Technology New Zealand to Help
Touchpoint Meet Global Demand for Kiwi Software
25 September 2003
Marketing technology company Touchpoint has received a $168,000
co-investment from Technology New Zealand to internationalise its
software suite as part of its export drive.
Marketers worldwide need to solve the same problems. And, thanks
to its existing base of marketing partners and clients, many of
whom are subsidiaries of transnational companies, Touchpoint already
has a network of contacts in place. However before Touchpoint’s
offers its software to companies outside New Zealand, it must be
modified to support the scalability and sophisticated custom requirements
of overseas markets.
The end result will be export sales of smart Kiwi technology and
employment growth for Touchpoint and its partners. The Technology
New Zealand co-investment will support the new technical capability
required to achieve the global standard software.
“We’re already aware of international demand for our
products,” says Touchpoint Director Steve Shearman. “However,
to meet it we need to invest in research and development to solve
some of the key issues around providing a highly customisable product
under extreme scalability conditions. In the New Zealand market
of four million, the largest campaign our product’s been deployed
for has involved realtime interaction with around 400,000 consumers,
around 10 percent of New Zealand’s population. Taking the
same campaign to the UK for instance would require we provide the
same capabilities to around 6-8 million consumers. To meet the same
technical and performance level requires research into new approaches
that we could not fund - nor would we need - for our New Zealand
clients.”
The grant was made through Technology New Zealand's Technology
for Business Growth (TBG) scheme.
Technology New Zealand Investment Manager Simone Schenirer says
TBGs target technological risk takers and commercially sound enterprises
which are willing to push the boundaries of innovation for the greater
economic benefit of New Zealand.
"Touchpoint provides sophisticated, flexible and user friendly
technology that delivers real benefits to its diverse clients. The
technology always delivers value for money while clearly identifying
the results of marketing campaigns but also enables clients to develop,
update and manipulate meaningful information about their campaign
and real client base."
“The assessment process for Technology New Zealand co-investment
is very rigorous,“ says Simone. “In order to be awarded
a co-investment a company needs to demonstrate that its research
project is well-planned and reasonably costed and is a technical
stretch for the company. It also needs to demonstrate that the project
will be a good investment for the New Zealand taxpayer and will
deliver strong ROI in both turnover and spill-over effects such
as employment.”
Touchpoint’s R&D programme will provide the base technology
and framework to scale up to meet international performance requirements
within 18 months. Touchpoint will use the resulting international
standard technology platform to deliver new generation products
to export markets.
Touchpoint’s web-based software is a full suite of tools
that allows companies to communicate directly with their customers
via any combination of email, the web, call centre, fax and SMS
text messaging. It includes database, campaign management and automation
tools, publishing, communications and sales promotion modules, complete
with e-commerce functionality.
The software was developed to meet a gap in the marketing environment.
In 2000 Touchpoint’s founders Steve Shearman and Frank van
der Velden realised that no software was available worldwide that
allowed marketers to plan, execute and manage multi-channel campaigns.
Recognising the global opportunity they began developing their award
winning technology in New Zealand where they have since proven it
in a number of unique and innovative campaigns for telcos, publishers,
pharmaceutical and FMCG companies.
These companies and their marketing agencies use Touchpoint software
to define and implement marketing campaigns, manage databases, create,
test and deliver messages and communications, capture responses,
track results, adjust campaigns and automate fulfilment.
“Our third year in business has been our third year of 100
per cent growth. And we now employ 10 people,” says Steve.
“With this funding, which represents a third of anticipated
project costs, we expect to increase our rate of software development
and take advantage of the export growth opportunities before us
today.”
Companies using Touchpoint software include Fujifilm, GlaxoSmithKline,
HP, IDG, McDonalds, New Zealand Herald, Vodafone, Philips, Profile
Publishing, Smirnoff, TVNZ and Yellow Pages. Touchpoint partners
with advertising and direct agencies including WowRappCollins, Tango
Communications, Robbins Brandt Richter, Publicis Dialog, Nebula
and Brave New World.
ENDS
Technology New Zealand
Part of the Foundation for Research, Science and Technology, Technology
New Zealand is a government agency that fosters innovation by co-investing
in research and experimental development in private companies. It
helps businesses develop new technology and to encourage wealth
creation by businesses through innovation.
This is achieved by offering a range of targeted assistance programmes
including:
- Co-investments to assist businesses with research and development
- A range of assessment and analysis options to see how and what
technology might be most effectively applied to a business
- Assistance in developing innovative high value products including
arranging consultancy services from a research provider
- Providing scholarships to students that enable them to work
with companies to assist in product development and research.
All these assistance programmes complement the other investments
made by the Foundation though its normal investment process. The
Foundation also runs a major communication programme to promote
success stories in business. Input from industry and sector groups
is sought ensure that these programmes are effective meet the overall
innovation vision of the country.
About Touchpoint
Touchpoint is the leading edge New Zealand provider of multi-channel
marketing systems used by marketers and professional direct marketing
agencies. The Touchpoint software suite helps businesses build closer,
more profitable customer relationships by taking advantage of traditional
and emerging digital channels, including email, direct mail, telemarketing,
SMS text-messaging, fax, and the web. Touchpoint solutions provide
direct access for marketers, agencies, and customer service staff
to setup, manage and track integrated marketing programmes and campaigns
across multiple channels in real-time.
For more information, please contact:
Sally Raudon, Botica Butler Raudon Partners, 09 303 3862, 021 402
502, sallyr@botica.co.nz
Simone Schenirer, Technology New Zealand, 09 912 6730
Simone.Schenirer@frst.govt.nz, www.technz.govt.nz
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