COMPANY ANALYSIS ADMESY B.V.

Kunwar Aditya P. Singh

Overview
Admesy designs and provides a range of products that are used for color measurement, color correction, white point adjustment and color matching in production environment for displays ranging from mobile displays to large displays such as projections.
Founded in 2006 by three former employees of Phillips who had all been active in the LCD industry since 1994. Experts in electronics, optics and embedded software design. Focus is on the design of colorimeters for in-line usage. Also provides custom made solutions designed to the specification of the customer. Headquartered in Netherlands and employs a woldwide distribution network.

Product Offering
Bronte
For emissive/transmissive applications; 5500 measurement/second; Measures: Luminance, color, contrast, flicker & response time.

Colorimeters

Bronte-LL
Bronte version of low luminance operation;Measures: Luminance, color, contrast & flicker.

Bronte-IS integrating sphere

Measure: Color, dominant wavelength, luminous flux, luminous intensity, max 10,000 measurement per second.

Vates appearance meter

For surface analysis; Measures: Color, gloss; Max 4000 measurements per second.

Arges
For reflective applications; Measures: Color, diffuse reflection; Max 10,000 measurements per second.

LED Light

Source

Ultra stable; Can be used with Brontes; Fiber connection possible; Programmable light output: Application: Glass. Plastics & Liquids.

OptoMechanics

Mechanical parts for optical benches, machines and laboratory.

Technology
Admesy colorimeters measure the color and luminance of various color spaces namely XYZ, CIELab, LCH etc. They use silicon photodiodes with the interference based filters for XYZ that help in achieving the accuracy in range of.01nm for the wavelength. Design consist of sensors and data processor that makes Admesy colorimeter rugged and ideal for the inline usage. Ability to measure via a PC or in standalone mode.

Colorimeter is an instrument that provides a measurement of color that correlate with the human eyebrain perception. Colorimeters follow the CIE XYZ tristimulus color space which is based on the three component theory of vision that states that the eye possesses receptors only for three primary colors namely red, green and blue and all the other colors are seen as mixtures of these three primary colors.

Compatible with Linux, Windows and Mac OSX

Uses SCPI command interface for easy integration with other applications. Programming support in various language through use of VISA libraries.

Markets
Paper Plastics

LCD Displays

EReaders

Textiles

Solar Cells

Management
Marc Janssen Cofounder Rudd Bouten Co-founder and CTO Steven Goetstouwers CEO Peter Franssen Director
Extensive experience in optical measurement equipment for in-line measurement of color and light intensity with 12 years at Phillips. Proficient in software design with a background in electronics. Now mostly engaged in sales and marketing. Experience in development of optical measurement equipment and distributor training. Worked at Phillips for five years. Degree in electronics engineering. Experienced in investment and project management with a double masters in business sciences.

An entrepreneur with specialization in industrial diagnostic, test, measurement and lab view programming. Responsible for business plan and sales strategy development at Admesy.

SWOT Analysis
S
Strengths
Extensive experience in in-line testing and industrial diagnostic. Experienced management team. Innovative and cost effective product line. Worldwide distribution network. High intellectual barriers to entry. Good reputation of Dutch photonics industry.

Weaknesses
Sales exposed to business cycles and economic outllook. Dependent on few key people. Competitive market space.

Opportunities
Rapid growth in all the market segments specially in display technologies. Leverage the low cost solutions in the tough economic scenario. Expand into new products line such as spectrophotometers.

Threats
Emergence of new technology for measurement of color. Worsening of economic condition. Loss of key people. Increase in risk that would increase the cost of future funding. Diminished protection for intellectual property.

Competition

X-Rite

Konica Minolta

Premosys

Radiant Zemax

USPs

Products
Easy to use with seamless integration through software. Very high speed and stability. Robust & cost effective.

Field experience of founders and the management team in factory engineering, product design and quality services.

Potential Buyers
Expand into new product line
Hunterlab Datacolor

Expand existing capacity

X-Rite Konica Minolta Premosys Radiant Zemax