Mobilising to Realise our Creative Potential and deliver a new Commercial Landscape
ACETA asserts, the creative/manufacturing sector of the Australian entertainment technology industry has the opportunity now, to position itself as a prominent source of supply to the international market place. If we understand our potential and embrace the unified ACETA vision, we can increase export income by hundreds of millions of dollars and create thousands of new employment opportunities.
In global terms, the entertainment technology industry is navigating a challenging course. Worldwide the industry has shed personnel and moderated expenditure, in particular research and development. As technology merges, consumption is transforming to a more broadly based market environment, a natural correction is taking place, all indicators say the immediate future will be turbulent for many participants, who will need to understand the challenges before they can successfully address them. It is a buyer’s market and the emphasis on logistics, namely getting as much product out the door as possible to appease investors, will be difficult to sustain. What does this all mean in moving forward? Sustainability will most likely require a more equal balance between marketing and engineering. It will almost certainly mean a more appropriate balance between features and performance. Future success will require collaborative client focussed partnership. One suspects we will see more defined product/system delineation between consumer and industrial/professional, a situation that has become blurred in the last few decades. It seems apparent that innovation and the aspiration to high performances standards is being led by the niche and private sector, who often see success in a long term vision, rather than the typical short term view of many large corporations, driven by the quarterly report to the stock exchange.
MOVING FORWARD – THE ACETA VISION
If we view the preceding section as a reasonable portrayal of the current industry landscape, Australia’s creative and manufacturing sector is well positioned to substantially elevate its international influence and become a significant source of supply of entertainment technology in all its forms. Our sector is conveniently compact organisationally, and usually niche by nature, creating well defined ‘points of difference’. Participants are resilient, proven in the development of high performance technology, and with very little if any baggage, a highly desirable international supply partner. But most, importantly, it is now empowered with its own ‘peak body’ that will unify, create and share resources, develop pro-active promotional programs and deliver clout where needed. ACETA has identified at least 80 local organisations engaged in the development and production of entertainment technology. They are typically small to medium sized, privately owned, and engaged in a broad range of technology sectors, both traditional and contemporary, some have attempted, or aspire to export. Those who export indicate they could significantly increase activity with the support of industry driven resourcing initiatives. This would not only deliver elevated commercial activity but also increased employment across a broad spectrum of trades and professions. In summary, today it is evident that in most sectors our creators/manufacturers can challenge their international counterparts in export markets and balance the trade ledger. All participants in the Australian industry benefit from a prosperous producing sector. ACETA is determined to enhance our industry and nation by increasing output and employment, by way of focussed export programmes and resourcing, the likes of which have never been attempted before. The flow on affect will impact positively across all trades and professions associated directly or indirectly with the entertainment technology industry.
ACETA has established an array of resources to benefit our manufacturing members encompassing; industry guidelines, accreditation, self-regulation of product compliance, compliance testing, promotional, advertising and exposure, safety and well-being, OH&S, resource material, skills shortage, employment and leadership mentoring to name a few. ACETA will soon engage with the federal government proposing preferential development and export assistance for the manufacturing sector of the ACETA membership.
Please note; financial benefit will only be available to established members, the board of management is currently deliberating on a membership qualifying period before eligibility for any financial benefit should we be successful in our assistance aspirations.
The bigger picture here is the need to ‘value add’ to our industry and nation, if we don’t create, make, employ, trade, the nature of our society will change and not for the better.
All the best