IACMST Marketing Liaison Meeting

Southampton Oceanography Centre, 26th and 27th March 2003

 

SUMMARY REPORT OF THE MEETING

 

 

Introduction

 

The purpose of the meeting was to bring together leading people from the marine industries and from Government research establishments and Agencies to discuss issues linked to the transfer of expertise from government to industry; a short summary paper is to be forwarded to government.

 

The meeting was attended by 28 people, of whom half represented commercial companies.  Four sessions were organised, in each of which a presentation on a particular topic was followed by open discussion, led by the session chairman.  The sessions on 26th March were chaired by Ian Townend (ABP Mer Ltd) and Trevor Guymer (SOC): Paul Ridout (Ocean Scientific Ltd) and Mike Cowling (Glasgow Marine Technology Centre) were chairmen on the 27th March.  The meeting concluded with a final discussion session to consider any points not previously addressed.

 

Privatisation, Agencies and Trading Funds

 

The session was introduced by Bob Moss, UK Hydrographic Office, who outlined the experience of UKHO in making the transition to Trading Fund status.  The remit is to provide products and services in four main categories, Defence, National, Civil and Commercial on a self-funding basis.  The Trading Fund approach is working well.  This is reflected, inter alia, in the fact that although Defence represents the largest customer, less than 15% of revenue is currently derived from this source.  Challenges include low cost competition, the need to provide enhanced functionality in products, with faster/cheaper delivery, against a background of changing regulations and international constraints.  However, UKHO has advantages in its existing capabilities, status and market share, as well as in economy of scale in production and distribution.  Future marketing strategy seeks to retain a viable future revenue stream by entering new market sectors, and by developing new cooperative approaches through licensing and joint ventures.  Furthermore, the substantial proportion of UKHO’s revenue is generated from interests outside the UK – a reflection of the fact that the majority of the world’s merchant fleet no longer sails under UK flag or ownership but still predominantly uses UKHO’s products.

 

Discussion explored, in a non-specific manner, some contrasts perceived between organisations with Trading Fund status and commercial companies.  Small companies sometimes feel that they are at a disadvantage when competing with the much larger former government organisations – for example in ability to take risk – though it is acknowledged that to a degree the two kinds of organisation address different market areas.  Trading Fund status does not imply that such organisations are not subject to full commercial pressures, and future investment capital does not arrive via subsidy, which is made available only for core public service activities.  Bare financial statistics do not always fully reflect an ability to create wealth; the licence-partnering mechanism of technology transfer has in the case of UKHO, for example, resulted in the creation of a new knowledge-based industry.

 

The fact remains that Trust Funds and privatised organisations have established themselves well in the marketplace; small companies must adapt to the situation, and either compete head-on or explore ways in which they can integrate their activities.  However, there is a concern that with the privatisation of government research and development, underpinning applied research is no longer being funded because it is insufficiently profitable – and in the UK there exist no organisations such as TNO (Netherlands) or the Fraunhofer Institutes (Germany).

 

Space Products

 

Ian Downey, British National Space Centre, made the introductory presentation for this session.  UK Space Strategy, last set in 1999, is currently under review, with the consultation period concluding on 30th April.  Currently two thirds of funds are devoted to activities undertaken jointly within ESA, encompassing Earthwatch and Space exploration.  It is also a critical time for Space activities at the European level with a Green Paper in preparation on European Space policy.  EU policy decisions require input from ESA in areas such as regional monitoring, land cover change, security aspects, and regional aid development.  It is important that assets such as ENVISAT and the GALILEO satellite navigation system be brought together to meet such needs.  There are major opportunities for thus combining imaging, navigation and communications systems in innovative service provision – and the UK has a world-class applications industry able to contribute.

 

However, a major issue now arises in ensuring continuity of provision of space data products to the user.  Thus far, the emphasis has been on technological push, funding has been on an R&D basis.  The transition now has to be made to operational funding, with large associated infrastructure costs.  The situation is now urgent for the proposed JASON 2 system, but will arise again and again.  How is it to be resolved?

 

Discussion centred on the need to ascertain the extent of the customer base and to establish a coordination mechanism across what is a potentially wide user spectrum.  Formerly a single entity could state a requirement, but now no one organisation considers this to be its responsibility.  In this respect JASON 2 is a microcosm of the wider issue of decision-making capability and responsibility.  The issue is national rather than purely governmental: it is complicated by the fact that few commercial companies can look ahead more than a year or two, whereas timescales involved are longer term.

 

Cost-benefit analysis presents difficulties also.  This can be done for programmes as a whole, but is more difficult for individual technologies, particularly where replacement of tried technologies may be involved; funding of both may be required over a period of time.  End user requirements at the level of information needs, rather than data and data products, might be studied to assess commonalities.

 

BNSC is to consult member organisations on future strategy, but it was suggested that additional representation of views is needed and commercial thrust should be in evidence.

 

The Small Business Research Initiative (SBRI)

 

Karen Woodhall (NERC) outlined experience gained so far with this scheme, under which Research Councils can procure a part of their research from SMEs.  First awards were made in April 2002; a second call is imminent.  The intention is to add value to grant in aid by procuring R&D likely to lead to new products and services.  In NERC procedures will be modified in the future to reflect experience gained so far and to create a more flexible approach to promoting and enabling knowledge transfer.  In particular a Knowledge Transfer Fund will be set up with money (2.5%) top-sliced from Thematic Programmes and this will in future have a NERC-wide remit.

 

Discussion revolved around the effectiveness of proposal selection, the speed with which the scheme is being implemented – and the extent to which the views of the Thematic Programmes should be taken into account.  Points made include the need for better publicity for the scheme and results of awards; also greater transparency in the decision making process, especially on the commercial side.  In the latter respect the proposed publication of criteria on the SBRI website is welcomed.  The commercial performance criteria on which an industrial partner is assessed should moreover include profitability rather than merely turnover.  As regards speed of implementation a new programme of this nature takes time to establish fully and is dependent on the quality of proposals received – proposals which are genuinely commercially orientated – otherwise delay can result.  The scheme is moving in the right direction.  The approach to be adopted by NERC in the future, which also includes a simple Procurement Panel, should improve matters further.

 

Voices for Industry – Association of Marine Scientific Industries (AMSI)

 

Paul Ridout, Chair AMSI, who outlined the many ways in which Trade Associations benefit industry and the customer, introduced the final session.  In the recent formation of AMSI the aims include the promotion of the marine environmental business, supplying a coordinating mechanism for industry, creation of awareness and helping to influence future legislation.  A good beginning has been made, but a ‘critical mass’ has not yet been achieved and it is now necessary to choose between different strategies for the future, ie whether to operate as a virtual association with limited resources, or to try to grow into a fully functional organisation and, if so, how to achieve this.  At present AMSI is feeling its way, getting to know other organisations.  As it develops further a number of issues have to be addressed, eg extending beyond purely national membership; affiliating to umbrella organisations such as SMI.

 

The views expressed in discussion clearly considered that fragmentation in the industry – mirrored also in other industries – is a handicap and has held government back from doing business.  A collective view from industry is vital and efforts to develop this are to be strongly encouraged.

 

General Discussion

 

The short concluding discussion revisited the topic of unfair competition following privatisation of former government laboratories, and the degree to which recent privatisations could be said to follow a different model to those in the past.

 

Attention was also drawn to forthcoming legislation from Brussels concerning freedom of access to environmental information.  As a result of the new regulations embracing aspects of research and survey data held by public authorities or bodies with public responsibilities for the environment, organisations such as NERC and the UKHO would now be affected.

 

A paper reviewing future strategy options for accessing value added data is currently in preparation by UKMIC and will be disseminated shortly.

 

 

 

 

 

 

Peter Collar

April 2003