Ian Lockyer Interview - Marketing Manager at Icom UK
by Mark Jardine 20 Feb 2015 15:25 GMT
20 February 2015
Ian Lockyer with Jean Socrates at the London Boat Show © ICOM UK
We talk to the Marketing Manager at Icom UK, Ian Lockyer. Icom have been designing and manufacturing high quality and technically advanced radio products for over 50 years.
Mark Jardine: How long have you worked at Icom UK?
Ian Lockyer: I have worked at Icom UK for nearly 17 years now... still one of the newbie's as we have a huge amount of experienced people working here.
MJ: Could you describe your typical day at Icom?
IL: Most days are incredibly different and are sometimes dictated by what the inbox brings. Working across so many different markets such as marine, aviation, business radio Amateur Radio and via so many tasks such as product planning, copywriting, social media, advertising, organising exhibitions and conferences etc... every single day is different.
MJ: Icom UK have spent a lot of time creating guides for radios, aerials, wiring and licensing. When did you start doing this and how did it come about?
IL: I have always put an important emphasis on understanding our customers, empathise with their needs and finding ways to make sure that they make an informed decision. I think my first guide was when DSC (Digital Selecting Calling) was in its infancy. I went to all the vested bodies such as HM Coastguard and the RNLI to get their view on it. What came out became quite a useful tool for the customers.
Since then I have written many buyers guides and microsites to help the customer make the right purchase.
MJ: DSC coupled with GPS has changed the game when it comes to safety on yachts. Are you seeing a high take-up in the new generation of GPS enabled handheld VHF DSC radios?
IL: DSC handhelds have been around for a few years now and they are by their nature, providing greater flexibility in terms of personal safety for all water users. But remember, DSC handheld radios bought in the UK can be used throughout Europe. However the register of licensing information held by OFCOM about the user and their radio is only effective in UK territorial sea (eg. within 12 nautical miles of low tide or for example half-way across the English Channel to France.) You can still use the radio and all of its features across the continent but each member state you visit will not hold this information.
MJ: Are you also seeing more of a take-up in AIS products?
IL: We are seeing a huge take up in our AIS products. We currently have three models, a receiver, class B Transponder and a fixed unit with AIS receiver built in. Customers like the fact that the technology that AIS provides gives them an extra back up in terms of safety. They are like a VHF version of RADAR, but without the expense and installation considerations.
MJ: Icom sponsor various projects and events, from the RYA's OnBoard scheme all the way to Aberdeen Asset Management Cowes Week. Do you gain much feedback from these sponsorships and what advice would you give to an event looking for sponsorship?
IL: We are really proud to be involved with these major maritime organisations so we put a high importance con our relationship with them. It's only by getting feedback from customers that we can provide the information to the designers in Japan to produce the next range of Icom radio.
MJ: Icom are very popular in the amateur (HAM) radio field. Why do think this?
IL: Icom's founder was a radio Amateur and this was the first area of business that started out in. Over the 50 years that Icom has been in business the company has diversified to other sectors including marine, aviation, business radio and the consumer market. It has also diversified into different technologies and in fact is one of the largest manufacturers of Radars in the world.
An important part of the Icom equation is the company's Amateur radio heritage. It's because of the advances made in this sector that some of the technological advances such as digital processing, auto noise cancelling are passed down to other markets and products.
MJ: What is Icom's most popular product?
IL: Defining popular to a customer is a personal thing. Thing I have noticed from the recent London Boatshow is that we have s a lot of customer visiting our standard talking about their 'Icom' as it was a generic term for a VHF radio. To get that level of engagement with the customer base is incredible.
MJ: Icom are a brand renowned for innovation, with products such as the IP Advanced Radio System. How great an emphasis is placed on R&D within the company?
IL: Research and development breeds innovation which is what differentiates a company from the competition and allows for developments to occur such a waterproofing, buoyancy and battery technology in a marine radio. R&D is not just restricted to Icom Inc. as we at Icom UK are always thinking outside of the box and coming up with some innovative solutions for customers such as our recent Black Box VHF Dual Station Commandmic Solution.
MJ: What innovations are we likely to see on radios in the next few years?
IL: There has been a lot of convergence in technology over the past few years, but I think with the products that we produce...and that are concerned with safety and security... the user experience will be made easier in terms of installation and operation. It is so easy to overcomplicate a product... to the detriment of its usability.
MJ: If you were to give one piece of advice to a yacht owner which could help them get more from the VHF radio, what would it be?
IL: Do a test call to ensure that you are familiar with the unit, the radio protocol and that everything is working as it should... you never know when you are going to need it.
www.icomuk.co.uk/Marine_Radio