GET TO KNOW of ethical deployment , of course – AI can have a life of its own !
All businesses are becoming more data hungry and data-centric in their thinking . They want insights that are deeper and more granular than those they can obtain from , say , downloading a generic report . For enablers like us – Prvidr helps subscription brands better target their products and campaigns – that means getting on the front foot and using AI to deliver those insights in ways that are actionable and relevant . We ’ re finally close to realising what used to be a utopian dream ; the marketplace of one in which every customer experience is personalised .
How do you deal with stress and unwind outside the office ?
I ’ m a country boy so , for me , it ’ s doing things outside . My wife and I lived in Melbourne for 13 years and began raising our children there but when Bendigo Bank came knocking in 2004 , I took the opportunity to move back to a regional centre . We ’ ve been in Bendigo ever since , although I currently regularly commute to Sydney . Our home is on five acres and I enjoy getting out there with the chainsaw and clearing up some of the bush – with the dogs in tow . There ’ s also a great sense of community when you live in a regional area . Over the years , I ’ ve been chairman of the local VFL football club and involved in various school committee positions as well as other community causes .
If you could go back and change one career decision , what would it be ?
I ’ m not sure there ’ s anything I ’ d change . I think all your experiences combined are learnings that get you to where you are today . Although I don ’ t like to dwell on the past , I am someone who takes lessons from it . One of the best ones I ’ ve learnt is to get your distribution model sorted before you take something to market . You can have the best technology and the best platform in the world but if you ’ re not leveraging distribution channels so it ’ s easy for customers to access your offering , then they can ’ t buy it .
What do you currently identify as the major areas of investment in your industry ?
We ’ re seeing more and more large brands looking to enter the subscription market by selling adjacent products and services alongside their core offerings . Banks are getting into the telecoms business , for example , and supermarkets are now selling holidays . It makes sense for businesses that have large , engaged customer bases to grow their product portfolio and broaden their offerings in this way and there ’ s strong demand for platforms and programs that make it easy and cost effective for them to do so . Being able to cross subsidise the various products and fully integrate the customer experience to create a unique loyalty proposition is the end goal .
What are the region specific challenges when implementing new technologies in APAC ?
As an enabler of subscription businesses , we work across several sectors that are subject to heavy regulation , right around the region . While regulators are , quite rightly , motivated by the desire to protect consumers , excessive zeal can stifle innovation and create barriers for suppliers looking to take new propositions to market . Ultimately , that can be to the detriment of consumers . It ’ s a fine line .
What changes to your job role have you seen in the last year and how do you see these developing in the next 12 months ?
Prvidr has been moving up the maturity curve over recent times . I ’ ve built out the executive and customer experience teams and broadened our technical and delivery capacity so we can deploy solutions for customers rapidly . Having hired the right people and established priorities and a direction with them , one of my jobs has been to get out of the way and let them get on with it ! I ’ ve also spent a lot of time talking to large businesses about how they can integrate subscription services into their core product portfolios . In 12 months ’ time , I expect to be implementing our technology for a long list of Australian brands and looking offshore for further opportunities .
What advice would you offer to someone aspiring to obtain a C level position in your industry ?
I ’ ve applied for one job in my whole life , I ’ m lucky enough to have been approached instead . That ’ s in accord with my philosophy that if you work hard , be yourself and are a good human being , and keep the business , your team and your customers ’ interests at the forefront , opportunities will come to you .
So , my advice is , don ’ t be too eager on selfpromoting . Surround yourself with people you can learn from , do good work , lean into new challenges and show your leadership credentials . People will notice . p
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