ITWales.com
TerraLogic: Taking computing to
extremes
By Basheera Khan
Cardiff Bay-based TerraLogic provides rugged computing solutions meant to be used in harsh or extreme environments.
In addition to importing and reselling products manufactured in Taiwan, China and the US, TerraLogic designs and manufactures certain
products in Cardiff using components sourced worldwide.
As managing director Ken Gray explains, the company was established through a joint venture in June 2000, when it concentrated on adding
large defence contractors to its existing customer base of smaller, largely non-defence companies. TerraLogic sells primarily to UK-based
customers, but also targets the US and European markets.
The company's key employees have backgrounds in management and sales, marketing and electronics. Non-core functions are outsourced where
possible to allow it to focus resources on its core business. TerraLogic currently employs six full time staff to deal with sales,
marketing, technical and manufacturing roles, while its design team is retained on a contract basis when required.
ITW: What sort of environments have TerraLogic's products have been used in to date?
KG: All of our products are designed to be used in the most challenging and extreme conditions, but the build quality also provides extremely reliable computing capabilities in day to day usage in everyday outdoor
situations. Because of the sensitive nature of many of our customers' work we can't give exact details of usage, but the units have seen service in desert conditions as well as the in Arctic, Antarctic, the Himalayas - basically everywhere.
In the industrial fields we have units on oil rigs, with surveying firms and also with UN teams working on water projects in Africa.
ITW: What percentage of the company's operations focus on consultancy and custom manufacturing services?
KG: Because of the inherent cost and risk of providing custom solutions, we aim to provide off the shelf solutions wherever possible by
building flexibility into our products. However our custom design and build business currently accounts for approximately 25% of our
turnover, though this can ramp up very quickly if required.
ITW: What one piece of technology has benefited your company the most?
KG: On the product front our Toughnote Series 3 laptop is the cornerstone of our business. It is an extremely reliable unit that offers
excellent flexibility and accounts for the majority of our sales. Our next generation unit, the Toughnote Series 4 is scheduled for
release in the autumn. For other aspects of our business, the Internet has proved invaluable both as a research and sales tool.
ITW: What one piece of advice would you give to start up companies in your field?
KG: Look after your customers! They take a long time and a lot of effort to win and will only stay with you if you look after them
properly.
ITW: What's been the key to your success?
KG: Having clear company goals, an intelligent, well motivated workforce and concentrating first and foremost on satisfying customer
needs. Providing first class customer service is one of the main ways we differentiate our approach from that of our competitors.
ITW: Where do you see TerraLogic going in the future?
KG: We are approximately two thirds of the way through our initial business plan and are ahead of where we expected to be at this time.
We see the future in further developing our overseas contacts and introducing new innovative products into the marketplace.
Contacts
TerraLogic Ltd
Tel: 08707 415 533
E-mail:
info@terralogic.co.uk
Web:
http://www.terralogic.co.uk
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