Sepura, the Cambridge based digital radio supplier, is hoping to secure some direct hits in the lucrative US market after successful sniping around the fringes of the Americas.

Sepura has recently seen a growing number of successes in the Americas – from Mexico and Argentina to Brazil and Uruguay – and says it is looking positively at opportunities emerging in the North American market.

The company acknowledges that the States itself is a tougher proposition. Last year the Federal Communications Commission issued a waiver for TETRA in the US, limited to specific frequencies and excluding public safety.

While a large American organisation owns the standard of the competing technology P25, all other sectors are open to TETRA.

But the US is such a vast and complex market that Sepura acknowledges it requires more investment to target successfully – and most importantly strong and valuable channel partners.

Business Weekly understands Sepura currently has only one business development manager to cover the whole of the US – but we can confirm that it is looking for partners.

Meanwhile, it has the comfort of targeting Canada and territories in the wider Americas and meanwhile gathering market intel on which way the US is headed in terms of digital radio technology.

Sepura also intends to join and support the TETRA + Critical Communications Association (TCCA) in a US roadshow in four major cities within the next few months.

The expo in vegas could be a useful stepping stone for the business. More than 6,400 technology professionals from a diverse group of industries – including government, public safety, transportation and utilities – gather from all corners of the American continent to attend this show.

Jens Thostrup, senior vice-president at Sepura, said: “As one of the world’s leading suppliers of TETRA equipment, Sepura is looking forward to further showcasing its extensive and proven range of professional TETRA radios for the Americas’ market at IWCE.

“Our radios have been adopted worldwide by all the sectors addressed by this exhibition, so we feel very confident in our offering to America – one of the fastest growing regions for TETRA.

“Sepura is an ideal partner for public transport operators, utilities, mining and more in the region; we are committed to continuing investment in new solutions for these important market sectors.

“Listening to our customers, understanding their needs and providing attentive, highly responsive customer support has driven our success in TETRA. Combined with our exceptionally strong network of local partners, this has proved a compelling proposition and we intend to replicate this winning formula in North America where we are actively looking to expand our distribution channel.”