Understanding the product and customer needs is the foundation of a successful business, a principle that Muhammad Arif, Managing Director of Rohde & Schwarz Indonesia, firmly upholds.
“Those who understand products and customer needs well have the potential to become the best sales force,” said Arief, while presenting in a guest lecture “How to Make Ideas Real Through Invention and Innovation in Technology” for students taking the Integrated Business Experience (IBE) and Management of Technology courses at the SBM ITB, in Bandung on Wednesday (28/5).
Rohde then applied this understanding of products and markets when operating in Indonesia. Now, Rohde & Schwarz has more than 14,400 employees in 70 countries, including Indonesia, after experiencing ups and downs.
“Although this company is based in Germany, in Indonesia, we always emphasize the tagline ‘German Technology, Enabled by Indonesian Engineers’,” said Arif. “We only have one German engineer; the rest are talents from local universities.”
As a global company based in Germany, Rohde understands the challenges of the global business environment, including geopolitical tensions, cyberattacks, and the need for high-tech investments. Thus, the company applies a three-pillar approach to its business.
First is Strategic Positioning, which comprises three core divisions: Test and Measurement, Technology Systems, and Networks and Cybersecurity. Second is Strategic Deployment, which focuses on key industrial sectors such as defense, automotive, education, and cybersecurity. Finally, the Future Outlook highlights the development of emerging technologies, including 6G, frequencies above 100 GHz, and quantum computing.
Arif also invited students and lecturers to participate in the sustainable innovation ecosystem. R&S opens laboratory access for prototype testing and supports joint research with various campuses, including ITB and Telkom University. They actively support 6G research and future communication technology.
“AI is not a substitute for the human brain, but a tool. AI will not be able to replace the creativity of ideas born from humans,” he said.
Arif emphasized the vital role of innovation in driving change, stating that without the courage to develop new technologies, the world will remain stagnant.
“Hopefully, this story can spark innovative ideas from you, SBM ITB students, to help create technologies that have a global impact,” he concluded hopefully.