Captivate takes hold of winner

NEXT time you are sitting on hold absorbing a business message from the company you just called, you might be surprised to find the engine for that service has been created by Perth group Captivate Global using cloud technology. 

The privately held business, which has operated in Perth since 1994, specialises in developing telephony-related software, which businesses use to play audio tracks to callers while they are on hold.

Its turnover has remained flat since the GFC hit, with only a slight increase of 2 per cent in the 2011-12 financial year.

But chief executive Mark Horwood told WA Business News he was forecasting growth of around 30 per cent over the new financial year.

It is the technology, based around voice over internet protocol (VoIP) telephony, which is giving Mr Horwood such confidence. The company has developed software which replaces traditional ways hold music is played over the phone.

Previously businesses had to either use physical analogue connections, manually load audio tracks to a computer system or stream radio over the internet to be played while customers were on hold.

Captivate Global’s technology instead makes use of emerging cloud technology to integrate with the internet-based telephone systems offered by telecommunications companies.

Audio material to be played on hold is updated automatically and remotely, meaning it does not require any manual intervention.

Local companies Amcom and iiNet, and Melbourne-based IPTel are already offering Captivate’s technology as part of their systems. Telstra is expected to be the next to take up the technology.

But Captivate has also just received accreditation from Broadsoft – a US developer of the software platforms telcos use to deliver telephony systems – which has opened the door to the global market.

Mr Horward said receiving Broadsoft accreditation was a “breakthrough” because it meant any telecommunications provider using the Broadsoft platform was now able to offer Captivate’s on-hold technology. 

Such companies have included Hawaiian telecom, and Captivate is negotiating with others in the United Kingdom, the US and South Africa about taking up the technology.

“It’s a bit like inventing a new car I suppose; we need to go out there and explain to everybody what it’s all about; they know what a car is but this one’s just twice as fast,” Mr Horwood said.

The company’s staff has increased by about 25 per cent to a total of 10 in the last six months as it prepares to cater to anticipated world-wide demand.