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Lending an ear in securing sales


Law coaches his staff every now and then to ensure that they grow in the same direction with the company. — Photos: LOW LAY PHON/The Star

Law coaches his staff every now and then to ensure that they grow in the same direction with the company. — Photos: LOW LAY PHON/The Star

ADAPTING to market needs has helped SecureMetric Technology Sdn Bhd grow its business.

The company’s chief executive officer and co-founder Edward Law Seeh Key, 45, said his strategy of adding value, innovating and providing solutions for clients’ needs had helped the digital security service provider grow from being just a trader to having its own technology.

SecureMetric won awards in three categories in the Star Outstanding Business Awards 2016 (SOBA2016); it was the platinum winner for Best in Marketing, gold for Best Innovation and silver for Best Global Market.

A SecureMetric employees programming the security software into hardware to meet the information security needs of clients.

A SecureMetric employees programming the security software into hardware to meet the information security needs of clients

“We have to continuously monitor market needs and offer services to keep up,” said Law, adding that listening to what the market needs is vital for an entrepreneur.

He emphasised the importance of adopting what he termed “consultancy sales” – whereby instead of telling customers about their product and how it could benefit them, his team would start by offering a listening ear before opening their mouths.

“We must first understand the security challenges of the clients thoroughly.

“Only then will we be able to advise them on the right implementation strategy with the best costing,” said Law.

Apart from that, they also do customisation to suit their clients’ needs.

Law holding up one of the products by SecureMetric.

Law holding up one of the products by SecureMetric.

Being a global company, Law said they also had to be sensitive to each country’s local regulatory environment as well as cultural sensitivities.

“This is where with our adaptability to the local environment, we are able to compete with bigger players who market ‘one size fits all’ solutions.

“Our emphasis has always been to help clients do things their way better, rather than changing how they do it,” Law said.

The company has different product portfolios to enable greater flexibility when marketing to clients.

For instance, when implementing software licence protection, it has direct sales teams to liaise with software companies or developers.

The company has a staff of 90 and six offices in four countries — Singapore, Indonesia, the Philippines and Vietnam.

The company has a staff of 90 and six offices in five countries — Singapore, Indonesia, the Philippines and Vietnam.

“As this product protects highly sensitive software intellectual property, there is no middleman involved,” Law said.

In authentication solutions for financial institutions, he said they worked with local system integrators who are well-connected with their own clients.

The company roots dates back to 2001, when a digital security business called Softkey e-Solutions Sdn Bhd was set up to distribute third-party security products, such as digital fingerprint and smart card readers.

“We realised there were many other competitors who would jump on the bandwagon and it would not be easy to differentiate ourselves.

The ICT security market evolves very quickly as the Internet and usage of digital technology grows, so do incidents like phishing and pharming attacks, necessitating research and development in security software development.

The variety of products that the company produces.

The variety of products that the company produces.

Beginning with a staff of only seven in 2007, the company outsourced the manufacture of related IT security hardware such as dongles, tokens, smart cards and smart card readers.

These were then sent to its headquarters in Technology Park Malaysia, Bukit Jalil in Kuala Lumpur where staff would do the firmware injection and device initialisation of the software into the related security hardware.

A major coup was when it secured the tender to provide a turnkey Government Certificate Authority System for the Philippines government in 2013.

The company has since been rapidly growing its portfolio of global clients in the United States, Hong Kong, Bangladesh, China as well as the Middle East and South-East Asia, with more than 700 clients comprising the government sector, financial institutions, transportation and software companies.

The awards that the company has won over the years.

The awards that the company has won over the years.

Today, SecureMetric has a staff strength of 90 and six offices in four countries – Singapore, Indonesia, the Philippines and Vietnam – and in 2016, it achieved a revenue of RM24mil.

They hope to list the company in the near future to further accelerate growth.

Law said the company believed in investing in its staff by sending them to information technology and security conferences overseas.

“We get to meet and exchange ideas with top level executives in the industry, and this expands our insights,” he said.

SecureMetric also takes part in campus career fairs to get the word out among undergraduates on the employment opportunities it provides.

A variety of products by the company.

A variety of products by the company.

“I share my journey to let them know that we are an entrepreneurial company offering many interesting opportunities.

“I want to let them know that although it is good to look at large multinational companies, they should not overlook the fact that companies are nothing at first, it is the talents that make the brand what it is,” concluded Law.

The Centagate Box developed by Law‘s team.

The Centagate Box developed by Law‘s team.

 

Central Region , securemetric , Edward Law , soba

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