NEW YORK--Alcoa announced today that Randall Scheps, 42, is appointed to the newly created position of Director, Consumer Electronics Market Development. In this assignment, he is responsible for building Alcoa business globally in the fast-growing consumer electronics market. The appointment signifies Alcoa’s strong commitment to this growing market. Scheps joined Alcoa in 2006 in a marketing leadership role in ground transportation. He has degrees in engineering and business from the University of Texas and the University of Michigan.
Aluminum use in consumer electronics is projected to more than double in the next five years and Alcoa is positioning to capitalize on this growth. Alcoa’s research confirms that consumers are drawn to the durable and beautiful finishes that aluminum offers.
“Our research confirms that consumers view aluminum as more durable and more of a premium perception product than plastic. It really resonates when we explain that aluminum is also infinitely recyclable and has a much lower overall environmental impact than plastic. Consumers want to see more aluminum and less plastic,” Scheps said.
Manufacturers know that using aluminum creates premium positioning for their product and brand.
“Our strategy is to partner with OEM customers and their global supply chains to bring new and exciting aluminum solutions to the market. We might develop a new surface finish in our technical center in Pittsburgh, but produce it in our plant in Qinhuangdao, China, and then help our customer launch it in its plant in Shenzhen with our technical team in China,” said Kevin Kramer, President, Alcoa Growth Initiatives.
Alcoa’s offerings to the consumer electronics market include aluminum sheet available in a number of finishes, textures and colors; recycled content materials that are lower in CO2; and the world’ smallest threaded insert – allowing electronics to keep getting thinner and lighter.
To learn more about the Alcoa Consumer Electronic market visit http://www.alcoa.com/con_electronics/en/home.asp.
Alcoa is the world’s leading producer of primary aluminum, fabricated aluminum and alumina. In addition to inventing the modern-day aluminum industry, Alcoa innovation has been behind major milestones in the aerospace, automotive, packaging, building and construction, commercial transportation, consumer electronics and industrial markets over the past 120 years. Among the solutions Alcoa markets are flat-rolled products, hard alloy extrusions, and forgings, as well as Alcoa® wheels, fastening systems, precision and investment castings, and building systems in addition to its expertise in other light metals such as titanium and nickel-based super alloys. Sustainability is an integral part of Alcoa’s operating practices and the product design and engineering it provides to customers. Alcoa has been a member of the Dow Jones Sustainability Index for eight consecutive years and approximately 75 percent of all of the aluminum ever produced since 1888 is still in active use today. Alcoa employs approximately 59,000 people in 31 countries across the world. More information can be found at www.alcoa.com.