Get ahead of the curve with the Idealog guide to today's megatrends in business.

1. Megatrend 1:
The hyper-connected world
Our increasing online omnipresence is radically changing the way we do
business on a global scale. Here’s the lowdown on some cyber-age effects
W
ell, if you’re so out of the loop that
you need us to tell you about the
scale and rate of social media
expansion worldwide, then you should consider ‘To do business in a hyper-connected
retirement. But exporting is partly about the Twitter has 140 world you need to be more adept at
numbers, so here are some for you to chew on. million users and
Twitter has 140 million users and 400 million 400 million evaluating, meeting and responding
messages sent each day. Facebook currently has messages sent to markets, so that people can find
955 million monthly active users and 552 million each day what you do and interact with you’
use it every day. That makes Twitter a potential
marketplace about the size of the population of – G r e n v i l l e m a i n, m a n ag i n g d i r e c t o r o f
Russia, and means Facebook has one and a half c u s t o m e r e x p e r i e n c e d e s i g n c o n s u lta n c y DNA
times more users than the population of the US Facebook
– the world’s third largest country. currently has 955
And there’s more: these websites transcend million monthly
national boundaries, even when those active users, and
boundaries are otherwise heavily defended. 552 million use it
But, as with all these mega-trends, rapid daily
growth also brings with it intense competition.
It’s all too easy with high-tech markets to That makes Twitter a
assume that they are something we ‘do to’ the potential marketplace
emerging economies of the world, when in fact about the size of the
these other countries are rapidly building their population of Russia
own capacity. The Chinese software industry, and means Facebook
for example, has exploded in the past decade, has one and a half
with revenue reaching US$11.1 billion in 2010, times more users than
growing at a rate of about 14 percent a year from the population of
2007. There are now more than 500 million the US
people on Renren, China’s most active social
network. It has 47 million registered users and
31 million active users per month. Current China’s
reports are even charting rapid expansion in
‘developing’ regions where you might not most active social
necessarily expect it, like Latin America. network, Renren,
The result is a rapidly and radically changing has 500 million
world, in which customers are increasingly users, 47 million
managing their own service experiences on registered users,
their own terms. In this world, monster-size and 31 million
markets can be born almost overnight and then active users
almost as suddenly change into something else every month
that operates by a different set of rules. This is
Grenville Main
useful to understand for every business wanting
88 / idealog.co.nz

2. Idealog guide to exp orting
to use the internet, but it is absolutely vital for businesses that
want to make their mark by helping to shape its future. Intellectual property
TradeMe is our localised ebay, but where is our ebay, a
company that goes global on its big idea in this space? While we
salivate at the billions made by the likes of Mark Zuckerberg, or
in the internet age
Google founders Larry Page and Sergey Brin, we should also be You may well not be paying to read this right now, it’s up on the web
aware that behind and around those superstars there is a whole somewhere, or somebody copied and pasted it for you. Check your music
industry sector full of folks making it big, if not colossal, behind collection, your videos, and Google Samsung and Apple’s billion-dollar bunfight
brands you may never have heard of. over smartphone designs and you will be aware that intellectual property in
This is partly because a lot of the action happens business-to- today’s inter-connected world is about as safe as opening an unattended bottle
business. According to a survey by the Concentrate marketing store with an honesty box. But rather than abandoning legal protection
company, 88 percent of Kiwi high-tech businesses are selling to altogether, or shying away from going global online, Idealog has some advice
other businesses, while business-to-consumer makes up only 8 from Mark Hargreaves, partner at intellectual property specialists AJ Park.
percent of sales and business-to-government only 4 percent.
So how do we get in on the action? Grenville Main, managing Q To what extent has intellectual property control evolved in the online
director of customer experience design consultancy DNA, says: sector in the past few years?
“There are a lot of exporters and marketers who are still making A The law is moving slowly compared to online business models. The speed at
that transition – from how we used to do things in terms of which copyright works, in particular, can be published and distributed, which
product, distribution and marketing. But how we do this in a makes it difficult for copyright laws to keep up. Businesses are adapting though,
hyper-connected world has become markedly different. You have and software as a service is a fantastic example of using the network effect of
to be more adept at evaluating, meeting and responding to the internet to grow markets while keeping IP controlled as a trade secret.
markets, so that people can find what you do, and interact with Meanwhile, some businesses are taking the view that the opportunities available
you. You also need to be adept at expanding and evolving markets justify exposing them to more risk of counterfeiting.
in a much smarter and more agile way. Hyper-connectivity makes
agility a requirement, but it also enables and facilitates it.” Q Does the speed and flexibility of online business present specific
A lot of this is more of an art than a science, Main explains: challenges to IP protection?
“There are trends, things you can rely on and patterns of A It makes patenting more difficult to manage because of the speed at which
behaviour that are evolving so there is a lot to draw on. But new products and services are brought to market. I think branding assumes
there are some spontaneous and serendipitous things that more importance for the same reason. Your brand can reach global markets
really go off. What is great about this is that unbridled overnight, so ensuring it is protected is vital, given that so much product
creativity, opportunity or innovation out of leftfield is still a differentiation online is about branding.
vibrant opportunity – and much of it is potentially quite
commercial. When we look at the local guys who have done Q Has the scale of big players like Google and Facebook distorted the
good stuff, it has a hell of a lot to do with appetite and ability, market for internet service businesses, where they simply want to get to
sure, but you can’t help but think that timing has had a hell of a the point of selling out to one of the big guys?
lot to do with it, too. This means we have to be building an A I think most start-ups have one eye on exits, regardless of whether they are in
army of creative thinkers ‘attuned toward opportunity’. Within the internet space or not. The growth of major players in this area is good for
the entrepreneurial base in New Zealand we need to build an local businesses if it means they can exit and plough their capital back into
innovation engine to be the place you will start to drop in the new ventures.
right ideas – ideas that are what the world needs and wants.”
There are already signs that Kiwis are finding the in-roads, Q Is it hard for New Zealand businesses to pioneer ideas in this space,
especially in the US. Peta Conn, New Zealand trade without having your IP bought or stolen?
commissioner in New York, says, “New Zealand is punching A I actually think the internet levels the playing field. Sure, it means ideas and
above its weight in the hyper-connected world. Both Silicon designs are spread more easily and can be ripped off, but it also means those
Valley and New York are witness to an influx of New Zealand ideas and designs are reaching large markets that New Zealand businesses
companies setting up to be closer to their customers. would have previously struggled to tap into. I know a number of local companies
Entertainment is also a focus of development, with NZ expertise who receive unsolicited interest in their products or their business simply
cutting through areas like gaming from TV series and films, and because more people are aware of what they do. The trick is to design a product
customised book soundtracks. The calibre of technology coming or a process that allows you to retain critical pieces of the puzzle offline.
out of New Zealand is competing successfully on the world Customers and competitors can whet their appetite online but you keep critical
stage, and fuelling our reputation for innovation.” IP in house to retain competitive advantage.
November-december 2012 / idealog / 89

3. The end of Succeeding in the
the pipe dream
online marketplace
– or how to organise
for chaos
One thing that might limit our ability Timing is everything:
good ideas dominate on
to exploit hyper-connectivity is if New a global scale in the
Zealand remains significantly less hyper-connected world,
so you will need to create
hyper-connected than its rivals something genuinely new
very quickly. Don’t get
wedded to an idea too early,
That is the long-term threat in the wake of Pacific Fibre’s or stick with it too long.
inability to raise the $400 million it needed to build a new
13,000-kilometre high-speed fibre-optic cable connecting Think globally: it’s the
worldwide web, yeah? With
New Zealand and Australia to California. Interestingly, the right idea, skills and
alongside familiar complaints about a lack of investment personnel you can find
cash in New Zealand and question marks over the viability markets big enough to
of competing head-to-head with the existing Southern secure a happy retirement
in the most unlikely places.
Cross Cable, there was also a hint that the project had fallen
You can also be blind-sided
foul of diplomatic wrangles where the US was by competition if you don’t
uncomfortable with Chinese investment in the project. stay alert.
Government ministers in the throes of pushing through
the $1.5 billion ultra-fast broadband network by 2016 There is no point trying
have said there is no lack of capacity in the existing to compete with something
that is already massive
single cable, and Chris Brace, solutions architect at and hyper-connected. If
TelstraClear, agrees. But Rod Drury and Sam Morgan,
who are behind Pacific Fibre, suggest that the
you doubt this, go and
check the activity on your
The Auckland Waterfront
development of Kiwi online offerings may be hobbled by
a lack of bandwidth and the high cost of international
Google+ account.
Innovation Precinct
data in New Zealand. Integrity is the driving The very fact that we have all heard of Silicone Valley
force of hyper-connected
Paul Brislen, chief executive of the Telecommunications business. You need to have is testament to the value, ironically, of having
Users’ Association of New Zealand, says: “We have the all your ducks in a row for hyper-connected businesses close together in an
Southern Cross network and that’s our lot, and Southern an impeccable service old-fashioned geographical sense. This is the kind of
Cross will eventually need to be replaced. Given a 20-year that’s totally in line with success that Auckland Council is trying to replicate in
your brand philosophy.
lifespan, I’m guessing here, we’re already rapidly If you screw up, or hide
its rejuvenated Wynyard Quarter area. The idea is
approaching its use-by date and planning for ‘Son of something, you will be that the precinct will consist of residential, retail and
Southern Cross’ must be well advanced at the head office found out, and word office spaces where a cluster of companies, backed by
in Bermuda. travels faster online than government and business service providers, will
“The real tragedy in all this is that we, of all the nations anywhere else. accelerate the growth of high-tech ideas into
on the planet, stand to gain the most from the digital commercial success, and of new and emerging
Get good old-fashioned
economy. Instead of shipping our goods slowly and at business advice. The businesses alongside more established companies
great cost to distant ports, we are as close to our markets online world is not Oz or with an eye on exporting.
as anyone else. We need more competition on the Narnia. No matter how The project has announced that it has already had
international side of the equation to match our investment whizz your new idea is 47 registrations of interest from companies, with 3D
it will still need boring
in the domestic setting. Without it, we’re left with a modelling company Nextspace claiming first mover
things like funding, a
monopoly provider and no matter how well run a decent advisory board, status after shifting into the upstairs section of a
monopoly is, it’s still a monopoly.” an accountant and sail-making company on Pakenham Street West.
Brislen has called for government and superannuation legal support. Grenville Main, managing director of customer
support for an alternative scheme, and fears we might experience design consultancy DNA, reckons the idea
otherwise be doomed to create ‘the world’s fastest Make friends and ask makes a good fit with Kiwi commercial culture.
them stuff. No idea is
intranet’. If the Southern Cross cable breaks for any so new and clever that “If you look at the clusters and groups of smart,
reason, which is not unheard of, we might all find somebody else hasn’t like-minded businesses in New Zealand, we are pretty
ourselves trying to contact cloud services on dial-up. tried something at least good – we aren’t that precious. If you own something
David Dickinson, service delivery consultant with slightly similar before, or you want to get the benefit from it, but there is this
is not trying something
TelstraClear, adds: “I think that costs are a bigger issue collegiality where there are guys who are trying to get on
hyper-connected to it
here. We recently saw some downward price pressure right now. Talk to industry just like you, and they are willing to help you. They are
come to bear under threat of competition in that market. insiders and share problems quite open to sharing their successes and always open to
It will be interesting to see what happens now that the and solutions. helping other people build the critical mass of people
threat is no longer there.” who want to live here but work all over the world.”
90 / idealog.co.nz

4. Idealog guide to exp orting
The land of the long list of that many of the services advertised are
actually quite different when you read the
cloud-based companies?
small print that most of us ignore.
“It may also be important to consider where
your data is actually domiciled. For example, if
you are using something like Microsoft Office
First there was the internet, then there was platform (we call it the Marketplace Portal), 365, you may find that all the data is on servers
the cloud. Surprise! It’s the same thing – it has choose the server spec they need and be using in Singapore, which may have very different
just grown up and got a lot more businesslike. it within hours. This is ideal for businesses privacy laws than the ones you are used to.
Chris Brace, solutions architect at with seasonal data loads, who want to scale You also don’t want to wake up one morning to
TelstraClear, lays down what this could quickly to provide a development environment, find there has been a security breach, blackout
mean for your business. “Cloud-based services or who need additional server space for big or system shutdown that may cripple
are essentially elastic; they can enable data analysis. They unsubscribe the server your business.”
businesses to scale and grow very quickly. So if when they are done – it’s a pay-as-you-go Dickinson agrees: “Any environment is only
you have a web-based sales business and you environment that is really going to set the as good as its weakest point so I would
suddenly take off and find your e-commerce standard for some time caution against keeping critical business data
site is overwhelmed, you can go online and to come.” on internet-based services. You don’t know
purchase the use of extra infrastructure to cope All the whizz-bangery won’t make up where they are being hosted, they typically
with it very quickly. for a bad idea or a shonky business model fall under US legal jurisdiction and there is
“In the past, it might have taken months to though, so the cloud should still be a tool a long line, literally, of exposure between you
install what you need, whereas now it is more you reach for after you have done the hard and your services that is vulnerable
like a matter of hours. And as soon as you have yards commercialising the hell out of to attack.”
finished with the cloud capacity, you can shut it your proposition. This means having a back-up is as important
off again.” And however much you may like to believe in for the big internet players as it is for your
David Dickinson, service delivery consultant the magic of Google, there are still significant personal computer, and reading the small print
working with TelstraClear, explains. “Someone risks that need to be considered. is just as important before clicking the ‘I agree’
needing another server, maybe only for a Brace explains: “Security is obviously an button as it is on signing a contract that’s been
month or two, can now log into our cloud issue. Also, legal experts are now pointing out drafted by your own legal team.
November-december 2012 / idealog / 91

5. Kiwi companies
kicking it online
The Hyperfactory
Derek and Geoffrey Handley set up shop as The Hyperfactory in 2001,
forming a combined agency and technology company for advertising to
mobile devices. In the years that followed the irrepressible Derek picked
up a slew of awards, including 2009 Ernst & Young Young Entrepreneur
of the Year, being rated one of the 40 Most Influential People in New
Zealand Telecommunications in 2005 and 2006, and the 2006
Pricewaterhouse Young Achievement of the Year. He also received a
nomination as one of the National Business Review Top 60 Innovators of
2007, and was named as a New Zealand 2011 Leader by the Sir Peter
Blake Trust. More importantly, the company picked up a range of
top-drawer clients including Kraft Foods, Adidas, L’Oréal and Coca-Cola,
and then sold out to US media company Meredith for something in the
low seven figures. It has now closed its New Zealand operations in favour
of a new head office in New York.
kkthehyperfactory.com
Group Commerce
With print media bleeding away onto portable screens, Otago University-
trained New Zealander Jonty Kelt, co-founder and CEO of New
Carnival Labs
York-based Group Commerce, is helping to make online publishing pay Guy Horrocks tuned in to the social media global mega-trend
for some big names, including CBS, The Daily Telegraph and the New when he co-founded Polar Bear Farm, the world’s first iPhone
York Times. With 120 staff, the firm provides the smarts and technology application development company, even before the App Store
to power and curate media e-commerce and deal websites affiliated to was up and running.
major brands. It has just secured an additional US$21 million of capital Now in his late 20s, he says it made a huge difference being
funding to fuel its expansion into Europe and has reported a monthly first to market. With his latest venture, Carnival Labs, he now
growth of 30 percent in the past year. has the ear of major US brands, and is currently coming up with
kkgroupcommerce.com the goods for global players such as Dreamworks, Kraft Foods,
Intel, Estée Lauder, Pepsi and Nestlé. The firm originally
Xero specialised in casual gaming, entertainment and advertising
Wellington-based Rod Drury’s cloud-based accounting software apps, and now employs 10 full-time staff in New Zealand.
company is listed on the NZX and is within a sniff of getting a major Horrocks is now the company’s roving ambassador, having
percentage of a gargantuan market. Looking to top 300 employees in expanded into the US, and is currently preparing to make New
the next few weeks, it has not pumped profits out in its ongoing York his permanent home. He reckons that most of the US
establishment phase, but certainly looks to be making a serious challenge action for his firm has now shifted from Los Angeles to New
on its offshore rivals. York, but the investment cash is still in Silicon Valley.
kkxero.com The firm’s latest brainchild is the Core Push mobile
engagement platform. It includes a groundbreaking real-time
Rakon location-based analytics dashboard and aims to deepen the
Most consumers will probably never have heard of the makers of connection between a brand’s app and its customers. Carnival
crystal-based frequency control components for electronics, but its Labs already has 10 large brands using the system to send
products are helping much of our everyday gadgetry, such as mobile around four million notifications a month to customers, and is
phones, telecommunications and GPS systems, to function. From its set to open the taps wider in the next couple of months.
beginnings in a Howick garage in 1967, sales revenue for the past financial “Our turnover is in the low seven figures (US dollars) this
year was $178.3 million. In August the company sealed a deal that will year, but is growing around 200 to 300 percent on last year,
quadruple its sales to Chinese electronics giant Huawei to US$56 million. which is exciting,” Horrocks says.
Last year, Rakon UK Limited also picked up the coveted Queen’s Award kkcarnivallabs.com
for Enterprise.
kkrakon.com
92 / idealog.co.nz

6. Idealog guide to exp orting
Megatrend 2:
Healthy ageing
Baby boomers
thought that 79%
of TV advertising
and 89% of online
and the baby
advertising appeared
to be aimed at
somebody younger
boomers
than them
Sou
rc e dy
:A2 Stu
010 Go mer
ogle /Nielsen Consu
The term ‘boomers’ for those born between 1946 and 1964 is such a Iain McLeod, BNZ national manager,
fitting one on so many levels. This significant jump in birth rates at the international trade, offers further insight into
the baby boomer brain: “The baby boomers are
end of World War II, combined with an era of relative world peace, still the funders of the industrialised world but
natural resource abundance and technological advancement fuelled they are shellshocked by the events in 2007 and
an era of unprecedented global affluence. The guns stopped booming, 2008. A considerable number have lost their
populations boomed and then the economy boomed retirement savings and are remaining in the
workforce. And those who are still financially
S
secure are struggling to find a safe haven for
peak of a global phenomenon. According advertising and 89 percent of online their investments as people endeavour to de-risk
to the United Nations, the number of advertising appeared to be aimed at somebody their portfolios and look for investments with
persons aged 60 or over increased three younger than them. Some analysts suggest this capital security.
and a half times from 1950 to 2009, to 737 is due to the average person working in “They are more conservative and risk-averse
million. By then there were 12 countries with marketing being much younger than the baby now in OECD countries, but in Asia they are
more than 10 million people aged 60 plus, boomers, or that marketers make incorrect still expansionary and tastes and wealth-based
including China (160 million), India (89 assumptions based on this generation. needs are expanding exponentially. It is still an
million), the United States (56 million), Japan We are not, ahem, commenting on the age of affluent group with far greater demands than
(38 million), the Russian Federation (25 Grenville Main, managing director of customer previous generations, mainly because of the
million) and Germany (21 million). By 2050, experience design consultancy DNA, but he relative health of this population versus
the population aged 60 or over is expected to sees the influence of baby boomers everywhere previous generations. They live longer, have
triple, reaching a total of two billion. he looks: “It’s a trend in direct terms but it also greater expectations and tend to have more
That’s a hell of a lot of grey spending power. has a benefit and impact for everyone. If you disposable income than other generations.”
Last year, the overall spending by the 116 are trying to target them as an audience you are According to Main, this profile makes them
million US consumers aged 50 and older was going to have the potential for a longer well worth targeting if the product or service
$2.9 trillion, up 45 percent in the past 10 years. relationship with them than you’ve ever had is right. “What people are grappling with is
Meanwhile, the 182 million people younger before, but on the other hand they are that they, like lots of other consumers, are
than 50 spent $3.3 trillion last year, up just 6 definitely more discerning and may switch out starting to want to take the control back from
percent during the same decade. on you. They are not like the generation above the businesses supplying products and
Mark Hargreaves, partner with intellectual them, which is more conservative and tends to services,” he says. “And this can be destabilising
property specialists AJ Park, says it has stick to relationships. Baby boomers have for businesses, because you are not quite sure
triggered growth in certain sectors: “The changed the most in generational terms and where they are going to go next and what is
pharmaceutical industry has developed will basically suit themselves more than ever driving the decision-making. That’s where
significant IP in the face of demand from baby before, so if you aren’t providing something insight builds toward intimacy, which is now
boomers and ageing populations. We only need good then they will move on.” and essential factor for all businesses.”
to look at Viagra sales for that!”
What’s weird is the extent to which this
massive cohort of the world’s population feels
‘Baby boomers have changed the most in generational terms
ignored by marketing folks. Blog after blog on and will basically suit themselves more than ever before, so if
the internet says it, and a 2010 Google/Nielsen you aren’t providing something good, then they will move on’
Consumer Study found that 79 percent of TV – – Grenville Main, MANAGING DIRECTOR OF CUSTOMER EXPERIENCE DESIGN CONSULTANCY DNA
November-december 2012 / idealog / 93

7. iP is about increasing potential
If taking your idea, invention or business offshore is in Over the last century, we have worked with clients to
your strategy — then the right IP advice will increase recognise great ideas and the best ways to protect
your chances of success. and commercialise them globally. Our team of
commercialisation specialists and IP litigators can help
Making it overseas takes more than a good idea and
you understand the laws of your destination country,
the will to succeed. At AJ Park we not only have a
develop global commercial agreements and cover
clear understanding of intellectual property laws in
patent or trade mark protection, giving you and your
New Zealand, but know what your rights and obligations
business the best chance of making it overseas.
are when the rules change for another country.
For the right IP advice to help turn your Kiwi business
AJP10360_IA
0800 257 275 I www.ajpark.com I New Zealand + Australia into a global asset, call us now.
AJ Park is about iP • intellectual property • igniting passion • ideas pervading • innovation protected • integrated processes • intelligent people • increasing potential

8. l Idealog guide to exp orting
Kiwi
companies
bringing it
NZTE’s Health High Impact Programme
This programme is focused on accelerating the growth of
New Zealand health technology and services companies. It
to the baby
supports business to target niche markets, build relevant
company capabilities, develop reference sites and evaluate
new market opportunities. It includes working with a
network of industry organisations, universities, researchers
boomers
as well as the Ministry of Health, the Ministry of Business,
Innovation and Employment and multinational enterprises.
To find out more, and for profiles of key health markets, go
to nzte.govt.nz.
New Image
Colostrum: the first milk produced by cows that have just calved, is Fisher & Paykel Healthcare
the latest superfood to take the health-conscious world by storm. In the last financial year, F&P Healthcare made a healthy net profit of
Auckland-based NZX-listed New Image shifted $74.7 million worth $64.1 million out of its range of products and systems for use in
of the stuff last year. Taiwan and Malaysia are key markets, sucking respiratory care, acute care, and the treatment of obstructive sleep
up $55.9 million of New Image products. Unfortunately, a couple of apnoea. However, a bidding war in the US looks set to reduce incomes
ailing brands and failed business partnerships, combined with the and take the shine off the F&P market in the years to come.
relative strength of the New Zealand dollar, helped the company kkfphcare.com
lose $6.1 million last year. However, according to senior managers, a
restructured New Image is now in a good shape. Orion Health
kknewimageasia.com The company that took out central Auckland billboards to brag about
recruiting throughout the recession has built an enviable offshore
Ecoya market for its eHealth software, most notably in the US. The company
Based in Botany Bay, Australia, candle and skincare company Ecoya now has offices in the US, Canada, United Kingdom, Spain, Australia,
is headed up by (among others) New Zealand’s own inimitable Geoff New Zealand, Japan, Thailand, Singapore, Dubai and France. It also
Ross and Rob Fyfe. After swallowing rival skincare company Trilogy buddies up to heavy-hitting partners, including Accenture, Philips,
last year, the company turned its first profits. It now makes more Cisco, IBM, Agfa and Oracle Corporation.
than three quarters of its sales offshore and is focusing on expansion kkorionhealth.com
into Asia, including an exclusive deal with a new Japanese
distributor, the Kinu Corporation. Comvita
kkecoya.com.au Comvita’s busy bees are building a global reputation for natural health
and skincare products, including medicinal ‘Active UMF’ honey, with a
$35 million chunk of its annual sales now happening in Asia. This has
helped the company to notch up a 12 percent growth this year, and it
also shrugged off a $71.6 million takeover bid from Singapore-based
food conglomerate Cerebos.
kkcomvita.co.nz
Les Mills International
Right now thousands of people are probably gyrating to one of Les
Mills’ trademarked group fitness sessions, such as Body Attack and
Tech-savvy boomers driving e-health demand Body Jam. The pioneering Kiwi fitness firm now exports its exercise-
A report from KPMG and the Manchester Business School,
to-music programmes to 80 countries, where 90,000 certified
Accelerating Innovation: the power of the crowd, suggests that ageing
of the baby boomers, and this generation’s increased comfort with new instructors teach classes through 14,000 licensed gyms and clubs. It has
technologies, is driving the demand for openness in healthcare sold its patented workouts into about 11 percent of the world’s health
systems. Jan De Boer, global health IT lead for KPMG in the clubs and employs 130 people across the group (80 of those are based
Netherlands, says: “Today’s smartphone user is tomorrow’s patient in Auckland). This all adds up to seven figure revenue and a lot of
who wants greater access and control of their healthcare and their
medical records.” sweaty sportswear (which Les Mills now sells, too).
kklesmills.com
AJP10360_IA
November-december 2012 / idealog / 95

9. Who wants to Aged between 48 and 66, baby
boomers are looking forward to
live forever?
a long retirement in the active
and affluent style to which they
have become accustomed, and
they don’t want a nuisance like ill
health spoiling their fun. That’s
why they are spending a lot of
what would have been their
children’s inheritance on
cosmetic surgery, vitamins,
health foods, exercise,
alternative medicines and
a magnitude of therapies
According to the market research firm Global
Industry Analysts, the boomer-fuelled
consumer base seeking to keep the dreaded
signs of ageing at bay will push the US market
for anti-ageing products from about $80
billion now to more than $114 billion by 2015.
Main says: “That suggests the one industry
that will have really overtly benefitted from
this block of people because they do not want
the party to end. Defying ageing in our own
minds as a group of people more and more,
they don’t seem to be wanting to grow old.
That is probably the one thing that defines
them. The key insight, we think, is around
control, flexibility and individual choice being
held longer – it’s not just about how you look,
it’s how you truly feel.”
But Hargreaves warns of the regulatory
complexities of dabbling in this marketplace.
“From an IP perspective it can be
challenging identifying patentable aspects of
natural health supplements as opposed to
pharmaceuticals, or even nutraceuticals with
proven health benefits. It is likely that, as
regulatory hurdles increase for these types of
products, there will be more IP developed
around them because more R&D and testing
will be required for regulatory approvals.
“At present, these products are regulated in
New Zealand in an ad hoc way, which does
present difficulties for manufacturers who may
need to consider a range of legislation. This is
compounded if the product is exported into
other markets where different regimes exist.”
In short, think difficult, time-consuming
and expensive, but with the potential for
massive payoffs. Hargreaves’ advice is to seek
out advice of those who have trodden this
road before.

10. IN CHINA,
A BUSINESS EXECUTIVE
MAY CONSULT THE
STARS, OR WAIT
FOR A ‘LUCKY’ DAY
BEFORE MAKING
A DECISION.
TRUE FALSE
If you’re thinking about exporting to China, there’s no room for guesswork. New Zealand Trade and
Enterprise can give you the tips and tools you need to move your business into this market; from
country overviews and language and culture, to sales and marketing suggestions. That way, you’ll
know that the executive you’re dealing with hasn’t left for an impromptu holiday, he’s just waiting
for the right time to make his decision.
Visit www.nzte.govt.nz/answershere or call us on 0800 555 888.
Get the answers here. Succeed over there.
T&E0028/B

11. i d e a l o g i n a s s o c i at i o n w i t h A J Pa r k
Crushing the
counterfeits
Whether it’s Armani, Adidas or Anchor, well-known brands are all
subject to imitation. All exporters need to be wary of their trade Intercepted counterfeit
Anchor goods.
marks being ripped off and make moves to protect their valuable IP
H
andbags, watches, sunglasses and “In this case, we were able to get a really
electronics are among counterfeiters’ clean outcome. We worked with Carolyn Green
favourite products. But virtually and Gavin Scott from Fonterra’s legal team to
anything can be faked and passed off as force the counterfeiter to agree to destruction
a recognised and respected brand. of the fake products. We then arranged for
Often these rip-offs are found to be small- Fonterra’s local agent to destroy all of the
scale opportunists, but internationally the counterfeits – that was all done over a period
trend toward large-scale counterfeiting of two days with the help of a giant digger. The The destroyed
continues to grow. In late 2011, the world’s counterfeiters had actually filed for their own counterfeits.
largest dairy products exporter, Fonterra, trade mark, but they accepted that they were
discovered and foiled a large-scale attempt infringing Fonterra’s marks and gave away
to counterfeit one of its flagship products, their application.”
Anchor milk powder. This case demonstrates how important it
The large shipment containing tens of is to have your own trade mark protection in
thousands of tins of milk powder labelled place and to enforce it, Potter says. And
‘Anhor’ and bearing a very close likeness he’s not just talking about big organisations –
to Anchor’s famous red anchor logo was exporters of any size with a system or product
intercepted by Fonterra’s representatives that risks being copied should protect their
in the Middle East. intellectual property.
Carolyn Green, Fonterra’s Auckland-based
trade mark manager, says the counterfeit
products were on their way from the United
Arab Emirates to Somalia but were found
before they left their port of origin.
“We’ve had a few instances where we’ve
been advised through Customs of infringing
products, but this was a particularly big one,”
says Green. “Anchor is one of our biggest
brands and is very popular in that part of the
world, so it’s a major target for counterfeiters.”
Intellectual property expert AJ Park has
been advising Fonterra since the dairy
co-operative formed in 2001.
Partner Alan Potter and senior associate
Emma McBride work closely with Carolyn
Green to help safeguard Fonterra’s valuable
trade mark rights.
“Fonterra sends its products to more than
140 countries around the world,” says McBride.
“Because of all the valuable brands Fonterra
uses, it has a significant registered trade mark
portfolio, which we help to manage.

12. i d e a l o g .c o. n z / b u s i n e s s p l a n
“It’s about taking the time to work out where cost-effective. When you’re exporting, you
you think you may be at risk and getting need to have your trade mark registrations and
protection in places close to your markets, Customs notices in place.
IN BRIEF
where people might want to counterfeit your “If you start off with weak rights because Fonterra is the world’s largest diversified
products,” says Potter. you haven’t done your homework, things milk processing company and one of the
“You may not always be able to register every always end up more complicated.” world’s top producers of dairy nutrition for
mark in every country, but you need to at least Green is in daily contact with AJ Park to export, including milk powders, cheese and
butter. The co-operative sells its products to
think about it. Exporting branded goods help protect Fonterra’s trade marks and to more than 100 countries. Intellectual
without trade mark protection is a bit like manage cases like this one. She says the input property expert AJ Park has been working
running an uninsured business – it’s all fine and advice she receives from both Potter and with Fonterra since it was formed in 2001
until something goes wrong, then you wish McBride is extremely valuable. and recently helped the company with
a large counterfeiting case of Anchor milk
you’d put adequate insurance in place.” “AJ Park is the liaison between Fonterra
powder from the UAE.
Potter says that for smaller companies, it’s and our lawyers in various countries and
always a risk assessment – how big a risk are maintains Fonterra’s trade mark database. CONTACT
you willing to take? We couldn’t do what we do without them. To find out more, contact:
All exporters need to turn their mind to the Sometimes we’re in touch several times a day. AJ Park
0800 257 275
risk they’re taking. We talk about IP protection strategies across www.ajpark.com
“In this case, Fonterra had its registered our various markets; and when things like this
protection in place, which led to a good counterfeiting situation happen, we work as
outcome that was both quick and very a team to deal with it.”
L-R: Gavin Scott, Carolyn Green, Emma McBride and Alan Potter.

13. Megatrend 3:
Feeding the world’s
middle classes
You know all those years we have been calling huge swathes of the globe the ‘developing world’? Well guess
what: a lot of them have developed. And as a result, now may be a good time for New Zealand to re-evaluate
our position in the world economy. Experts in the field tell you how
C
hina is the most obvious example, where it is Mark Hargreaves, partner at intellectual property
reported that wages have quadrupled in the specialists AJ Park, agrees, but adds that global supply is
past decade and the World Bank estimates GDP already rising to meet this new demand: “There are a lot
will match the US by 2030. But it is also happening in of global players developing protein supply which will
Brazil, where the Fundacao Getulio Vargas economic compete with our dairy and meat exports long term.
think tank estimates that 40 million people have joined Ultimately, our competitive advantage is more likely to
the ranks of Brazil’s middle class between 2003 and lie in high-quality, high-value food and ingredients
2011. And in Africa, the African Development Bank says produced in a clean environment. We have to strive to
the middle class rose to 313 million people in 2010, ‘New Zealand produce that high-quality product and compete on
which is just over a third of the continent’s population. leads the world in quality and brand. Perhaps one of the biggest
Then there’s Indonesia, where Japanese banking exports of dairy competitive risks is that we lose our quality reputation,
group Nomura reports that the middle class – those
with a disposable income of at least $3,000 a year – now
and sheep and is a meaning we’re reduced to competing on price, which
won’t be easy long term.”
numbers about 50 million. major exporter of For the time being we appear to be holding our
According to New Zealand Trade and Enterprise, half beef, seafood, and ground, but value-added propositions such as Burger
a billion people in Asia currently earn ‘middle incomes’. kiwifruit. But Fuel, or the Dairy Collective’s successful expansion into
By 2020 that will treble to 1.7 billion, and by 2030 the
figure will be 3.2 billion. And according to The
when we consider the UK, would seem to be the way to go, rather than
sheer volume.
Economist, for the first time in history, more than that New Zealand Grenville Main, managing director of customer
half the world’s population could be described as is a similar size to experience design consultancy DNA, explains why we
middle class. Italy, and Italy need to play it smart.
One of the main things these people spend additional “Even our big companies are tiny on a global scale.
money on is food. At the bargain bucket end of the feeds its own I don’t think we are scratching the surface on what this
market KFC is currently opening a new outlet in China considerably could be as a growth opportunity. That said, we are
almost every day, with thousands springing up all over large population small and we are having trouble scaling up in all the
the country. New Zealand’s own Burger Fuel is also
expanding into the Middle East, with a combination of
and exports twice established sectors – whether it’s through a lack of
talent, funding or resources. When you look at dairy, the
halal certification and a brand based on high quality and as much food and drain on waterways and the impact on agricultural
healthy eating. Alongside stores in the United Arab beverage as growth potential – there is only so much headroom left.”
Emirates and Saudi Arabia, the company has also New Zealand, He looks to examples like Leitissimo in Brazil, where
starting flipping patties in Iraq, and is looking to add
Libya to its post-warzone market share. According to a
there is a sense a Kiwi dairy team has set up a successful New Zealand-
style dairy farm (see Idealog #34), hooking up our
report by the Carnegie Endowment for International that we could be country’s know-how with their cheap land, labour and
Peace, their plan for dishing out 100 percent pure New doing more’ burgeoning market for fresh milk. Big players such as
Zealand ground beef in one-third pound slabs makes – – M i k e A r a n d, Federated Farmers, Fonterra and PGG Wrightson all
good sense. The report states: “Demand for protein is New Zealand Trade have similar projects on the go in South America and
expected to expand along with the global middle class, Commissioner, across the globe.
which may be as large as 600 million people in G20 Shanghai Fonterra is currently planning to create 25 new farms
developing countries.” in China alone, at a cost of $1 billion, in an attempt to
s
100 / idealog.co.nz

14. Idealog guide to exp orting
Indian, Inc
Indian food now rightfully receives a warm
welcome almost everywhere in the world, but
Say hello New Zealand tucker is slowly getting its own
to halal back, as the subcontinent’s tastebuds seek out
According to a recent
estimate, 23 percent of the
new flavours backed with an increasing ability to
global population, or 1.57 pay top dollar for them.
billion people, are Muslims, Richard White, trade commissioner to New
with a massive and rapidly Delhi, India, says: “Wine is not a traditional
growing Muslim population beverage of choice in India but demand is steadily
among our near neighbours
in South East Asia. Halal in growing, driven by increasingly international
the Muslim faith is defined consumer tastes. New Zealand labels are
by the Quran as ‘allowed’, positioning themselves to take advantage of growth
‘permitted’ or ‘lawful’. in the Indian market, leveraging their international
To be halal, certain
activities must be done in
reputation through active promotional activities
accordance with a specific with their local distribution partners.
set of rules and guiding “New Zealand apples are also becoming
principles. This includes the increasingly popular in India. This is on the back
prohibition on consuming of a strategy by the Kiwi apple industry dating
certain animals, including
pork, intoxicants such as back to the 1990s to work closely with growers
alcohol and blood or blood and marketers in India. As a result, New Zealand
products. It also stipulates was the first country allowed to export apples to
methods of slaughtering for India. Consumer demand is growing steadily.”
animals that are to be eaten.
The good news is, if you
Storage, transport and distributions networks
KFC is currently opening a new outlet in China on an almost
get halal certification, you in India still need to work to help make importing
daily basis, and the middle classes are flocking to the feed.
gain access to a massive fresh produce really fly, but here, too, NZ firms
export market at the have sniffed out an opportunity.
exclusion of companies that
have not.
Kiwi companies Fiona Acheson, trade
commissioner for Malaysia,
helping to feed
Indonesia and Brunei, says
halal food markets are of
growing importance to
the seven billion New Zealand.
“In 2011, Indonesia,
Malaysia and Singapore were
Fonterra among the top five export
destinations for halal ‘Wine is not a traditional
The big boy on the block is still a flagship
exporter both in terms of its size and in its
certified meat. Included in
New Zealand’s top 10 export beverage of choice in India but
R&D prowess. destinations were China, demand is slowly and steadily
kkfonterra.com South Africa and France.
“And the growth in the growing, driven by increasingly
global halal market, which is international consumer tastes.
Aotearoa Fisheries currently estimated at
As one of New Zealand’s largest seafood US$2.3 billion, is not New Zealand labels are
businesses and one of the sector’s largest confined to meat. Fonterra’s
exports to Indonesia and
positioning themselves to
exporters, Aotearoa Fisheries had $152 million Malaysia are also halal take advantage of growth in
of offshore sales last year, $63 million of which
went to Asia and China. The company also
certified, as are other New
Zealand dairy products,
the Indian market’
owns 50 percent of Sealord Group. health supplements and ––Richard White, Trade Commissioner to
processed foods.” New Delhi, India
kkafl.maori.nz
November-december 2012 / idealog / 101

15. ward off the rapidly increasing competition there to meet
s
what is effectively bottomless demand.
Mike Arand, New Zealand trade commissioner in Shanghai, Half a
touches on similar ground.
“New Zealand leads the world in exports of dairy and sheep
billion
and is a major exporter of beef, seafood and kiwifruit. But people in
when we consider that New Zealand is a similar size to Italy, Asia
and Italy feeds its own considerably larger population and currently ‘With the predicted growth in global
exports twice as much food and beverage as New Zealand,
earn ‘middle population and the associated
there is a sense that we could be doing more.
“What is clear to me, first and foremost, is the need to incomes’. By growth in food supply, New Zealand
develop the New Zealand Brand, to tell our New Zealand 2020 that will become a smaller, less
story more. Many in the trade and many consumers are totally will treble to significant cog in the global food
unaware of New Zealand. We also need to better understand
system unless we have a clear vision
the needs of the Chinese trade and consumers, and supply 1.7 for our agri-food sectors, focused
billion,
those needs – different packaging or presentation, different
formulas and more.” not just on exporting product but
Hargreaves says these larger players are still doing most of and by 2030 also on lightweight exports of
the innovating and creating most of the new intellectual the figure industry know-how and innovation.
property in this space, when there is plenty of scope for more
small- and medium-sized companies, such as Leitissimo, to
will be We believe that the time is right
get their snouts in the trough. 3.2 for the development of an
Main adds: “If it’s designed here, it’s innovative and there’s
billion industry strategy’
something about the Kiwi environment or attitude that has
– – I a n P ro u d f o o t, H e a d o f Ag r i b u s i n e s s a n d
some brand power then let’s use it. But we don’t necessarily L e a d Pa rt n e r , C o n s u m e r a n d I n d u s t r i a l
have to build it, fund it or even sell it here.” P ro d u c t s at KPM G
builds Business bu
F
102 / idealog.co.nz a
BNZ721

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BNZ7219IP_Partners International Payments_Idealog_02 rev.indd 1 6/09/12 9:56 AM

17. i d e a l o g i n a s s o c i at i o n w i t h N Z T E
Turning milk
into money
Starting with the high-end consumer, and working back to the cow, a Canterbury
newcomer has turned the traditional New Zealand dairy industry model on its head
S
ynlait Milk started as a smart idea for Penno says Synlait kicked off with thorough need not take years to establish a trusting,
a primary sector exporter, but with market research and worked back from there, successful partnership.
determined entrepreneurial drive, figuring out what the consumer wanted and Synlait used New Zealand Trade and
countered by steady and disciplined establishing its operation to meet those needs. Enterprise’s networks to access other Kiwi
governance, it has grown its annual revenue “We literally just jumped on the plane and businesses operating in China and learn from
to $400 million in just four years. visited potential customers, refined a sales their experiences.
The Canterbury dairy company exploits the strategy and formed a long-term view of how Synlait has a coveted major partnership with
region’s abundant pastures, healthy livestock to cater and develop markets,” Penny says. China’s Bright Dairy, which is also one of its
and pure water supply to turn milk into money, “We’ve had the privilege of building the numerous Chinese customers. But Penno says
creating higher-value products for luxury business backwards.” the global focus on China has left a vacuum in
offshore customers. This is one example of Synlait’s point of other markets. While competitors have
Synlait makes nutritional powders that difference in a dairy industry dominated by scrambled to establish themselves in China,
directly target global demand for safe, reliable, farmer co-operatives. The company nurtures Synlait has picked up opportunities in Vietnam,
protein-rich foods. The leaders of its a nimble, entrepreneurial spirit. the Philippines, Japan, North Africa and the
128-person team based in the small Canterbury “We pride ourselves on learning very Middle East.
town of Dunsandel doggedly pursue quickly and quickly killing the things that The Synlait milk facility processes more than
opportunities presented by global mega-trends: aren’t working.” 550 million litres of milk every August to May
China’s emerging middle class, protein demand Right from its first season (2008/2009), in milking season. It boasts three leading-edge
to fight global obesity and a particular focus on more than 95 percent of Synlait’s product milk powder dryers, one of which is the largest
both nutrition for infants and the swelling were sold offshore. Today, it exports to around and most sophisticated infant formula facility in
ranks of the elderly. 40 countries. the Southern Hemisphere and can process up to
Synlait’s products range from calcium-fortified “Early on in our life, NZTE was enormously seven tonnes of infant milk powder per hour.
powders for bone health to fully formed infant helpful in connecting us with companies,” says As a relatively small company with a tight
formulas designed to mimic mother’s milk, to Penno, adding that the company’s global sales cluster of suppliers whose geographic
a sideline in cream products made as a result strategy is built on a three-way market focus: proximity ensure a consistent taste profile,
of the powder manufacturing process. one-third of its business in China, one-third Synlait is able to maintain absolute control over
Chief executive John Penno, a scientist with in the rest of Asia and one-third in the rest of the quality of milk supply, milk processing and
an acclaimed career in dairy industry research, the world. market distribution to guarantee its customers
joined forces with commercial dairy farmers “China’s the big opportunity for food absolute food safety, security and traceability.
Ben Dingle and Juliet Maclean to establish producers, as they fight to feed the swiftly Penno says this level of product assurance
Synlait. Together Penno, Dingle and Maclean ballooning middle class and satisfy growing and accountability is a point of difference for
own the largest dairy farm in the country, demand for high-quality animal protein. China which luxury customers are willing to pay.
which is naturally one of Synlait’s 150-plus is the biggest influence in the market, there’s Synlait is determinedly focused on higher-
suppliers. Almost all of the company’s milk no question about that.” value products, turning New Zealand milk into
suppliers, with an average herd size of 700 Penno says aspiring exporters cannot hope to premium luxury goods offshore.
cows, are located within an 80-kilometre build relationships by email. Solid foundations “You need to be at the top end of the value
radius of the company’s Dunsandel base. are built by social interaction, but he says it chain,” Penno says. “Otherwise there’s no use.”

18. i d e a l o g .c o. n z / b u s i n e s s p l a n
‘You need to be at the top
end of the value chain,
otherwise there’s no use’
IN BRIEF
Since operations began in 2008,
Synlait Milk has grown its
revenue to $400 million, its
supply base to more than 150
farms and its staff to more than
130. Synlait processes more than
550 million litres of milk per
year to produce a range of
nutritional milk powders that
are exported to more than
40 countries. www.synlait.com
CONTACT
New Zealand Trade & Enterprise,
www.nzte.govt.nz,
@NZTEnews

19. Megatrend 4: For example, New Zealand Trade and
Enterprise has identified significant
Sustainable
Global opportunities in Chile, where the
government is expected to support the
investment in development of geothermal electricity
renewable
energy
generation with US$200 million over the
energy projects next few years.
will rise from In the meantime, New Zealand has also
nurtured smart sustainable energy start-ups
US$195 like Aquaflow, which makes algae-based
billion in biofuels and the multi-award winning
Lanzatech, which, among other things,
How would you like 23,577 percent growth in 2010 to is doing pioneering research on ethanol-
three years? That’s what Baltimore-based US$395 based biofuels.
Astrum Solar has achieved since 2009, Both are targeting the incredibly lucrative
installing solar heating systems. This makes it billion liquid fuels market against a background in
the second-fastest growing company in the US, in 2020, which Bloomberg forecasts that production
of gasoline substitutes, mainly ethanol, is
with a current revenue of US$26.9 million and to projected to increase from 100 billion litres
US$460
in 2010 to 190 billion and 300 billion litres in
A
2020 and 2030 respectively. The production
2011 Bloomberg report forecasts that global investment in billion by of diesel substitutes, the report predicts, will
2030.
renewable energy projects will rise from US$195 billion in double by 2020, reaching 100 billion litres
2010 to US$395 billion in 2020, and then US$460 billion by from roughly 50 billion today, and will
2030.Over the next 20 years, this growth will require nearly $7 trillion Over the next double again by 2030 reaching 200 billion
of new capital. The explosive growth in this sector is backed by huge 20 years, this litres. This is to meet fuel demands from the
government subsidies and investment in research and development, transport sector that is projected to rise by
especially in the US. growth will 20 percent by 2020 and 46 percent by 2030
Mark Hargreaves, partner at intellectual property specialists require nearly based on 2010 levels.
AJ Park, says: “IP development in this space is and will continue to
be huge. It will become more mainstream.”
$7 trillion Aquaflow, as a purveyor of what are called
‘second generation’ or ‘advanced’ biofuels, is
So, do you fancy a slice of that action? of new capital particularly well-placed for a future in which
You’d think New Zealand companies that do would have a significant Source: Bloomberg, 2011 there will be an increasing demand for fuel
home advantage. About 70 percent of the country’s electricity supply is sources that do not conflict with the stability
renewably generated from our significant array of hydro-electric, of our climate, nor human food sources.
geothermal and wind power, all of which we have gained significant
expertise over the years.
Fiona Acheson, New Zealand trade commissioner for Malaysia,
Indonesia and Brunei, says she is seeing this innovative pedigree
starting to make in-roads there.
“The current phase of the Indonesian government’s power
infrastructure programme is dominated by geothermal energy,” she
says. “The Indonesian government aims to have geothermal energy Plugging in across the Tasman
provide at least 9,500 MW, or five percent, of the nation’s electricity by Dan Taylor, New Zealand trade commissioner in Australia, says
2025, and has also selected geothermal energy as one of its major Australia provides an interesting and potentially lucrative market for
sources of alternative energy. New Zealand companies involved in sustainable energy.
“These opportunities relate not just to energy generation, but also
“Geothermal New Zealand, a consortium of 40 plus New Zealand energy-efficiency solutions. Australia has a Mandatory Renewable
companies with a range of expertise in geothermal development, is Energy Target (MRET) of having 20 percent of the electricity
working with Pertamina, the Indonesian’s state-owned oil and gas supply coming from renewable sources by 2020, and achieving this
company, to scope opportunities in consultancy as well as engineering, target will require major investment over the next few years.
“Meanwhile, Australia has significant unharnessed renewable sources
procurement and construction contracts.”
where New Zealand has, or is developing, capability, including wind,
Other major sites of activity are China, the US, India, Germany and solar, geothermal, wave and biomass. New Zealand will be looking to
Brazil, while renewable energy investment is also gathering pace commercialise solutions around these sources in the near future and
across Africa and Latin America as companies take advantage of the funding support is available at both state and federal levels.”
relatively abundant natural resources and growing domestic demand.
106 / idealog.co.nz