IDEC Engineering Insights #5, part 2: Get to know the IDEC Group (APAC)
Date: 12/19/2025 | By: IDEC HQ
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The IDEC Group has a presence in many global regions. In this Q&A interview format, we share more about specific regions in the words of local employees.
Within the global IDEC Group, IDEC Izumi Asia Pte. Ltd. serves as the APAC regional HQ in Singapore. The team works closely with IDEC employees in Thailand, and with distributors throughout Southeast Asia, including Malaysia and Indonesia.
This time, our interviewee was IDEC APAC technical and product manager Alex Chew. He put the company’s history, focus areas, and key strengths into his own words.
Tell us what you know about IDEC Izumi Asia Pte. Ltd.’s history.
Based on what I know, the company was incorporated in 1999 and established as IDEC’s regional headquarters for Asia. The majority of our business is through channel partners.
Which IDEC products are the most popular with customers in Singapore?
HMIs, relays, and PLC products. Our business in this region is strongly driven by infrastructure projects, where high-quality and reliable components are essential to ensure system availability.
The RU series relay is consistently the top choice among our customers, thanks to its fully automated production process. It features a zero-wire design and no manual soldering points, which together guarantee long product life and exceptional reliability.
In addition, our FC6A series PLCs are widely used in building automation projects such as data centers and metro stations.
I still recall a customer who integrates electrical panels for data centers sharing that, during commissioning, an overvoltage event damaged 90% of the control components in the panels — but the IDEC PLC survived.
What are the key factors they care about when choosing these products (e.g., price, quality, customer service)?
The majority of these products go into infrastructure projects, where product quality is a priority.
What are the most common customer pain points?
It’s usually when they (feel that they) need to choose between price and quality.
Which industries in Singapore are adopting IDEC products?
Primarily the infrastructure and building automation system industries.
What are the most common customer requests?
Our customers often wish the parts they ordered could be delivered yesterday.
We understand their urgency — they’re facing fierce competition in their own markets. In this environment, whoever delivers the best solution with the shortest lead time wins.
That’s why it’s crucial for us to work closely with our partners in the region to ensure we always have stock available on the shelf for our customers.
Who do you see as our strongest competitors in the region?
It depends on the type of solution.
If it’s a HMI solution then I would say Schneider, if it’s an automation solution then Omron or Mitsubishi, and if it’s a safety solution then probably Omron or PILZ.
What do you think those competitors do well?
They have successfully established a strong image, so customers think of them first when looking for specific solutions.
Where do you think IDEC has an edge?
IDEC has also established a strong image in HMI products and solutions. Customers think of IDEC when they are looking for HMI products for their systems. By using this advantage, IDEC can continue to stay competitive by adapting to shifting market needs and aligning with industrial trends.
Finally, how would you describe working at IDEC, in just one sentence?
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