Pulse Data Wins Trade New Zealand Award for Second Consecutive Year

Increasing annual export earnings by five times in the past five years to almost $60 million has seen Christchurch company Pulse Data International win a Trade New Zealand Export Award for the second consecutive year.

Pulse Data International designs and manufactures innovative technology products for the blind and visually impaired. 

International Marketing & Business Development Manager Greg Thompson says the company has two main product lines, both aimed at giving users greater independence. 

The BrailleNote family of products are Microsoft Windows CE based personal information management systems design specifically for people who are blind. The SmartView range of video magnifiers are targeted at people who are severally visually impaired. This range enables users to view enlarged text, images and objects on a display screen.

Designed and manufactured in Christchurch, 96% of Pulse Data’s products are exported to more than 30 countries. Mr Thompson says the company’s growth in recent years has been outstanding, with foreign exchange earnings increasing by 42.2% in the past year to $55.9 million 

“Export growth has largely been driven by the success of our BrailleNote product which since its launch in 2000 has seen us capture a 65% share of the US market for Braille and speech notetakers. Superior to anything previously available on the market, the BrailleNote really caught our US competitors by surprise.” 

The BrailleNote is designed to help blind people reach their potential, particularly in education and business. Features include a word processor, email, a web browser that provides users with portable internet access and a book reader. I would delete this because it is not just for speech (an electronic voice that literally reads books aloud).

Mr Thompson says upgrades of the BrailleNote are ongoing. A French language version was launched in March with a German language version due for release in the new few months. The first phase of GPS (global positioning systems) has been incorporated, enabling the user to define points of interest – for example landmarks between work and home – which the BrailleNote will identify when they are getting near to them. 

Phase two GPS will tell people where they are and how close they are to where they want to be and also tell them when to turn left and right and what street to go down. Mr Thompson says this is the most exciting and significant phase and will be released in the next few months.

He says while Pulse Data is not yet the largest manufacturer in the low vision and blindness markets, it is generally recognised as the most innovative.

“Our record of innovation goes back to 1988 when this company launched products that took the market by storm. We were producing things right back in the earliest days of this company that people found pretty exciting and we are still doing it. We are finding that we are leading the competition and they are following us.

“Other competitive advantages can be attributed to successful market intelligence, listening and understanding customer issues and requirements and establishing strong strategic relationships with industry leaders such as Microsoft – that relationship has helped considerably to strength our position and reputation in international markets.”

Mr Thompson says the company has invested significantly in expanding its international operations in the past year, with acquisitions and restructuring a major focus. Its consolidated its business in the USA into one operations and extended its distribution network in that market and in Europe. It’s also restructured its European offices into one UK-based operation, which Mr Thompson says will strengthen its ability to penetrate the European region. 

“In addition we did a lot of market research with Trade NZ on Asian markets and are now starting to develop this region, and we’ve also opened up other new markets in the Middle East.” 

Pulse Data International has 130 staff, with half in its Christchurch office. While many of its international competitors are relocating their manufacturing operations to Asia, Mr Thompson says Pulse Data see benefits in its New Zealand location.

“We could manufacture anywhere, but we like it here. There is also an availability of R&D skills, innovative thinkers who work outside the square and people with a very good work ethic. New Zealand also offers a competitive cost base.”

Trade NZ Account Manager Cate Hlavac congratulated Pulse Data International on its Export Award, saying the company continues to achieve outstanding foreign exchange results.

“New technology development, product innovation and access to alliance partners are competitive advantages to the organization that are not able to be matched by much larger, international competitors. It has also demonstrated an ability to restructure its operations in order to stay in tune with changing market conditions and opportunities.”

Mr Thompson says Pulse Data is projecting continued strong export growth, driven by capturing a greater share of existing markets, developing new regions, such as Asia, and the launch of new, innovative products.

To help fund its growth plans the company is considering listing on the Stock Exchange next year. Mr Thompson says it had intended an IPO (initial public offering) this year, but decided to defer because of world events.