Mark Burr-Lonnon  
Mark Burr-Lonnon
Senior Vice President
of APAC and EMEA Business

Company Name:
Mouser Electronics

Founding Year: 1964

Headquarter & other offices: HQ in Dallas -Fort Worth Metroplex, Texas; USA. Total of 21 branches worldwide

Founder/Key person: Glenn Smith, who is now Mouser’s President & CEO

Total headcount: More than 1,600 employees

Achievements of the company: Ranked in the Top 10 for authorized Global Distributors in terms of Global Revenue. Recipient of the NorthFace Scoreboard Award for 2014, 2013 & 2012 for Customer Service Excellence; Winner of the Chamber of Commerce Large Business Award; Winner of the Texas Workforce Commission Employer of Excellence Award, etc.

Clients’ names: A fully franchised/authorized distributor, representing more than 500 manufacturer partners and distribute their newest products and technologies. Key partners include Texas Instruments, Analog Devices, Microchip, Intel, Maxim, TE Connectivity, Molex ,Vishay, Kemet, AVX, Murata etc.

1. How does your company plan to leverage the unique needs of India in the various market verticals? How does Mouser see India as a market? How is Mouser Electronics positioned to serve the Indian Market?

India being one the fast growing electronics system design manufacturing (ESDM) industry. Currently 65% of the Indian demand for electronic products is met by imports and with the growing need of the Indian market at every level, we put the needs of our customers first. We specialize in answering the component needs of the electronic design engineer and buyer by providing them with the newest semiconductors and electronic products from more than 500 manufacturers. Mouser is the industry NPI (new product introduction) leader. We make it a priority to stock and distribute the newest products to give our customers a speed-to-market advantage.

We work in close partnership with all our manufacturer partners to provide the fastest, easiest access to the industry's newest technologies. Every customer gets full and complete service every time. Our goal is to provide excellent customer service along with technical support for buyers and engineers worldwide. We offer 21 Customer Support Centers worldwide to provide customers with technical support in local time zones and language. We believe this localized support is a key differentiator for us. We have an office in Bangalore, for example, to service our customers in India.

Distributors increasingly are focusing more on their areas of expertise, such as NPI, Volume MRO, etc. and this allows suppliers to focus their efforts on the area of excellence of each distributor. Mouser has become the key distributer for NPI efforts with suppliers and customers alike. In some regions authorized distribution is still developing as the prime route to market but this is globally the most popular route to market and strengthens each year in every region of the world. Mouser is unrivaled in its focus on NPI and the ability to bring the latest technologies to every region of the world.

2. Your views on competition in the industry you are majorly serving in? Mention the USP of Mouser Electronics that differentiates it from its competitors?

At Mouser, we cater to design engineers and buyers with fast delivery across the globe in 1-4 days. There are no minimum orders on in-stock merchandise, for example. We take great pride in providing our customers with the newest, genuine authorized semiconductors and components for their prototypes and projects. Also, we are an authorized distributor for every component stocked from more than 500 manufacturers. All of our components are obtained directly from the original manufacturer or through authorized channels.

Our website is widely accepted as a Global Leader for product information and content, as well as product search and inventory. Our competitors have a range of focus with some focused on volume/NPI and MRO, and typically more than one of those. This requires a different focus. We believe our focus on NPI and small/medium volume sets us apart as a model that delivers best-in-class service, on its promises and does not try to mix the very different service offerings needed in each area.

3. Specify Mouser Electronics Services/tools to highlight in the Member’s Corner?

Our comprehensive multi-lingual website,, is central to our global business. We offer several services and tools online that help customers through their buying process. For example, our advanced BOM (Bill of Materials) tool allows customers to upload their materials and receive real time pricing and delivery. Our Project Manager, Cart/Project Share make it simple for engineers and buyers to save projects and share instantly.

Online, Mouser has several places that engineers can quickly go and research new products and applications & technologies – or The Mouser Newest Products site provides detailed, technical information that can be viewed by category, manufacturer or by week.

Another major resource to further help our customers are our MultiSim BLUE tools, introduced in partnership with National Instruments. Available via download at, MultiSIM BLUE is a fully-integrated circuit design tool to provide engineers with a simulation environment using Mouser's wide selection of products, including the newest in analog and mixed-signal ICs, passive components, discrete semiconductors, power management ICs, connectors, and electromechanical components. The tool is fully integrated with BOM and cart purchasing capabilities.

4. What are the top 3 innovative trends Mouser sees in ESDM technology?

Right now, the strongest areas are automotive/transportation, sensor technology, telecommunication and power. In each of these areas, we continue to look for new and exciting products to stock and promote, both with our current supplier base as well as with potential suppliers with products or technologies in these areas.

The automotive/transportation market place is seeing continued growth. Mouser continues to stock and promote products that are targeted at that market space. The Internet of Things (IOT) frenzy is still a driving force as well, and we are seeing great growth in two primary design products related to IOT: microcontrollers and sensors.

5. Is Mouser planning any investments in India? If yes, in which areas?

IT support globally, more customer service, more marketing investment in India.

About the Author
Mark Burr-Lonnon

Senior Vice President
of APAC and EMEA Business

Mark Burr-Lonnon, Senior Vice President of APAC and EMEA, helps guide Mouser Electronics’ strategic as well as day to-day international efforts. In 2008 Burr-Lonnon transitioned over to Mouser from its parent company, TTI, Inc. Under his and Glenn Smith’s shared global vision and direction, Mouser has quickly grown from a small, U.S. electronics distributor into a global player focused on servicing the unique needs of design engineers and buyers worldwide.

In addition to planning, directing and coordinating Mouser’s global growth and expansion activities, Burr-Lonnon provides a leadership role to his multi-cultural global management team. Furthermore, he takes an active role in cultivating relationships with current and potential electronic component suppliers, top industry organizations, trade shows, and media relations. Plus, he is instrumental in ensuring Mouser’s supplier base and product portfolio are in alignment with supplying the divergent global demands of design engineers and buyers across Europe, Asia-Pacific and other strategic world markets.

Today, Mouser has 21 Customer Service Centers strategically positioned around the globe, providing local language, currency and same time-zone support. Plans for opening more in the near future are also in progress. In addition, the website has been expanded to support 17 different languages and 20 international currencies. Now, Mouser ships globally to over 500,000 customers in 170 countries. Over a short span utilizing Burr-Lonnon’s added expertise, the company’s international business has grown from under $20 million to more than $400 million (U.S.) annually.

Burr-Lonnon brings a wealth of global electronics distribution experience – totaling over 27 years. Prior to joining the Mouser and TTI executive team, Burr-Lonnon amassed an impressive track record serving in key global leadership and marketing roles for Yageo (previously Philips Components), Avnet, Plexus, and STC Electronic Services (now Arrow).
Throughout his career, Burr-Lonnon has become adept at managing the many complexities of international business and forging strong industry relationships.

His early career was in the U.K. and Europe, but the last 12 have been USA based. Burr-Lonnon is a devoted husband and proud father of a teenage daughter. At home in Texas, he can be found enjoying a few rounds of golf, swimming, watching sports, or getting his ski fix at some faraway mountain resort.