Established in 2001 and with an average growth of 16% year on year, FirstLine Digital has grown rapidly in the 10 years since being set up by Managing Director Mike Davies and fellow shareholders Mike Cooke, Mark Swift and Paul Butt. Then the total engineering workforce numbered a mere 20 – now it reaches to over 1000.
With a turnover of £36.1m in 2009 and projected turnover for 2010-2011 expected to be £43m, the company is embarking on a programme of change to further enhance growth and strengthen its market position. With a mission statement ‘to be the first choice provider of digital services’, at its core are values of pride, trust and reliability and a strong belief that customers should be offered flexibility and quality of product and service.
One motivation driving the business forward is diversification. In addition to the installation and maintenance of satellite and digital services, FirstLine Digital is keen to explore new markets and offer a wider range of services. The business has an ambitious growth strategy and in the last 12 months has rebranded, developed core values and is focussed on driving changes internally to continue to build a structure allowing the business to grow. Having the flexibility, adaptability and scalability of infrastructure, together with financial stability, FirstLine Digital is well positioned to react quickly and take advantage of new opportunities and partnership working.
One of the key strengths within the business is the Field Support division. Comprising a range of services that include an operational call centre, a workforce management division (allowing workflow scheduling), logistical warehousing and mobile field technology, FirstLine Digital is currently exploring ways in which to maximise these services and offer clients additional services which sit alongside the core product offering of digital installation, repair and maintenance.
With 700 qualified engineers out on the road (literally a ‘man in a van’) and with coverage throughout the UK, the field engineering team are multi-skilled and flexible. A very real opportunity now exists to offer clients additional services such as such as door entry, CCTV, EPOS, PDQ, meter reading and surveying.
One of only 2 mainland business partners to Sky in the UK, carrying out approximately half a million installations each year on behalf of the satellite organisation, over the last decade the contract with Sky has been carefully managed, nurtured and lead by Managing Director Mike Davies. Instrumental in retaining this contract, has been FirstLine’s ability to offer a consistently high level of service and flexibility, which includes operating trade counters in strategic locations throughout the UK and a seven day a week engineering operation. FirstLine Digital is also a preferred installer for the Digital Switchover Help Scheme for the BBC.
A big-step change is now underway within the business to launch the next phase of the company’s development over the next 5 years and to capitalise on new market opportunities.
The company has recently redeveloped its new trade-counter in Birmingham and is currently redeveloping the Operational Support function at Head Office, to include a new Operations Centre which will allow increased support to the Field Operations division and the management structure throughout the business.
To help facilitate these changes and expansion, FirstLine Digital has in the last 12 months recruited some key senior personnel to help drive the business forward. Managing Director Mike Davies comments -
“Over the last 10 years we’ve grown year on year and with such rapid growth it’s really important that we invest in the right people and bring in the right level of skills and experience to keep the business moving forward. We have aspirations to continue to grow and to offer a wider and more diverse range of services, possibly entering new markets. To do this we must have the right people in place”.
Recent appointments have included Head of Human Resources, Finance Director and Head of Training and Development. All are tasked with implementing and driving through change within the business to further enhance and grow the business. Another recent change is the formation of a senior strategy team, to look not only at the opportunities outside of the business, but to also address internal issues such as training and development, employee engagement, internal communications and Corporate Social Responsibility. With ethical leadership and a fair, consistent and collaborative approach, all staff within the business are empowered with individual responsibility and accountability for their roles.
FirstLine Digital has an exemplary record for Health & Safety and a close working relationship with the HSE. The business has invested heavily in training and during the last 12 months every employed member of staff has undertaken some specific training relevant to their job. There is a high level of skill in the business, with a strong focus on engineering, for example all engineers are required to complete a specific training programme in partnership with Sky when joining the business. Having grown at pace, the business is now seeking ISO 9001 accreditation and is working toward Investors In People status
The business already operates in a number of sectors that include domestic, commercial, retail and communal as well as providing independent design and installation. Looking to the future Mike Davies envisages a time when the business will expand into a number of diverse markets that may include PDQ, sustainable energy and potentially a move into Europe. They are also exploring new sectors including leisure, public sector institutions and construction. With the Government backing a drive for Digital Britain, the field of education offers a new and interesting market to capture. Similarly another area where the business hopes to capitalise on is that of the Health sector, again driven by new technology requiring digital products in all areas from patient care to surgical activity.
With an already established track record of working in partnership with large organisations such as BSkyB and the BBC, the business is well positioned to expand. FirstLine Digital already has extensive experience of working in the public sector with Housing Associations and local authorities and has recently been awarded a £2.6m contract by Southampton City Council to deliver digital upgrades to 13,000 local authority housing units.
Davies again “There is a 2 year window for Local Authorities and Housing Associations throughout the UK to upgrade the systems for their residents in time for the final Digital Switchover. Many are concerned about the cost of doing so and the implications for their tenants, but as we have shown in our response to the Southampton bid, we are extremely well positioned through our field engineering force and operating systems to be able to deliver this work on time and within budget”.
With a fleet of over 1000 vans, FirstLine Digital is very aware that their biggest environmental weakness is mileage and fuel consumption. They are however determined to address this and minimise their carbon emissions where possible and currently are looking at ways to address this.
During the last 12 months the company has launched a Corporate Social Responsibility Programme across the business. Together with supporting national charity days such as Jeans for Genes and Red Nose Day, over the coming months, staff have elected to raise money for the Help for Heroes charity. With Chester historically home to a number of different military regiments, this charity is close to the heart of many employees. Recent fundraising activities include a fundraising cabaret night, attended by over 300 members of staff and a cycle ride from Birmingham to Chester undertaken by engineers working for the company, activities which so far have raised over £10,000 for Help for Heroes charity.
After 10 years in the business and a wealth of experience and understanding of the digital sector, FirstLine Digital has now embarked on the next phase of their development and really is stepping forward for change.
