CORP TALK: DigiTimes.com reported on Taiwan-based motherboard manufacturer Micro-Star International (MSI) setting 2009 as the year it shifts its business focus from ODM/OEM to OBM (own-brand manufacturer).

According to the report, company chairman Joseph Hsu, expects own-brand sales to take up 65% of its combined revenue in 2009, versus 45% in 2008. The catalyst for this move is because MSI’s own-brand notebooks and mini ultraportable notebooks formed half of their total shipments last year.

The report further added that MSI will focus its marketing in Western Europe. MSI is also expected to showcase new all-in-one PCs and graphics card at CeBIT this year. (Editor opinions: 1)

HWM Indonesia

HWM Indonesia: The timing couldn’t be more perfect for MSI to start doing OBM. The brand ‘MSI’ has reached a more established level for its finished IT products that it is now considered a market leader in some countries for some of its products.

Fewer orders and production volume from the OEM/ODM side of business, due to the global financial crisis, has in a way forced MSI to fast forward the shift towards an OBM company.

If not, the production capacities will stand idle and waste efficiency. Production has to go on, and the only way to keep the machineries working is to produce its own brand. In addition, with the consolidation of the overall IT industry, it is just a matter of time for MSI to realize that OBM provides more margin and control to overall company sales.