Pulse Data International Demonstrates the Value of a Successful Global Partnership

CHRISTCHURCH, New Zealand- Thursday, 7 March 2002

Christchurch company, Pulse Data International, today stressed the importance of securing strong partnerships to ensure New Zealand's innovations succeed on the international stage.

Speaking at the country's inaugural Innovate conference, Greg Thompson, Pulse Data International's International Marketing and Business Development Manager, outlined the way to forge alliances and partnerships with multi-nationals to deliver innovative ideas to market faster.

"Pulse Data International operates in a very niche market, providing products for people with severe visual impairment," explained Thompson.

"About eighteen months ago, Pulse Data was working to develop the world's first blind-friendly interface for electronic books," said Thompson. "We began considering who could work with us to bring this product to market quicker and started liaising with Microsoft New Zealand."

"We recognised the synergies that we had with Microsoft and the opportunities that a partnership with a multi-national company like Microsoft could offer us," said Thompson. "Not only does Microsoft have a team that works specifically on products for persons with disabilities, but Microsoft also has established markets throughout the world."

Thompson credits the partnership with Microsoft as a factor to his company's rapid growth and expansion around the world and he urged New Zealand companies that have a new product innovation to develop partnerships with companies like Microsoft to explore opportunities to bring these ideas to market quicker.

Geoff Lawrie, Microsoft New Zealand's Managing Director, says that Microsoft New Zealand is proud to be involved with companies like Pulse Data International that have world-leading ideas and the courage to bring these to market first.

"Pulse Data is showing the innovation and leadership that is at the very centre of the Knowledge Economy New Zealand is working towards and I hope that by sharing its success story at Innovate it will encourage more New Zealand companies with great ideas to form partnerships with multi-national companies like Microsoft," said Lawrie.

Steps to Success in Forging Alliances with Multi-Nationals

• Identify potential partners

• Investigate which companies are in a similar or complimentary line of business (either through product offerings or industry sector)
• Research the synergies between your business and potential partners. Consider whether the culture of the two companies fits? (language, environment, target customers)

• Attract a multi-national partner

• Develop a brief presentation outlining the product and its fit with their business. This initial presentation should be high level and not divulge details that might be sensitive should the partnership not eventuate

• Work with this partner to gain mutual benefit

• Keep the relationship honest, ensuring open communications at all times
• Deliver on expectations and keep communications flowing so that any issues that arise can be worked through early on
• Use the experience as a learning and growth opportunity for your business

About Pulse Data International Ltd

Founded in 1988, Pulse Data International has become a world leader in the design, manufacture and distribution of innovative products and software that enhance the lives of visually impaired people. These include electronic magnifying systems for people with low vision and hardware and software products, which use synthesised speech and electronic Braille for the totally blind.

Today Pulse Data's biggest markets are the United States and the United Kingdom. The company also has offices in Canada, the Netherlands, Germany, Sweden and Australia as well as distribution channels in Hong Kong, China, Korea, Singapore, Taiwan, Austria, France, Spain and Portugal.