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Meet Our Client: Anana Limited

Mar 7, 2012

In this edition of Meet Our Client we interview Dave Tidwell, Chief Operating Officer of Anana Limited.
  We’ll start with an easy one…  when was Anana established?
  2001.   What’s your elevator pitch?   That’s a lot more difficult…  it really depends on who I’m in the elevator with!   Anana has two main lines of business. The first is the provision of customer care contact centre solutions, including both ‘self-service’ (e.g. online account administration or interactive voice response) and ‘assisted-service’ (e.g. telephone call centre).  Anana’s solutions ensure high quality customer service whilst making sure that resources (staff and infrastructure) are used as efficiently and effectively  as possible. The second is the provision of enhanced services for telecoms service providers - revenue generating applications designed for use by carriers.  Exercising its innovation, thought-leadership and skills, Anana helps its client reach new markets, new revenues and gain a competitive edge. What is the one piece of advice that you would give to someone just about to go into business on their own?   I would advise them to identify their strengths and weaknesses, and to offer something unique.  This was especially difficult for Anana – we are a relatively small business in an ecosystem full of much larger established systems integrators so we really needed to show that we can offer something different.  Showing that we have something special to offer which plays to our strengths is what has made us as successful as we are.   What is the best business decision that you’ve ever made?  And the worst…?  (If you’re prepared to share!)   Without doubt, the best decision Anana made was to invest a significant amount of money (more than £1million) on an executive showcase Executive Briefing Centre.  Anana’s technology is extremely complex and this allows potential customers to try it out before they sign up with us and to determine their business requirements.  None of our competitors have this.  They are all, effectively, trying to sell a Lamborgini without having a Lamborgini in the showroom!  Whilst the rest of our market talks about their solutions approach; we are actively showing the client what they will get!   The Anana Briefing Centre (ABC) allows for learning, innovation, discovery and exploration.  “Exploring the art of the possible”, as we like to say.   Fortunately there aren’t any major decisions that spring to mind as “the worst”!!  For many years Anana didn’t put sufficient investment into sales and marketing and its underlying alliance and partner strategy.  It relied on a few market relationships, which saw the company doing fine, but not brilliantly.  After 8 years Anana put a team in place with loads of experience in business development and we have seen our revenues increase 4 fold.  So, not a bad decision as such, just one that possibly should have been made earlier…   What are you going to do differently over the next 12 months? (Particularly in light of the current economic climate)   Like many tech businesses, Anana is in a very fortunate position.  When the market is strong, businesses invest in technology to improve customer experience.  When the market is weak businesses invest in technologies to reduce cost – our “self service” online customer contact solutions, for example.  So on that basis we’re not planning any major changes at the moment.   Find out more about Anana's services here.