"I remember the day that we decided to expand our product mix and we were committed to filling in the gaps but only when quality was not compromised," Avi said. "The decision would have company-wide ramifications as it would totally change the structure of our company. I think the industry is evolving and it's a blessing in disguise for us. We have been preparing for the market proliferation all along. Now that it is here, we are fortunate to be ahead of the curve in technology, quality and new-product development."

Today, the MSE catalog has more than 300 SKUs. MSE provides cartridge solutions for more than 150 different engines, including thermal transfer ribbons, inkjets and more than 55 models of MICR toner cartridges.

Many of the company's clients are manufacturers who partner with MSE in an outsourcing relationship. Outsourcers usually come to MSE in one of two forms. They are manufacturers that either completely close their production and outsource their entire production, or continue to manufacture certain models and complement their product line with MSE products. MSE's outsourcing clients place orders that range in size from 5 to 5,000 cartridges a month.

"MSE is able to provide true value in outsourcing," Avi said. "Our customers rely on us for more than a quality product. They put their livelihoods in our hands. We take that responsibility very seriously and some people do not realize that it is not always about the monetary rewards. We always aim at making outsourcing a viable and profitable option for our customers. At the same time we never forget the human factor and the fact that ultimately it is all about long-term positive relationships. We now do everything from sales and marketing training to giving our customers leads. Since we do not sell direct to end users, it works out well. We all benefit and are true to the channel."

Yoel added, "Into the future I feel confident that MSE will continue to grow because of our commitment to quality and to the customer. Without everyone working together, we could not have achieved what we have and we cannot lead where we want to go. One could say that technology is king, but remember, it is the people who develop it. We are very fortunate to have a great team - especially one that smiles too."


Reprinted with permission from Recharger Magazine (702) 438-5557