Finding the right targets for marketing and advertising has been a major contributor to the success of Netbased Software.

The company, also known as CalaCode, is a major provider of web-based mail and email server solutions for Unix and Windows systems.

Since its inception in 1998, the company has developed and supported its @Mail software through four major revisions. One of the company’s greatest competitive strengths is its dedication to maintaining a high level of support for its clients.

The company also continues to develop leading-edge software, and its innovative approach has given it a significant international market share.

Netbased Software is globally networked, with thousands of clients in more than 70 countries. The company estimates its @Mail software powers more than five million active email accounts worldwide.

It is quite an achievement for the company’s founder, Ben Duncan, who was just 17 when he opened for business.

Marketing Director Andy Grayndler said the US market was always the major focus for the company. Today it accounts for 46 per cent of all clients. Less than two per cent of business comes from the domestic market.

“We identified that our most lucrative market would be the US and we set up an office there to give us a presence,” he said.

To increase its US market share, Netbased Software employed the services of Google to advertise the @Mail products.

The company used the Google AdWords service, which allowed them to directly target people who were are actively looking online for information about their products and services. Mr Grayndler said the campaign was both effective and cost-effective. Clearly the company has put plenty of faith in this advertising method.

“100 per cent of our advertising is via Google,” he said.

Netbased Software’s own website makes it easy for potential clients to access information and even to purchase the software online. Mr Grayndler said the email system also made dealing with international time differences much easier – as well as addressing some of the problems that might ordinarily be associated with running a large export business from Australia.

“We do most of our communication by email,” he said.

Mr Grayndler said Austrade had made the task of breaking into new markets much easier, by providing assistance with interpreters and key business introductions. The company also attends Austrade seminars to keep abreast of international export – and particularly marketing – issues.

Austrade has a comprehensive range of programs designed for companies line Netbased Software, which export all or part of their products and services online. These programs range from educational resources to seminars and online courses.

“I don’t think we could go cold-handed into a new market without Austrade helping us,” he said.

“They are proving to be very helpful as we branch out into other countries now – particularly with language support.”

Company information
Andy Grayndler
Marketing Director
Head Office
Shop 1a
66 Old Bells Line of Road
Kurrajong NSW 2758
Tel: 61 2 4573 0745
Email: info@CalaCode.com
Website: www.atmail.com