About
09:00 The export imperative
Andy Hopper Head of the University of Cambridge Computer Laboratory and Chairman of international success stories RealVNC, Ubisense and Adventiq understands more than most how to turn blue-sky research into commercially viable businesses, but he remains committed to his academic roots. He will outline the exciting research developments at the lab and give insights into how technology businesses can operate in an international arena. Closer to home Dennis Turner, Chief Economist of HSBC, will bring clarity to the economic situation.
11:00 Go West
Now is a good time to consider exporting to the USA, says Chris Parkhouse, Managing Director of Deyton Bell. As an Anglicised American he understands only too clearly the pitfalls that face technology pioneers but is upbeat about the prospects. “The USA is a huge market and there is a big opportunity for UK businesses. It is an exciting place to operate and there is significant government support on both sides of the pond to encourage early stage businesses to take the first steps. “The big question is, can you offer something that is not already available locally? A technology company with a brilliant idea that will add value is one type of organisation that should be considering the USA.” Giving the client what they want, before they know they want it, has been the niche that Steve Bone, Director of nu Angle, has exploited. His role is a technology prospector for new technologies on behalf of clients, major US corporations, to ensure they maintain competitive advantage. He comments that US companies are prepared to look outside for innovation but often UK companies don’t market themselves well and are not sufficiently focused on what they do well. Ovid Romanoschi - Director of Applied Science and New Technology for the US corporation Church & Dwight Co, Inc - is familiar with Cambridge technologists and will explain how innovation is exploited within its growing product portfolio, which includes Arm & Hammer; OxiClean and First Response among its personal care and household brands. UK companies Abcam and Bango operate in two very different industries and both have successfully penetrated the US markets; their respective CEOs join the discussion.
14:00 Springboard
In parallel with the conference there is a demonstration area for early stage and near-market products and technologies. There will be cutting-edge technologies both niche and mainstream, and at all stages of development and commercialisation. A selection of entrepreneurs will each be given just two minutes to explain their products and try to gain interest from investors and advisors, in a session chaired by Chris Walklett, Business Tax Partner at PEM. Recent research by PEM into technology companies in Oxford and Cambridge showed that more than 70 per cent of their customers are from overseas.
14:15 Eurovision
Europe either a vast market on our doorstep or a diverse collection of insular communities depending on your viewpoint. Ways of developing business across Europe will be discussed, especially the importance of respecting culture and of adjusting sales and marketing campaigns to meet in-country sensitivities. Among those speaking is Craig Wareham, co-founder of Augmentra, developers of mobile digital mapping and navigation software. He will explain how the company has overcome language barriers by creating partnerships with leading in-country content owners. This has allowed the company to build upon existing networks and to achieve the critical mass it requires to offer mapping across the continent and provide multi-lingual sales support. Another way to work with European partners is through funded research projects. Paul Drath, Director of Singleimage, comments that although billions of Euros are on offer to support collaborative research this should not be the main reason why UK companies consider participation in an FP7 project: “Working in teams creates links between complementary companies that can bring rewards long after the specific project has finished.”
15:30 Look East
The boom in consumer demand has created opportunities in the East, but is it possible for UK companies to penetrate these markets? Tudor Brown, President and founding member of ARM, was responsible for developing the company’s operations across India, Japan and the AsiaPacific region. “Intellectual property, consulting and services are all relatively easy to export to the East because there are few logistics involved. Manufactured goods, technologies or applications that need integration on a client’s site are much harder and this requires the involvement of critical people at the export site, which is a significant investment of resource. “Language is often cited as an obstacle, but it is much more important to listen and understand what you are being told. It takes time to understand the many different cultures in the Far East. You may be told something in an indirect way and therefore you have to consider carefully what it is you are being told, not what you expect to hear.” Dan Sandhu is the former Chairman and CEO of Vertex India, which he grew from a start-up to a 2,800 strong organisation in India. He is now CEO of Cambridge-based ACIS and offers this advice: “Companies considering the East should ask themselves: Do they have a product or solution which is marketable in a global arena? Do they have the skills to manage an international footprint? Can they fund the required set up costs be it distribution network or local offices?”
16:30 Open innovation
The use of widely-distributed knowledge in making best use of internal and external innovations. Peter Wierenga, Executive VP & CEO Philips Research will develop this theme with a discussion of open innovation from an international perspective.
