Technisyst – Finding success in the US
Queensland-based mobile data solutions company Technisyst is going from
strength to strength, providing end-to-end wireless solutions to the public
safety, intelligent transport and field service markets.
With a client list including the New Zealand Ambulance Service, Queensland Department of Emergency Services, New South Wales Government, South Australian Government, Western Australian Government and ACT Emergency Services, Technisyst is now forging into the US market, proving this Smart State company is here to stay.
How it all began
Brian Webb started Technisyst in 1986 as a systems integration company. With the ever increasing reliance on wireless network infrastructure, Brian saw the potential of wireless technology and developed an open standard intelligent software Message Switch (TC Gateway) that provides the vital link between wireless data networks (such as Mobitex, CDMA, GPRS and 3G telecommunication services) and mobile client applications in the field.
Technisyst’s first success in this new area was in 1997 when it wirelessly enabled field service operators for the Brisbane City Council. From here, Technisyst turned its sights to one of the most significant users of wireless technology – the public safety market. Partnering with Ericsson’s Mobitex private network technology and other public network technologies, Technisyst has enabled public safety networks in Queensland, New South Wales, the Australian Capital Territory, Western Australia and New Zealand.
Having established itself in the public safety, intelligent transport systems (ITS) and field service markets within Australia and New Zealand, in July 2004 Technisyst turned its sights to the US market. By December 2004, Technisyst had established a strategic partnership with one of the largest providers of public safety telephony equipment in the US market, Positron, and are currently working on a number of major US public safety projects.
The challenges
In preparing to enter the US market, Technisyst faced a number of challenges. The first of these was deciding on an appropriate entry strategy to gain initial market share.
Technisyst’s most significant market in Australia and New Zealand has been public safety. When formulating a market entry strategy for the US, Technisyst opted to play to its strengths and focus its initial efforts solely on the US public safety market. However, even with its significant list of current clients, Technisyst recognised that maximising its credibility would require some effective local strategic alliances.
This led to Technisyst’s second challenge – finding US partners with existing credibility in the market from which it could leverage. To address this Technisyst took advantage of existing relationships to forge more formal partnerships. As an Australian reseller for Positron technology, Technisyst had the foundations on which to build a partnership proposal. Positron’s subsequent positive response set the wheels in motion for Technisyst’s successful US market entry.
Strategies for success
Coming from a systems integration background, Technisyst has maintained a focus on providing solutions rather than technologies. This led them to develop relationships with network providers and device manufacturers to provide total, end-to-end, best of breed wireless solutions. Combined with Technisyst’s open standards technology it also allows their customers unprecedented flexibility in choosing networks and devices to best suit their business needs.
Developing these business relationships has been crucial to Technisyst’s success. In addition to its partnership with Positron, Technisyst has capitalised on its relationship with Mobitex to access Mobitex’s partnership with Cingular, the second-largest telecommunications provider in the US. Establishing these partnerships with Cingular and Mobitex for network coverage and companies such as Positron and Data 911 for the provision of devices, has placed Technisyst in a prime position for swift and solid market penetration in the US.
Taking advantage of government support has also been a contributing factor to Technisyst’s US success. Technisyst received business assistance from the Queensland Government through the Information Industries Bureau (IIB), including export readiness assistance, business matching and access to networks in the US. It also received export assistance from the Commonwealth Government through the Austrade networks and recommends potential exporters explore the avenues of business support available from government agencies.
The Future
Technisyst is ramping up its US operations in order to meet the growing demand in the market and expects to have a firm foothold in the US by mid 2005. Technisyst is a shining example of an innovative Queensland ICT company using industry expertise and strategic alliances to increase its footprint in the global marketplace.
