TechUkraine: Ajax opened several new markets during wartime. Where are new frontiers, and how did the team launch them?
Valentine Hrytsenko: Ajax Systems has always considered itself an international company with headquarters in Ukraine. We have been growing exponentially since 2015, and at the end of the previous year, we set geographical growth as one of our main goals for 2022.
In times of war, business and team relocation, as well as global semiconductor crises, we managed to fulfill our half-year goals and started the expansion into the markets of the New World, North and South America. Having received the FCC and IC certificates allows us to grow Ajax’s presence in markets where the 915 MHz frequency band is used.
We have already launched sales in new markets like the United States, Canada, Latin America, Mexico, and Australia.
Before entering a new market, our team does a tremendous amount of work. Thus, to reach the USA, we adapted the hardware, reinvented the radio technology, expanded the software capabilities at all levels, and tested, certified, and prepared the supply chain and production.
To scale the product globally and develop, we primarily involve local expertise. In Ajax Systems, we firmly believe that local professionals have the best understanding of the market complexity and specifics, its growth opportunities for Ajax, and clients’ and partners’ needs. Ajax Systems develops local teams in the strategic markets of Spain, Italy, the UK, Germany, France, Norway, Sweden, Denmark, Netherlands, South Africa, and other countries.
This ‘local expertise’ strategy helps us build trustworthy relationships with local clients and grow fast.
TechUkraine: Which countries and regions are the core priorities for scaling further? Why?
Valentine Hrytsenko: Ajax is available in more than 130 countries worldwide. There are not so many left, right?
This year we focus on growing our business in the markets of the New World, such as the US, Canada, Latin America, Australia, and Mexico. These markets are extremely competitive, and we have ambitious goals for Ajax’s growth there.
TechUkraine: Ajax Systems has recently announced a new plant opening in Turkey. Was it a planned step or just a forced action because of the war in Ukraine?
Valentine Hrytsenko: Ajax plant in Turkey was our strategic step planned long before the war. The main reason for opening our first plant abroad is to diversify and scale our production facilities.
With the new plant and its capacity, we will strengthen our growth in Europe and New World markets, which is the core of our business strategy.
In choosing the region, we considered a combination of factors:
- the availability of manufacturing professionals,
- the free economic zone conditions,
- the level of taxes,
- the quality of contractors,
- and proximity to our major markets.
The Turkish 8300 m² plant will produce the entire lineup of Ajax devices, duplicating the current production in Ukraine. We expect to produce at least 150,000 devices per month.
Ajax Systems is a global player, so it definitely won’t be our last production facility abroad.