Companies in the global microelectronics design and manufacturing supply chain are enabling digital transformation and its countless societal and economic benefits. Yet, microelectronics players are generally playing catch-up with B2C companies when it comes to digitizing operations and marketing even though a recent McKinsey survey found that two-thirds of B2B buyers prefer remote human assistance or digital self-service when making a purchase.
The need to digitally transform – and help member companies do the same – is not lost on SEMI. We are currently supporting members and have plans to significantly expand and enhance our own digital engagement platforms.
The full spectrum of SEMI member offerings integrates some form of digital transformation. SEMI events regularly feature keynotes and other presentations on digitization to support members in their own transformation. A case in point is SEMICON Europa 2021 – now underway in Munich with the theme Accelerating the Digital Transformation, reflecting the vital importance of this movement to semiconductor manufacturing. Our programs and services such as SEMI Standards, SEMI Market Data and SEMI Workforce Development often address digitization trends, as do SEMI Technology Communities such as the Information Technology Leadership Group, Fab Owners Alliance and the Smart Manufacturing and Smart Data-AI initiatives.
In our roles in SEMI Corporate Marketing, we help lead our ongoing drive to deliver rich digital content and resources to members. Ultimately, the focus is on delivering more value and improving the overall member experience.
SEMI is working to take a quantum leap forward in these efforts next year with the launch of the SEMI MarketPlace™ e-commerce platform. A foundational aspect of the platform is to provide an efficient and easy online purchasing experience for event registrations, market data reports, standards and more. The broader vision for the SEMI MarketPlace™ is to expand the “and more” to include the most relevant digital assets for individual visitors. This personalized content will be powered by an AI-driven recommendation engine, making it super convenient for anyone interested in specific SEMI Market Data to browse reports as well as relevant events, blogs, videos, communities, training, and presentations.
Beyond this lies an opportunity to enhance a key component of SEMI’s Mission and Vision, connecting “members to new business opportunities in high-growth markets.” While SEMI Smart Initiatives are the foremost method of facilitating connections across the broader global electronics design and manufacturing supply chain, SEMI members also want online business-matching and other ways to link up for mutually beneficial engagements. This may be the most valuable online service SEMI can offer members, and it definitely the most exciting.
SEMI is also working to build a Learning Management System (LMS) to support SEMI Workforce Development programs and a wide range of educational and training opportunities.
Clearly, our digital transformation will be an ongoing journey with a path that is not always straightforward – and filled with learnings along the way. An early step on this path is to feature tailored collections of related SEMI Market Data or SEMI Standards offerings to members.
SEMI will highlight these collections and other elements of our digital transformation in the SEMI booth at SEMICON West 2021 Hybrid December 7-9 at Moscone Center in San Francisco. Please stop by to learn more.
Sanjay Malhotra is General Manager of Corporate Marketing and Jerry Phul is Senior Director of Digital Marketing at SEMI.
