Paul Norbury
Debbie Williams
Paul Norbury
Founder and CEO of Cardwave
Cardwave is a Devizes based technology company specialising in flash memory technology . They provide a number of solutions for a range of devices including laptops , mobile phones and digital cameras . We met with founder Paul Norbury to find out more about him and the business .
What did you do before setting up the business ?
I worked for several privately owned businesses in telecoms and IT , and a memory distributor in Swindon . Various roles in operations , customer service and business development .
How did you come to set up Cardwave ?
I could see an opportunity for a services business specialising in preloading content for OEMs and other large organisations . Flash memory products were new to the market , there was a knowledge gap and I believed there would be a demand for such a business .
Why did you choose Devizes to launch Cardwave ?
I live in Devizes and at the time , I had a young family and did not want to travel . There was no need to locate the business in another town , Devizes had the people , resources and it is great place for the company .
What makes the business unique ?
Our knowledge of the technology and all its complexities , expertise , relationships with manufacturers are all important . The central theme of our uniqueness is that we understand what a services business is meant to be , our focus is always on the customer and helping them with their business . There have been so many occasions when we ’ ve gone more than the extra mile for our customers , this has created loyalty and respect that is very central to everything we do . Over the last 11 years Cardwave has continually invested in its infrastructure and this has enabled us to create our own niche .
Who are your customers ?
We work predominantly with blue-chip customers from the automotive , industrial computing and telecoms sectors , but we also have excellent relationships and historical business with mobile phone operators , handset manufacturers , film studios , music labels and many many more .
What are the different products you provide ?
Cardwave specialise in removable and embedded memory products , such as SD cards , USB flash drives and solid-state drives . We also have our own brand called SafeToGo , this is our range of hardware encrypted storage devices and a newly launched data recovery service - Data Resus .
Are their certain market places / areas geographically you are winning new business ?
We are heavily involved in the automotive sector and we are investing more resources to ensure this growth continues . We have an office in Dallas , Texas and are just beginning to understand the opportunities in North America as these stretch beyond automotive . Our SafeToGo business is focused on Europe but the launch of our new data recovery business will enable us to trade with companies and consumers all over the world .
What are the greatest challenges in your business ?
The business is constantly being challenged in so many ways . Customers expect cost reduction , but they don ’ t always understand what we do for them and this can be an issue . The technology we specialise in is changing so whilst it isn ’ t a major concern to me , we need to adapt and ensure we are relevant to the customers we support .
IN PROFILE
What would you say is your biggest achievement to date ?
This is a hard question because I don ’ t look at my own achievements . I am proud that Cardwave has grown up and I am proud of everything it does to support its staff , community and customers . Achievements to me are all about seeing the good we do , whether this is getting a customer out of hole , being able to support a charity or even win a new contract from a new customer .
What do you think is the key to your success ?
Most of my staff will tell you that I am never happy with anything , but I am usually smiling when I say it . I want us to be the best , do the best and work with the best . This requires a focused attitude and a constant appraisal of the business . I am not afraid to take risks and I have invested in people and our infrastructure to ensure we can be successful . Success to me is something we are constantly aiming for .
What are the biggest concerns in the industry at the moment ?
The industry is healthy and growing , so I wouldn ’ t say there are any major concerns . The technology is constantly evolving and we have to stay up to date with everything . I see these changes all the time , but to existing and new customers who do not have the same level of knowledge , it can be very daunting for them . I know some people talk about Cloud computing as a disruptive technology and that it is changing the industry , but I don ’ t see it that way . Everything is evolving so we need to evolve with it otherwise we won ’ t be relevant , so this would be my biggest concern .
What are your plans for business growth and development ?
I would like to see less dependency on our OEM business and this is why we are growing the SafeToGo and Data Resus brands . The US office will work with its own set of customers and this will reduce risk and support our growth plans as well . Whilst we are ambitious , in my experience business development takes a very long time to come to fruition and whilst nothing is guaranteed , we have to be ready for the future .
How are you evolving to meet the needs of the marketplace ?
Cardwave has recently launched Data Resus and we are about to launch a self-updating USB flash drive , called SmartDrive . We do not sell into one particular marketplace but we are aware that all products and services need to meet a need , they have to have value otherwise no-one will purchase them .
Who would be your dream client ?
I am not sure as I have never been asked this question , but thinking about it we already work with some excellent customers and it is their partnership and friendship with us that makes the business more enjoyable . We have a particular way of working , our culture is important to us , so I don ’ t really want to work with any company that would change this . Happy customers are more important than chasing revenue .
Next edition we interview :
Debbie Williams
John Williams Heating Services
THE BUSINESS EXCHANGE 2016 29