In 2018, we designed another best-seller and absolute game changer for Times-7 and the RAIN RFID industry: the A5020 series. You won’t find a more rugged, good-looking, versatile and reliable antenna in the market. It is a well designed antenna, from its RF-qualities to its optimized and streamlined manufacturing process. On a dedicated semi-automated production line in our facility in Lower Hutt, we produce several thousand A5020s per week.
Following the huge success of the A5020, Times-7 decided to move the A5010 production back to New Zealand to become a 100 percent New Zealand company. Today the entire team of 30 people – consisting of marketing, sales, development and production – is located on the same site in Lower Hutt. Having it all under one roof drives efficiency for us, as all areas of the business are able to easily collaborate, from product design, development to production.
3. In which markets is Times-7 represented?
Times-7 is a global player, our channel partner network extends to over 55 countries. The United States is our main market, followed by Europe. Latin America and South Africa are considered growth markets. China is a challenging market for us with our high-end products as we are competing with very cheap products manufactured in country. However, building on trusting and long-term partnerships in Singapore, we are currently preparing to expand into the ASEAN market.
4. How does the partner network work?
We work closely with channel partners around the world, who stock our products in country to shorten the lead time and provide sales and technical support to our customers. Being on the other side of the world and in a different time zone, our channel partners generate crucial proximity to the markets and provide us with insights into local market trends.
To minimize the distance between us and our channel partners, our teams operate very flexibly in terms of time. We are also travel several times a year to our partners and visit sites to understand how our customers use our antennas in the field. Plus, the time zone difference can work to our advantage in that we can turn things around whilst our key markets are fast asleep!
5. You are exporting 95% of your products. What role does the domestic market play in Times-7 growth strategy?
We have an active RFID network in New Zealand and value our long-term partnerships with pioneering companies who we helped design RFID tracking solutions for their businesses. The fact is though, that we do not have a large domestic market. Agriculture is our most prominent industry. As far as industrial test scenarios are concerned, we rely on cooperation with foreign companies. The exchange with global partners is therefore extremely important and valuable for us to look beyond solutions in the agricultural space.
However, we are working closely together with local industry bodies to promote RAIN RFID in other verticals such as health care and logistics to grow our domestic market.
6. What advantages do you personally see in New Zealand as a location?
The New Zealand trade and legal system is an advantage, as it is very similar to the European system. In addition, we are a young nation. We don't rely on having all products in our own country. New Zealand is therefore a nation of inventors. This is in our DNA today. New Zealand is a creative and inventive country with a large number of research institutions. Further evidence of this are the innovative companies located in the Hutt Valley. This is also where Times-7 is headquartered.