On The B2B Show, we showcase sales and marketing success stories from some of Ireland’s leading B2B practitioners (aka our heroes). We hope their examples and best practice advice serve as inspiration for your own challenges.

Lessons learned from pivoting a business.

Show transcript

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Speaker 1: 00:04 You're listening to the podcast, we're committed to educating B2b cmos, ceos and marketeers, looking for best practices on how to grow their business, learn from your peers on the tactics, tools, and strategies they use to consistently grow their business. I'm your host, Tim Blake. That's good into the show.

Speaker 2: 00:23 We're delighted to have John Baron with us today. John is sales and marketing director with phonetics. John on me go way back. We were colleagues in to organizations and work closely together and in the sales and marketing functions of them. John's gonna talk to us today about how genetics pivoted and now he. He led the tanking and implementation of the new value proposition. So John, you're very welcome. Thanks for having me. Not at all, but before we get into the meat of the show, I suppose, John, can you just give us a bit of a background about yourself and genetics and what they do? Of course. I'm John Barron is my name as one of the founders of genetics where I'm responsible for our sales and marketing activity in terms of backgrounds. As you know, as you said, we worked together for a number of years ago. It's hard to believe God even 30, 20 years ago, but anyway, those over those 20 years I've worked in various commercial roles, working, building, managing, and sometimes managing a wide variety of businesses, mostly in the tech sector, ranging from multinational companies like Vodafone and three to much smaller organizations like new based software accuracy networks and signal wireless in terms of an ethics were actually 10 years old this year.

Speaker 2: 01:45 Yeah, yeah, yeah. It's hard to believe it's, uh, it's quite a milestone forest. But uh, I found it. My colleague John Hamilton and our main product offering is a solution we call the mobile video platform, which I'll have to say we're really proud of at the moment we're getting a lot of tension and I suppose a lot of traction in the market with it, which is the MVP mobile video platform is designed and I suppose I'm getting into it enough if that's okay. I don't mean to, I don't want to bore people, but I'll explain exactly what it does and the benefits of it, but it addresses what we see being two key pain points in the market today and one is a thing called browsing fatigue, which I think most people have experienced and it's wearing, I'm sure like me, you've rented a movie on itunes or google play only to discover later that the same movie was available for free on Netflix or Amazon or on the Rte player, on the BBCI player, whatever.

Speaker 2: 02:42 So it's frustrating. It happens all the time and many times you don't even realize that you've done it. And okay, our solution is designed to address that and make sure it never happens again. And the way we do that is that we're plugged into the leading online video and TV providers. So whether it's Netflix, itunes, Google play in the states, be people like Hulu, Hbo, Hbo Away, Hbo go in, uh, you know, bbci player channel for all those, all those major content providers. And what we do is we provide, uh, an aggregated search capability that's fans. All these content providers. And then we take their content and we uniquely sort of curate that into an easy to use APP. So it's an app based solution and then we allow users to search and discover movies and TV shows across all these services simultaneously. So for instance, in tonight you sit down and you decide you're going to watch a Tom cruise movie type Tom Cruise into the, into the APP and we bring back all the Tom Cruise movies and we're there and available.

Speaker 2: 03:44 We also provide a price comparison and say for instance, if you decide, oh there's, you know, top gun for instance, and you want to watch that, you click on, it's available on Netflix. If you click on Netflix, we bring you directly then to top gun on the Netflix APP and it begins. It begins playing. So the whole idea is that it just makes it easier for our end users to search and discover skuvault movies and TV shows that they want to watch. The second pain point and w, W, W who we sell them all by video platform to his mobile operators, broadband providers, Telco Chemicals in general. And what we've seen over the last few years in there's like globally, globally, this is, this is, this is the fact that faster networks and increasing number of large screen mobile devices have helped fuel this I suppose explosion in mobile video consumption. Okay.

Speaker 2: 04:34 And today when we're talking to our operator customers, they're telling us that the majority of data now on their networks, consistent video and a lot of it has got nothing to do with them. So it's what they refer to us over the top video. And the issue for the operators is that their, their revenues revenues are currently stagnating, they're up x and cap ex expenditures are increasing. Meanwhile these over the top players such as Netflix and Amazon, which are now very much part of our daily lives, are piggybacking free of charge on these networks. So the key challenge for these operators is how can we, how can they. This is the question they ask, how can they better monetize the delivery of this Ott video content? How can they get a piece of that? And what we have done working with the likes of itunes, Google, Amazon, is that we take advantage of affiliate models that they've been placed.

Speaker 2: 05:25 So for instance, apple will offer seven percent of a revenue share on any movie rented or sold over itunes via our APP. So our APP is a white label APP being. So if, if a telco launches our APP, afterload paid him seven percent of any movie or sold or rented. And if you consider like in Ireland in the UK at the moment, 44 percent of all video rentals, all movie rentals now happen on itunes. So the day of us walking into extroversion or blockbuster, you know, to, to, to rent the latest movies, gone. Everything now is done online in the, the, the, I suppose that the biggest player in the market at the moment is reaching. So you know, the deal is there with them. A lot of carriers say, you know, it'd be good to get a piece of that pie and the operators that we've rolled out with our solution, which are seeing that to be quite a new lucrative revenue stream for them.

Speaker 2: 06:22 And I should say that there's also revenue available from the likes of Amazon, Google play, so all that is, is, is, is encompassed in our platform. So just sum that up. Two things. One is this idea of a kind of a browser fatigue that users are experiencing. We help with that from the end user's perspective. And then secondly, and very importantly for the operators that we're dealing with, we monetize the, the, the data traffic on their networks, which is, which is quite powerfully and in terms of our proposition when we go to market. Okay. And who do you, who would you typically sell to in your target market? So in a telco where what we've seen in the last, so we know we're going to touch on it later and sorted the pivot. We, we, we, when we launched initially we were doing something completely different and we sort of changed into video on demand and TV and got into this whole area of search and discovery.

Speaker 2: 07:16 But six years ago, and what we've seen in the course of those six years in is that people's titles have changed, you know? So we would often know deal with people like that are head of entertainment are you know, head of over the top services and so a lot of these operators now are geared towards offering entertainment type packages. So theater offered via set, top boxes aren't, are offered through apps but. So yeah, the most of them do have sort of these entertainment departments that we deal directly with now when they buy your product, John, like what did they buy? Is it a platform or is it is it's a cloud based platform. So I supposing having the background that me and you would have having worked in mobile operators down through the years, I kind of understood that is if you can, in terms of your pitch, if you can say to an operator, look, there's zero integration required on your network or billing system that's music to their ears and that's very much part of our pitch.

Speaker 2: 08:17 So we're a cloud based platform and it doesn't require any integration, which is fantastic. So they can roll this out in the space of about three months. So we also have apps that we bring along as well. Whether it's for, you know, Android, Ios, smart tv apps, so they can get a suite of those. The other, the other option, they have courses if they've already got an entertainment suite. So for instance, we're just going to be launching our first Asian, a operator in the next next month, two months as a huge operator down there. Even $160 million subscribers, but they've already got a very successful web based entertainment portal if you like. And what they want is a search and discovery engine to be integrated into that. So they're taking error API and we're working with them to allow them to be able to search by actor director movie titled Price Drop, you know, so it's our platform will drive that.

Speaker 2: 09:12 But to answer your question, platform and Apps, this is what we saw. Okay. Yeah. So so, so, so you're, you're buyer is, is in, in the Teleco company, he buys your product, but the ultimately the, the, or the, the, the effect on the consumer is that they have a portal within their television communications provider that they can search for movies that are supplied by three or Vodafone or bt or whoever it is. Yeah. So for instance, if we will use tree is an example of if three were to buy our solution, they could launch an app at the moment and call it three movies or something like that and do user then could go in and search for a movie. Now three. Actually it doesn't have to source any movies at all. What we do is we leverage movies from the likes of Itunes, Google play, Netflix or tea, you know, tv three.

Speaker 2: 10:10 So it's all content that's been approved for the Irish market. Again, for instance, that say, good example, I go in and I searched for the godfather movie. Normally what I would do in that instance scene today is I go in, I said, you know, Saturday night I'm gonna. Watch the godfather sit down and go into Netflix. I wonder, is it on Netflix going to Netflix? It's not there. And I come out, I wonder isn't on itunes and go into itunes. It's on Itunes, but it can only buy us. I can't rent it and I don't want to spend easy move easily in euro on the director's coated the Godfather. So come out of that and I go in then into Amazon. It's not on Amazon, you know, um, I can go into a Wilkie TV or one of those services and then it can go in to find it on Google and it's available.

Speaker 2: 10:52 It's ranked. And I rented for four 99. That's that idea. Then, you know, my wife comes in, what are we watching Godfather? And she said that was on our tea during the week, you know, and it's on the Rte player all along, you know, we're doing is we're just taking all that information and putting it into our app. So new search, the Godfather, you can see, and we do it as such, where it's free to view and show Rte player. You Click on the Rte player logo, we bring it right to the APP. If you have the APP on your, on your, on your device, are there websites. And we launched the, uh, we launched the godfather movie. We would preserve any advertising that t would have in advanced playing the movie. So, uh, which is crucially important when we're working with a TV companies with their catch up services.

Speaker 2: 11:38 And then if it's on Netflix, it's the same experience. You Click on it and we bring it directly into Netflix and then it's played content is played as Netflix intended. If it's on somewhere like itunes or google, you click on, on, on their logos. We bring into the Itunes Page with the godfather movie are, are, are the Google page and when you rent a thing as a tree customer tree then get a kickback for buy me, buy me rent in the movie. And you know, if, if like, you know, any of the Irish operators that have, you know, a million subs plus that, that, that substantial that those adults that substantial revenue every year. Okay. So I hope that explains it. And so what we do, yeah, if you could just give us, we're going to talk about how you, how you drove the thinking around a new value proposition.

Speaker 2: 12:28 Do you want to just give us a background of why a pivot? Yeah. Well yeah, like all great pivot scene. It was, it was a response to market demand, you know, it was, it was a simple as that. And as I, as I mentioned when we started out 10 years ago or we were doing something completely different than our primary offering, was that a voiceover ip solution. And again we were targeting mobile operators and very simply it allowed them to extend their service footprint of their customer's phone number to include mobile devices outside their, their, their phones and things like smartphones, laptops, tablets. So it was a way for operators compete with skype back in the day, you know, and it, it made sense at the time. But we were working with an operator in Canada at the time on the solution. And Bell is the name of the operator over there.

Speaker 2: 13:22 And one of their technical guys was on the team. He inquired if the source, the multiscreen experience and logic of our solution could be applied to TV and video on demand and a core set. Of course, of course, you know, they, the answer is yes. As it was always. Yeah, yeah, yeah. And uh, so we, we, we went, we went and built a solution for bell. And Bell is a very interesting and unique company in that not only is it a telco but it's also a TV station, so it's like if, if Vodafone and O, r t, e, r Vodafone and BBC or the one company. So they had that huge amount of content in and they also had different distribution channels like satellite linear tv, which is like a regular tv on demand subscription service as well. And they wanted to bring that all under one umbrella and to make it easy for their customers to search and discover all the content they had.

Speaker 2: 14:19 And that's what we did. And then subsequent to that, then we realized there was a, an opportunity to deliver similar type of solution that provided a consolidated view of all the online over the top content that was beginning to come on the market. So it's amazing what's happened in 10 years in, you know, because we started, we did a smaller project with Netflix down with. It was down in digicel down in the Caribbean, this must be about six years ago. And he was like, there were a small you, we're based in San Francisco. There were a small company then and how they've taken off you just, you've really got to admire them, you know. But anyway, there is, there's just been an explosion of this online content and there's not a week goes by where you don't see an announcement where apple are only coming out with their video on demand service later this year.

Speaker 2: 15:10 You know, I even read this week that BBC, ITV and Channel Four have announced that they're going to combine and bring out their own service. They're going to take their content from Netflix. So if anything there's even going to be more choice. And more services and more apps. So there's more reason for that for a service or an APP like ours to exist, you know. So that was, that was a, I suppose in terms of what was why the decision in was we were, we were, we were going to various mobile operators and you know, trying to push our voip solution and you know, doing our sales when a one kind of pitch we'd always ask about their pain points were at the time, what kept coming back was this idea of, you know, trying to monetize all of this data traffic that was starting to arrive on their network and all of this video traffic and their network was there was on ga, you know, they were under pressure with the amount that, you know, one of the operators we were recently said 75 percent capacity on their network is now taken up by video.

Speaker 2: 16:17 You know, like it's still standing and we're not seeing. We're not seeing any of this, you know, all of the revenue is going to. And Netflix, all the revenues go into itunes. So that's when we decided if we could come up with some type of solution where we could help monetize that, we think we'd be onto something and then just from our own personal experience and then, you know, some other research was out there, there's this idea that people were getting bogged down with the amount of choice, especially in North America where we would see the video on demand and TV market been of a to two years ahead of Europe. Notes that starting to tighten a bit. But in terms of the amount of services on offer over there in, you know. So that's, that's where we sort of made hey first over and over in North American color that we did with, with, with, with these types of solutions.

Speaker 2: 17:02 So they were the first two things that we taught. So then with our experience in battle, we were able to bring all that together. But yes, and I, I think I mentioned this to you before, the big thing for us before we put one piece of code in place to build a mobile video platform. What we did was we mocked up what the solution would look like, you know, at that time and what the proposition was and we contacted various decision makers in operators in Ireland and the UK. Now fortunately given the background of myself and yourself having a, you know, I would, I, I have friends working in various operators both here and in Ireland and the UK and they were very kind. If they didn't meet them, we meet them, meet me themselves. They arranged to meet with the relevant person in the operator.

Speaker 2: 17:47 And I was very honest with them. I said, look, we're, we're building this platform. We're planning to invest significant amounts of money on a significant amount of time in us. We, we, we really want to minimize the risk and make sure what we're doing, you know, how's legs and you know, could really do with your health and validating what we're doing. And what I found was, yeah, once I used the, I think it's just the human thing, you know, once I asked people for help and I, I stress to them it wasn't a sales call and it wasn't a sales call, you know, and that we just wanted a half an hour of someone's time taken true what we're planning to do and did it make sense and would it be something that they invest in, you know, that was a big thing, you know, in terms of the pain points that we identified, where are they enough to say, yeah, we'd invest in that.

Speaker 2: 18:35 And you know, the feedback was so positive. We said, right, we're gonna, we're gonna move forward. And we did, um, you know, we, we invested, took us about a year with a team of developers and dark and Belfast, a, our own developers. We have two offices, one in Belfast, one under dogs put, put it together and yeah, it was built. And um, yeah, since then we've rolled it out with a, with a number of operators, which is, which is, which has been great. Okay. Very good. So, so, so in terms of the, um, you know, you had this information from the market, familiar, distinct customers, you went out and validated from your perspective, then you have to lead this, lead, this pivot from a marketing perspective. So I'd love you to talk us through what was involved in that, you know, what's coming to my mind would be, you know, changing a pricing change of the pitch change appearance of how you position yourselves on, on your, on your website and all that kind of stuff.

Speaker 2: 19:36 Do you want to talk to the various things that you did too? Yeah, I think, I think one of the key learnings for me in this in was about value proposition that was kind of, you know, and I think I remember when I worked in new base software founder there, the CEO of the company was a guy called Patty who, lance really smart guy, very capable, uh, just a really, really all around good guy. But he's the hostels and Patty Patty went on to sell new bay to blackberry rim for 100 million dollars, which was an incredible achievement, you know. And um, so yeah, no an impressive guy, but my, my first week a new bay, I was drawing them and I use the term in a museum with patty value proposition and creating, creating value. And I remember Patty, he was really critical at the term, you know, and he said that's just some marketing bs, you know.

Speaker 2: 20:36 And I remember him saying it's like it's just too vague. It's like a nebulous term, you know, it's got no meat on it and I think it's only since I was going to involve them fanatics that appreciate it. Really appreciate it. When Patty was coming from and I, you know, I realize now that for your value proposition to be truly effective and mean something to your customer's needs to be more than just sort of like a catchy statement. I think the key to it is it needs to be measurable and this was a key learning for us and being able to measure and improve the value that your product or your company creates a believer. This is the cornerstone of, of, of any business strategy, regardless of whether you want to like attract new customers are you want to hang onto existing customers. And what really brought this home to me is that when we first went out pitching the mobile video platform, we're really excited about it, you know, and uh, you know, hopefully, hopefully we've got a lot of acceptance of the solution, you know, and you know, operators agreed that address the pain points that monetizing their over the top traffic and helping users find the content they want to do one to watch.

Speaker 2: 21:42 But the challenge for us initially was to justify the price that we're charging for the platform. And you know, we do the, you know, we'd point out a really cool kind of engaging features of the, uh, of the, of the APP and show, look at this, isn't this cool and you know, the user interface and isn't this amazing. And you know, we offer 24 by seven support and you know, it's cloud based. You don't have to integrate it. Isn't that fantastic? But still, when it came to the crunch, we found it very difficult to defend our, our our pricing position, even though we knew what we had was was was valuable and as luck would have it at that time, me and I signed up for the international selling program, which is run by enterprise Ireland with the dit, and I'd recommend to any of your listeners, it's, it's if you're in a position to do it, I think you have to be one of these high potential startups with enterprise Ireland.

Speaker 2: 22:34 I would really, I would really recommend it, but our first lecture was given by a guy called Polo d, You know, pauline and Paul took is through a tool called his value calculator. And it does exactly what it says, entertain it, it, it, it, it's designed to calculate the financial benefit your company can deliver, whether it be true revenue generation, our true cost savings. And anyway, we took this value calculator and we tailored it, you know, to reflect our requirements. And it changed our sales, our sales pitch completely. And we still use it today. It's now the cornerstone of what we do, so it's just a simple excel sheet. It's kind of a a business case for, for the want of a better word, but it's validated with market data. So from our perspective we're going into an operator say for we're going into a tree in Ireland.

Speaker 2: 23:26 We'd explain to them, look, this is how much the average user spends on videos and in Ireland, you know, in a given year, this is your customer base, the amount of people on your customer base that use video on demand so they can calculate the addressable market and the end result when we punch all the numbers together is that we can show and give them fairly accurate view of what revenue they can expect to make per month on our solution. And then when the reduced, when to take out our costs, they can see that the margin that can make on the, on the, on the solution. So it's, it's extremely powerful. And what makes it easy to defend them is our one. It makes it, makes us want to say this. It makes our price easy to defending. So if you can go in and you can show someone, look, there's your, you can expect to make 100, $100,000 a month on forest service.

Speaker 2: 24:17 It's easy for us then to justify a price of $20,000 a month. You know, it's, it's such, it just changes everything and it just moves. Everything else is just kind of an afterthought in terms of isn't the feature is great or this is the most important thing. And I know it sounds like it's a funny thing, you go to college, you do be calm, you do an Mba, you go after your work and it took me a year is just to realize the simple thing. You know that at that that is what it comes down to, you know, it's just how much money can they make and be very clear about that and if you can prove it and then you can justify your price, it's a are how much cost savings they can make and you can again, really sort of validate that. Yeah, it makes life a lot easier, you know, a lot easier.

Speaker 2: 25:08 Okay. Yeah. I don't know, did I answer your question there? I know you asked about what was involved as well in terms of the pivot. Yeah, like from, you know, a lot of it was things that expecting like our positioning and messaging, you know, that was contained on our website and our marketing and sales collateral was changed to reflect the fact that we were now working. We'd moved from being a voice over Ip company to a video on demand TV company kind of doing search and discovery, you know, so our sales materials, you know, as sales decks or explainer videos, case studies, everything went into that. We did a lot of work on competitive intelligence tool. We're able to provide our team with a deep understanding of the marketplace and our strengths versus you know, the other types of solutions out there. And then lastly we did a lot of.

Speaker 2: 25:57 We did a good bit of content marketing at the time. Now in hindsight, in it would have been good to have someone like squared off working with us at that time because I think like everyone, you know, when you do it initially, you're kind of distracted by what would you say the vanity metrics you know, of in terms of how many people viewed days and how many people like this, you know? Um, and like if I'm, to be honest, I, I still think we haven't mastered the potential of content marketing and us. I think it, it creates awareness of what we were doing but can, I don't think we ever generated one lead from a genome. Right? Okay. Yeah. What was it and where did this impact the business most? This, this pivot, this change this, and it sounds to me like what of all the things that you did, this value calculator seems to, you know, it was coming across as the most, the most impactful thing I've, what stage in the, in the, in the sale.

Speaker 2: 26:52 Is that, is that having the biggest impact? That's a very good question. So we've, at this stage we've got, we've got a lot of collateral. So we've got case studies, we've got explainer videos, but I still think even initially when we're. So for instance, I, I did a very nice on linkedin yesterday. I saw the new guy who was heading up TV and content and one of the operators in, in, in the UK, I won't name who they were, but I did a very quick value calculator based on, you know, content that's uh, available for the UK. Marcus and I sent it on to him. I introduced to, we were just a link to an explainer video and said, look, you know, could you give me a half an hour of your time and the next month I, you know, just a quick call and I explained how our solution can deliver this type of revenue to you.

Speaker 2: 27:48 And I just put that in year one, year two, year three, and I touched attached the value calculator, you know, and just explain the assumptions that we're in it now. This was just the four or five line email in and you know, this morning I got an email back going, yeah, look, sounds interesting. You know, I didn't give me any more information than that, so I use it right at the rise of the Gecko, you know? Yeah, right at the start just to say, look there, there's, there's money to be made here. And I, I do think that's what turns heads, you know, I think if I email them, but just the explainer video and said, look, we've got this crazy cool app on it. Does great things for um, for your users don't think, you know, I think at the end of the day it's how much money you can make them or how much money you can save someone think it's as simple as that.

Speaker 2: 28:32 Yes. Yeah, yeah. No, it's very interesting. All right. Yeah. And especially the, it's what these guys are getting are measured on these organizations. Yeah, exactly. And even knowing yourself. That's exactly. I mean, if you can say to a guy, look, I think I can make a million extra in revenue, you know, in the next 12 months, you know, that's, that's uh, that's music to their ears. Okay. So, so what, what's, what's been the biggest business benefit of this shift? For genetics, well I suppose not been like just as a company now where we're a viable business, you know, we imply 15 people between our offices in Dundalk and Belfast and we also, uh, have, uh, a number of consultants working for us as well, you know. Okay. I suppose, you know, we're very much a product based business now, which is good in terms of evaluation when we started off like a lot of businesses, you're forced into services work, you know, to get the money in the door.

Speaker 2: 29:27 But we actually have a product which I, which I think is good. We also, even though we sell to Telcos, we sort of were more of a TV and video on the man company. And so again, I think that area in, as I said, you know, there's not a week goes by where someone doesn't make an announcement that they're going to launch and over the top service. And I sold the chairman of the BBC saying today it's only a matter of time before they're an all Ip type company. That that's the way content is going to be consumed. You know, it's all going to be over over the Internet. So again, all of that feeds into what we do, which is, which is good. So yeah, I think it's just, yeah, it's, it's, it's good to be in an area, I suppose that's exciting and dynamic like video on demand and you know, it's, it's, um, yeah, people are, people are interested to know and it's, it's good when you go into operators and you're talking about something that everyone has experienced around the table, you know, when I give that example of, you know, buying, buying a, uh, renting a movie and on, and realizing later, then that's available to watch free, you know, there's always someone in the room was know that happened to me, you know, and so, uh, yeah, just even having that moment is always good.

Speaker 2: 30:39 Very good. So just to, I suppose, get them to the end of the show now. If you could just finished this section with the two biggest learnings you made from, from, from, from doing that pivot and change in the value proposition. Yeah, I think, I think when you're creating a value proposition, as I said, I think is the cornerstone of your entire business strategy. You need to validate it and it, that's very important. But with real customers, yeah. You know, I, you know, I think we all, we've all met customer, all my companies down through the years that have something and they think it's, you know, the bees knees and you know, in your heart to hearts there's not a chance that you would invest in are a chance that you know, you just wouldn't buy it. You know. And the other thing I, I think I said is that to make sure you can measure it, you know, and that is so important in euro's dollars, pounds, whatever currency your customers is working in, whether it's a cost saving our revenue, I think that is the, that's, that's the big message I can, we can make you x amount per year or we can save you x amount a year.

Speaker 2: 31:43 The other thing I'd mentioned, it's probably more of a personal thing, but what I, what I've learned over the last number of years is that I think Irish people just, we just have this innate humility about us and I don't know, sometimes it's a good or a bad thing in that in the, in the, in the international business world. But what I've learned is that when it comes to competing with international companies, we really have nothing to fear. We're, we're as good as anyone out there. You know, uh, I think Irish people by and large are hardworking, passionate, or articulates, will warm, you know, we're buying large, honest and good for dealers and we have a good sense of humor, you know, so when, uh, when it comes up, you know, especially in the tech area where you might be going up against, you know, companies from the states or from Israel or wherever they're coming from, you know, with, with those kinds of traits.

Speaker 2: 32:32 I think they have a lot more to fear than we have going up against them. You know, and I, I can't stress that enough. I think it's actually strength being been Irish on the, on the international market for our entrepreneurial leaders listening to to hear that. Alright. If you're barking on new markets, and just to finish up the last question, what marketing initiatives are you planning to implement this year? We're doing them an interesting thing with one of our customers in the US, so we're currently carrying out some market research in relation to our platform and the APP that we rolled out with them and the whole idea is to validate the value that our solution can deliver to end users. So what we're expecting to get at the end, Dean, is this kind of headline like nine entertain us. US people want a, an APP, a single app for all their TV and video watching and we think what we're planning to do, what we've, what we've lined up.

Speaker 2: 33:35 And again working with Enterprise Ireland, they've very kindly pointed in the direction of a PR company in New York. So we're working with this PR company. We're going to publicize this to say, look, you know, nine out of 10 Americans want to have a single app for all their TV, TV and video watching and cellular one actually has an app that, those, that isn't that amazing and point people towards that, but hopefully create more more, uh, yeah, more footfall towards the APP. That's, that's, that's really it. So we haven't, we haven't done something like this before, so I'm quite excited to see how that works out because I think it's something we can replicate in other markets if it, if it goes well in the US. The other thing, as I mentioned earlier where we're just about to launch in the next two months with a telco in, uh, in Asia.

Speaker 2: 34:18 So it's the first time that we've, we've, we've worked in Asia, so the operators, huge 116 million subscribers. That's. Yeah. So that's taken up a lot of our time. It's very exciting. And the other thing actually what came across come across her desk in the last two months as well, is an opportunity to do a joint venture with a company in the services African, the Middle East, and another one that services the US and Europe. So again, that's something that we're, we're, we're, we're exploring at the bowman. So yeah, there's a lot, a lot going on which is, which is, which is good. Great. Listen John, thank you very much for your time. And he'd always a pleasure. I have to say, the only thing I'm missing here is that it's unfortunate we couldn't do it in the same room. I would enjoy to have an old coffee, which are for old times. They listen. Thanks. Thanks. And congratulations on the growth. 15 people is, is really impressive and the global winds across across the world is fantastic. So congratulations on the success and I wish you all the best for the future. Jump in. Thanks very much. And uh, can I say, I hope lambster do the business for you this weekend being. Oh thanks. I look forward to seeing you again. Take care. Bye. Bye now.



In this episode we talk to John Barron, Sales & Marketing Director of mobile video platform company Vennetics. John tells us how Vennetics pivoted early in its journey, the steps they took and the results this change in the business had.