World Leader

Walk through Aviation Australia's Brisbane campus and you'll see students from across the globe. An international center for aircraft engineering training, the State-owned private company services more than 60 airlines and aerospace companies and trains students from as far away as Abu Dhabi, Bahrain and Hong Kong.

As the hub for aviation training in the Asia-Pacific, Aviation Australia is a great Queensland success story. Only seven years old, it was created to meet the needs of the Australian aviation industry and to attract major airlines as clients for its intensive, high-quality aircraft engineering courses. Delivering EASA-accredited training (the new standard adopted by Europe, the Middle East and much of Asia-Pacific), Aviation Australia was the first company outside Europe accredited to train aircraft engineers to this standard and is in demand by airlines and aerospace companies around the world.

According to Aviation Australia's managing director and chief executive, Paul Bredereck, it is the human factor that makes all the difference when it comes to airline safety. "The quality of training for staff at all levels of aircraft maintenance, service and management provides a major safety benefit," he says. Trained by ex-airline and airforce staff with many years' experience, students at Aviation Australia benefit from the industry background of its staff.

Aviation Australia's blue-chip customers, including Qantas, Airbus, Boeing, Virgin Blue, Cathay Pacific, Dragon Air, Gulf Air, Emirates and Etihad airlines, have helped develop the Aviation Australia brand as one that symbolizes excellence in all aspects of aviation training.

Last year Aviation Australia trained almost 9,500 students from more than 25 countries. "We train apprentices to the highest possible standard," Bredereck says. "From the very beginning, our business model has been to meet the requirements of the international airline industry, and we do satisfy the needs of airlines and aerospace companies. So our client base continues to grow."

That's why you'll find the odd Aussie phrase being used in aircraft maintenance hangars all over the world. After spending close to two years in Australia, and often returning for refresher courses, Aviation Australia students learn more than just excellent technical skills, Bredereck says. "They leave Brisbane fluent in English and with a typically Australian work ethic that makes them welcome at airlines and aerospace companies around the world."

Experience The Key to Export Success

"One of the most important words we use is 'no'," says Rob Whiddon, general manager of Trade Queensland. "It's not Trade Queensland's place just to be nice guys. We have to ensure new exporters and small companies are ready for export. Sometimes it can take a few years."

The understanding that becoming part of the global economy is a step that requires preparation, sometimes extensive, is a key message Trade Queensland communicates to would-be Queensland exporters. And while this steady, thoughtful approach may disappoint companies wanting to jump into the global market feet first, it's a strategy that has helped build Queensland's international reputation for professional, experienced delivery of products and services.

"The main challenge in Asia for Australian exporters is having all the components in place for success - knowledge of business culture, strong capital backing, and overcoming language issues," Whiddon says. But there is a natural fit between Asia and Queensland, he says, that makes establishing successful business relationships easier.

"Asia has long been a source of tourism and business for Queensland. At first Asians came to Queensland for tourism and holidays, but increasingly they're doing business here. Many Asian business and government leaders have been educated in Australia, and for a long time our schools and universities have been focused on Asia, so many Asians are familiar with our culture and have an understanding of our country. Queensland has long recognized Asian countries as important potential business partners," Whiddon acknowledges.

"Queensland has a very Asia-friendly State government. Trade Queensland has offices throughout Asia and all our staff have an extensive knowledge of and appreciation for Asian business and culture."

Drawn from the business community, with experience in a range of international markets, Trade Queensland's staff speak more than 30 languages between them and offer a vast resource to potential Queensland exporters and international companies interested in investing in the state. Trade Queensland offers courses and advice to would-be exporters with the aim of getting them export-ready, and can match Queensland companies with potential Asian partners.

Trade Queensland has representation in 14 global locations, including China, India, Korea and Japan.
Visit www.export.qld.gov.au or email tradeinfo@qld.gov.au

"Trade Queensland is not a public service organization," Whiddon says. "We're a business organization with strong business ethics and knowledge of how business works. We have the confidence of Queensland businesses because we give them an unbiased assessment of their export potential, based on our extensive experience working with international markets.

"We're really pleased about the increasing amount of export activity happening here. Queensland businesses are more certain of their capabilities and eager to make the most of them. There are so many wonderful stories of export success. It's a small domestic market, so companies need to look overseas.

"Export is definitely the way to go."

The right note

Brisbane musician Nik Phillips is starting to get used to the attention he receives in Southern China. After a series of performances that included a major televised charity concert for victims of the devastating earthquake that hit China's Sichuan Province earlier this year, Phillips has become increasingly well known. Stopped in the street by admiring Chinese, this young singer-songwriter has captured the interest of music fans and the Chinese media.

In particular, the song he wrote as an emotional response to the devastating effects of the earthquake, 'Hold Their Spirits High', recorded in Chinese and English, has made Phillips an emerging star. Performed with Guangdong media personality DJ Lam, the single has received extensive media attention.

Possibly the first Australian artist to sign a record deal and release an Australian album in China, Phillips has a contract with Southern Media Network, China's second-largest media group. It's a remarkable achievement, especially as Phillips had never considered China as a potential audience for his music.

"China had never been on the radar," Phillips says. "But I was asked by Trade Queensland to perform at a series of festivals and trade fairs in Guangdong, where an interest in my music was sparked."

"The Chinese music industry is completely different to Australia, and it took a long time to work out how it operated. It was really important to have advice and support. Trade Queensland was a big help to me. They really opened doors, giving me practical help along the way."

Trade Queensland also helped Phillips obtain his record deal and secure his Chinese tour, and continues to help him as he builds a profile in China.

Innovation Is The Leading Edge

Brisbane-based NOJA Power won the 2007 Premier of Queensland's Exporter of the Year award only three years after picking up the Emerging Exporter of The Year award in 2004. Its successes recognize the company's achievements in developing, manufacturing and exporting low and mediumvoltage switchgear products to an extremely competitive global market. NOJA Power’s managing director, Neil O'Sullivan, says that while there may be pressures as far as local labor costs go, the company remains competitive because of its innovation and high-quality products. "Leading-edge technology and innovation keep us competitive," he says. "We simply have to produce a world-class product to compete."

"We’re operating in a global economy. Our company competes with international brands right here in Australia, so if we can successfully compete in our own country, we can successfully compete internationally. If you can sell it locally then you can export it."

O'Sullivan says winning the export award has been an important stamp of approval from the State government for the company and its products. "Most of our business comes from electricity utility companies, many of which are government entities. Having government approval of our company gives our global customer base confidence in our company and our products."

Although NOJA Power's products are developed and manufactured in Queensland, the company was always intended to be a global competitor. "NOJA Power's directors started the company with global business experience and understood how to undertake and develop an export business," O'Sullivan says. Now distributed in more than 70 countries, NOJA Power's products can be found in Europe, the U.S. and Asia. O'Sullivan believes that it is investment in innovative technology, manufacturing and export-driven companies such as NOJA Power that will help drive Queensland's economy after the mining boom is over.

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