TDA show role more than air support

Australian industry was strongly represented at the Singapore Air Show from February 20 to 26.

Positioned just metres from the show’s single point of entry, the Team Defence Australia (TDA) stand featured a number of Australian businesses in dedicated pod locations. Other businesses, known as ‘rovers’, chose not to have a pod but were still supported as part of the setup.

Sitting within the Department of Defence and the Defence Export Office, TDA supported a record 41 companies at the Singapore show.

It is challenging to measure what this support means for the 41 companies, but I will attempt to quantify the significance.

In basic terms, an exhibition space of 12 square metres would cost an individual business more than $20,000. In many cases, that cost could prevent some organisations from exhibiting or even attending.

TDA participants pay nothing for the booth space.

Additionally, those 12sqm spaces would likely be tucked away in a corner, visible to only those who search and seek certain capabilities.

However, as part of TDA, these companies are part of a large, impactful presence in a high-traffic location.

TDA, with support from the Austrade offices, also brings through international delegations and dignitaries, large companies and other relevant visitors. These visitors are highly unlikely to wander past the expensive-but-forgotten corners of a trade event.

At the TDA stand, potential partners, suppliers and customers see an Australian business that is unofficially and visually endorsed by Australia, which immediately validates and enhances the image.

At the Singapore Air Show, support from Austrade included the daily presence of Austrade officials from Indonesia, Thailand, India and Singapore. At a pre-event briefing, this included background information on each market. The Austrade knowledge and network adds considerable value to the TDA community as a source of information and context as well as a connective force.

Officials from the Department of Home Affairs were also present, helping businesses evaluate workforce challenges within a global skills context.

Prominent faces connected with the effort included TDA assistant director Alice Barlin, TDA military lead Air Vice-Marshal Gavin Turnbull, and Air Vice-Marshal Glen Braz, who was in attendance as Australian Air Commander.

The Australian High Commissioner to Singapore, Alistair Cox, also came to support the Australian effort.

This all adds tremendous access, visibility, knowledge and validation to the TDA value proposition.

Most importantly, perhaps, it ensures Australian businesses recognise the benefits of attending and exhibiting in export markets where they may not have done so without the TDA infrastructure.

While the event’s name – Singapore Air Show – may be suggestive of an aviation-centric event, it is my experience and observation that it is primarily a defence event.

The halls are full of defence businesses, defence innovations and defence technologies. The majority of the outside space is consumed by defence assets rather than commercial, civilian or business aviation.

Readers may be aware of some of the Australian businesses exhibiting or roving with TDA, self-described on their websites.

• West-Perth-based DUG “[S]pecialises in analytical software development, big-data services and reliable, green, high-performance computing.”
• With headquarters and manufacturing in Belmont, Sensear pitches itself as “a global leader in developing and manufacturing best-in-class digital communication and active listening headsets for high-noise environments.”
• Perth business UXMachines is “a data science, aerial drone, and an IT software solutions company.”

Other notable firms include: Sypaq Systems, famous for its very successful cardboard drone; DroneShield with its counter-drone defence solutions; and Ferra, the engineering firm awarded supplier of year by Boeing ahead of 17,500 worldwide competitors for that acclaim.

This is the power of the TDA exercise, enhanced by the supporting agencies and key people. Each of the 41 businesses gained an opportunity to tell its story, was validated by its presence alongside TDA, was identifiable by its TDA location, and was emboldened by the TDA community around it during the event.

I encourage more businesses to get involved, and for those who already have to voice your support of the TDA initiatives.

• Kristian Constantinides is the general manager of Airflite, and chairperson of AIDN-WA; the opinions expressed are purely his own