Measuring instruments
The voice of businessmen: Easydur
The voice of businessmen: Easydur.
Let's go back to consult the protagonists of the field, to hear from their own voice how companies live the moment we're living, which are the critical points and which the prospects for 2011. This week we've interviewed Mr. Affri from the company Easydur, based in Induno Olona, near Varese (Italy), that designs and manufactures a comprehensive range of measuring instruments for compression, tensile, torsion and hardness tests, and vision systems.
- Two words on how it is going, in this period, for Easydur.
Well, actually to tell the truth for us it has always gone pretty well. We never suffered the crisis, even in the most black periods. And with the orders we have this year, we are already covered until the end of the first semester.
- Excellent. What is your secret?
More than a secret, our strengths are flexibility and diversification. In addition to standard instruments, we offer customizable instruments, tailored to the customer's specific needs. Moreover, we are flexible at the level of internal organization: we develop in-house hardware and software, and have at our disposal our own equipped workshop. In short, we are self-sufficient. This is what allows us to meet well and quickly the customer's wishes. Always with great attention to quality. Since 2010 we are certified ISO 9001. - What are the main application areas for your products?
There are essentially two. The springmakers and users of springs on the one hand, and
all those companies who purchase our optical durometers on the other hand: foundries, car manufacturers, aircraft etc.
- Is there any product that is particularly required by the market?
We are working very well with a machine called Rotary Robot. It's an automatic spring control system, flexible and innovative, because it adapts to different groups of springs and allows a considerable time saving in changing equipment. We presented Rotary Robot last year, at the Wire Düsseldorf trade fair. Since then, we have received many orders and requests.
- Where do you sell primarily?
About 50% of our instruments go abroad, mainly in Germany, France, emerging countries like China and India, but we always have an eye for our Italian customers, too.
- What means do you use to promote your business?
We try to be visible on several fronts. As for trade shows, we usually exhibit only at Wire Düsseldorf. We do few publications on magazines, only in view of the Wire. We are registered to trade associations, both Italian and French and German. Word of mouth is the best reference for us, and visits to customers are also important, they always give good results. Then we have upgraded our website, in order to have a better placement on search engines. Finally, we take part in an online fair as wiredrawing.net. We can proudly claim to be among the first members of the network.
