Roger Woodend2ergo is a global provider of mobile-enabling technology, with a focus on mobile marketing, mobile CRM, and mobile entertainment and media.


The business was born in the United Kingdom in 1999 and opened an Australian office four years ago. 2ergo also has offices in North America, Latin America and India.


Led by general manager Roger Woodend, the 2ergo Australian portfolio includes the ABC, ninemsn and Vodafone. Woodend talks to StartupSmart about representing 2ergo in Australia.


What inspired the idea for 2ergo?

2ergo’s inspiration came from our two founders, Barry Sharples and Neale Graham, who saw a great opportunity given the uptake of mobile phones and the potential of mobile messaging.


The company has been very successful at helping organisations in Australia, the US and UK leverage the power of mobile marketing.


How long did you work on the business before its Australian launch?

I joined 2ergo shortly after the launch in Australia. My background was with British Telecom.


In my current role, maintaining a dynamic and professional culture, upholding authenticity and integrity, while growing the business and leading it towards securing the market-leading position for mobile marketing in Australia, all sit at the top of my priorities.


Did you have any start-up costs?

Yes. We had to build an office in Australia from scratch but the business was funded by our UK parent.


We invest a significant percentage of our turnover in new technology as we recognise the importance of offering innovative and engaging services to our clients.


How did you promote the business?

We promote through social media, the web, industry publications, attending and speaking at events and networking.


One of our key focuses, in terms of promotion and raising awareness for 2ergo here in Australia, is our ongoing public relations campaign.


This campaign is focused on brand awareness and differentiation of 2ergo as a complete mobile solutions provider, as well as promoting new and innovative services such as mobile vouchers and integrated messaging services.


What are your revenue projections for 2011/12?

We’re expecting to turnover in the low millions of dollars, which will help us expand our operations even further in Australia.


We are growing rapidly year on year and are really excited by the uptake and enthusiasm for mobile in Australia.


How many staff do you have?


We have 14 people now in the Australian operation working in a variety of sales, marketing and software development roles.


All new business and projects are led from Australia and we invest in our people who are widely recognised as experts in mobile.


What’s the biggest risk you face?


A big risk is losing quality people. Sydney is a very competitive and expensive labour market, but people are our most valuable resource.


What are your points of difference?


We’re not just an app developer or a messaging provider. We are a complete mobile solutions provider, delivering integrated messaging, applications, web, mCommerce solutions as well as digital vouchers and coupons.


We are the only company in Australia that can provide a fully managed, end-to-end mobile marketing service, from strategy to execution and in life management of innovative technologies.


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