A NEW FREQUENCY
Wireless data equipment expert RACOM is recently refreshed following several key changes, including a new manufacturing facility, product differentiation, plus a redesigned website and logo. Sales Director David Marek explained the reasoning behind these developments, in an exclusive interview with Inside Sustainability. Report by Imogen Ward.
Sales Director, David Marek
Anew year brings new development for Czechia-based company, RACOM, which is currently in the process of implementing a new strategy.
“To stay cutting-edge, a company must either introduce new trends, or become a smart follower,” commented Sales Director David Marek. “Regardless of where a company lands, they must be innovative across every aspect of their operation. We are introducing many changes within the company to position ourselves at the forefront of innovation.
“For those on the outside, looking in, our new website and updated logo are perhaps the only visible examples, but there is a lot going on behind the scenes.”
RACOM was established 35 years ago to provide equipment for amateur radio enthu-
siasts. Soon after, the company diversified into professional wireless data transfer and has since developed into one of the leading manufacturers of radio modems, cellular routers and microwave links.
“Building a global company was not the Founders’ initial intention,” said Mr Marek. “They just wanted RACOM products to perform well where others failed. But as the company expanded, they realised this love of technology, and resilience deeply ingrained in a highlander mindset, is something to nurture and what makes RACOM unique.”
Operating flexibly
The company has always favoured in-house production, to ensure the quality of its products. However, because of this,
RACOM recently found itself in need of more space. To overcome this dilemma, the company completed construction on a brand-new 1,600sqm manufacturing workshop at the beginning of 2023.
“This space is mainly dedicated to mechanical production,” continued Mr Marek. “Building it from the ground up allowed us to design the space with future growth in mind. We now have four times the floor space we had previously, and we are gradually populating this with more CNC machines.”
With the company’s demand ebbing and flowing (depending on the proportion of channel business compared to more volatile tender deliveries), RACOM relies on its ability to be flexible. To cover the quieter periods, RACOM began offering out its spare capacity for third-party contract manufacturing. This strategic decision made RACOM’s operations much more efficient and had a positive impact on its sustainability.
“We try to be respectful towards the environment with every decision we make,” explained Mr Marek. “This isn’t just in response to our clients’ expectations; we truly believe it is the right thing to do. We have been awarded ISO 14001, and we provide exceptional traceability for every step our products go through – the flagships are made up of thousands of components. We have also introduced changes to our PCB assembly, including the removal of
potentially toxic metals from the production process.
“We operate from Nové Město na Moravě, which is a small town in Czechia surrounded by nature, so everyone at RACOM is passionate about preserving the natural beauty of the area.”
A different approach
When it comes to product development, RACOM has implemented a new approach to really enhance its offering. Initially introduced in 2022, the company’s platform approach is designed to enable the engineering of several different products from a standardised base model.
“All of the products within a platform are based on the same basic elements, but each one is fine-tuned to answer different user needs and applications,” explained Mr Marek. “RipEx is our platform dedicated to private UHF/VHF networks, and for cellular we offer M!DGE. Both platforms complement each other well as they share the same software and user interface, allowing customers to combine the two seamlessly.”
The similarities of the two platforms also make it easy for customers to transit from radio to cellular and vice versa.
The latest addition, M!DGE3e, hit the market this year, providing fans of the popular flagship model M!DGE3 with a budget-friendly alternative. M!DGE3e follows the same policy as RipEX2e in the radio modems product line – to offer
uncompromised quality as the original, but with some features thoughtfully stripped to make it more affordable.
“It is the perfect solution for large scale projects that are not so technically challenging but are quite price sensitive,” said Mr Marek. “There are no compromises on reliability or security either. It has all the same essential capabilities as the original model, with added customisation for NB-IoT and LTE-M.
“By introducing M!DGE3e to the market, we are effectively responding to the new standards of the industry stemming from the adoption of private cellular networks.”
New developments
RACOM will continue to expand its capabilities. Short-term, the company will focus on general process efficiency, incremental product improvements and advanced software features.
The software updates are mostly driven by cyber security and are released four times per year, varying from particular user requests to general advancements that help retain the company’s leading-edge in technological advancements.
“We navigate the company in turbulent waters when new projects are constantly adding particularities our customers have inherited in their operations,” explained Mr Marek. “At the same time, we anticipate what will be the general trends shaping our industry. Balancing both forces, to remain responsive to user needs plus to sustain
a comprehensive product direction is a continuous challenge.”
Currently, RACOM is present in 130 countries and intends to penetrate new geographic as well as vertical markets as part of its growth strategy. According to Mr Marek, this is essential: “We cater to a very niche section of the market, so having a global presence is a necessity. To continue growing the business, we must combine deepening and widening, to farm and to hunt.”
“Our strategy is constantly evolving as the world does the same,” Mr Marek said, in conclusion. “We remain flexible in our response to (and understanding of) emerging trends that impact our industry. Moreover, we have shown remarkable resilience during times when value chains and demand drivers were hit by external shocks. This brings me back to what RACOM has got in its DNA. Listen to the customers attentively, decide autonomously and rely to a large extent on our own.
“We continue to be successful in some very competitive markets, carrying out projects in very demanding conditions – from Polar regions to deserts and even high up in the mountains – we provide a service that is often crucial for people’s quality of life and for the environment.
“This really adds value to my role, because the company has a purpose that is greater than simply delivering communication devices.” n
