Local lifestyle-focused technology company Tier One Electronics has expanded into the UK, and hopes to earn around 80% of its revenue from the new market within the next five years.
Tier One launched in the UK on the back of having supply agreements that enabled the move, and it has received trademark acceptance for its Audiomotion range in the European Union. "The UK will prove to be a very large market for Tier One and we have plans to expand our activities into the rest of the European Union," says CEO Stephen Easton.
Easton says, while growth figures in the UK are currently flat, it is a large market. He explains that some supply agreements it already had in place were expanded, which allowed it to introduce products into the UK market on an exclusive basis under the Audiomotion brand.
Audiomotion offers a range of audio-visual products for the home and in-car entertainment, including speakers and in-car tablets. Easton says some of the range will allow the Audiomotion brand to create its own market position due to functionality.
Easton says Tier One's main focus for this year will be to launch Audiomotion's speakers, including iPad and tablet Bluetooth speakers, although the entity will also introduce its rear-view mirror using Tom Tom data mapping.
This will see the introduction of a digital video recorder system that will have an integrated front camera that will allow full video recording while the car is in motion, says Easton. Tier One is also testing new tablets for in-car use, as well as full Android platform systems for rear-view entertainment, which will give users 3/4G and wireless connectivity, he adds.
With the refocusing and repositioning of the company, Hubert Mimm has been appointed to head up the UK offices, while Easton will remain on as CEO, overseeing the South African and UK operations. Horst Flade has been appointed a director of Tier One SA.
Mimm says Tier One UK is starting from a "zero one start-up base" and will be focused on growing organically over the next few years.
Tier One opened its doors in 2001, and, in 2002, launched the Audiovox Mobile Video products.
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