Sheet metals from PT. Sinar Metalindo

Established in 2003, PT. Sinar Metalindo Utama is a sheet metal fabrication company that manufactures parts for telecommunications, electronics, automotive, automation and furniture industry based in Jawa Barat, Indonesia. In an interview conducted by INTERNATIONAL METALWORKING NEWS FOR ASIA (IMNA), CEO Mr. David Budiman talks about the company’s business and the merits of using the best laser cutting machines and what advantages his choice brings his business when it comes to working sheet metals.

IMNA: How did you start your company, and what previous experience did you have that made you confident that you could succeed in this field?

Budiman: I started the company in 2003. This company was originally founded by my father. I started to work with this company in 2003 since my father already had another business to take care of. At first we were making oven chambers for industrial purposes, so the oven dimension is huge. In making these often, we needed a lot of sheet metal. During that time we sourced the sheet metal from other company. Due to our own demand which is considered to be huge enough, we decided to purchase our own metal cutting machine. That’s how we start by making sheet metal to make the oven.

After utilising the machine for some times, we understand that we can get more than just use this machine for our own purpose. We believe that there are many companies out there that required metal sheet, like what we used to do. We started to accept order from other companies and I also started to visit some metal trade shows and exhibitions both in Indonesia and overseas. From these trips I learnt about many kinds of machineries and it caught my interest that sheet metal has a very bright prospect due to the high demand from various industries.

IMNA: How do you develop products? Do you have an in-house R&D team or is R&D work sourced through third-party developers?

Budiman: We work both ways. We started our R&D Engineering Department on 2006 since we believe that deep knowledge and remarkable expertise in creating our product will be the key to assist our customers in determining their needs. However, many of our customers have their own engineering team, so we also collaborate to develop the product to meet their requirements.

IMNA: How did you develop your specialisation? How long did it take for PT. Sinar Metalindo Utama to achieve this level of expertise?

Budiman: Our specialisation is sharpened by experience. If you ask me how long it took to get me to this level of expertise, I’d say that I don’t think I get to that level of expertise yet. Technology is evolving along with the development of science as well as the growing demand of the market. Machineries and products innovate as the technology developed. So I’d rather say that I’m improving every day.

IMNA: What characteristic or business model differentiates PT. Sinar Metalindo Utama from its competitors? How does this factor in the company's success?

Budiman: We strive for customer satisfaction therefore we want to deliver the best solution for our customers. I always stress the importance of balance between our capability and customer’s requirements. I don’t want to give empty promises to our customers by saying that we can do whatever they want. What we do is: collaborate their requirement with our competency. We have extensive experience and knowledge on sheet metal processes that meets International Standards. We will advise the best solution to meet customer’s requirement, however if they insists on doing things out of our league we will have to turn down the order. Disappointment is the least that we wanted our customer to experience.

IMNA: How do you instil and develop quality consciousness in your employees?

Budiman: Now I have 40 personnel operating the machines. Since the early stage of recruitment we want to get the best personnel. We checked their education background as well as their working references. During the orientation period we drill and train them with sufficient knowledge and skill to operate the machines. Quality is one of the main concerns in this company. We are committed to accuracy and quality. I expect every employee to understand the importance of quality because it is our way to satisfy our customers. Every employee is encouraged to focus on the cleanliness of their working area especially the machines.

IMNA: How important is skills training and personnel development at PT. Sinar Metalindo Utama?

Budiman: It is extremely important, because even the best machine needs a good operator. Without a good one, the machine will be less useful. Therefore we provide trainings to our people to develop and upgrade their ability in handling these state-of-the art machines.

When did you start using Bystronic machines?

IMNA: We were introduced with Bystronic in 2009. Prior to this machine, we already been familiar with other brands such as Amada, Komatsu, etc.

IMNA: What were the main reasons for choosing Bystronic machines: Bystar 3015 4.4kW, ByLoader BySprint Pro 4020 4.4kW, Byloader and Xpert 150x4100? What were you looking for?

Budiman: I learnt from my colleagues that Bystronic made the best Laser Cutting machine. But at that time I haven’t got the interest to buy one. Actually in 2009 I even intended to buy laser cutting machine from other brand, however due to the sudden drop of Rupiah currency against US dollar, my plan was cancelled. But then Bystronic came and approach me, and then I remembered what my colleagues said.

The first Bystronic machine that I bought was the laser cutting machine, since at that time I didn’t have any laser cutting machine. Right now I have the ByStar and BySprint laser cutting machine, I also have the ByLoader to load and unload materials, and the new one coming, it was just installed last month, is Xpert, the best bending machine in the world. I believe that Bystronic is committed to develop the superior machines that are easy to handle.

IMNA: How usable is a Bystronic machine? What evidence have you seen, can you name a few?

Budiman: It is greatly usable! We utilise these machine two shifts a day. My first ByStar celebrates its fifth anniversary this year; however it is still running very well without any major problem. With proper maintenance, I never experience difficulties with these machines. They are very easy to handle and user friendly. I am very happy with their features.

IMNA: Tell us about your first success -- the first time you managed to start working with a customer using Bystronic machine.

Budiman: After I bought my first Bystronic machine, I got an order from a local company whose order I already wished to get. They contacted me because I already have this laser cutting machine installed and they were very impressed of the sophisticated machine. That’s my first success with Bystronic. And the success is going on. My customers are impressed on how sophisticated our Switzerland-made machines are. My customers understand what a great machine can do.

IMNA: What specific changes had affected the company direction since choosing Bystronic machines? Can you expand on them a little?

Budiman: It affected our scope of work. Initially we started with a very limited range. We can only do thin sheet cutting with a certain type of cutting. However it all changes when my first laser cutting machine from Bystronic was installed. With laser cutting machine we can work with thick material and not limited to certain shape anymore. We can cut almost any shape. Without the limitation of thickness and shape, we can do many work varieties. We can make parts for telecommunication, electronic, automotive and automation purposes; we can even provide interior designers with state-of-the-art shaped metal artwork.