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Omnitronics tunes in to international frequency

ELECTRONICS and manufacturing company Omnitronics is in the midst of a national marketing campaign as it prepares to take its latest product into the international arena.

The company has recently returned from a national road show, during which it showcased the DX-64, the latest product for managing two-way radio networks.

Omnitronics joint managing director David Nicolson said the road show visited Brisbane, Melbourne, Canberra and Sydney and attracted more than 250 people at each show.

He said the company was targeting organisations such as emergency services, police, ambulance, large fleet operators, government departments and resource companies.

While Omnitronics is already a major supplier of communications management systems, with more than 500 installations through Australia and New Zealand, Mr Nicholson said the company’s international marketing efforts started two years ago following its  move into a dedicated product range.

According to Mr Nicolson the Omnitronics’ market is a niche one, with a limited number of national and international players providing the company with greater opportunity to target its marketing strategies.

Much of the company’s marketing efforts, therefore, is via word of mouth and the Internet, in addition to targetted advertising campaigns.

Mr Nicolson said the previous generation of the DX-64, the 950 system, had been sold in Canada, Scotland, Singapore and the US, but the company would look at a bigger marketing push into the UK and the US once the product was proven in the Australian and New Zealand markets.

“With the DX-64, because of its cost and flexibility, we would be looking more seriously at getting into international markets,” he said.

“South-East Asia is an area that we are concentrating on.

“With this particular product, it looks good, it’s flexible and people believe that they are buying the latest technology.

“We are hoping to sell at least two of these systems per month, so we are looking at several hundred thousand dollars per month, which we hope to increase.

“We would see ourselves as being at least half the price of our nearest competitors.”

Mr Nicolson said the DX-64 utilised micro-circuitry to provide a cost-effective solution for controlling multiple radio channels from numerous operator positions. He likened the DX-64 system to a high-tech switchboard that could be individually customised to cope with customer requirements.

“The new system has a touch screen; you can have interlinking of systems, for example, the police with the ambulance and fire service,” Mr Nicolson said.

“A flat screen with touch controls presents the operator with all the functions required by modern communications centres.”

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