(CMP Rs 18.70 as on 17/12/2012)
Market Cap: [Rs.Cr.] 22.63 | Face Value: [Rs.] 10
Logix Microsystems Ltd. (LML) is a niche automobile imagery product developer offering various specialized online products and web solutions mainly to the US automobile industry. It provides customized web solutions and online marketing platforms to automobile OEMs, web portals and automobile dealers in the US. The company services over 600 auto dealers with over 1,200 showrooms, auto portals like Yahoo Autos, AOL Autos and auto OEMs viz., General Motors, Ford Motor Co., Mitsubishi Motors, etc. The company has a small internet presence through web portal www.carazoo.com.
Logix is India s leading automotive software products company. It has a well proven suite of products being used by more than 1,000 customers in USA, Europe and India. The company has been able to build a strong brand name in the automotive space in the US, Europe and India. Companies such as Toyota, Ford, Renault, Yahoo and AOL are using their products. It is focusing on the Indian automotive market and has already signed up more than 150 dealerships in India, which is one of the fastest growing automotive markets in the world.
The stock is close to its all-time low as the company s performance was severely impacted during the last three years due to the recession in the United States. However, the company s order books are at an all time high as the US market has started improving and business has started pouring in from new markets such as Europe and India. The company is getting a lot of traction in the European market with successful product deliveries to Hyundai, Toyota and Renault.
All these developments augur well for the company s future. This translates into a substantial capital gain for an investor who buys the stock today with a long term view.
Online automobile marketing gaining importance with auto dealers
The size of the dealership market is estimated at USD 693 billion with over 20,700 dealers. It is the major link between auto OEMs and end consumers. To convert more browsers into buyers, auto marketers are revving up their online ad spending. eMarketer estimates that online automotive advertising, including spending by manufacturers, dealer associations and dealers, will hit $3.24 billion this year, or 11.4% of total US online ad spending. In 2012, spending will grow faster than it had the past five years, climbing 18% to $3.82 billion.
Large user base, high flexibility in accessing sites, multimedia content, multi-usage formats and low cost make the internet an attractive platform for auto OEMs and dealers to market their products. The user see can multiple car models online, without having to visit car showrooms.
Strategies of strengthening US presence and diversification
LML has an established track record of 8 years in the US market, coupled with a robust client acquisition rate he company plans to focus on adding big-ticket clients including large auto dealers and auto OEMs. It added the world s largest auto dealer AutoUSA (revenues of USD 22 billion) as client. It plans to strengthen presence in the auto accessories market as well. In view of the fact that the company had a solely US-centric model, it plans to expand in Europe and India (currently a small presence). It also plans to launch a new product for real estate industry initially in India and in future, in the booming Middle East countries.
Consolidation may benefit Logix
Edmunds.com, a US-based provider of information on automobiles, discontinued licensing of enhanced imagery to third parties in 2006. Further consolidation may take place in the automobile imagery product segment, going forward. Logix, with its cost advantage may benefit from a shakeout.
Growth initiatives
The company is aggressively targeting European and Indian markets. They have setup a state-of-the-art automotive studio in Brussels to cater to the European requirement for high end automotive imagery. The company has established a sales office in Brussels as well. It is concentrating on increasing its penetration in the Benelux, French and German markets at present. In addition, they have established 5 sales and marketing offices all over India to target the Indian automotive dealer market.
The company has also entered the Turkish market with a local partner. Also, since we have Spanish language support, a major thrust is being put in the South American market which seems to be responding well to the company s products. They have firm enquiries from Mexico, Brazil and Argentina. Since the company is simultaneously pushing its products in these high growth markets, they expect rapid growth in the next 2-3 years in topline and bottomline.
Competition
The company s major competitors are in the US market. These are US based companies catering to the online automotive segment. They have been in business for a much longer period than Logix. Since Logix have the largest product suite in the industry, it eliminates the need for the customer to deal with multiple vendors. This is a very important differentiator vis- -vis competition.
The company does not have any real competition in the European and Indian markets. These are relatively virgin markets and the company s intent is to gain leadership position in these markets in the next 12-18 months. The potential in these markets is huge and they have the first-mover advantage which they need to build upon quickly.
Valuation and Conclusion
The company has a unique business model, huge market, diversification plans and new products in the pipeline. The stock at present prices of 18.70 is quoting at low single digit PE its forward earnings. It is expected to clock an EPS of 9 in FY12 and an EPS of 12 in FY13. Altogether a penny stock worth looking for
(CMP Rs 18.70 as on 17/12/2012) Market Cap: [Rs.Cr.] 22.63 | Face Value: [Rs.] 10 Logix Microsystems Ltd. (LML) is a niche automobile imagery product developer offering various specialized online products and web solutions mainly to...