Interview with Nigel Goddard

UK Trade & Investment (UKTI) regional sector specialist for the digital and creative sectors.

Can you give us an overview of what is happening in your sector in relation to export growth in the region?

The digital and creative sector continues to grow both domestically and internationally in the region. Opportunities in the USA and Western Europe continue to be fruitful for companies looking at taking advantage of overseas markets. In addition companies are now beginning to explore opportunities in the developing European economies, China, India, South East Asia and South America.

Is this a sector that is particularly important to the Yorkshire and Humber region?

The digital and creative sector in Yorkshire and the Humber is very strong at present and has one of the highest growth rates in the country. We have world class design, advertising, TV, film, music, web, software, computer games, eLearning and electronics companies continually innovating, delivering on potential and increasing the profile of the sector in the region.

The digital and new media industry cluster in Yorkshire Forward will continue to support the sector and expect it to play a major part in the region’s Economic future.

How do exports in this sector from the Yorkshire and Humber region compare with exports from the sector in other regions?

Yorkshire and Humber can hold its head high in terms of the digital and creative industries around the UK. The region boasts some of the best and most dynamic design agencies in the world, the best TV and film makers, industry pioneers and leaders in eLearning, and also a first class computer games cluster. Innovations in wireless technologies, a national AIDC (incorporating RFID) Centre and world class universities all show that the export of knowledge and technology is not merely restricted to the South of England.

Are there any particular products in this sector that have seen a significant growth?

The best thing about working in the digital and creative sector is that due to its wide reach there is always a worldwide need for services and product from this industry. The pace of change means that almost any company with the right strategy, resources and ambition can compete in an overseas arena. The sector often follows the pattern of other industries so currently there are many opportunities in telecoms and infrastructure, supporting the leisure activities industry, consumer and industrial electronics, environmental technologies, quality entertainment creation from music through to feature film, IPTV, British design and many more. The sector is currently very ripe with opportunities.

Which are the biggest geographical markets for this sector?

The biggest geographical market for the sector is North America, followed by Western Europe. However the increasing emergence of India and China are creating new opportunities.

Which geographical markets are growing the fastest?

India and China are massive consumers of services both business to business and business to consumer at present but do not have the easiest routes of entry. Also countries such as Singapore, Malaysia, Brazil, and others are investing heavily in developing the digital and creative industries in their countries which in turn creates many new opportunities.

Are there any particular market entry strategies favoured in this sector (e.g. using an agent/ joint ventures etc)?

I find that the approach to market entry is very different depending on the actual market being researched and also the strategy and attitude of the company looking at the market. There is really no one-size fits all approach and we have helped to establish many different routes to market. Partnerships on a project by project basis are often an initial starting point for many companies but as telecoms infrastructure around the world are much more advanced many companies are also looking to open up small sales offices in overseas markets.

Are there any challenges/ milestones specific to this sector that companies would have to overcome in order to succeed in overseas markets?

Success in overseas markets is really down to a number of things. Firstly in exploring all of the easy options first to establish a presence, such as looking at existing clients that may have a presence in the target market, suppliers also may be able to help. Proper research is always worth undertaking including visits to the marketplace. Finally a proper PR and marketing strategy ‘in-country’, based around acquiring contacts and new business is paramount.

All that said, it really boils down to taking the risk and going to market and spending time talking to as many people as possible that can help you.

Are there any key organisations/networks which could help people in this sector with planning their overseas trading?

The digital and creative sector covers a large breadth of different companies from large electronics companies through to small design houses and therefore there is no single organisation or network that covers all. A very good starting point is to look at the networks and associations created by Yorkshire Forward, such as Screen Yorkshire, Learning Light, etc as these are extremely valuable for companies in the region. In addition, a lot of companies that I work with often complement the regional digital and creative networks by looking at the vertical markets they sell into that are also covered by UKTI, Yorkshire Forward and other regional/ national networks.

For international networking the IBN is a perfect forum for companies to share ideas outside their own industries, to see how other companies are successful and to look at other innovative approaches to tackling overseas markets.

Could you give us a brief indication of your background and experience in this sector?

I have over 18 years of experience in the digital and creative sector.

I have previously worked at a large LSE listed PLC being responsible for $10m turnover with international clients such as Microsoft, Sony, Getty Images, Jaguar, AAB, and Ericsson. Prior to this I have worked with software companies in the Yorkshire region with clients in the legal profession, public sector and also professional services sector. I am currently the director of two companies working in the digital and creative sector.

In what ways can you assist Yorkshire and Humber companies in this sector?

UK Trade & Investment has an unrivalled network of people and resources that companies in the digital and creative sector use to assist them in being successful in an overseas market. Assistance with business planning, in- country research and identifying contacts and opportunities are the reason that companies continually use UK Trade & Investment services. In terms of how I can help, I can bring all of the elements together for individual companies and provide a service that is specifically tailored to each company’s needs and aspirations.