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Who's Who: Mike Sigona

A business trip to Europe convinced Mike Sigona to change addresses in the mid-1990s, and the Elo TouchSystems Inc. executive is happy with life as an expatriate American.

February 25, 2002

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Life changed significantly for Mike Sigona five years ago. After nearly a decade with Elo TouchSystems Inc., during which time he built the first mouse driver program for touchscreen monitors and managed the company's software engineering group and technical support divisions, the company asked him to go to overseas to help launch Elo's European initiatives.

He never came home.

Now the New York native is firmly entrenched in Munich, Germany, where he loves the European lifestyle, digs the arts and entertainment options, and is preparing to become a father for the first time.

"It's the cultural diversity of Europe that I love," Sigona said. "In short traveling distances, you have the diversity in language, in appearances, in architecture, in cuisine, even in business styles."

And for Sigona, the best part is he continues to work for Elo and remains an active part of the touchscreen monitor industry as the company's European market manager.

"I really believe the touchscreen is unique in bringing computer technology to people," he said. "Technology is getting so advanced and yet the public is still the public. How do you handle all this power and make it easy for the public? A kiosk is a great example. A copy machine is another example, and so is a ticketing machine."

The European excursion

For Sigona, a 41-year-old New York native educated in Southern California, the call of Europe took root quickly on that initial business outing. Simply put, he fell in love with the continent.

"I came over to incorporate our first (European) acquisition into Elo," he said. "I was the communication channel, transferring technical knowledge and seeing that they adapted to the Elo system. At the same time, I was passing European issues to the States. I was a conduit. That was my original role. I enjoyed it here so much and the market's growing, so I stayed."

Elo TouchSystems Inc.'s Mike Sigona traveled to Europe five years ago and liked it so much he settled there.

Sigona has yet to be bitten by the soccer bug that overwhelms many people who live in Europe - do not bother asking him if he supports either of Munich's big two teams, Bayern Munich or 1860 Munich. But he has developed an appreciation for the intricacies of business and personal relations in a part of the world where not everyone lives under the same flag.

"The way people communicate and do business is very interesting," he said. "When you're selling in Italy, it's a much different approach to doing business than in Sweden. The interesting thing is adapting to each environment.

"I find people like Americans because they find them friendly and forthright and personable," Sigona added. "But you have to adapt to the country you're in and adapt to doing business the way they do it. You don't want to insult them. One way (to ingratiate yourself) is to show an appreciation for their food and cultural aspects."

Sigona also notes that five years in Munich has taught him a few lessons about the American experience.

"The other thing that struck me about being American is you have a vision that everything in America is better," he said. "But all the same superstores are here (in Europe), yet they're bigger. And the food's better. And the people are attractive. Life is as comfortable in Europe as it is America."

Sigona's work takes him around the world - he has visited 35 countries by his own estimation - but Brussels, Belgium-based consultant and former Elo marketing manager Stephan Herron said Sigona never forgets where "home" is.

"While he trots around the globe on a regular basis, he is now grounded at his home in Munich where he and his lovely wife, Veronika, are expecting their first child at any minute," Herron said. "If you are ever in the mood for a good beer and some roasted pig knuckles, head to Munich and I'm sure Mike will be happy to show you around."

Defining one's role

Sigona's current role as European market manager means he is nine hours ahead of the company's main office in Fremont, Calif. It also makes him a jack-of-all-trades for the company, though his primary role is to focus and grow vertical markets.

"I interview the major manufacturers and find out what products are needed, find how our products can meet their needs, and work with our engineers to develop and coordinate the launch of products," he said.

Sigona's work takes him in and out of a number of sectors, including kiosks, the gaming market, industrial, medical, ticketing, and point-of-sale.

In the kiosk industry, Sigona has developed a reputation as a knowledgeable, thoughtful advocate. Sigona serves on the executive committee of Kiosks.org Association.

"Mike is the man when it comes to touch," said Craig Keefner, Kiosks.org Association executive director. "He has been extremely involved since early on in the technical side of touchscreens. I worked with him hand and hand on the first Club Wed (bridal registry kiosk) units for Target."

Herron praised Sigona, saying he embodies Elo's commitment to quality customer service and product development.