Surrey Medium Sized Business

provides cellular solutions in Australia

Cellular Asset Management (CAM) Limited has been in business since the early 1990s. They
have since grown to be a leading global provider of wireless solutions to some of the worlds
most exciting and architecturally challenging buildings like the Shard, London. Providing
in-building telecommunications and cellular solutions ensuring network coverage is
available whenever and wherever it is needed within a venue.
Expanding to Australia
CAM first decided to export their services
proactively in 2011 because of the enviable success
they had already achieved in the UK across a broad
range of sectors and application. By working with
UK Trade & Investment (UKTI) and their
International Trade Adviser (ITA) they began to look
at the competitor landscape, and established
Australia as their first potential export market. David
Pearson, Group Managing Director, said:
We identified that there was a gap in the market in
Australia and not much competition. Being an
English speaking country made training and
recruitment a lot easier.
Through UKTIs Overseas Market Introduction
Service (OMIS) and the ongoing support of its local
Commercial Officers, CAM now has offices in
Sydney, Brisbane and Melbourne with a new office
in Perth on the horizon.

David mentioned: We are proud to boast that we

have provided site acquisition, cellular design and
installation services to some of the most prestigious
landmarks in the country. These projects include
Sydney Harbour Bridge, Etihad Stadium Melbourne
and Sydney Cricket Ground. In addition, by setting
up an Australian company, we are now able to
provide cellular solutions in all Australian states.

Working with UKTI has been an

important element to the growth of
Cellular Asset Management, from the
outset it quickly developed into a positive
strategic decision for the direction of our
business. When we first looked at
expanding our operation to Australia, I
approached UKTI for their guidance. They
were quick to offer all kinds of help,

Setting their sights on Dubai

including guidance, contacts and

introductions to useful key individuals and
were happy to attend our office to discuss
this at length.
Dermot Shean, UKTI International Trade Adviser
(ITA), worked closely with CAM during their export
journey and helped them to commission their OMIS
for Australia.
Using UKTIs OMIS programme was crucial in
helping the CAM management team implement a
highly successful entry strategy. Their entry into
Australia was further enhanced by selling to existing
global Major Accounts who also maintained multiple
centres throughout Australia confirmed Dermot.
David said of working with Dermot, Dermot is an
extremely professional, thorough, helpful and
knowledgeable individual with an acute sense of
timing and delivery. Dermot put me in contact with
the British Consulate in Sydney and also introduced
me to a number of key organisations within NSW.
Once we were set up in Sydney, the British
Consulate continued to assist the business with
contacts and events and allowed us to use the
facilities of the Consulate for a number of months,
including the use of an office, which was extremely
helpful at the time. In parallel to this, the Consulate
also helped us with contacts in Legal and Finance
by providing a list of suppliers that they could verify
as bone fide, allowing us to choose our own

gov.uk/ukti
For further information:
marketing@uktisoutheast.co.uk

suppliers with the comfort of knowing that they had

been verified as suitable companies.
CAM Australia continues to grow its revenues and
services alike but has also developed a strong
diversity within its customer base, including a
number of Blue Chip companies. Dermot continues
to assist CAM and now with the development of
CAM Group and our expansion into the UAE and
Qatar, we look forward to a continued and fruitful
relationship with UKTI.
Continuing Growth
CAM also started to successfully use UKTIs Export
Opportunities sales referral service
(www.exportingisgreat.gov.uk) including firm
expressions of interest from potential clients in the
Gulf Region. This led to the decision to target the
UAE as their next export market. Geographically,
this worked in CAMs strategic favour as it is located
between their two main offices in the UK and
Australia. With this in mind they decided to set up
their Group Headquarters in Dubai, once again, with
UKTIs ongoing support.
Subsequently, CAM management has also
established an office in The Philippines.

CAM has grown at a remarkable and

sustainable speed; with cumulative gross
sales turnover of over US$50 million after
only three years of UK and export growth.

Published January 2016 by UK Trade & Investment

Image credit: Cellular Asset Management Limited