Barrier your Market Share
(DTS Marketing Pte Ltd)
Service is at the heart of everything that local company DTS Marketing Pte Ltd does. This core value has enabled the company to grow by leaps and bounds since it first started as a humble cash register distributor in 1977. To further thrive on this distinction, DTS Marketing has risen above the clutter to be one of the pioneers to attain a Business Continuity Management (BCM) certification in the competitive industry of providing IT solutions for businesses.
In our increasingly unpredictable business landscape, it is necessitous for every company to continuously seek improvements and ensure sustainability in their daily operations. We were privileged to have caught up with Ms Janet Ong, Managing Director of DTS Marketing Pte Ltd who shared some of DTS’s motivators as well as strategies in this context.
The Need for BCM
BCM was first introduced to DTS Marketing when Ms Ong attended one of Singapore Business Federation’s (SBF) seminars on the H1N1 pandemic. Ms Ong revealed that the session had exposed her to the vulnerabilities of businesses to anomalistic events that imperil the business environment. Having enjoyed stable business for the past few years, DTS Marketing was primarily concerned with providing uninterrupted world class service to its clients. It has also been Ms Ong’s long-term ambition to position DTS Marketing howbeit small, as an inimitable fish in a big pond. Therefore, BCM presented itself as a choicest avenue for DTS Marketing to advance their service-excellence edge.
Market Share Fortification
As Singapore’s exclusive hardware vendor in the national rollout of Cheque Truncation System (CTS) in the early 2000s, DTS Marketing has solidified a major share of bank branches at 90% of foreign banks branches in the cheque scanning hardware market. On top of this, in the late 1990s, their Point of Sales (POS) products were used in over 90% of the 4 -5 stars hotels in Singapore. Renowned chain stores such as Crystal Jade, Burger King and Starbucks are also using their solutions to track their sales.
Having netted a substantial pie of various segments, DTS Marketing needed to look towards protecting and fortifying their acquisitions. In an industry that consists of few direct competitors, Ms Ong indicated that their BCM certification had leveraged DTS Marketing over its rivals and given them a good run for their money. Some counterparts have even extended better trade terms to DTS Marketing! “This will set the bar higher; and potential entrants will have to contend with this new barrier of entry.”
Strengthening the Supply Chain
Being enlightened to the adverse repercussions of potential threats, DTS Marketing fervently explores their value chains – sharing BCM experiences and evangelising the importance of continuity to its partners, earning them the “big brother” nickname among some.
The BCM training deployed in DTS Marketing had also resulted in a positive shift of attitudes among its employees. Ms Ong affirmed, “Not only did the BCM training enhance our employees’ critical thinking skills, it also encouraged them to venture out of their comfort zones to identify and analyse potential operational problems that might arise in their individual work areas. This refinement drives DTS Marketing’s mission of continuously improving its services to clients.”
About DTS Marketing Pte Ltd
DTS Marketing is one of the Singapore’s leading providers and distributors of information technology solutions for business in retail, banking and financial sectors. Starting out as a humble cash register distributor in 1977, DTS has successfully expanded its business to include hardware, software, Business Processing outsourcing services as well as a software R&D department that had created a whole new application that allows shopping mall landlords to track the sales performance of each tenant with the capability of calculating flexible rentals. It created complimenting applications that works with DTS’s distributed hardware and also Voucher Management System for shopping malls that use the cheque scanners to scan shopping mall’s vouchers.