International business award for kiwi company

international business award for kiwi company

Augen Software Group, a New Zealand-based software company, has been announced a winner of the Red Herring Top 100 Asia Award, a well-regarded award which recognises the most innovative companies across the Asia-Pacific region.

While many Antipodeans are struggling to work successfully with the Asian market, Augen is surging ahead, turning old business notions into innovative new solutions through their concept of “insourcing”.

Peter Vile, Chief Executive and co-founder of Augen, says insourcing is about extending your own company (or resource) into another country where you can take advantage of the cost-savings as well as tap into a larger pool of resources, and then turn around and completely align that with your customers’ businesses and pass those savings - and many other associated benefits - on to them.

“Traditional outsourcing commonly involves contracting another company in another country in order to increase scale and/or lower cost. There are many disadvantages to this model, however - especially where there is a significant difference in culture and language, and where the business requirements are complex, dynamic and difficult to prescribe. What we’ve done is set up our own operation in Vietnam to deliver high-quality software services to our New Zealand customers, where all work is managed close-to-the-customers by our company in New Zealand. This took us four years to innovate and perfect, but the end result is that New Zealand businesses get a seamless service at a lower cost - in most cases with very significant savings - and the ability to control input, output, and quality, and guarantee the outcome. Plus the capital still flows through the New Zealand economy. It’s a new way of thinking, and one that could bring some enormous economic benefits to New Zealand in the long term in many ways if applied on a larger scale.”

Augen’s co-founder and International Development Director, Mitchell Pham, says their business model has worked particularly well in Asia because of the company’s focus on leveraging its cultural capital. This type of business interaction is fundamental to success in the Asian market.

“We see each business interaction as a cultural exchange. By sharing values, traditions and beliefs with our customers, we are able to go much further and work more closely together than businesses which focus on economic capital alone. This is enormously important in Asia and the reason why we have been able to seamlessly integrate our company across both markets. Both New Zealand and Asia stand to benefit from this type of approach,” he says.

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