Bangalore : Premier Farnell plc officially announced that its business in the Asia Pacific region would unite under a single, powerful brand, element14. The company launched the exciting new brand with a series of activities, the first being a huge Supplier Event on 26 October 2010 at the Shangri-La Hotel, Singapore.

Harriet Green, CEO Premier Farnell, shared with suppliers the Group’s view of the changing marketplace, their drive towards innovation, and increasing need for collaboration around the world amongst connected communities as she welcomed them to the future for distribution. The new company name in Asia Pacific region, element14, recognises customers’ need for collaboration, high-levels of customer service and support, prompt and efficient delivery, and readily available inventory of products and technologies for electronic design engineers.

Salman Syed, Regional Head, element14, Asia Pacific provided a compelling overview of element14’s greatly enhanced customer proposition for the Asia Pacific region that was of great interest to suppliers as element14 seed technologies to design engineers and maintenance and repair engineers. Salman focussed particularly on the company’s enhanced supply chain capability and stressed its ‘no minimum order quantity’ and flexible delivery options.

Over 100 global suppliers attended the launch of element14 in Asia Pacific, and among them were:

Andy Lim, Director of Global Distribution, Asia Pacific, Tyco Electronics said: “It is a transformation from the old Farnell to a very exciting element14. It combines the design engineer and the buying community together and I think that is something very powerful for element14 going forward to gain market share.”

Alex Glass, Vice President of Global Distribution Sales, Analog Devices said: “I think it’s a really good idea to consolidate the multiple Premier Farnell brands into one element14 brand. It makes it much easier for the customers to identify with Premier Farnell through the element14 brand and by extension with companies like Analog Devices. element14 can help Analog Devices reach the electronic design engineers by making it that much easier for those engineers to access our technology, design it in and have a really good experience from the point of selecting a component through to the eventual release to production.”

Malcolm Campbell, Worldwide Director of Distribution, Microchip said: “We have a community of very enthusiastic design engineers who have built strong bonds with Microchip, and are deeply invested in their work and into the products they are developing. The social community of element14 and the sharing it encourages amongst engineers is something that we should make the most of to help drive innovation going forward.”

Graeme Dorkings, Director Distribution Sales for Asia, Kemet said: “The team did a great job launching the new brand and I am confident that the outstanding growth achieved so far will continue under the element14 brand.”

For more information about element14 in your country, please visit: India: in.element14.com