Sepura wins Frost and Sullivan Award – Overall Excellence Underpins Global First Responder Company of the Year Award

19th May 2008– Frost & Sullivan bestows the 2008 Global First Responder Company of the Year Award on Sepura plc. The company is recognised for its strong global performance and outstanding products. A sustained focus on research and development, the expansion of an extensive distributor network and exceptional customer service has ensured Sepura’s continued market success.

“Sepura is one of the top three suppliers of TETRA radios in the world and is a market leader in more than 20 countries,” notes Frost & Sullivan Research Analyst Friso Buker. “The company has clearly demonstrated its ability to understand and to access, the lucrative market for communication equipment that is dedicated to first responders. “

A high level of technological sophistication and flexibility derived from a significant emphasis on research and development, the intelligent use of reference sites as a marketing tool and the emphasis on post-sales capabilities to clarify the life-cycle costs have contributed to the company’s market leadership.

Sepura has won over 170 major contracts in more than 90 countries. In 2007 alone, Sepura delivered over 110,000 TETRA terminals, worldwide. In addition to significant projects in Europe and the United Kingdom, Sepura has developed ‘routes to market’ in high-growth potential Asian countries, signalling the company’s future success.

Much of Sepura’s market success has arisen from the healthy relationships that it builds with carefully selected, local distributors (such as Swedish Radio Supply) and integrators (such as Peru’s Grupo Mastercom), who are able to readily access their local and regional markets.

“Sepura has delivered many ‘design firsts’ over the years such as fully integrated, high performance GPS,” remarks Buker. “Another example is Sepura’s highly efficient and functional radio user interface – designed specifically for working groups, it is common to all radio models, thus ensuring speedier training for end users.”

As a consequence of Sepura investing nearly a quarter of its revenues in R&D, the company is able to effectively fulfill (and often exceed) the technology requirements that customers demand. For instance, it offers 16 different alphabets in its TETRA terminals, with key mat options to suit.

“Furthermore, Sepura has introduced several unique initiatives to ensure that prospective customers will be comfortable with its radios prior to actual purchase,” states Buker. “Apart from pointing to reference sites where Sepura products are in operation (an important factor for sales success in new and emerging markets), the company has increased the attractiveness of its market offerings by demonstrating strong pre-sales and post-sales capabilities. “

Sepura has developed mechanisms where potential customers, in advance of the sale, have been allowed to experience the company’s customer support levels and to develop a clearer picture of the ‘total costs of ownership’ as if they were an existing customer. This innovative approach is underpinned by the company’s appreciation that after-sales service and support is as important as the technologies and products themselves.

The Frost & Sullivan Award for Company of the Year is presented to the company that has demonstrated unparalleled excellence within its industry. The Award is based on numerous factors including the company’s business development, competitive strategy, customer satisfaction, and leadership within a particular Frost & Sullivan Industry Research Group (IRG). This company is perceived to exhibit outstanding management and consistent growth. The company must offer high quality products and/or services and have positive social and economic impact on local and national communities. The company’s customer service offerings and performance are expected to be of very high calibre. The company should have proven expertise in taking advantage of market changes by capturing and solidifying market presence, or through execution of innovative strategies within the existing competitive landscape.

Frost & Sullivan Best Practices Awards recognise companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research in order to identify best practices in the industry.

Press information:
Chris Johnson
Sepura plc
Radio House
St Andrews Road
Cambridge CB4 1GR

tel: +44 (0)1223 694647
email:chris.johnson@sepura.com