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					asia bulletin no.4
            2004年11月
ASIA BULLETIN                                                                       2                                           November 2004




                                         Photo by Per Sandstrom
                                                                  Asia Bulletin no. 4
                                                                  November 2004

                                                                  editors
                                                                  Cecilia Fu
                                                                  Oskar Hagberg

                                                                  writers
                                                                  Hugo Christiansson
                                                                  Cecilia Fu
                                                                  Oskar Hagberg                        What is Chalmers Asia ?
Contents                                                          Anders Frick                         Chalmers Asia (formerly CITO) opened
                                                                  Pei-Chin Liu                         in March 2003 and is the result of a
Letter from the Editor              3                                                                  bilateral exchange agreement between
                                                                  Marcus Olsson
Centered on Chalmers:               4                             Andreas Sigurdsson                   National Chiao Tung University (NCTU)
   Fall Semester at the Asia Office                                                                    and Chalmers University of Technology.
                                                                                                       The Chalmers Asia office is strategically
Sweden:                             6                                                                  located at NCTU, near Hsinchu Science-
                                                                  Chalmers Asia
   Start-up Of NCTU Europe                                                                             Based Industrial Park and ITRI, Taiwan’s
                                                                  National Chiao Tung University       most important industry cluster.
Taiwan:                             7
    Southeast Asia News                                           1001 Ta-Hsueh Rd., Hsinchu
                                                                  Taiwan, 300 Republic of China        The purpose of Chalmers Asia
Do It Yourself:                     8                                                                  • Increase awareness at Chalmers
    Rice Noodles                                                                                       about the development in East Asia, with
Do It Yourself:                     8                             web      www.asia.chalmers.se        focus on China and particularly Taiwan
    Integrated Circuits                                           phone    +886 (0)3 573 73 69
                                                                                                       • Support mobility of students and
                                                                  fax      +886 (0)3 573 74 69
Hsinchu:                            9                                                                  staff between NCTU and Chalmers
    From Rice Noodles to                                                                               •   Enhance Chalmers’ visibility in
    Silicon Wafers
                                                                                                       Taiwan and the neighboring region
Nice Outfit Most Important:         11                            Language lesson
    Impossible to Sell Ugly                                                                            Academic exchange
    Stuff in Japan                                                  亞洲            (yazhou) Asia        Currently, nine Chalmers students are at
                                                                    年             (nian) Year          NCTU, while ten students from NCTU
South Korea:                        12
    Wireless Communication
                                                                    月             (yue) Month          are studying at Chalmers. The opening
                                                                                                       of an NCTU office at Chalmers this year
China:                              14                                                                 has strengthened the bilateral exchange.
                                                                    台灣            (taiwan) Taiwan
    Business and Investment                                                                            Read more on page 6.
                                                                    中文            (zhongwen) Chinese
                                                                    瑞典            (ruidian) Sweden


  Did you know that Taiwan...
  -   ...has approx. 23 million inhabitants.
  -   ...has approx. 15 million scooters.
  -   ...has most mobile phone subscriptions per inhabitant in the world, on the average 113 subscriptions per 100 inhabitants.
  -   ...has one of the highest population densities in the world, 625 inhabitants/km2. (Sweden has 22 and India 328).
ASIA BULLETIN                                                                 3                                                                    November 2004




            Letter from the Editor                                                                                                                Cecilia Fu, editor
                                                                                                                                        cecilia.fu@asia.chalmers.se

          When I look through the window at the Chalmers Asia
          office, I see green lawns with purple flowers, bamboo




                                                                                                                                                                       Photo by Cecilia Fu
trees swinging in the breeze, and trimmed hedges standing
proudly beside the pounds. This beautiful picture belongs to the
National Chiao Tung University in Hsinchu, Taiwan, where the
Chalmers Asia head office is situated.

National Chiao Tung University was founded in the suburbs of
Shanghai in 1896, at the suggestion from the Minister of Foreign
Affairs of the Ching Dynasty. The University was first named
Nanyang College. It was established to meet the urgent need to
introduce western civilization into China. The college initially
focused only on politics, law and translations of western books.
Later, by including new vocational programs, such as business,
electrical engineering, shipping management, and railway
management, the college played a major role in science and                               Main entrance at National Chiao Tung University, NCTU

engineering education in modern China.

After the founding of the Republic of China in 1912, the collage                         Affairs, and National Defence, NCTU was re-established at its
expanded to three campuses: Shanghai Industrial College, the                             present location in Hsinchu, Taiwan. After almost fifty years,
Tang-Shan Industrial College, and the College of Management in                           NCTU is now famous national wide, with a balance between
Railway, Post and Telecommunications. In 1921, the Ministry of                           humanistic concern and technological advancement.
Transportation united these three campuses under a single name:
Chiao Tung University. In 1957, according to the recommendation                          It is in this historical school, I proudly present this fourth bulletin
from the Ministries of Education, Communications, Economic                               from Chalmers Asia. Here you will find interesting articles about
                                                                                         business and marketing in Japan and China, about one of the
                                                                                         oldest Science Parks in Taiwan, about technical development in
                                                                                         Asia, about events at Chalmers Asia during the fall semester and
                                                                   Photo by Cecilia Fu




                                                                                         more.

                                                                                         The purpose of this publication is to gather information on the
                                                                                         development in East Asia and share it with people connected
                                                                                         to Chalmers, in order to increase the awareness of this region.
                                                                                         If you are interested in learning more about the opportunities
                                                                                         the Chalmers-NCTU collaboration offer, you are welcome to
                                                                                         contact our office. Taiwan might seem far from Sweden, but the
                                                                                         distance is shrinking as we are increasing our knowledge about
                                                                                         each other.




Lake with trees inside NCTU
ASIA BULLETIN                                                                                    4                                                             November 2004




Centered on Chalmers:

Fall Semester at the Asia Office                                                                                                                       Oskar Hagberg, editor
                                                                                                                                              oskar.hagberg@asia.chalmers.se

The number of students working at the Chalmers Asia office at                                                her work with the exchange of students and PhD’s between
NCTU in Taiwan is increasing and this semester we are nine,                                                  Chalmers and NCTU.
six newcomers and three experienced representatives from last                                                     Oskar Hagberg, representative, is a student in Electrical
spring semester. Some of us newcomers arrived two months                                                     Engineering. Oskar is responsible for the technical and
before school start to attend a language and cultural course                                                 economical survey, i.e. to make sure that this publication – the
that made the big change of moving to Taiwan much smoother.                                                  Chalmers Asia Bulletin – is produced.
But still, there are a lot of new situations a summer course can’t                                                Per Sandström, representative, is a student in Electrical
prepare you for. Baked under the sun, dazed by earthquakes                                                   Engineering. Per is part of the group responsible for the exchange
and almost swept away by typhoons, we have made it to the                                                    of students and PhD’s between Chalmers and NCTU.
Taiwanese late autumn with a more familiar climate to us Swedes.                                                  Cecilia Fu, representative, is a student in Computer &
With dryer air and lower temperatures, allowing you to put on a                                              Science Engineering. Together with Oskar she is responsible for
jacket at nights, it almost feels like a Swedish summer.                                                     the production of the Chalmers Asia Bulletin.
                                                                                                                  Charlotte Andreasson, representative, is a student in
                                                                                                             Electrical Engineering. Charlotte is part of the group responsible
                                                                                    Photo by Jon Davidsson




                                                                                                             for the exchange of students and PhD’s between Chalmers and
                                                                                                             NCTU.
                                                                                                                  Hugo Christiansson, representative, is a student in Electrical
                                                                                                             Engineering. Hugo will continue his work with corporate
                                                                                                             relations together with Anders Frick.
                                                                                                                  Anders Frick, representative, already has a Master of
                                                                                                             Science from University of Linköping but will take a second one
                                                                                                             at NCTU in Taiwan. Anders will work together with Hugo with
                                                                                                             corporate relations.




                                                                                                             The assignment for the period
                                                                                                             September 2004 – January 2005
From the furthermost right and clockwise: Charlotte Andreasson, Cecilia Fu, Oskar                            • Chalmers Asia needs to maintain focus on promotion of
Hagberg, Pontus All, Anders Frick, Per Sandstrom, Hugo Christiansson, Yan Tai So,
Yan Po So.                                                                                                   exchanges, including work with the double PhD-program.
                                                                                                             • Chalmers Asia shall assist Chalmers’ and NCTU’s efforts to
                                                                                                             increase the cooperation in research, particularly by facilitating
Representatives this Semester                                                                                exchange of information about research initiatives and the
     Pontus All, Head of Office, is a student in Computer Science                                            mobility of PhD students.
& Engineering. As Head of Office it lies within his responsibilities                                         • Chalmers Asia is expected to further develop cooperation with
to represent Chalmers in contacts with NCTU, to be the main                                                  companies in a few selected areas.
contact to the President’s Office at Chalmers and to allocate                                                • As a part of Chalmers international exchanges, Chalmers Asia
work among the Chalmers Asia representatives. Furthermore                                                    shall establish itself as a hub at NCTU for Chalmers students
he has the over-all responsibility for the economy of the office.                                            in Eastern Asia (particularly Hong Kong, Tokyo, Singapore and
     Yan Tai So, Deputy Head of Office, is a student in Computer                                             Shanghai).
Science & Engineering. As Deputy Head of Office he assists                                                   • The students are expected to make reports on developments in
Pontus in his work as well as sharing his experiences from the                                               Taiwan and Eastern Asia.
spring semester 2004 at the office.
     Yan Po So, representative, is a student in Computer Science
& Engineering. Po will, together with Per and Charlotte, continue
ASIA BULLETIN                                                      5                                                                November 2004



Major events during the fall




                                                                                                                                                     Photo by Anders Frick
• The office opened after the summer vacation and in order to
make the new group of representatives come together, a kick off
was held. In addition NCTU organized tours around the school,
the Science Park and downtown Hsinchu with the purpose of
familiarizing us with NCTU and its surroundings.

• In the beginning of October Chalmers Asia met the vice
president of Chalmers, Johan Carlsten and discussed several
topics concerning the student exchange.

• On November 5th, the University of Chalmers’ 175-year
anniversary was celebrated at the Chalmers Asia office. Around
one hundred students and specially invited guests participated
in the festivities. Many guests took the opportunity to ask some
questions about the student exchange between Taiwan and
                                                                       Head of Office, Pontus All welcoming the guests to the 175-year anniversary
Sweden.




                                                                                                                                                     Photo by Anders Frick
• Chalmers Asia Corporate Relations has decided to help the
Gothenburg based company Unihoc to introduce the sport
Unihoc (also called floor ball or innebandy) in Taiwan. Unihoc
has provided all the equipment needed to arrange games and we
hope the Taiwanese students will welcome the sport.

• Between the 12th and the 17th of November, Chalmers Asia
had the honor to receive visits from Eva Walder-Brundin,
the head of the Asia and Pacific Department at the Ministry
for Foreign Affairs in Sweden; Agne Hansson and Holger
Gustafsson, members of the Swedish Parliament and Angelica
Mårtensson, Manager of International Exchange, International
Student Services at the University of Chalmers.

• A social event was arranged at the 25th of November for the          Many NCTU students dropped by the office during the 175-year celebrations.
Chalmers Asia members and the Taiwanese students who have
studied at Chalmers in order to strengthen the relationship. We


                                                                                                                                                     Photo by Hugo Christiansson
all had a pleasent evening together with Go-Cart and dinner.



Coming Events
• In December the NCTU students going abroad the following
year are invited to an information meeting where they will get
a presentation on Sweden and studying at the international
programs at Chalmers. The goal is to make Chalmers be a high
priority choice when the students chose schools in the beginning
of 2005.




                                                                       Unihoc is demonstraded on a makeshift arena in the conference room.
ASIA BULLETIN                                                        6                                                               November 2004




Sweden:

Start-up of NCTU Europe                                                                                              Pei-Chin Liu, Head of Office
                                                                                                                          cokanctu@hotmail.com

On September 3rd 2004 NCTU Europe, an overseas office of
NCTU, was inaugurated by NCTU’s principal Chung at Chalmers
University of Technology. After three weeks’ preparation,
assembling furniture bought in IKEA, communicating with
different authorities concerned; we had an almost perfect
inauguration.


Roughly three months have passed since we arrived at Chalmers.
Our office is gradually coming in order. Close connections with
faculties and students in Chalmers give us the help we need
managing the office properly. We presently offer potential
exchange students at Chalmers useful information and connect
industry and academic sectors between Taiwan and Sweden.
For example, we have contacted some world-famous companies
from Taiwan, such as Acer and Evergreen, who are willing to
give presentations of their companies at Chalmers University of
Technology. Having activities like this is the best way to make
our technical performances known to Chalmers.

                                                                         Principal Chung and the NCTU Europe staff outside the new office.
On November 11th, Chalmers’ education fair was carried out
at the Student Union. Along with education organizations of
different countries, we used this opportunity to provide useful
information to potential Swedish students who are interested in
going to Taiwan. Keeping contact with those interested students
and providing them with the latest news from NCTU is our
most important job. We try our best to make Nation Chiao Tung
University a popular choice.

All of us came through a period of adaptation and gradually
fell in love with this city – friendly, cute, clean, charming but
sometimes frozen. New interesting things cross our path every
day. Although we have to handle heavy schoolwork and affairs at
NCTU Europe at the same time, we know it is a rare opportunity
to gain experiences. As pioneers to establish the first overseas
office of National Chiao Tung University, we never forget our
mission and deeply believe that our office will progress step
by step. We hope any students who have interests to study in
Sweden grasp this chance tightly; this really is a wonderful place
                                                                         NCTU’s principal Chung and Chalmers’ principal Sundgren shaking hands
and an experience we would never forget in our whole lifes.

Further reading and contact information:
http://www.europe.nctu.edu.tw/
ASIA BULLETIN                                                                   7                                                                            November 2004




Taiwan:

Southeast Asia News                                                                                                                                           Anders Frick
                                                                                                                                              anders.frick@asia.chalmers.se


The Receipt Gives a Chance to Win                                                                         Taipei 101 Is Aiming For the Skies
Smart government strategy that make people pay taxes                                                      Soon the highest building in the world will be inaugurated

If you take a close look at Chinese history, you will see that luck                                                                   At the end of this year the highest




                                                                                      Photo by Anders Frick
and to be fortunate plays a big role. With this in mind and with an                                                                   building in the world will be
expectation of making more stores to pay taxes, the Taiwanese                                                                         inaugurated, Taipei 101. It is a
government has created a lottery, where every receipt contains a                                                                      gigantic construction never seen
unique lottery number.                                                                                                                before – even the elevators break the
Every store in Taiwan has become a lottery ticket distributor,                                                                        world record with a maximum speed
though the lottery tickets are given for free when you shop,                                                                          over 60 km per hour. Equipped with
since the lottery number is stamped on the receipt. In this way                                                                       two-storey double-decker elevators, a
the government motivates the consumer to ask for the receipt,                                                                         stabilisation system weighing 800 tons
which should increase the tax revenue.                                                                                                and enormous quantities of stores
The first price every other month, when the winning numbers                                               and offices spaces, Taipei 101 will become the first building in the
is announced, is two million NT-dollars, which corresponds to                                             world higher than half a kilometre. Admittedly the CN Tower
around 450 000 SEK. The most common winnings are 200, or                                                  in Toronto and some other buildings of TV tower type will
possibly 1000                                                                                             still be higher. As a building however, Taipei 101 is highest, 56
                                                                   Photo by Anders Frick




dollars, and the                                                                                          metres higher than the current highest building, the twin towers
chance to win                                                                                             Petronas Tower 1 and 2 in Malaysia.
is about 1/250.                                                                                           The design and the specifications of the tower are based on the
According to                                                                                              figure 8, the figure which is the traditional fortunate number in
sources      the                                                                                          the Chinese culture.
system works
surprisingly                                                                                              More about Taipei 101:                  Facts about Taipei 101
well.                                                                                                     http://www.tfc101.com.tw/english/       Height:            508m
                                                                                                          http://www.taipei101mall.com.tw/        No. of storeys:    101(!)
                                                                                                                                                  Parking spaces: 1 800
                                                                                                                                                  Workplaces:        >10 000

Karaoke – Everybody’s Favourite
What does a Taiwanese do on his/her spare time? The answer is easy. Three of the most common activities are: working,
sleeping and singing karaoke.

But, wait a minute. The question was about spare time, how could “working” belong
                                                                                                                                                                                 Photo by Anders Frick




to this category? Well, the thing is that you don’t want to be less hard-working than
your colleagues. It is important to arrive early and leave late from your work – the
bosses appreciate it. If you are for example doctoral student, it is expected to show up
at your lab one day also during the weekend. The other day of the weekend is then
spent sleeping, in order to have enough energy to manage the rest of the week.
The last of the three most common spare time activities is of a more pleasant
character – especially if you like listening to your friends singing loudly and off tone.
It is the “everybody can sing”-theme and since the karaoke machines automatically
add echoes to your voice, it sometimes sounds really nice when people sing...

There are karaoke machines everywhere – on town, at people’s home, on buses, at
workplaces and at schools.
ASIA BULLETIN                                                        8                                           November 2004




Do It Yourself:

Rice Noodles                                                                                                  Hugo Christiansson
                                                                                              hugo.christiansson@asia.chalmers.se


Rice noodles are popular food in many countries in south eastern
Asia. They are often thin and almost transparent.
In order to make your own rice noodles, you will need rice, water
and patience. First you should wash the rice, and then grind it to
rice flour. Make dough of rice flour and water, and try to work
in as much rice flour as possible. Finally the dough should be
stretched out to something looking like noodles, which is done of
consecutive stretching and folding of the dough. The more times
you stretch and fold, the thinner the noodles will get.
To make your own rice noodles, you do not need any expensive
tools, but it requires patience. It is much easier buying the
noodles in a supermarket.



                                                                         Rice noodles




Do It Yourself:

Integrated Circuits                                                                                           Hugo Christiansson
                                                                                              hugo.christiansson@asia.chalmers.se

Since the transistor was invented in 1948, the development of
semiconductors and integrated circuits has been extremely
fast. The transistor, once of the size of centimetre, is nowadays
reduced to 80 nm (less than one thousand of a human hair).
In order to manufacture an integrated circuit, you will need a
semiconductor material, a material where the conductivity could
be changed with doping and electric field. Normally monocrystal
silicon is used, and by using two dimensional methods the circuit
is built up layer by layer to give the right properties. Important
methods are deposition, photolithography and etching. First
deposition is used to add some material to the IC, and then it
will be removed on all places where it is unwanted. This is done
with a photo resist, a material that hardens if it is exposed. On
the non-exposed surfaces it could easily be etched away.
The process with deposition and etching could be repeated 20
times before the IC has got the right properties.
A fab for producing integrated circuits cost about 1 000 000 000
USD. It is much easier and cheaper to buy the circuits in the            Integrated circuit

stores than to make them yourself.
ASIA BULLETIN                                                                                    9                                                                          November 2004




Hsinchu:

From Rice Noodles to Silicon Wafers                                                                                                                              Hugo Christiansson
                                                                                                                                                 hugo.christiansson@asia.chalmers.se

Once upon a time on a small south sea island, in a small city,




                                                                                                                                                                                                   Photo by Hugo Christiansson
they were known of producing the very best rice noodles.

It could be the history of Hsinchu, a town in Taiwan with a
population of 500 000 . For generations, it has been famous for
producing the best rice noodles, but since the opening of the
Hsinchu Science Park in 1980 the business of silicon wafers has
become a much more important business for the city.
25 years ago, most of it was bamboo forests, but nowadays more
than 100 000 people are working in the science park. In the
former rice noodle town, almost 70 percent of the world silicon
foundry capacity can be found and other branches as computer
peripherals and flat screens are expanding business areas. 90
percent of all wireless network equipment is nowadays “Made
in Taiwan”, as well as 80 percent of all mainboards.
The largest company in the Science Park is TSMC, Taiwan                                                     Outside the science park, the streets are narrower and not that well planned, but in
                                                                                                            the streets in Taiwan you can find cheap and delicious food.
Semiconductor Manufacturing Company. It was founded to
produce silicon chips to a much lower price than what was
                                                                                                            The rapid development of the Hsinchu Science Park was not
possible in US or Europe. The companies establishing in the
                                                                                                            taken for granted in the beginning of the 80’s. It is easy to see
science park were also attracted with special tax rebates and
                                                                                                            this, if you leave the well planned and clean science park and
duty-free import and export.
                                                                                                            head downtown. The city has simply not kept up with the fast
Nowadays there are almost 400 companies established in the
                                                                                                            growth, so the small streets leading from the city centre to the
600 acres science park, and most of them are true Taiwanese
                                                                                                            science park are clogged every day. In the morning, scooters and
companies that have been growing up beside the international
                                                                                                            cars are heading for the science park and in the evening and late
giants. Many of the company names are not at all known in
                                                                                                            night they are going in the opposite direction.
Europe, but the products from Hsinchu are likely to be in your
                                                                                                            In Taiwan, the working days are long, and there is often no
home PC.
                                                                                                            such thing as compensation for overworking. The science park
                                                                                    Photo by Anders Frick




                                                                                                            in Hsinchu is surely no exception, and many people work more
                                                                                                            than 12 hours per day.
                                                                                                            - In Taiwan it is important to do a good impression at work, and
                                                                                                            it means among other things that you do not leave your office
                                                                                                            before the boss, says PeiYi Cheng, an engineer at TSMC.
                                                                                                            Never leaving office before your boss is an unwritten rule that is
                                                                                                            used in many companies in Taiwan. If your boss does not have a
                                                                                                            life beside work, you will not get it either...
                                                                                                            Even if the working days are long, the salaries are not high
                                                                                                            compared to US or Europe. A salary for an engineer is about
                                                                                                            1000 USD, but the expenses for living are much lower in Taiwan
                                                                                                            than in Europe. The taxes are very low, which gives Taiwanese
                                                                                                            citizens a number 16 on the world ranking of purchase power.
                                                                                                            Many of the companies in the science park have stock shares for
                                                                                                            their employees, so that all employees get a share of the revenue
The largest company in Hsinchu Science Park is TSMC, and is a foundry
specialized in producing processor chips. In the science park everything seems to                           if the company is profitable. In Europe it is very uncommon
be well planned and clean, which is not always the case for downtown Hsinchu.
                                                                                                            with bonuses except among the top management, and it is
                                                                                                            normally just a matter of some few per cent of your yearly
ASIA BULLETIN                                                                         10                                                                                  November 2004


salary. The system in Taiwan was born when the science park




                                                                                                                                                                                                Photo from www.gio.gov.tw
was newly opened and needed experts. Many of the experts were
found among Taiwanese engineers working in Silicon Valley in
California. In order to attract the skilled engineers, they could
not offer very high salaries, but they could promise bigger part
of the revenue. During a “good” year it could give the employees
just as much in bonus as in ordinary salary and in exceptional
years even more.




                                                                               Photo from www.gio.gov.tw
                                                                                                           Comprehensive technological plans and high-caliber manpower resources have
                                                                                                           transformed Taiwan into one of the world’s largest producers and exporters of IT
                                                                                                           products.




The Hsinchu Science-based Industrial Park is home to over 300 high-tech
companies engaged in telecommunications, optoelectronics, biotechnology, and
other IT products. (Courtesy of the Synchrotron Radiation Research Center)


Since the 1980’s, the number of companies in Hsinchu Science
Park has been increasing every year, but the question is how far
it could continue. During the recession in IT-industry in 2000                                             The Chinese name of Hsinchu. Good to remember if you want to get off the right
the pressure was decreased, but there are still companies waiting                                          exit on the highway. Although, nowadays, most traffic signs in Taiwan also has the
                                                                                                           English name written.
to establish in this and other science parks in Taiwan. The big
threat to towards the science park comes from China, where the
labour is much cheaper. Many companies choose to invest in
one of the 70 science parks built up in China, to benefit of even
cheaper labour. What once was the reason of establishing in
Taiwan – low cost for labour – is nowadays a reason for moving
away. The Taiwanese companies are approaching this topic in
different ways. Evidently they must provide better quality than
their Chinese competitors, but other trends are to build up own
brands and try new hot markets, as flat panel display technology.
Taiwanese brands are not famous in Europe, but companies like
BenQ, Acer and D-Link are trying to change the way we see
Taiwanese brands. It may be enough to keep the science parks in
Taiwan busy for a long time.



                                                                                                           Mifen means rice noodles and the rice noodles from Hsinchu is famous all over
                                                                                                           Taiwan.
ASIA BULLETIN                                                                         11                                                                                 November 2004




Nice Outfit Most Important

Impossible to Sell Ugly Stuff in Japan                                                                                                                                 Anders Frick
                                                                                                                                                       anders.frick@asia.chalmers.se

How do you sell a new cellular phone in Japan? By pointing                                              meters. One of the engines for promoting RFID products is the
out all technological details? Or maybe by showing statistics                                           US chain Wall-Mart, which has been using January 1, 2005 as a
over robustness and reliability? No. The answer is: By using                                            deadline for their key suppliers to adopt this new technology.
light dressed showgirls, to show the products at electronic                                             Still the chips are a bit to expensive to be used on all products,
fairs.                                                                                                  but with a larger market it may change soon.




                                                                                Photo by Anders Frick
                                                                                                        – Imagine that you don’t have to stand in line to pay at the
                                                                                                        supermarket. Instead you could just walk through a reader with
                                                                                                        your trolley and then pay, says Kazuoki Moriwaki at Lintec
                                                                                                        Corporation Japan.

                                                                                                        Japan has been a true pioneer in many areas, such as mobile
                                                                                                        Internet. The standard of i-Mode was the world first working
                                                                                                        mobile internet service and is also one of few to be profitable
                                                                                                        for the provider NTT DoCoMo. Earlier Japanese companies
                                                                                                        showed little respect to international standards, such as having
                                                                                                        no GSM coverage even in the biggest cities. However, the
                                                                                                        time is slowly changing even Japanese companies, and many
                                                                                                        of the products shown on the market could be operated booth
                                                                                                        in Japan and abroad. The 3G phones from NTT is just one of
It is impossible to sell a new cell phone without a showgirl or two, or four.
                                                                                                        many examples where the Japanese companies start to follow
                                                                                                        international standards.
Chalmers Asia Bulletin went to the Japanese electronic fair
Ceatec in Tokyo to take a look at the hottest trends among the                                          With more than 700 exhibitors and with 200 000 visitors, Ceatec
electronics exhibitors. Computers, PDA’s and cell phones seems                                          2004 is one of the biggest electronic fairs in Asia. Some year ago
to merge into small colorful devices, and the way of presenting                                         the fair did concentrate on electronic production equipment,
new broadband routers, GPS devices or video cameras was                                                 but nowadays its focus has shifted into consumer electronics. It
an interesting cultural phenomena which gave insight into the                                           has also turned the focus away from hard-core technology into
Japanese way of thinking.                                                                               areas such as design and outfit. With short skirts, plastic-bra and
                                                                                                        specially designed company necklaces it seems to be possible to
The general trend among all exhibitors is wireless ness. Or rather                                      sell almost any cell phone – at least in Japan.
ubiquitous ness, because only being wireless isn’t enough. The
hard spelled term comes from the Latin word ubiquitous and has
                                                                                                                                                                                           Photo by Anders Frick




the meaning of “existing everywhere and every time”. Except
from existing standards as WLAN, the electronics giants also
showed prototypes for Ultra Wideband (UWB) and Wireless
USB. These technologies are very interesting but the prototypes
indicate there will take some time before we can cut all the
cables that surround our computers and home entertainment
equipment today.

Even the smart cards becomes wireless, using the RFID (Radio
Frequency Identification) technology. Instead of contacts or
magnetic stripes on the card, information is transmitted using
                                                                                                        As can be seen, the interest for new electronic products in Japan is very big...
microwaves or induction - sometimes at a distance of several
ASIA BULLETIN                                                                     12                                                                  November 2004




South Korea:

Wireless Communication                                                                                                                               Marcus Olsson
                                                                                                                                      marcus.olsson@asia.chalmers.se

EXPO COMM WIRELESS took place in Seoul in May 2004 and                                               •   Quality of color screens
it is one of the biggest conferences in Asia concerning wireless                                     •   CMOS censors exceeding 1M pixel
technology. One of its main focuses was “Portable internet                                           •   The launch of mini hard disks
services and business”. Invited experts from all over the world                                      •   Payment functions
held seminars on recent trends of telecommunication and                                              •   The availability to combine cellular/Wi-Fi interfaces
wireless industries. Much attention was given to WiBro, short
for Wireless Broadband. This concept, developed in South
                                                                                                     The migration from 2G/2.5G subscribers to 3G has been
Korea, is believed to bridge current cellular 3G system to the
                                                                                                     dramatic in South Korea. While transfer to 3G has been relative
future’s 4G.
                                                                                                     smooth in Japan and South Korea, it is just about to establish
                                                                            Photo by Marcus Olsson
                                                                                                     in the European market which have suffered from huge delays.
                                                                                                     There has also been some skepticism over the economic viability
                                                                                                     of the 3G technology. Several operators introducing 3G have
                                                                                                     ended up in huge depts. Furthermore there are some drawbacks
                                                                                                     using 3G as limit of service coverage, short battery life span and
                                                                                                     the high cost of services. These problems and the demand for
                                                                                                     higher data rates have created some new innovative ideas for
                                                                                                     wireless communication.

                                                                                                     Recent trends of wireless communication include the use of
                                                                                                     Wi-Fi which is WLAN technology based on the set of standards
                                                                                                     known as IEEE 802.11. It uses frequencies in the 2.4 GHz range
                                                                                                     and its data rate could be as high as 54 Mbps. These are not so
Many Koreans showed interest to the Expo Comm Wireless in Seoul, May 2004
                                                                                                     controlled by governmental regulations and licenses to use these
                                                                                                     frequencies are usually not required in most locations. Wi-Fi
                                                                                                     enables wireless compatible computers or PDA’s to connect to
South Korea is of special interest when looking at introductions
                                                                                                     internet when in reach of an access point, also called hotspot.
of new communication technologies. They have the world
                                                                                                     This technology has been very successful in the wireless internet
biggest penetration of fixed broadband, 3G mobile phone and
                                                                                                     area but has yet to see a success in the cellular market. Some
WLAN users. They have not only a high percentage of users;
                                                                                                     of the biggest obstacles for Wi-Fi consumer technologies to cut
they have also been much involved in the development of these
                                                                                                     market shears from cellular telephone networks are lack of
technologies. The first commercially available third generation
                                                                                                     roaming and authentication features, the limited access range and
mobile phone system in the world was launched in South Korea
                                                                                                     narrowness of available spectrum. Rather than being competing
by SK Telecom in October 2000, being the first country in the
                                                                                                     technologies they are also seen as a complement to each other,
world to adopt the new generation. Compared to 2G/2.5G, 3G
                                                                                                     taking advantage of the benefits of both systems. Some operators
technology offers bandwidth demanding applications such as
                                                                                                     offer mobile internet products that are compatible with both
full motion video, video conferencing and internet access. The
                                                                                                     radio systems. But there are some serious disadvantages as well,
number of 3G subscribers (based on handsets) in South Korea
                                                                                                     such as the 100 mW regulated limit on the transmitter which
are today around 22.4 millions and occupies 67.6 % of the
                                                                                                     limits the coverage area and interference from other devices
whole subscriber market of mobile telecom (2003.8). One of the
                                                                                                     such as Bluetooth and video sender devices. These interferences
explanations to the success of the 3G system in South Korea is
                                                                                                     could cause degradation in performance. Just as in the case
due to their innovative terminal providers: LG, Samsung and
                                                                                                     of 3G, the power consumption is a problem which causes the
to some smaller degree Pantech. The development they have
                                                                                                     battery life time to be short as well as it cause heat problems
contributed to have been an important factor for the stimulation
                                                                                                     for the device. What might be the most obvious disadvantage
of the market. Successive innovations include:
                                                                                                     of the system compared to 3G is the limited range. It is usually
                                                                                                     around 50 meters indoors and 100 meters outdoors. Despite their
ASIA BULLETIN                                                        13                                                              November 2004


far less range compared to 3G transmitters, they have the big             a standard which it can export around the world. KTF, South
advantage that advanced antennas could be deployed for $ US               Korea’s second largest mobile phone operator, has already tested
1500 while a 3G base station costs from a minimum $ US 1 mill.            a high-speed portable Internet service using WiBro technology.
The installation of base stations is also far more complicated and        They demonstrated real-time wireless web streaming and internet
needs a license while the Wi-Fi antenna could be installed by             browsing services. The major motivation for introducing WiBro
anyone. Today, Wi-Fi is seen as a good complement rather than a           is that the wired/wireless telephone and broadband internet
rival to the 3G system. Due to these various problems a similar           markets are reaching a saturation point; portable internet
technology, WiBro, which have some of the advantages of both              service is emerging as a next generation growth engine in the
Wi-Fi and 3G is on its way to be established in South Korea.              telecommunications market. Several market analyses have been
                                                                          done on the potential market.
WiBro is believed to play an important role in bridging third
and fourth generation mobile systems. This standard uses the 2.3
GHz band. WiBro technology offers portable internet service
which will give internet connection anytime anywhere even when
the user is on the move. The new portable Internet technology
WiBro offers is attractive due to its wider network coverage and
mobility. The WiBro system can be combined with the existing
mobile phone network. The user data rate is higher than 1Mbps
and the service charge is low compared to 3G. It will have urban
coverage compared to the cellular nation-wide coverage that has
much lower data rate.

Market analysts point out three important application areas               The wired/wireless telephone and broadband internet markets are reaching a
where WiBro technology will offer improved, or new, services              saturation point.
                                                                          Source KISDI (Korea Information Strategy development Institute, 2002.12)
compared to current mobile phone technologies.

• Entertainment: real time streaming broadcasting and 3d                  In line with this, The Ministry of Information and Communication
Network game.                                                             have decided it will pick three portable Internet operators
• Finance and commerce: video conferencing, interactive                   in February next year. The commercial service will begin in
advertisement, mobile banking and trading.                                2006. Major companies such as SK Telecom, KT and Hanaro
• Information: web browsing, file downloading, interactive                Telecom are among the competing companies for the three
networking.                                                               licenses that will be issued by MIC (Ministry of Information &
                                                                          Communication).
Compared to WiBro, Wi-Fi offers higher data rates; however, it
has limited coverage area and low mobility. One of the invited            The government supports this introduction of WiBro in order to
speakers at the conference, Professor Hong from Seo-Kang                  try to inspire new growth by pushing for a new communication
University gave an example of one of the big disadvantage of              service. The introduction of WiBro has also had negative effects.
the current Wi-Fi system, “If costumers want to use WLANs,                Criticism from market analyst expert claim that this push
they need to seek and move to one of the many access points               strategy, where the suppliers hope to create a demand, could
offering WLAN service. This shows the low coverage status of              be an economic disaster for companies involved in introducing
this system. This constitutes to about 28 million terminals, or 30        this technology to market. Furthermore, the project has created
percent.”                                                                 trade problems with US that have criticized the South Korean
                                                                          government because of their decision to block foreign companies
Despite of this fact Taipei has recently decided to build a               to enter the WiBro project. This could have some serious
WiFi-network that will reach almost 90 percent of the capital’s           drawbacks on the governments plan to export the technology.
population of 3 million. Taiwan’s Q-Ware, which won Taipei’s
tender to build the network, plans to spend $70 million on                Further reading:
infrastructure, setting up 15,000 to 20,000 access points around              www.wi-fi.org
the city. New York, San Francisco, Amsterdam and Jerusalem are                www.kisdi.re.kr
among cities offering or planning city-wide networks.                         www.mic.go.kr
                                                                              www.apiicc.org
The South Korean government hopes that WiBro will be
successive not only in the domestic market; they want to create
ASIA BULLETIN                                                              14                                                      November 2004




China:

Business and Investment                                                                                                      Andreas Sigurdsson
                                                                                                             andreas.sigurdsson@asia.chalmers.se

China’s market continues to grow in importance. Recently                        A mapping of today’s China
its car industry passed France to become the third largest
                                                                                China’s market is growing rapidly, but it is has done that earlier
in the world. The telecom market is the largest with more
                                                                                in history as well. The question is what is different for companies
than 320 million subscribers. The question is not anymore if a
foreign multinational firm should establish itself in China, the                wishing to enter China this time? An answer to this is the
question is if it can afford not to do it?                                      paradigm shift now taking place in the way foreign companies are
                                                                                approaching China, this because the country in itself has changed.
                                                                                China has come to look more and more like a real market with
                                                                                all the associated challenges and opportunities that this involves.
                                                                                People are getting richer which brings a larger domestic market.
                                                                                The number of local companies has grown rapidly and there is
                                                                                now fierce competition between foreign and local companies in
                                                                                several sectors. The local competitors have emerged quickly and
                                                                                often fight dirty. They emphasis investment and market share
                                                                                rather than productivity and profit, and use below-cost pricing
                                                                                to achieve their aims and take market share from established
                                                                                foreign companies. Since China is becoming to look more like
                                                                                a normal market there are also more strategic options for firms
                                                                                wishing to compete. Sophisticated brand-building and marketing
The vast lands of China offers a huge domestic market for both local and        strategies can be used, and improved infrastructure makes it
international companies and the competition is tough.
                                                                                possible for foreign firms to move production to cheaper inland
                                                                                areas of China and start to follow the cost structure of their local
                                                                                counterparts. Lately, a local market developed for mergers and
Short economic history                                                          acquisitions (M&A) has immerged, allowing large foreign firms
China is a fascinating country. It has a long history, a rich culture,          to buy up local competitors.
and what now draws most attentions, an economic growth that
has placed the nation as one of the most important economies                    Options of entrance
in the world. Countless are the foreign companies who have                      The business climate in China has experienced major changes but
considered to join the wave and establish a presence in China.                  it is still challenging. Several options exist for companies wishing
During the 1980s and 1990s foreign companies swarmed into                       to enter China and they all include obstacles of different nature
China with the dream of finding a domestic market of 1.3 billion                such as regulations, lack of skilled personnel and intellectual
consumers. A dream that never became fulfilled together with                    property theft. Regulations remain but are now being relaxed in
strict regulations, to mention some difficulties, made it tough                 more and more sectors after China’s WTO entrance.
and high losses were common. Many withdrew from the market
while other switched strategy to instead use low-wage workers                   Setting up a business in China usually involves high start-up
to produce products for markets elsewhere, and areas such as                    costs. Well paid expatriate staff often lives in expensive hotels
Guangzhou, Shanghai and Beijing became big manufacturing                        and training a local work-force can be tough. A long-term
centres. Still this is a common way to do business in China,                    perspective becomes necessary when it’s first after a couple of
but the market has transformed and with a middle class of                       years, when the staff is trained and the number of expatriates
around 250 million people foreign companies can now point to                    reduced to a minimum, a profit might be made. Many companies
a serviceable “middle class” of tens of millions of people. The                 see manufacturing in China as a relentless battle with costs and
telecom market has grown to the world largest with more than                    daily fights concerning everything from maintaining consistent
320 million subscribers in October this year, and the car industry              supplies to fending off new competitors. Despite this, operational
has passed France to become the third largest in the world.                     issues are not the all-consuming problems they once were. So
China’s influence on the world economy continues to grow.                       making business in China is getting better but it is still not easy.
ASIA BULLETIN                                                          15                                                                 November 2004


Following options offer a way to establish a presence in China:             and establish a presence than would be building a new network.

• Representative Office; the traditional first step to enter                In order to meet investor’s demands and commitments to WTO
China, and still a very popular, is through a representative                new options for foreign investors have appeared.
office. This is typically used by smaller companies to establish
                                                                            • Holding Company; one of these new options is the holding
a presence in the market. It is technically not an investment
                                                                            company that offers advantages for foreign investors looking to
vehicle and it works like a branch office without the possibility to
                                                                            coordinate and consolidate functions across multiple business
sign contracts or take payment, but it is usually the quickest and
                                                                            units in China. Business functions such as procurement,
least expensive way to establish a presence in China. Through
                                                                            importation, sales and marketing can all be integrated to achieve
a representative office the company will be enable to learn
                                                                            economies of scale. The holding company structure is at present
about the market through market research, build reputation
                                                                            only open to a limited number of major foreign investors. The
and brand awareness, and to establish important and necessary
                                                                            minimum capital requirement of $30 million together with the
relationships with actual or potential customers and possible
                                                                            requirement of at least 10 foreign invested enterprises in the
partners for a future investment.
                                                                            country effectively shuts the door for most companies, but the
• Wholly Foreign-Owned Enterprise; the most common                          number of holding companies is increasing as more and more
way to enter China, and the dominant form of foreign invested               investors meet the requirements.
enterprises, is the wholly foreign-owned enterprise (WFOE). A
                                                                            • Research Centres; another option that has increased in
WFOE is a larger investment that offers simplicity and control,
                                                                            popularity is foreign-invested research and development centres.
and therefore also includes a greater financial risk compared to
                                                                            In February 2003 China had more than 120 centres. These
a joint venture (JV), but the risk of leaking intellectual property
                                                                            centres have grown in importance for many companies and has
is reduced. It is possible in most sectors to establish a WFOE,
                                                                            now transformed from black holes in the balance sheet to value-
but one of the exceptions is the car industry where a 50% joint
                                                                            generating operations. Most of these centres focus on product
venture is required. Other regulated sectors are energy, defence,
                                                                            development for the domestic or regional markets, but basic
media and banking.
                                                                            research appears to be on the rise and several companies has
• Joint Venture; the earlier dominance of JVs was primarily                 been able to manage large cost saving by conducting research in
due to the fact that WFOEs were not allowed in many sectors                 China.
of the Chinese economy. In the 1990s JVs accounted for 75
percent of all foreign investment. These arrangements allowed
foreign multi-national companies (MNCs) to access China’s
market but it often denied foreign companies management
control over their domestic investments. Being the only way
to enter a sector before has led to many companies buying out
their partners as it becomes legal. JV’s is no longer a necessity to
enter China but it is still attractive due to its unique commercial
advantages. Forming a JV with a Chinese partner often enables
a foreign investor to tap valuable resources and mitigate risk
to exposure. JV partners can help lower start-up costs and
brings local knowledge to the partnership. Many has, when it
became legal, bought their partners but others have continued
successful relationships and expanded their businesses together
with their JV partners even though the law does not require
them to do so anymore. Risks do exist, especially when it comes
to intellectual property. During the 1990s many companies
experienced troubles with partners leaving the cooperation and
stealing intellectual property to later start manufacturing the
same product at their own company. JV is still the only way to
enter certain sectors. For foreign investors interested in selling
to the Chinese domestic market JVs still represents an attractive
option since distribution related services remain regulated. This
will be open for WFOEs in the end of 2004 but establishing a JV
with a Chinese partner gives access to existing channels and may
                                                                            Shanghai, a growing city in a country with one of the most important economies in
offer a quicker, more economical way to learn about the market              the world.
ASIA BULLETIN                                                                       16                                                                  November 2004



How to succeed?                                                                          China is an existing and challenging market. It’s growing fast
                                                                                         and is becoming increasingly important. Local companies have
Hong Kong based HSBC points out four keys to success in China.
                                                                                         emerged and are starting to be successful both within and outside
The first key is local knowledge about the market. This can be
                                                                                         China. Restrictions and regulations remain but the risks and
achieved by for example a representative office that gather
                                                                                         problems shouldn’t be over-played. Patience, understanding and
knowledge through activities such as market research, or a joint-
                                                                                         a well-planned strategy offer a good opportunity for a successful
venture with a local company who brings the local knowledge.
                                                                                         business in China.
The second key is to be realistic. This means realise that a WTO
membership doesn’t change everything immediately. It is also
important to realise that there are major concerns in the banking
sector and for China this is considered to be the heart of their
economic problems and a long-term challenge for the nation.                              References:
The third key is being prepared, both in a short-term perspective                        • China Business and Investment Roundtable, The Economist
as well as a long-term. Things happen quickly so a company                               ,Tokyo, June 24 2004
needs to be prepared to move and react quickly. The last key is                          • Finance and Economics: Investing in China, The Economist,
patience, to use a long-term strategy to meet short-term goals as                        2004
well as a long-term focus with a short-term agenda. A long-term                          • Doing Business in China, The Economist, 2004
attitude is necessary because income flow will not come early.                           • Investing in China is about to get easier, but not less risky, Wall
                                                                                         Street Journal, 2004
The Swedish Trade Council is an organisation that offers different
                                                                                         • Doing Business in and within China, William Atkinson, Risk
solutions for companies wishing to enter China or other markets.
                                                                                         Management Magazine, 2004
Their offer with the lowest risk is the Swedish Trade Council’s
                                                                                         • Strategies for investing in China, The China Business Review,
Business Support Office. Everything from staff to office is
                                                                                         R. Mark Mechem, 2004
arranged by the Swedish Trade Council for a monthly fee. This
                                                                                         • A Whole new world, Wall Street Journal, Neil King Jr, 2004
is an option suitable for small and medium sized companies as a
                                                                                         • Multinational Companies in China, The Economist
first step into the Chinese market.
                                                                                         Intelligence Unit, 2004
Doing business in China involves many challenges. Apart from                             • A billion three, not for me; The Economist, 2004
facing the legal and bank system, bureaucracy and regulations,                           • Interview, Axel Nordegren, The Swedish Trade Council,
a company has to face a different culture and Guanxi; a kind                             Shanghai
of sophisticated networking where personal relations are
necessary for business. Contacts are important in Guanxi and
trust is created by personal contacts which sometimes can
make it difficult or impossible to do business without knowing
or having a relation to the right person. This is a way of doing
business many foreigners are unfamiliar with and never really
understands.




Guanxi is a very important element in doing business in China. It means relations
and refers to complicated personal networks. Good Guanxi gives a major                   Zhong Guo literarily means middle country and it is the short for “Peoples Republic
advantage when trying to establish a company in China.                                   of China”.

				
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