Shuttle Announces Industry-First BTR(Build-to-Request) Solution at 2011 International CES
Taipei, Taiwan – JANUARY 7, 2011 – Shuttle new notebook ecosystem now is innovating again by launching BTR(Build-to-Request) solution to local OEMs at International CES 2011. In the past year, Shuttle has created a notebook standard based on a standardized motherboard and allows a horizontal integration among supply chain. Being awarded “Best of CES 2010” for best industry initiative, Shuttle is going to introduce its BTR solution for the first time in the industry that provides the capability of integration of hardware and software.
As the product spectrum is widening in the rapidly changing mobile computing industry, the rules of the game in the market has been redefined. Wintel domination, performance/cost driven business and me-too products are dilemmas that the ODM makers are facing. Furthermore, a pure hardware device can no longer fulfill market demands while there are hardly any ODMs have flexibility for customized service. Shuttle BTR provides multiple options which can be tailor-made by customer request in terms of key parts, operating system and peripherals of a mobile device from notebook, netbook, all-in-one PC to tablet.
There is no dominant player in Shuttle BTR supply chain as Shuttle offers multiple suppliers for customers to choose from. The selections of motherboards, LCDs, operating systems, mechanical functions and peripherals include more than eight suppliers individually (See the chart below). With customers in every walk of industry, Shuttle is able to build a complete solution that accurately meets customer needs at target market based on its BTR service.
“Keeping ‘We Create’ in mind, we launched Shuttle new notebook ecosystem in 2010. In 2011, based on the similar concept, we foresee a powerful market demand apart from Wintel solution in the near future and thus launch Shuttle BTR,” said David Chen, President and CEO at Shuttle Inc. “This new business model is quite innovative yet challenging; however, we are confident that Shuttle is going to become the most capable Solution Design Manufacturer(SDM) in the Non-Wintel world.”