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OSRAM acquires the German company BAG electronics, specializing in LED lighting solutions, for example for human-centric lighting. Dirk Politowski, Managing Director of BAG, and Wilhelm Nehring, CEO Digital Systems, explain in an interview the benefits for both partners.
Mr. Politowski, what are the main competences of BAG?
Dirk Politowski: We have been intensively involved with LED control gears, LED modules and software packages for almost 10 years. Our core competencies include forward-looking topics such as human-centric lighting, we manufacture control gears with integrated intelligence or develop software solutions that accompany the user from programming the control gear to installing the projects and maintaining the luminaires. And we are very successful in this respect: in 2017, we achieved revenue of around 50 million euros.
Which product makes you and your team particularly proud?
Dirk Politowski: BAG is presenting a new platform for LED control gears at Light + Building. We are the only company to offer switchable and dimmable versions together with different software packages on the same hardware platform. This puts us in an excellent position for the future.
How do BAG's products and know-how enrich OSRAM's portfolio?
Wilhelm Nehring: With the acquisition of BAG electronics, Digital Systems is first of all expanding its portfolio of electronic control gears for modern lighting technology. Among other things, BAG offers innovative controls for human-centric lighting, a topic on which we are also working and where we see great potential.
How does the acquisition support OSRAM's strategic goals?
Wilhelm Nehring: BAG is an excellent partner for driving our growth and promoting our technological expertise. The acquisition creates new sales opportunities for OSRAM, especially in Europe. Competitive production in the Philippines also offers new options for us.
What are BAG's greatest strengths?
Dirk Politowski: Our work is very service-oriented, we advise our customers on site with confidence and are always open to individual solutions and development partnerships. A quick reaction to customer requests in projects and in response to market trends is absolutely essential for further development in the lighting industry.
What are the next steps?
Wilhelm Nehring: The initial goal of both sides is to secure and expand BAG's sales and customer relationships. From day 1 onwards, we also want to take advantage of the opportunities offered by the expanded supplier portfolio and the production landscape.
Dirk Politowski: We are delighted to become part of the OSRAM group. We are sure that this will give us new opportunities to optimize our range of products and services.
BAG was founded in 1909 as Bronceguss AG in Switzerland. Since the mid-1960s, the electronics company has made a name for itself worldwide, for example as a pioneer in igniters or electronic control gears for fluorescent lamps. Since 2009, BAG's work has been focused on the LED light source. In 2015, the company merged with the Spanish company Zalux to form the OEM Systems Group. BAG electronics is based in Arnsberg, Germany, with around 40 employees and maintains a production plant for LED control gear with around 340 employees in the Philippines.
OSRAM, based in Munich, is a leading global high-tech company with a history dating back more than 110 years. Primarily focused on semiconductor-based technologies, our products are used in highly diverse applications ranging from virtual reality to autonomous driving and from smartphones to networked, intelligent lighting solutions in buildings and cities. OSRAM utilizes the infinite possibilities of light to improve the quality of life for individuals and communities. OSRAM’s innovations will enable people all over the world not only to see better, but also to communicate, travel, work, and live better. As of the end of fiscal year 2017 (September 30), OSRAM had approximately 26,400 employees worldwide. It generated revenue of more than €4.1 billion in fiscal year 2017. The company is listed on the stock exchanges in Frankfurt and Munich (ISIN: DE000LED4000; WKN: LED400; trading symbol: OSR). Additional information can be found at www.osram.de.