FBT Appoints Promedia as Indonesia's Distributor

INDONESIA: This year's Pro Light and Sound exhibition turned out to be as busy as ever for FBT Elettronica SpA. In addition to launching a plethora of new products, including the PromaxX, Ventis, X-PRO and Vertus CS1000 loudspeaker series, the Italian manufacturer also agreed distribution terms and conditions with PT Promedia Innovative Solution to represent its entire product range throughout Indonesia. Originally founded in 2007 and headed by Yosua Yan Heriyanto, the independent Jakarta-based distributor also provides systems integration services specialising in sound system design to its well-established network throughout the archipelago. The distributor's other brands include d&b audiotechnik, DPA Microphones and TASCAM. 'FBT continues to develop its export business at a great pace and as such we understand that our relationships are fundamental to growth,' explained FBT export manager Roberto Mataloni. 'For FBT, the installation market has become a priority. As such, our distributor partners have to align with our vision and help us to achieve common goals. Having fully assessed the situation in Indonesia, we came to the conclusion that Promedia Innovative Solutions should partner with us there as they offer a multitude of business opportunities across various verticals. Having known Mr Yan Heriyanto for some years, I am aware that his team has focussed their energies on establishing highly-respected European pro audio brands with a great professional approach. FBT will benefit from Promedia's unique skills in positioning the brand in different and wider market segments offering a larger product catalogue to satisfy all demands.' On his trip to Frankfurt's Pro Light and Sound, Mr Yan Heriyanto was accompanied by his colleagues Teguh Prakoso (technical manager) and William Widjaya (sales manager) from Jakarta. The trio concluded their business with FBT at the factory's headquarters in Recanati near Ancona immediately following the four-day exhibition. 'Together with d&b audiotechnik, we can now satisfy our customers in the medium to high-end market,' commented Mr Yan Heriyanto. 'Currently, there is a good brand awareness of FBT in terms of price performance and best value. Having visited the facility, we came away seriously impressed with their modern, highly mechanised production, tooling facilities, skilled technical staff and company ethos. We're not box shifting here and we can now fully utilise both our excellent corporate and personal relationship with FBT in order to develop new business.' Prior to the exhibition, the Indonesian three-piece visited Heilbronn in Germany confirming its appointment by beyerdynamic. 'We've been interested in the beyerdynamic brand for some time, as we saw it had a market in Indonesia in spite of the price being largely uncompetitive,' further explained My Yan Heriyanto. 'Following some changes in their worldwide distribution and in particular in South East Asia, the timing for us to start trading was perfect. Brand awareness in the MI, headphones and conferencing sectors has always been very good, but we are both passionate and confident that we can further extend beyerdynamic's reach. We experienced the same with d&b audiotechnik when we took on the brand by making their products more accessible and prices more competitive. Now that we are working closely with Asia Pacific director of sales and marketing Kamal Mahtani in Singapore, Promedia Innovative Solutions will extend a greater market share in Indonesia with this direct factory link.'

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