A sustained focus on research and development, the expansion of an extensive distributor network and exceptional customer service has ensured Sepura's continued market success.
"Sepura is one of the top three suppliers of TETRA radios in the world and is a market leader in more than 20 countries," notes Frost & Sullivan Research Analyst Friso Buker. "The company has clearly demonstrated its ability to understand and to access, the lucrative market for communication equipment that is dedicated to first responders."
A high level of technological sophistication and flexibility derived from a significant emphasis on research and development, the intelligent use of reference sites as a marketing tool and the emphasis on post-sales capabilities to clarify the life-cycle costs have contributed to the company's market leadership.
Sepura has won over 170 major contracts in more than 90 countries. In 2007 alone, Sepura delivered over 110,000 TETRA terminals, worldwide. In addition to significant projects in Europe and the United Kingdom, Sepura has developed 'routes to market' in high-growth potential Asian countries, signalling the company's future success.
Much of Sepura's market success has arisen from the healthy relationships that it builds with carefully selected, local distributors (such as Swedish Radio Supply) and integrators (such as Peru's Grupo Mastercom), who are able to readily access their local and regional markets.
"Sepura has delivered many 'design firsts' over the years such as fully integrated, high performance GPS," remarks Buker. "Another example is Sepura's highly efficient and functional radio user interface – designed specifically for working groups, it is common to all radio models, thus ensuring speedier training for end users."
As a consequence of Sepura investing nearly a quarter of its revenues in R&D, the company is able to effectively fulfill (and often exceed) the technology requirements that customers demand. For instance, it offers 16 different alphabets in its TETRA terminals, with key mat options to suit.
"Furthermore, Sepura has introduced several unique initiatives to ensure that prospective customers will be comfortable with its radios prior to actual purchase," states Buker. "Apart from pointing to reference sites where Sepura products are in operation (an important factor for sales success in new and emerging markets), the company has increased the attractiveness of its market offerings by demonstrating strong pre-sales and post-sales capabilities. "
Sepura has developed mechanisms where potential customers, in advance of the sale, have been allowed to experience the company's customer support levels and to develop a clearer picture of the 'total costs of ownership' as if they were an existing customer. This innovative approach is underpinned by the company's appreciation that after-sales service and support is as important as the technologies and products themselves.
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Sepura (sepura.com) is a global leader in the design, manufacture and supply of TETRA digital radios, which are used predominantly by the emergency services around the world and in the transport, utilities and local government sectors. It is the market leader in more than 25 countries.
The TETRA standard was developed mainly for public safety professionals. It facilitates reliable radio communication at all times and offers secure voice and data transmissions - free from the possibility of eavesdropping.
Founded in the UK in 2002, Sepura has rapidly expanded across the world with a network of 70+ regional partners that sell and support locally its market-leading products in over 90 countries.
It joined the main list of the London Stock Exchange in August 2007 and in the year ended March 2007, generated revenues of £52m and EBITDA of £13.6m (pre IPO costs). Sepura is also a member of the FTSE techMARK All-Share index.
Sepura's development expertise is focused entirely on TETRA radio terminals, and the company offers the broadest range of TETRA products available. It is often first to market with innovative products and features and is a market leader in the supply of surveillance and other specialist TETRA radios and accessories.
Sepura Contact Information:
Chris Johnson - Marketing Communications
P: +44 122 369 4647
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