The global drone industry continues to expand exponentially and as it does so, new markets emerge where the benefits of unmanned aviation technology can be applied.  In seeking to operate in Oil & Gas, Energy, Renewables, Utilities, Construction, Security and many others, it is critical for emerging service providers to not just identify what those markets are but understand the commercial and economic drivers within them, what their specific challenges are, and how they can be addressed.

There are now thousands of commercially certified operators throughout the globe, each operating in one or more industries.  The origins of these organisations differ greatly.  Some are from the aviation community and seek a new way to perform what has previously been done by manned aircraft. Others are simple entrepreneurs who have identified the opportunity the growth in the sector represents.  Finally, there are organisations who already work in the client industries who have tentatively moved into unmanned aviation technology to find a safer, easier and more cost effective way of doing what they have been doing for many years.  Each of the above have challenges in gaining the requisite knowledge and experience to be successful.

There are many company websites who proudly state that they can deliver a wide range of services to various client sectors but often this is not backed up by facts,  They simply want to be portrayed as a capable and diverse service company in the hope that they can win a contract in an unfamiliar sector and then learn quickly enough (or buy-in the expertise) to deliver effectively. They run the risk of being found out but it’s not difficult to have sympathy for them as a small business.  After all, they are simply trying to make their way in a competitive market which is growing quickly.

Whilst the above concept may work it is risky.  A better way to effective delivery in a particular sector is to really understand the ‘pulse’ of that industry.  By that, I mean its current themes, who the key players are (and the dynamics between them), what risk and safety culture exists and what the challenges are, both individually from company to company and in the industry as a whole.

A good example is the Oil and Gas Industry, one that impacts all of our lives and which is currently undergoing global economic difficulty due to a slump in the oil price. It’s technology and working environments are unique and, as one of the most heavily safety regulated industries, it is very risk averse.  To operate unmanned aircraft safely and effectively in this environment you must have built up very specific knowledge, have excellent links and operate in a way that complies with industry expectation.  Few have done so and been successful, notably Cyberhawk Innovations, an excellent example of an organisation who works hard to understand its client needs.

Acceptance within these industries can only be achieved by in-depth research, hard work and targeted focus.  If you are a services company there is little to be gained by having a stand at a drone exhibition; your target audience are unlikely to be present.  A better way to reach them would be to go to their exhibitions, encroach on their territory, ensuring that you can speak with authority when you do so.  Learn the language that each industry has and use it appropriately in the right context.  Understand the current and future challenges and see if what you offer can address those in some way, remembering that unmanned aviation does not present an answer to all of their problems, and that in some cases a simpler and easier solution might be better.

If you want to better serve your client sectors then work hard to understand them.  Look at what you offer on your website.  Can you truly say that you understand the industries in which you claim to operate?

Do you have your finger on their pulse?