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VMob: Seeking a New York endorsement

James Henderson | Oct. 2, 2014
"Make your mark in New York and you are a made man," once wrote the late Mark Twain.

"Make your mark in New York and you are a made man," once wrote the late Mark Twain.

And while the American author wasn't directly referring to the work of a Kiwi start-up taking the world by storm, VMob CEO Scott Bradley is seeking a similar New York endorsement.

Speaking to Computerworld NZ from the company's soon to be unveiled Lower Manhattan office in New York, Bradley says the Auckland-based mobile marketing business is accelerating its expansion into the US market earlier than expected, hence a decision to set up shop across the Pacific.

"While our growth rate is well on track with where we planned it would be, we are moving quicker than originally planned," says Bradley, who has based himself in New York to oversee the office opening, which is scheduled before Christmas. "This is largely to take advantage of some key opportunities that have developed in the US off the back of our success in other markets working with clients like McDonalds in Europe.

Branded as a provider of mobile-centric campaign management software that delivers promotions and loyalty programmes, under Bradley's guidance VMob has secured major deals with McDonalds and Esso in Europe, alongside Yellow, Loyalty and 2Degrees in New Zealand.

Yet despite the company's blossoming success, Bradley remains cautious when balancing sales growth with the growth in product and delivery.

"We've put a lot of effort into building a scalable model form a software and business perspective over the last 12 months," he explains. "We're now in a really strong position to be able to take on the much larger potential market in the US."

With offices in New Zealand, Australia, Singapore, Indonesia and the UK, Bradley acknowledges that due to the larger scale of the US industry, the market is around "ten times that of New Zealand, Australia and the UK combined."

For Bradley however, who founded the company in 2010, it's not just the size of the market which makes the US an attractive proposition for VMob, more so its maturity.

"The core of our business is that we're a Software as a Service (SaaS) company," explains Bradley, who listed VMob on the NZ Stock Exchange in August 2012. "We're not an app developer.

"And although we do have an out of the box app that can be used for fast deployment if a retailer does not have their own app, our real sweet spot is when we can integrate into a retailer's existing app and improve something that's already working for them.

"Because when we go into a company like that, it becomes a much shorter conversation compared to combining VMob with a new app plus a launch strategy, new hardware and all the other pieces that go along with launching a new smart phone app."


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