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Swedish solution for on-street parking to South East Asia

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Approaching a foreign market can be intimidating, but Cale recognized the great business potential in Southeast Asia and together with Business Sweden managed to secure several years agreement for new generation of on-street parking solutions with the city of Kuala Lumpur. Cale is now targeting the rest of the neighbouring countries and are rapidly expanding.

Cale is a leading supplier of advanced and flexible pay & display machines in the world for on-street parking. In December 2012, Alain Taher Österlind the Head of Representative Office in Malaysia for Cale took up the challenge to enter the ASEAN-market single-handedly. With no prior experience or understanding of the region, Cale turned to Business Sweden for guidance and support.

Local presence essential to reach clients

For a quick and easy start-up with minimum investments, it was decided by Cale to open a virtual office and lease an office space at Business Sweden in Malaysia.

- I was able to focus on our core activity from the get-go, with an office that gave a professional and impressive impression to our clients and a welcoming atmosphere. Also, being the only representative from Cale, the vicinity of Business Sweden became utterly important for me, said Alain Taher Österlind.

Networking the key to success

When the establishment was set and Alain was in place, the next step for Cale was to identify key decision-makers and stakeholder throughout the region. Business Sweden’s promotional activities proved to be extremely successful for them. During these sessions Cale was able to map and understand the entire procurement process for on-street parking solutions in Malaysia and most importantly of all, network. With ongoing and close dialogues between Cale and Business Sweden, Business Sweden managed to provide continuous support and expertise. This was initially done in Malaysia but quickly expanded to the neighbouring markets Indonesia and the Philippines. 

- Business Sweden is a great enabler that opens doors to decision-makers. Since our customers are typically municipalities we needed Business Sweden’s extensive network in order to be introduced to high City Council members.

Delegation led to agreement

The close collaboration with Business Sweden and the Embassy of Sweden in the region, has led to delegation both from Malaysia and the Philippines to visit Stockholm in 2014 and 2015. Cale was able to showcase their instalments in the city of Stockholm which paved the way for new business opportunities for Cale. In particular, the several years long agreement of new generations on street parking solutions in the city of Kuala Lumpur.

Cale is now targeting to expand their business and operations in ASEAN by opening its new subsidiary in Kuala Lumpur, Cale Malaysia Sdn Bhd. Currently they have 3 employees but are preparing to recruit more. The next two countries to conquer with their innovative parking solutions will be Thailand and Vietnam.