Yorkshire software business launches new brand at global showcase

A pioneering Yorkshire software business has revealed its new brand as part of a strategy to grow into Asia.

Hull-based APD Communications has secured a prominent presence at Critical Communications World 2019 in Kuala Lumpur this week, which will attract at least 2,000 critical communications professionals from around the globe.

APD, which creates cutting-edge software used in emergency services and critical control operations, is using the platform presented by Critical Communications World to launch its new brand, build on its ever-growing international presence and make inroads into fast-growing Asian markets.

The firm is also using the event to reveal a new brand, which aligns its visual identity with that of its ultimate parent company, NEC Corporation, a global provider of technology that improves lives, protects society and enhances communities.

Critical Communications World has been running for more than 20 years, and brings together the international critical communications community and acts as a high-profile showcase for the latest technological innovations.

APD commercial director, Rhiannon Beeson, said: “We’re excited to be promoting our cutting-edge software and control room solutions at Critical Communications World, which is the leading event of its kind in the world.

“It’s also a brilliant showcase for our new brand, which underlines how we are now part of the NEC family. Through our parent company we have access to a network of affiliate companies across the whole of the world, which is a major competitive advantage.

“As Critical Communications World is in Kuala Lumpur this year, it presents an ideal opportunity to talk to potential customers in Asia, which has many of the world’s fastest-growing and most vibrant economies.

“Our technologies can play a critical role in supporting the ongoing development of emergency services and critical control systems that serve society in those nations.

“Our growing global customer base means we’re now very much on the international map as a world leader in secure, intelligent and connected technology for organisations that protect and preserve society.”

The APD team at the event will include Software Specialist Declan Whiting, who has been shortlisted for the Young Engineer Award in the International Critical Communications Awards 2019, which are held during Critical Communications World.