A groundbreaking Coventry company has strengthened its ties with a key overseas market – thanks to a long-term strategy and a stroke of good luck. Genesis Technical Systems, based at the University of Warwick Science Park, provides cutting-edge technology to allow the delivery of super fast broadband over existing copper networks.
It means that areas without fibre can access fast broadband over the existing telephone lines. Genesis has been working with the UK Trade & Investment (UKTI) team based at the Coventry and Warwickshire Chamber of Commerce to increase its export sales.
One of its strategic target markets for growth is Indonesia because a large proportion of its telephone network is copper and the firm is already carrying out research there with the support of UKTI. But a recent chance visit to the region by the Indonesian Ambassador Theyab has strengthened links.
Clair MacKenzie, of Genesis, said: “We recently identified Indonesia as a key target for growth and very soon after got a call from the Chamber to say the ambassador was visiting this region and would like to come out and meet a company. We were delighted to welcome Ambassador Theyab here and it certainly has helped to strengthen our links with Indonesia. We have now just hosted another group from the country and we believe it will help with our strategy there.
“Business is all about planning ahead and thinking strategically about new markets but, as this proves, good fortune can help too. South East Asia is a key growth market for Genesis and Indonesia, particulary, is entering a healthy development phase and is well poised to take advantage of Genesis’s copper technology.
“Genesis’s mBond™ product offers Indonesia a cost-effective way to deliver the communications infrastructure required to meet rapidly growing mobile usage. Our technology can offer the country faster fixed and mobile broadband but without the need to rip up the old network. It’s certainly an idea the Ambassador and the latest delegation were very interested in.”
Ajay Desai, of the Chamber’s UKTI international trade team, has been working with Genesis and he accompanied the latest delegation from the Indonesian Embassy to the company. He said: “By working with us, Genesis has already begun to develop a strong presence in Indonesia and there is great potential for the company in that region.
“When we took the call to say the Ambassador was in the area and he wanted to visit a company, we knew exactly where we would take him. We’ve since been out again to Genesis with a separate delegation from the Embassy so it’s clear that they are very interested in the company’s technology and proposition for Indonesia.”
Pictured (left to right): Ajay Desai (Chamber), Ikmal Lukman (Director for Sectoral Promotion BKPM) and Nigel Hall (CEO of Genesis Technical Systems)