Interview with Juan Calleja, International Director of the SATEC Group
The SATEC Group is a multinational company specializing in services related to new information technologies. Of Spanish origin and capital, it specializes in the design, deployment, operation, and management of advanced technological infrastructures. It also boasts extensive experience in technology and process consulting. The areas in which the SATEC Group operates include Networks, Systems, Security, Operational Support and Management (OSS), Networked Business, Application Development, Support and Maintenance, and e-learning. It has nine centers in Spain—Barcelona, Bilbao, Las Palmas, Madrid, Oviedo, Seville, Toledo, Valencia, and Vigo—and employs approximately 100 people. In 2006, its revenue reached €110 million.
Today, it has a portfolio of more than 1.500 clients from all sectors, including various Central Administration bodies (several Ministries such as Presidency, Justice or Industry, Tax Agency, AENA, Nuclear Safety Council, etc.), Autonomous Communities (Asturias, Castilla-La Mancha, Galicia, Madrid, Andalusia or Catalonia) and companies such as Caja Cantabria, Morgan Stanley, Altadis, Renfe, Telefónica, France Telecom, Iberdrola or Sanitas.
The new generation of mobile telephony is one of the main pillars of development for SATEC, through mobility applications; hence the creation of the Software Factory for the development of 3G broadband mobile services.
Currently, the SATEC Group is developing an ambitious international expansion plan focused primarily on the Maghreb region. Recently, the SATEC Group strengthened its commitment to North African countries (where it already had a presence in Morocco and Algeria) with the acquisition of 70% of the shares of the Tunisian company Netcom.
The company, which bases its growth strategy on acquiring local businesses, has decided to invest in this market due to its proximity, the high qualifications of these companies and their professionals, and the enormous potential for technological development in these countries. Thus, in 2002 it began operations in Morocco; subsequently, in October 2006, it completed the acquisition of the technology consultancy Telematis in Algeria.
Throughout its nearly two decades of existence, the main objective of Grupo SATEC has been to offer its clients the best solutions available in the telecommunications market.
Where does the SATEC Group have a presence?
SATEC has subsidiaries established in Spain, Portugal, Morocco, Algeria, and Tunisia, and sales representatives in Mexico and Senegal.
When did they decide to begin their international activity?
We started our activity in Portugal in 1989, later, in 2002, it was expanded to Morocco, then to Algeria in 2006 and, recently, to Tunisia in 2007.
Why did they decide to focus on internationalization?
The move away from the Peninsula was due, on the one hand, to the consolidation and normalization of the Spanish market, after a few years of strong development, following the liberalization of the telecommunications market, and, on the other hand, to the incipient modernization and approach of Europe to the Moroccan market.
What is the current capacity of the SATEC Group in the international environment?
If we only talk about "The Maghreb", currently, the SATEC Group has more than 200 professionals spread across five offices - Casablanca, Rabat, Algiers, Oran and Tunis - as well as a corporate support team of ten collaborators.
What is the strongest product offering of the SATEC Group?
In the international market, SATEC focuses its activity on the design, implementation, support and maintenance of telecommunications systems and services for large corporations, both public and private, as well as telecommunications operators.
What have been the biggest difficulties you have encountered in your internationalization processes, and in which markets?
The greatest difficulty lies more in form than substance; it is more challenging to transfer management styles common in advanced markets than to align the partners' interests and strategic visions. The separation between personal and professional roles is proving more delicate and problematic than usual.
Who makes up the international team and what is their experience?
I, Juan Calleja, am the International Director of the SATEC Group. I hold a Master's degree in Telecommunications Engineering from the Polytechnic University of Madrid and an MBA from IESE Business School. Previously, I was the Sales Director for Spain at Orion Network Systems and also worked for ONO-Cableuro as ONO's Sales Director. In 2003, I joined the SATEC Group. The international division also comprises a team of eight professionals, experts in international business development, who are responsible for transferring the company's know-how to each of the group's subsidiaries.
What is the biggest advantage that internationalization brings you?
Certainly, the greatest advantage that internationalization brings us is rapid growth, but also higher and very profitable returns and asset turnover, as well as new professional opportunities for employees.
What does the future hold for the SATEC Group? What are its projects?
Utilizing the Moroccan platform that has allowed us to penetrate the Algerian and Tunisian markets, we are already undertaking concrete commercial activities in Senegal and Mauritania, which could lead to the establishment of a local subsidiary in the former. This would, in turn, form the basis for serving the West African market. Furthermore, in conjunction with the Tunisian subsidiary, we are taking steps to target the Libyan market, as well as the Gulf countries with which we have strong commercial and political ties. Also within the African market, the Portuguese subsidiary has played a significant commercial role in Mozambique and Cape Verde, as well as in Angola, where we now intend to strengthen our presence. Finally, the SATEC Group is in the initial phase of sustained commercial activity in the Mexican market.
What do you think is the key to success?
Probably, the key to the success of the internationalization has been the determination and focus in the face of the challenge, as well as allocating time and resources to it, since the successful business model to be internationalized already existed in Spain.
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