Wireless Innovation Network of BC Member Profile - Daniels Electronics

Daniels Electronics Marketing Director - Gerry Wight

By: Wireless Innovation Network of B.C. (www.winbc.org)

October 27, 2004

Member Profile: Daniels Electronics

In this month's member profile, we interviewed Gerry Wight, Director of Marketing at Daniels Electronics Ltd. The Victoria-based company designs and manufactures base stations and repeaters for the two-way radio market. They have installations around the world, ranging from providing researchers in Antarctica with equipment to keep track of each other, to helping with air traffic control in Russia, to collecting environmental data off the cost of Spain and Italy, and having their equipment rushed to help in the 9/11 emergency rescue efforts.

1. Tell us about your business?

We design, manufacture and sell wireless base stations and repeaters to the two-way radio market. Our main focus is on mountain-top repeaters, where our low power-use, reliable and robust equipment stands out against the competition.

2. Who are your customers?

We focus on two areas – public safety and natural resources. In the public safety market we supply first-line responders with our equipment. Among our customers in this segment are firefighters, ambulance operations, the military and coast guards. In the natural resource sector we work with national parks, the forestry industry, the oil and gas sector and install remote installations for public utilities. Some of our customers in this sector are the BC Ministry of Forestry, Victoria Police and TERASEN.

3. How do they use your products and services?

Our equipment is built to withstand harsh weather and to operate on low power. This means our customers can throw the repeaters into a helicopter with a small solar panel for power, fly it to a remote location, such as a mountain top, install it and then not have to worry about maintaining it on a regular basis.

4. What would you say your greatest success has been to date?

It would have to be how we've managed to capture the forestry industry. We have sold to every department of forests across North America – they have standardized on our product. With the threats of forests fires growing every year, we're finding that the small size of our equipment allows our customers to fit it into a small plane or helicopter and easily install it on location during a forest fire.

5. What has been your greatest challenge?

We compete against some very big companies. Often we find ourselves in the David and Goliath situation. This means we have had to focus on specialized applications with a single product solution, rather than try to diversify our product range. In head-to-head competition with other suppliers, we find that customers will opt for our solution.

6. What advice about creating a business would you like to share with other wireless companies?

It's really important to have an intimate knowledge of your customers, their needs and providing them with a solution that helps meet their requirements.

7. Why did you decide to locate your business in BC?

We've always been in BC. We're a family-owned business founded in Prince Rupert, originally focusing on providing radio equipment for the fishing industry. The company moved to Victoria in the 1960s. With the downturn of the fishing industry in the 1980s we refocused our efforts on the natural resource and public safety sectors.

8. What opportunities for collaboration with other BC companies do you see for Daniels Electronics?

We already collaborate with a number of local companies, in particular on manufacturing and software. We are currently working with Creation Technologies in the manufacture of our products. We work with other vendors providing related products, such as solar panels and antennas for our repeaters. Our customers are also constantly asking for upgrades to our technology, many of which are going to come from software enhancements.

9. In your opinion, how does BC's wireless sector measure up to those around the world?

I believe we're somewhere in the middle of the pack. I believe that we have a high level of expertise, particularly in radio-based technologies. There is room for improvement, though. We should collaborate more with the local universities, participate more in global standards activities and collaborate more among our companies.

10. Where do you see wireless technologies 10 years from now?

We will see a higher performance from radios and software developments will take us there. In part this is because Governments are forcing us to use radio frequencies more efficiently. As well, our customers want more from the products and software enhancements is the logical way to deliver these enhanced capabilities.

Daniels Electronics will be in the thick of all that. We will continue to focus our efforts on providing new features to our current customers as well as expand beyond North America.

To learn more about Daniels Electronics or if you are a local company interested in potential partnerships, you can contact Gerry Wight