TÜV SÜD helps Binatone bring first baby monitor device to Chinese market
Binatone is one of the leading consumer electronics companies in the world, with a rich history of creating outstanding consumer products and brands. Binatone has a broad portfolio of own brands, including iDECT, Voxtel and Appstar, and is also the official licensee of a number of international brands, such as Motorola and AEG.
With a vast manufacturing network in South East Asia and strategic alliances with key component suppliers, the ability to leverage global relationships is a key element of Binatone’s mission to rapidly bring products to market. Headquartered in Hong Kong and London, supported by offices around the world, Binatone distributes products in over 50 countries, via 350 retailers.
TÜV SÜD China has been providing Binatone with certification, consulting and testing services for more than ten years. Products supported by TÜV SÜD include a wide range of Bluetooth and Wi-Fi enabled devices such as cordless phones, wearable devices and routers.
TÜV SÜD’s Global Market Access service has proved invaluable to Binatone. The team of experts in China are part of an extensive worldwide TÜV SÜD network that delivers a tailored, local-language service, which is backed up by global expertise that flexibly supports Binatone’s specific requirements.
Bringing telecoms products to a global market creates challenges for all manufacturers, as they must manage compliance with the diverse technical regulations of each country. Any non-compliant products must be redesigned or reengineered, resulting in time-to-market delays and loss of revenue. Customs officials may also impound or deny access to non-compliant products, exposing manufacturers to potential legal consequences. TÜV SÜD’s Global Market Access service has helped Binatone to streamline this process by determining applicable regulations and managing product compliance for every country which Binatone supplies.
First to market in China
Binatone prides itself in being a fast innovator - a company that is often the first to market with new technologies. TÜV SÜD Global Market Access team supported Binatone to become the first manufacturer to certify a 2.4GHz baby monitor device for the Chinese market, as well as delivering product roll-outs in Europe and the USA.
Eric Lee, Senior Product Manager at Binatone, explains: “Products imported into the Chinese market are increasingly subject to stringent regulations and compliance requirements. This complexity poses significant challenges, particularly when supplying a particular product type for the first time."
"TÜV SÜD was a key element in us gaining market access, as the regulations stipulate that we must work with a laboratory that is authorised by the People’s Republic of China (CNCA). As conformity testing cannot be completed overseas, having TÜV SÜD’s laboratories located on the Chinese mainland was ideal for us,” continued Lee.
From its specialist China Certification Competence Centre in Beijing, TÜV SÜD’s dedicated experts offered Binatone complete technical support. Its strong working relationship with regulators and national certification bodies gave the TÜV SÜD team an unrivalled insight into market testing and certification requirements, helping Binatone to minimise time-to-market and successfully address this highly regulated market.
Lee concludes: “We have had a highly successful partnership with TÜV SÜD for more than a decade. Their ability to simultaneously support global markets matches our own company values to build key working relationships that help us bring products to market quickly. TÜV SÜD’s highly skilled experts have an in-depth knowledge of the latest changes to regulations across the world, which has proved particularly invaluable as we continue to expand into the Chinese market.”