Increasing Touch Screen Sales With Additional Applications

Touch screens can be found everywhere from hospitals to factories and fast food restaurants. The keys to successful reselling are concentrating on a customer's needs and selecting technologies, say two touch screen vendors.

"There are so many touch screen technologies out there right now," says John Liou, director of touch screen manufacturer Advantech's industrial computer division. "VARs need to become an expert. Then, they will be able to produce everything from repair kits to software or drivers, and make a profit on more than just fixing equipment." Advantech employs 700 people worldwide, with main offices in Taipei, Taiwan and Sunnyvale, CA and gross sales totaling $94 million.

When technology expands, it's common to take on the new products and incorporate them to increase sales. "VARs are going after business, and you can't blame them," Liou says. "But, from a support and add-on value point of view, it can turn into a nightmare because there are so many vendors and different types of technologies that VARs probably can't fully understand them all."

Get To Know Your Users
Lee Yee, marketing manager of Impression Products, Inc., believes that by understanding the needs of a client, new opportunities can be introduced. Impression Products (Fremont, CA), a touch screen manufacturer, grossed $60 million in sales last year, and employs 30 people. An automotive parts store, for example, could have a touch screen in an information kiosk, so customers can access their database of information. Customers could use the touch screen to make parts easily accessible, or the system could be used internally to help employees find products faster. Either way, customer service is improved.

"It's important for VARs to evaluate the touch screen's entire application," Yee says, but the screen surface is an important player. "For example, capacitive touch screens have a thin film on top of the glass. Using sharp objects to touch the screen can scratch the film and cause damage. Whereas, if you were to use a surface acoustic wave with all glass construction, you don't have to deal with that issue. If you scratch the touch screen monitor, you are not going to get a touch screen failure."

Future Trends
"Life is made easier through automation," explains Liou. "Vending machines, office machines, security systems and entertainment equipment will soon incorporate touch screens."

Liou believes advances in touch screens hinge upon technological advancements and their uses. Development will continue in the following areas:

• Brightness – Touch screen manufacturers constantly struggle with brightness because LCD displays have a limited light source. Also, additional layers added for protection of the touch screens decrease the display's brightness.
• Scratch resistance – Wear and tear occurs with every use of a touch screen. Especially in public applications, durability can be a major problem.
• Construction – Look for touch screens to become single, compact units. These will take care of a lot of mechanical issues, such as eliminating air bubbles and dust from inside the screen. "It's not going to be easy for a VAR to make a decent profit from repair with single units," says Liou.
• Customization – Different customers require different software applications. Value can be added through creating the means to gather specific data or customization.
  
  Larger screen sizes are also not far away, according to Yee. Screens as large as 21 inches are already being developed to go along with the 21-inch CRT monitor. "We can also expect more inexpensive color flat panel versions," he adds."