Switched on to global exports
With a flick of a switch, literally, Brisbane-based electrical engineering company NOJA Power has become an exporting phenomenon.
In 2002, the fledgling company made its first ever sale of medium-voltage reclosing switchgear to China, a country renowned for embracing new technologies.
In just five years NOJA Power has developed markets on every continent, an impressive feat that earned the company the title of Queensland Exporter of the Year at the Premier of Queensland’s 2007 Export Awards.
“Born global” is how managing director, Neil O’Sullivan, describes the company.
And their light bulb moment? Neil said while Australia traditionally saw itself as a country that dug things up and shipped them out, high-tech innovations offered the same massive export potential.
“We realised early on that our world-first technologies, which increase the reliability of electricity supply, had many global applications so it was always our intention to sell overseas as well as domestically,” he said.
“As it turned out, China responded straight away and we haven’t looked back. Our export business has established channels to market in 70 countries and we currently supply switchgear products to 42 of them”.
NOJA Power’s switchgear allow for faults on high voltage distribution lines to be detected and repaired quickly, without major disruption to power supply.
This is particularly beneficial in cold climates such as Finland, where extreme weather conditions can decrease accessibility to remote power distribution equipment.
NOJA Power holds the patent for its environmentally friendly technology. Where other switchgear rely on a damaging gas identified by the Kyoto Protocol, NOJA uses a technology that completely eliminates the need to use this harmful substance.
Neil said the key to NOJA Power’s success was an investment in two things: highly-skilled staff and ongoing research and development.
Since the company was established, its number of employees has grown ten-fold.
“Because of our cutting-edge technology, we tend to attract high performers who seek challenges and job satisfaction beyond the monetary rewards.
“We offer apprenticeships and traineeships that lead into an electrical engineering degree and our employees can then take on more senior roles,” Neil said.
“Our company is undertaking a $5 million three-year research and development program to further expand our product range, targeting increased export sales.”
The four founders of the company — their first initials forming the name NOJA — have demonstrated just how high a high-tech company can reach.
www.noja.com.au
Story: Nerida Liedloff
Photos: NOJA
Last reviewed 17 December 2007
