The result of many small steps

Mr. Bopp,  cross your heart: Did you even expect in your wildest dreams 25 years ago that your company LOBO would once become the market leader in the laser and multi-media sector?

“No, certainly not. If you are starting from scratch the way I did, you have many other things on your mind. Still, I always had clear goals and ideas. I always wanted to offer LOBO customers the best quality on the market. LOBO has been following that path without compromise to this day, and it worked out for us.”
 

Do you have a secret recipe for your success?

“I’ve seen many companies fail in this market, even though they came up quickly riding the first wave of success, but then either overextended themselves or disregarded their own principles. LOBO's success is the result of many small steps taken with unfailing consistency. They led to healthy and stable growth. Of course, the personal commitment and expertise of our employees is a big part of our success. And we can't forget our many clients who have been our loyal business partners, sometimes for decades.  Last, but not least, we needed a little bit of luck and the good instinct to offer the right products at the right time.”
 

Without a doubt you have made many experiences. Are there moments in your career that were particularly impressive?

“LOBO had the good fortune to be able to realize many exciting and very demanding projects in different countries. Every project has its own charm and specific challenges. Of course, it is an adrenaline rush to know that the opening ceremony of the Asian Games in Doha last December was watched live by 3.4 billion people who saw the result of our own work. Product presentations, such as the presentation of the GL class during Mr. Zetsche’s first public appearances as CEO of Daimler-Chrysler and Mercedes-Benz, are also very demanding and therefore rather interesting.

But there is one thing that I remember as particularly touching. On the occasion of the 40th anniversary of the GDR, we installed a big laser system at the Palast der Republik that was intended for a classical concert in honor of Mikhail Gorbatchev. Many demonstrators outside chanted "We are the people!". After the show, Gorbatchev said the famous words "Life punishes those who lag behind." It is a unique experience to be so close to history in the making.”
 

In your opinion, how has the market changed over the past 25 years?

“In the beginning, we just had to be present with a convincing offer in order to be successful, but today’s market is much more complex. The laser as a medium isn’t as much of a novelty as it was when we started our business activities. You have to keep reinventing yourself and the medium itself, seek new technological approaches and new aesthetic means of expression that will provide a real value to the client.
 
The unchecked infringement craze – particularly in Asia – is another major challenge. Hardly a week goes by without some previously unknown company using big parts of our Internet presence, demo videos or even our name for their own purposes. Unfortunately, we also have to deal with failed attempts to copy our technology and with bootleg copies of our shows distributed on the Internet.  

The Internet can be tricky in other ways, too. There are thousands of small laser companies, whose actual capabilities and performance cannot really be checked by clients on the basis of their Internet presentations. Today, you have to visit the potential provider in order to get a clear idea of their performance.

Unfortunately, a frightening percentage of offers on today's laser market are very dubious. It starts with completely fictitious product specifications, safety regulations are either ignored or violated on purpose, and sometimes absolutely dangerous laser systems are sold and used. I regret to say that the latter holds true for a few established German competitors as well.

It is necessary to keep convincing clients with clear, verifiable facts and debunk many widely believed myths. To that end, we are now offering a free seminar for interested event professionals that is intended to give participants the factual information they need to assess this complex market with confidence.”
 

Compared to the competition, LOBO is operating in the high-end price segment. Did you ever consider building up a low-cost line?

“The flood of cheap products from China is the latest proof that our strategy of striving for the best is the right way to go. Of course it isn’t always the cheapest option, but in the end it is the best value for money.

Still, transparent pricing is very important to us. If you compare our offers with established products and services for the event industry, for example, you will be pleasantly surprised by our open and fair policy. But certainly there are always a few potential customers who think that € 3,000 will buy a "bombastic laser show". But if you just consider a workman's average hourly wages, then add transport, equipment depreciation and insurance, you will soon understand what you can really expect on that kind of budget. Not to mention the fact that you need to include an extra thousand for the safety check of the lasers by a state-certified inspector.”
 

What can we expect of LOBO in the next 25 years?

“I’m not an oracle. I can definitely say that we are well positioned today and ready to take on the future. 2007 should be another record year for us, and we will be able to present new, interesting products in 2008.  

But even without the gift of clairvoyance, I know that we will continue to do our best to offer our clients solid technological solutions, individual services and convincing creative concepts, in order to be a reliable partner with a good price-performance. We want to establish a long-term partnership with all our clients. In order to achieve that, we must ensure that our clients can always count on perfect, customized LOBO solutions that will hold up even against the toughest competition."