it industry attraction project report
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8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 1
IT Industry Attraction Project Report
Information Technology Enterprise in the Great Southern Region of Western
Australia
An IT Industry Consultancy for the Great Southern Region Development Commission
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 2
About the Great Southern Region
Cultural and Tourism Information, from the Western Australian Tourism Commission
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 3
About the Great Southern Development Commission (GSDC) :
Lead agency for regional development in the Great Southern region of Western Australia
Established by the WA Government in 1987 Aims to promote economic and social
development Directed by a community Board responsible to
the Minister Liaises closely with all levels of government,
industry and community organisations
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 4
About the Project
Region based on agricultural production IT&T presents both threats and opportunities GSDC consultancy
to facilitate the attraction of a call/contact centres, and other small to medium size IT enterprises to the region
Awarded in March 2000 to Tomw Communications Pty Ltd
Details at: http://www.tomw.net.au/gsr
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 5
Developing the Concept
How can IT enterprises be attracted to a region of Australia? Qualitative analysis identified resources and
successful enterprises in the region. Electronic mailing lists and newsgroups were
used to collect information and act as a model for promotion of the region.
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 6
Call Centres & IT
ACA Research define a Call Centre as: ... operation that uses telephone and computer
technology to deliver services to customers. It is comprised of people whose primary dedicated function is to respond to telephone traffic, either inbound or outbound. These Call Centres are structured environments and are physically characterised by the dedication of four or more telephone agents to handle this telephone traffic.
(The Australian Call Centre Location Report, ACA Research, March 1999)
Convergence taking place with IT
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 7
East cost corridor attracts most call centres and IT industry
However, bandwidth and government incentives have not been a major determinant in location decisions and the region is unlikely to be able to attract major commercial call centers or IT operations through such incentives.
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 8
Web-integrated call centres and small IT businesses
Convince new centres to set up Targeting web call centers Overcome contradiction between low pay
call centres & high pay IT development
ACT Government 1996 The first core element in a sustainable future: achieving economic vitality in Canberra, A Capital Future - ACT Strategic Plan 1996
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 9
Examples of online assistance
GSR could emulate: Seattle Chamber of Commerce Nebraska Department of Economic Development
Business Assistance These feature lifestyle benefits for the staff of
companies. But development Australian development
programs are more standardized, so less scope for product differentiation.
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 10
Capacity of the region to host a range of IT industries
Market the region as a place where call centres and IT are already done
Use the Internet to answer: What is the Great Southern Region? What activities like mine and people like me are
already there?". Existing IT businesses but invisible:
World Wide Web search engine online Yellow Pages (Telstra)
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 11
Visit in May-June 2000
Request for information issued request and trip report archived
Telstra Call Centre in Katanning Small IT related businesses
Design Correlations Geo Task (Australia)
DCT suggested call centre development based on local primary industry TreeNote booklets
Albany
John Beaton, Project Manager, Geo Task
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 12
Strategies for Promotion of the Region
Micro and small businesses form the basis of an IT industry.
Web based call centres for high value call centre industry.
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 13
Marketing strategy: Organic Local Growth
Telecenters: expand into web based call centres, time shared offices for micro businesses and distance education centres.
Incorporate TAFE in the telecenters. Expand UWA satellite campus at AlbanyIT
professionals and IT businesses: motivate to help
Regional Solutions Programme. May help
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 14
Specific Initiatives:
1. Enhance the GSDC Web Site
2. Involve IT Industry & Professionals
3. Industry Awards and Scholarships
4. Lobby for Telstra Call Centre
5. Expand the Telecenters
6. Use the UWA Albany centre
7. Use Multimedia for marketing
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 15
1. Enhance the GSDC Web Site
Highest priority for IT marketing of the region Albany Gateway portal, cross promotion Add an on-line directory of businesses Examples:
ACT Government's Information Industries Development Board.
Directory of the IT Industry in Western Sydney
Gill Sellar, Manager, Albany Gateway
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 16
1. (a) Make the Region Visible Online
allow contents to be indexed by web search engines and easily found by potential clients:
No registration or a password Ordinary web pages Meta-data, such as keywords, added Links solicited from reputable web sites Bobby accessibility test and W3C Guidelines Train Corporation staff in e-mail promotion
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 17
2. Involve IT Industry and Professionals
Local IT industry and professionals are the most valuable marketing tool available
The Australian Computer Society, and similar bodies, encourage and support regionally based chapters.
Chapters provide links nationally and internationally with free promotion for the region.
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 18
2. (a) Create an E-Commerce Association
The Electronic Commerce Association of Central Victoria is a non-profit, community-based organisation formed two years ago in recognition of the need to raise awareness about, and to foster the rapid uptake of, emerging technologies by both business and the wider communities. A body with similar aims would benefit the Great Southern Region.
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 19
3. Have Industry Awards and Scholarships
Industry awards: example Western Sydney Industry Awards.
academic awards to leverage the UWA satellite campus at Albany
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 20
4. Lobby for Telstra Call Centre
Telstra Call Centre at Katanning is a valuable resource
In the absence of action, the centre will most likely be closed.
Telstra and the Federal Government need to be lobbied
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 21
5. Expand the Telecenters
Regional Telecenters, such as that at Katanning, have the potential to provide a range of services to micro-business and SMEs.
Potential to collocate small web based call centres, business centres and business incubators.
Larger Telecentres could be flexibly equipped to provide internet cafe, call centre, computer based instruction and business centre.
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 22
6. Use the UWA Albany centre
UWA Albany Centre provides a major marketing opportunity for the region.
One use of the centre would be to host endorsed events. An example is the Get Smart Conference in December 2000 at Central Queensland University, Rockhampton.
Promotion channels for university sponsored events are not available to commercial paying advertisers.
UWA Albany Centre
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 23
7. Use Multimedia for marketing
ABC Radio's Multimedia Unit is at ABC Radio South Coast
Carries out experimental and production development of digital content for ABC Radio and ABC TV.
The Unit has facilities for producing video for broadcast and web-based multimedia.
Unique opportunity to showcase the region online to potential investors.
Brad BarberABC Multimedia
8 December 2000 (Version 1.2) http://www.tomw.net.au/gsr/gsrit.ppt by Tomw Communications Pty Ltd for the Great Southern Development Commission. 24
Further Information
This document is: http://www.tomw.net.au/gsr/gsrit.ppt
Text at: http://www.tomw.net.au/gsr/ Great Southern Development Commission (GSDC):
http://www.gsdc.com.au/ Prepared by Tomw Communications Pty Ltd
PO Box 13, Belconnen ACT 2617, AustraliaA.C.N. 088 714 309http://www.tomw.net.au/
Comments & corrections to: tom.worthington@tomw.net.au
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