take the responsibility." With a customer-oriented approach, highly skilled staff, and solid management, Alps Nordic looks set to post another year of profits in this trailblazing region.
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Company chief Lars Backlund: a key component within the Alps Nordic Group.