The Future Is Looking Bright For Octica

Based in Middlesex, Octica Professional Ltd is a Broadcast, Professional Video & Film Equipment distributor within the UK and Ireland. This issue, Spencer Doran, Director at Octica, talks exclusively to BFV...

BFV: Why did you start Octica Professional?
SD: There was an obvious gap in the market due to the lack of professional truly independent distribution of accessories and grip for the film, broadcast and professional video industry. Octica Professional was founded in 2008 with the goal to fill that void.
With over 15 years' experience in the broadcast industry working for a manufacturer, having helped take it from a start-up to European market leader, I knew exactly how distribution should work and was aware of a then shortfall in professional distribution in the UK. With too many dealers crossing over and trying to dabble in distribution – a business model that definitely does not work for the end-user as it doesn't mean lower prices and their choice is restricted. It is especially not good for the manufacturer as their ability to reach the entire market is immediately reduced.
Working directly for a manufacturer gave me great insight in to the need to be proactive, innovative and the importance of listening to the needs of both the customers' and those of the manufacturers I was going to represent – a mix that has so far proved to be a successful one.

Can you explain how Octica's distribution model works?
As a dedicated distributor, it is our job to carry a sufficient amount of the right stock, in order to supply our dealers and their end-users in a manner that will let them meet what are often time critical shoot deadlines.
By working in close partnership with the manufacturers we represent, our dealer network and our staff, coupled with an ability to read market trends and offer the right products at the right time, I think Octica is close to being the perfect distribution model.

What process do you go through when selecting your products and brands?
Whether partnering with an established manufacturer or one that is new to our market, we put ourselves in the place of the end-user. We make it our mission to offer only products that we would be happy to use ourselves. It is important that we only offer products that are technically advanced, yet are easy to use and robust enough to stand up to the toughest rigours of say the most inhospitable rental environment.
We also know the importance of offering value for money together with a degree of future proofing and being able to provide the highest level of after-sales service and technical backup.
Distributing products from manufacturers that are new to our market is not as easy as just sending out a newsletter or visiting a dealer to promote the brand. We are very open with the new manufacturers in that, in the first 6-12 months, brand promotion and recognition is just as important if not more so than achieving immediate sales.
We firmly believe there is no point collecting logos, and as such, we are not a collector of brands for the sake of it. In the interest of our partners, customers and ourselves, we regularly review brand performance to be sure relationships are positive for all parties.

Are there any specific product categories Octica focus on?
The company started by distributing camera accessories, which is still a core part of the Octica business and includes the UK's most popular slider range from Konova and the equally popular camera rigs and accessories from Shape – the portfolio of products distributed by Octica has steadily grown.
More recently we have seen great success through our lighting division, with a surge in sales of both the super-soft and power versions of TheLight's Velvet professional LED lights. They have fast become the standard LED light of choice with major lighting and camera rental specialists and freelancers alike. We certainly see a bright future, if you can excuse the pun, and further positive growth within this sector.

How important are trade shows and exhibitions for Octica?
Our constant drive to bring the best and most dynamic products to market is essential and necessitates our need to attend major international exhibitions. These don't just include NAB and IBC – we are also regular visitors to InterBEE in Japan and KOBA in Korea, as well as many national European shows too.
In recent years exhibiting in the UK has become hit and miss, with larger shows being held in the wrong location and with costs becoming prohibitively expensive. We now find that smaller shows that are tailor-made to a dedicated visitor type are far more worthwhile exhibiting at, with success easier to gauge.
For too long, major UK shows have taken it for granted that every manufacturer, distributor and dealer will exhibit regardless of cost, value for money and success. We now see more value and reward in holding open day events in conjunction with our active dealers.

What does the future for Octica hold?
With cameras getting smaller and body design more basic, the need to personalise and accessorise will only grow, as will the need for the product types that we distribute. We also see that the demand for the best quality LED lighting will increase. With many users having tried lesser, low-cost plastic-bodied lights, realising that by paying a little more they get a professional product that will last and deliver the light output, accurate and truly variable colour temperature, to light every scenario perfectly. Octica prides itself in offering only professional products – I guess the clue is in our name...
A couple of years back there was talk questioning the importance in having local distribution. Well, today the industry sees that need as even more important than ever before. With the increasing demand for the latest technology and ever changing camera development, it is only by proper distribution that a local market can continue to get ready access to the latest products and support they require – whether it be for a dealer or end-user.
It is our job to bring our industry the very latest technology. The internet is a great reference tool, but it takes a personal touch to promote, stock and support these products locally – something I think Octica does and will continue to do so well.

T: +44 (0) 1784 450 506 | E: [email protected] | W: www.octica.tv