What Senjaya Bersama Utama does

PT. Senjaya Bersama Utama (also operating as PT. Senjaya Gobel Solusindo) is an Indonesia-headquartered, privately held distributor and value-added reseller founded in 1983, with 101–250 employees and headquarters in Jakarta. The company operates as an authorized distributor for three principals: Panasonic professional broadcast equipment (P2HD camcorders, AVCCAM series, studio camera systems, live switchers, professional monitors, remote cameras, and lighting), Panasonic Eco Solutions consumer and infrastructure products (LED lighting, wiring devices, street lighting, air conditioners, home appliances, fans, and interactive displays — many TKDN-certified for domestic content compliance), and Lynx Teknik broadcast signal-processing systems (Series 5000 modular rack, BluBox converters, Yellobrik, Testor, and the APPolo centralized control system).

SBU's customer base is segmented across three verticals: broadcast and production houses (TV stations, freelance videographers, system integrators) served via direct enterprise sales; architects, interior designers, and infrastructure specifiers (e.g., HDII members) engaged through the Panasonic Lighting Solutions Center Jakarta — the first such center outside Japan, opened in June 2015 at Da Vinci Tower; and government/SMB/consumer buyers reached through the LKPP e-Catalogue and Tokopedia storefront respectively.

The business model is hardware distribution plus system integration, monetized through product resale rather than software subscriptions or proprietary IP. Revenue mechanics span transactional hardware sales, infrastructure-project partnerships (formalized in a 2015 agreement with PT. Panasonic Gobel Indonesia), and channel-based demand generation via roadshows, intimate industry gatherings, and trade-show participation (including Broadcast Asia 2015). No pricing is publicly disclosed and no recurring software/services revenue stream is evident; the model is fundamentally a value-added distribution franchise whose economics are tightly coupled to the commercial health of its Panasonic principals.

Name

Senjaya Bersama Utama

Legal name

PT.Senjaya Gobel Solusindo

Website

https://senjaya.co.id

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

101–250 employees

Short description

PT. Senjaya Bersama Utama is an Indonesian authorized distributor and value-added reseller of Panasonic professional broadcast equipment, Panasonic Eco Solutions lighting and home appliances, and Lynx Teknik signal-processing systems, serving broadcasters, production houses, architects, and government buyers across Indonesia.

Ownership category

akta.pro rank

Product category

Professional Broadcast Equipment Distribution

NAICS

Commercial, Industrial, and Institutional Electric Lighting Fixture Manufacturing (335132), Electric Lighting Equipment Manufacturing (33513), Electric Lamp Bulb and Other Lighting Equipment Manufacturing (335139)

SIC

Electric Lighting & Wiring Equipment (3640), Photographic Equipment & Supplies (3861)

akta.pro primary industry

Industrial & Commercial Luminaires (High-bay, Low-bay, Troffers, Downlights) (IMAGAIAA)

akta.pro secondary industries

Lighting Design Services (BPAHAKAJ), Lighting Parts, Shades & Accessories Retail (Harps, Finials, Glass, Mounting) (CRAIAHAI)

Keywords

• Professional broadcast equipment
• Video production systems
• Lighting distribution
• Broadcast cameras
• Signal processing equipment

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Product Distribution: Distribution of Panasonic professional broadcast equipment including cameras, switchers, monitors, and lighting products. Also distributes Lynx Teknik products including conversion systems, control systems, and test equipment.
2. Infrastructure Business: Infrastructure business partnership with Panasonic for integrated solutions in Indonesia market.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

PT Senjaya Bersama Utama operates as an authorized distributor for Panasonic professional broadcast equipment and Lynx Teknik signal processing products in Indonesia, supplying cameras, switchers, monitors, studio systems, lighting, and home appliances. The company also operates the Panasonic Lighting Solutions Center Jakarta, the first Panasonic lighting solutions showroom outside Japan, located at Da Vinci Tower in Jakarta.

Product overview

PT Senjaya Bersama Utama operates as a distributor for Panasonic professional broadcast equipment and LYNX video processing systems in Indonesia. The company's product portfolio is organized into two main brands: Panasonic Professional AV (covering broadcast camcorders, studio cameras, live switchers, monitors, remote camera systems, studio build-up equipment, and lighting products) and LYNX (covering rack-based modular video/audio processing, signal conversion, test equipment, and centralized control systems). Additionally, the company distributes Panasonic consumer products including home appliances, air conditioning, and lighting through its TKDN-certified product lines. The Panasonic Professional AV segment includes AVCCAM consumer/professional camcorders, P2HD broadcast camcorders with solid-state recording, professional monitors ranging from 9-inch to 31-inch 4K, live production switchers from compact to full-featured models, pan/tilt/zoom integrated cameras, box cameras, and studio build-up kits. The LYNX segment provides modular rack systems for signal processing, SDI-to-HDMI converters, broadcast test generators, and integrated control software.

Differentiator

Problem solved

Functional benefit

Products and services

• Panasonic P2HD Series Professional broadcast camcorder and recorder series using P2 solid-state memory cards, including shoulder-mount cameras (AJ-HPX3100, AJ-HPX3700, AJ-PX800, AJ-PX5000), handheld camcorders, and deck/recorder units for broadcast professionals and TV stations.
• Panasonic AVCCAM Series Professional HD camcorder series using AVCHD recording format, including handheld models like AG-AC90, AG-AC130A, AG-AC160A with 22x zoom lenses, HD/SD-SDI output, and variable frame rate recording for production houses and freelance videographers.
• Panasonic Professional Monitors Professional LCD monitors for broadcast and production, including BT-4LH310 4K 31-inch, BT-LH2170 21.5-inch with 3D-LUT, BT-LH1850, BT-LH910G 9-inch WXGA, and BT-3DL2550 3D professional monitor for broadcast and post-production environments.
• Panasonic Switchers and Mixers Live production switchers including AV-HS6000 2ME Live Switcher, AV-HS410 Multi-format Live Switcher with up to 13 inputs/10 outputs, AV-HS450 16-input live switcher, AW-HS50 Compact Live Switcher, and AG-HMX100 Compact Mixer with 3D switching for live broadcast operations.
• Panasonic Remote Camera Systems HD integrated cameras and pan/tilt systems including AW-HE130, AW-HE60, AW-HE40, AW-HE2, AW-PH360, AW-PH405, AW-PH650, and AK-HC1800 box cameras with IP control, night mode, and high zoom ratios for broadcast and production applications.
• Panasonic Studio Camera Systems Professional studio cameras including AK-HC3800 Multi-format Studio Camera with 16-bit A/D and 38-bit DSP, AK-HC3500, AK-HC1500, AW-HE870, and accessories like HDS-300 Studio Build-up Unit for converting handheld or shoulder camcorders to studio configuration with aluminum die-cast chassis.
• Panasonic Lighting LED and conventional lighting products including LED Pendant Light, LED Line Light, LED Compact Ceiling Light, LED Bracket, and CFL Ceiling Light for residential, commercial, and retail applications.
• Panasonic TKDN-Certified Products Products certified with TKDN (Tingkat Komponen Dalam Negeri) domestic content certification, including air conditioners, electric fans, ventilating fans, home appliances (refrigerators, dispensers, washing machines), street lighting, lighting and wiring devices, and intelligent interactive displays for government procurement and local market distribution.
• LYNX Series 5000 Rack System Rack-based modular terminal equipment system supporting audio distribution, conversion, processing, video distribution, embedding/de-embedding, frame synchronization, test generators, down converters, and video processors, covering analog through 3Gbit digital video with fiber I/O options for broadcast facilities.
• LYNX BluBox Series Compact signal conversion and processing modules including the BB 7289 U/D bluBox SHUFFLEMAX for multi-format SDI support (SD/HD/3G) with 16-channel AES audio embedding/de-embedding, metadata processing, and extensive audio controls.
• LYNX APPolo Control System Centralized control system for LYNX hardware providing intuitive GUI control via standard IBM-compatible PC with Windows, supporting serial or LAN communication. Software is provided with no license or maintenance fees, typically used with Series 5000 CardModule systems.
• LYNX Testor Compact handheld broadcast-quality digital test signal generator for multi-format digital infrastructures featuring digital video test patterns, 8-channel AES audio test generator, comprehensive test pattern library, and genlock with cross-lock capability.
• LYNX Yellobrik Compact signal converters including the CDH 1811 3Gbit SDI to HDMI Converter supporting video inputs up to 3Gbit/s with automatic format detection, fiber interface option, 16-channel audio de-embedding, and professional audio outputs for broadcast and production environments.
• LYNX Conversion System Camera adaptor and base station systems for optical fiber transmission including LS-700/800, LS-750/850, LS-750GT/850GT for 4K and multi-camera HD/SD transmission over SMPTE hybrid fiber cables up to 2km distance.
• AG-DVX200 4K Camcorder

Quantifiable outcome

• First Panasonic lighting solutions center outside Japan
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• PT. Panasonic Gobel IndonesiacoreStrategic or Co-development Partner · 19 June 2015Signed official partnership agreement for infrastructure business in Indonesia on June 19, 2015. The signing ceremony took place at the Panasonic Lighting Solutions Center Jakarta with Mr. Lo Hengky Senjaya, President Director of PT. Senjaya Bersama Utama and Mr. Hiroyoshi Suga, President Director of PT. Panasonic Gobel Indonesia.
• PT. Panasonic Gobel Eco Solutions Sales IndonesiacoreChannel Partner/ Reseller/ Distributor · 25 January 2015PT Senjaya Bersama Utama became official distributor of PT Panasonic Gobel Eco Solutions Sales Indonesia for lighting and wiring devices products. Covers products including air conditioners, electric fans, ventilating fans, home appliances, street lighting, lighting and wiring devices, and intelligent interactive displays.
• Da VinciminorStrategic or Co-development PartnerPartner for Panasonic Lighting Solutions Center Jakarta showroom located at Da Vinci Tower. Da Vinci founder Ms. Doris Phua participated in the ribbon cutting ceremony.
• Panasonic CorporationcoreChannel Partner/ Reseller/ DistributorDistributor of Panasonic professional broadcast equipment including P2HD series, AVCCAM cameras, studio systems, monitors, switchers, and lighting products.
• Lynx TeknikminorChannel Partner/ Reseller/ DistributorDistributor of Lynx Teknik broadcast equipment products including Series 5000, BluBox, Yellobrik, Testor, and Control Systems.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Ross Video: Global broadcast equipment manufacturer (production switchers, graphics, newsroom, robotic cameras) with Southeast Asian system integrator network that competes against SBU's Panasonic AV-HS and AK-HC studio camera business for Indonesian TV station and large-event production capex.
• Grass Valley: Global manufacturer of broadcast cameras, switchers, routers, and playout systems that competes in Indonesian TV station and production house tenders alongside Panasonic's P2HD and AV-HS lines sold by SBU. Provides a useful reference for the upstream vendor economics that SBU's value-added distribution attempts to capture.
• PT Panasonic Gobel Indonesia: Panasonic's main Indonesian joint venture entity, which co-signs infrastructure business partnership agreements with SBU and operates consumer lighting channels at national scale. Related-party counterparty that defines SBU's access to the Panasonic product line and competitive boundaries inside Indonesia.
• Blackmagic Design: Manufacturer of lower-cost cameras, switchers, converters, and monitoring products that increasingly compete against premium Panasonic lines sold by SBU at the indie/freelance and SMB production end. A direct product-overlap peer with growing Indonesian distribution.
• Evertz Technologies: Canadian broadcast infrastructure vendor with Indonesian system integrator channels for routing, conversion, multiviewers, and IP transport — the same category Lynx Technik (distributed by SBU) plays in. Comparable upstream competitive context for SBU's signal-processing distribution line.

Direct peers

• PT Sony Indonesia: Sony's Indonesian arm competes head-to-head against SBU's Panasonic line in pro cameras (Sony PXW/FS series), studio systems, switchers, and professional monitors sold to the same broadcast and event production customer base. Overlapping product categories and channel partner structure make it the closest brand-level competitor in Indonesia.
• Signify Indonesia (Philips Lighting): Signify sells commercial, residential, and street lighting products into Indonesia through its own distribution and e-catalog channels, directly contesting SBU's Panasonic Lighting Solutions Center positioning with architects, designers, and infrastructure buyers. Comparable lighting product portfolio and channel overlap into Indonesian projects.
• PT Abhimata Persada: Indonesian distributor and integrator of professional broadcast, audio, and video equipment, with a comparable mix of channel partner relationships, TV station and production house end-customers, and post-sale system integration services. Most directly comparable Indonesian pro-AV specialist operating in the same segments as SBU.
• Canon Indonesia: Distributes Canon Cinema EOS, professional video, and broadcast-grade imaging products to Indonesian broadcasters, videographers, and event production customers, competing against SBU's Panasonic camera and lens offerings. Both firms operate as authorized brand distributors in the same channel with similar pro-segment outreach.

Others

• Lynx Technik: SBU's technology partner whose Series 5000, BluBox, Yellobrik, Testor, and APPolo Control System products are distributed in Indonesia. Comparing SBU against Lynx shows the upstream vendor's global footprint and revenue scale against its Indonesian channel partner — useful for assessing channel leverage SBU holds.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PtSenjayaGobelSolusindo
• Xx.com/sbu_senjaya
• LinkedInlinkedin.com/company/pt-senjaya-bersama-utama

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Senjaya Bersama Utama