Novelda AS and Global Electronics Corporation Sign Value Added Reseller Agreement to Promote XeThru Sensor Technology in Japan

Oslo, Norway, 24 May 2017 Novelda, a developer and manufacturer of adaptive smart sensors, today announced the appointment of Global Electronics Corporation (GEC) as its Japanese Value Added Reseller. With almost 40 years’ experience in the semiconductor industry in Japan, more than 300 employees and offices in Tokyo, Nagoya, Osaka and Kashiwa, GEC is the ideal partner for Novelda to secure business opportunities for its breakthrough XeThru sensor technology in the Japanese market.

“Signing GEC as our Value Added Reseller for Japan is a significant step forward in expanding Novelda’s sales presence in the Asian market,” said Novelda VP of Sales and Marketing, Ingar Fredriksen, continuing, “Now that we’ve launched our XeThru sensor modules and X4 Ultra-Wideband Impulse Radar System-on-Chip with support for Japanese UWF RF regulations it’s vital we have feet on the ground to discover and secure design wins for these products in the key application areas of home automation, security, and health and wellness. These are markets that GEC understand and provide support for.”

Shiro Koike, Corporate Director and head of the Product Marketing Division at GEC, says: "We entered the sensor business as a distributor at an early stage, anticipating the potential for rapid growth in the adoption of sensors in the marketplace. As we turned our focus on making further advances into the M2M and IoT markets, in addition to the distribution of components, we tapped into the engineering and manufacturing capabilities of one of our affiliate companies to develop and manufacture value added sensor solutions for our customers. We see partnering with Novelda -- a leader in its field -- as a natural extension in further strengthening our strategy to achieve long-term sustainability of our sensor business. We look forward to a long and successful relationship."

Novelda has also appointed Mr. Bjørn Åge Brandal as VP of Sales and Marketing for Asia in March 2017. Mr. Brandal works from the Novelda office in Hong Kong and is responsible for all Novelda activities in the Asian markets, including Japan.

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For further information and reader enquiries:

Ingar Fredriksen, Novelda AS, Gjerdrums vei 8, NO-0484, Oslo, Norway
Tel: +47 22 49 41 19      

Bjørn Åge Brandal, Novelda AS, 21/F The Center, 99 Queen’s Road Central, Hong Kong
Tel: +852 3478 3860

Inquiries in Japan
Global Electronics Corporation
Nichibei Time 24 Bldg., 35 Tansu-machi, Shinjuku-ku, Tokyo, Japan 162-0833
Product information      Shiro Koike, Product Marketing   
Editorial Contact
           Jorge Mare, Marcom                  

About Novelda AS

Novelda AS is a leading developer, manufacturer and distributor of smart sensor technology for detecting vital signs, motion, presence and location. Novelda´s XeThru sensors can improve quality of life and personal comfort and safety by enabling non-intrusive sensors that collect important data while preserving full privacy. The XeThru technology can also be used in a number of automotive and industrial applications. The sensors use extremely low energy GHz radio waves and advanced signal processing, which makes them highly suited to a range of applications. Novelda provides both development kits and OEM modules to system developers worldwide.


About Global Electronic Corporation (GEC)

Headquartered in Tokyo, Japan, Global Electronics was founded in 1978 as a distributor of electronic components. Its distribution business model was built upon close partnerships with manufacturers of unique products and superior technologies from around the world, to provide customers with a wide range of analog-based electronic components. The company made an early entry into the sensor distribution business in Japan, in anticipation of the proliferation of sensor technologies in modern society. Today, in addition to supplying a broad array of sensor components through its distribution network, it also designs, develops and manufactures high value added sensor solutions, used by high-tech customers in Japan as well as on its own end products.



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