KCI's renewed focus on Australia
We are excited to announce the relaunch of our services in Australia as part of our strategic expansion and commitment to extending our global presence. Graham Steele, KCI’s Engineering Director and responsible for business development efforts, recently travelled to Australia, where he met with KCI’s long-standing partner organisation, R&D Solutions, to identify new opportunities.
Graham said, “We decided to relaunch KCI in Australia as we see that specific country and the broader region as significant markets that have yet to be fully explored. We have had some success there, but it’s not been as buoyant as we had hoped. This may be due to a few factors, including the global pandemic; however, my recent visit reignited interest in our services.”
KCI last explored opportunities in Australia in 2019 through engaging with industry leaders across major cities such as Perth, Brisbane, Sydney, Melbourne, and Adelaide. While initial interest was promising, challenges brought about by the COVID-19 pandemic led to a slowdown in momentum. The wave of company takeovers, consolidations, and workforce reductions further complicated the landscape. “We tried to manage the situation from the UK, but having the correct remote reach was difficult,” said Graham.
Despite the geographical and logistical challenges, our partnership with R&D Solutions has remained strong, supporting us through the complexities of the Australian market. Based in Perth and Brisbane, R&D Solutions possesses an in-depth understanding of the local industry, enabling us to maintain a presence even during the most challenging times. “Through COVID, everyone was trying to survive and keep their businesses ticking over. I guess over the following years of recovery, KCI wasn’t getting the traction we had hoped for,” Graham acknowledges.
Earlier this year, we changed to a fully employee-owned company, and as part of this change, a thorough review of business development strategies was undertaken. One key takeaway from this review was the need for more direct engagement with the Australian market. “We have reviewed our business development strategy and committed to supporting our local representatives by visiting these specific locations and talking directly to the customers with the help of companies like R&D Solutions,” said Graham.
A changing market with new opportunities
The decommissioning sector in Australia presents a unique opportunity for KCI. “The market does not need high-end, premium products for most of its operations, as the wells are depleted, have low pressure, and are low-temperature. We have new products to suit this market, and there has been a lot of interest in these new options, which is promising,” said Graham.
During his recent visit in July 2024, Graham observed changes in the industry’s landscape compared to five years ago. “The last time I visited Australia in 2019, I met with 15 companies and around 40 personnel. This time, in 2024, I met with 14 companies and 95 personnel. What struck me most was that I only encountered one person I had met before; everyone else had either retired or transitioned to new roles,” Graham remarked. This high turnover highlights the need for KCI to intensify its efforts to build brand awareness and establish stronger relationships within the industry.
Commitment to continued growth
Our renewed focus on the Australian market demonstrates its intent to grow its global footprint. By engaging directly with key stakeholders and local expertise, we are well-positioned. Graham states, “We must be more responsible for making ourselves visible and better known in these regions. The best way to do that is to visit more often and fly the KCI flag wherever possible to grow the company in line with our goals.”