Tech Research Asia
Translating Technology

We are a technology analyst, research, and consulting firm in Asia Pacific.


Tech Research Asia
Engage CxOs across Asia Pacific

Totally transparent. Open by Default.

Tech Research Asia
Partners, not customers

Inquire | Plan | Enable | Create | Engage

Tech Research Asia
Independent + Timely Research

Rigorous research into tech strategy and trends in Asia Pacific


Tech Research Asia
Translating Technology

TRA is a fast-growing IT analyst, research, and consulting firm with an experienced and diverse team in: Sydney | Melbourne | Singapore | Kuala Lumpur | Hong Kong | Tokyo. We advise executive technology buyers and suppliers across Asia Pacific. We are rigorous, fact-based, open, and transparent. And we offer research, consulting, engagement and advisory services. We also conduct our own independent research on the issues, trends, and strategies that are important to executives and other leaders that want to leverage the power of modern technology.

We're different.
The power of technology is immense.

It can make change for the better but needs to be translated for all. That is why we do what we do.

Not just customers

We aren’t looking for transactions or to be a shopping centre. We want to effect meaningful change and help you succeed because that is our success too. To do that, we need to become partners with a long-term outlook.

Total transparency.

Research, consulting, and advisory services can only be trusted with transparency.

Business-first analysis
Whatever your business is

We use technology for a reason and that’s always related to business issues within all industries and markets. Our understanding of technology opportunities and challenges starts with understanding business.

Open by default
And shareable

TRA's own independent research is provided as open knowledge for the benefit of all. Check out

Evidence based and rigorous
In everything we do

We believe in peer review along with using and questioning existing research and advancing this knowledge. Walled garden approaches will always fall short of great research, analysis, and advice.

Fair value.
Flexible terms.

Fees that reflect the value being delivered and without artificial limits.

Opportunities for all.
Do great things.

We will always work with great people that want to do great things, whoever they are, whatever their circumstances, and whatever they want to do next. Contact us below if you are interested in partnering with TRA.

What We Do
TRA Services

Research, consulting, advisory, content, and engagement for technology buyers and suppliers in Asia Pacific. In addition to undertaking our own independent research on technology and business trends, TRA offers a wide range of services to executive technology buyers and suppliers in all Asia Pacific markets. Contact us with the form below to learn more on any of the following services or to discuss bespoke programs or engagements.

The TRA Partner Program
Highly flexible and full of value over the long term

Extend your team’s ability to influence and impact results through a flexible, on demand long-term engagement model with TRA. Choose the components of your engagement from the full list of TRA services and have immediate access to TRA’s expertise, research, and people when and how you need it on a monthly or quarterly fee model. Ensure your budgets are used to full effect with the assurance you will get top value within a jointly-established program of work. The program is modular so that in any given month or quarter you choose what outcomes you want and how to utilise TRA’s expertise.

TRA Microsite Service
Digital first engagement backed by TRA research

Digital first, as that’s the way Asia Pacific CxOs want to engage. The TRA microsite service combines the best of traditional analyst research assets with compelling and cost-effective digital engagement. It includes: a ready to share, responsive TRA-branded microsite developed, hosted, and maintained by us for 6 months with a dedicated domain name along with unique and/or custom research assets on a topic of your choice in order to educate, inspire, and gain leads.

TRA Advisory Boards
Hear what your customers or partners are saying more clearly

Need to hear what your customer or partners are saying more clearly or deeply? TRA offers a three-stage customer or partner advisory board management service to make this a reality wherever you customers or partners are located. Our advisory boards are based on your specific goals and deliverables that enable you to create a consistent program with strong and continuous engagement – Pre-Forum Engagement, Forum Facilitation and Post-Forum Engagement.

TRA Roundtable Service
Intimate and in-depth discussions with Asia Pacific CxOs

Gain true insights for competitive advantage and leverage your best customer ambassadors with TRA’s roundtable service. Uncover the hidden truths and thoughts harboured by company users of technology solutions and gain a deeper understanding of how organisations view technology and vendors by holding a TRA-facilitated CXO peer group discussion at a top restaurant in any city across Asia Pacific. Moreover, invite one of your best reference customers to participate in the discussion and ensure that all-critical follow up with a TRA-branded case study of the customer’s story.

TRA Inquiry Package
Strategic advice when you need it

Know that you need independent and trustworthy insights or someone external to your team to act as a sounding board for strategic endeavors? TRA’s inquiry package for CxOs on both the buyer and supplier sides of the market is the perfect fit. Gain access to all TRA research, analysts and network of peers.

TRA Market Entry Service
Have the right strategy in place to enter the market of your choice across Asia Pacific

Need to obtain an independent in-depth investigation of an Asia Pacific market before you enter? Want to understand the best way to engage targets and generate the right influence to produce opportunities? TRA’s market entry package enables executives to make the right informed decisions and speed up their time to success in any new market, whether it is geographic- or industry-based.

TRA Launch Support Package
Ensure your product or service launch is more than just a sales pitch

Launching a new product or service and need an analyst voice to provide the independent view of market circumstances and dynamics to your audience? TRA’s launch support package is gives your efforts that added legitimacy and momentum with CxOs and other stakeholders like the press. We offer analyst presentations, media commentary, and content assets as part of this package.

TRA Event Roadshow
Comprehensive. Engaging. Results-driven.

Optimise your event roadshows and ensure your account managers are able to continue the conversation with existing customers or potential leads. TRA offers a comprehensive analyst support package for vendors undertaking event roadshows across the Asia Pacific that includes analyst presentations or moderation, tradtional IT analyst assets and digital content pieces, pre- and post-event sales and marketing support.

TRA Understanding CxO Influence Program
Uncover or validate the real sources of influence behind CIO and CxO technology buying decisions.

Technology budgets are no longer just with IT. In future, all roles will have responsibility and accountability for tech projects. Suppliers need to understand and validate the most common sources CxOs and CIOs go to for technology-related insight and information. Want to understand or validate what really influences your target audience and how to engage with them? Based on decades of experience in influencing CxOs and CIOs, along with a dedicated research methodology, TRA's CxO influencer program offers an opportunity to get more out of your marketing, AR, and PR budgets while identifying potential non-traditional partners that are increasingly influential on tech decisions.


TRA Content Service
Context-specific content assets created for your target audience and backed by rigorous research and analysis.

Want independent and highly compelling content to use across all of your engagement channels? TRA offers a monthly content service that delivers independent, engaging, authoritative, and influential traditional and digital assets with unlimited distribution rights. Content can be TRA-branded or delivered as a white-labelled service.

TQ Edition Sponsorship
The authoritative online quarterly journal for executive technology buyers in Asia Pacific.

Welcome to TQ. Translating Technology. We believe in making knowledge as open and freely available as possible. We want more in-depth, transparent, and openly available tech-related resources for Asia Pacific IT and Business Leaders that can be used to make a difference. And we want it in one engaging place. TQ is TRA's online quarterly journal that will help IT and business leaders navigate the fragmented array of tech-related stories and insights that litter the media, academia, market research, and institutional think tanks. TQ will provide trustworthy, insightful and inspirational information to help IT and business leaders formulate critical strategy.

Some Of Our Satisfied Clients

What Our Clients Say

"SE-Corp have engaged TRA for a series of C-level Summits across Asia Pacific as roundtable moderators, analyst partners, presenters, and also in MC roles. Their directors have proven deeply knowledgeable, confident and have presented and facilitated sessions that have led to very positive delegate and strategic partner feedback. Their Asia research is well focused, and contributions to our post event reports have been well appraised."


SE Corp CEO, Jim Berry


"I have worked with TRA on a number of projects, and, based on the great outcomes of those projects, I have recommended TRA to my Microsoft colleagues. TRA has subsequently completed a number of additional initiatives and delighted said colleagues. As a result Microsoft has based campaign and general strategies on TRAs recommendations and insights. TRA’s Team are highly experience in all facets of the IT industry and have the ability to support strongly successful business outcomes. As a boutique agency, TRA is flexible and cost effective and does not suffer from either bureaucratic process or rigidity which makes working with them a pleasure. They have my wholehearted endorsement."



Microsoft Partner Marketing Director, Rob Evans



"We’ve worked with TRA on customer case studies, microsites, event roadshows, and primary research. On each occasion they have delivered outstanding results in both the traditional analyst output and more importantly, in digital engagements. We plan to continue our close relationship with the TRA team and happily recommend them to other vendors and service providers looking for great outcomes.”


Sitecore Marketing Director, Nicole Stirling



Asia Pacific Tech Trends
TRA Research Agenda

In addition to the work we do with clients on confidential projects, our team regularly investigates a wide variety of critical issues and the technologies which help shape them all across the Asia Pacific region. We do this through the lens of four key business goals that are common for every organisation:

Ensuring we have intelligent foundations, including:

  • Data Centre Facilities and Services
  • Cloud Computing and Software Defined Architectures
  • Server, Storage, and Networking Infrastructure
  • Telecommunications
  • Internet of Things (IoT)

Generating more efficient processes and practices with intelligent operations, including:

  • Supply chain and logistics
  • Cloud Management and App Orchestration/Automation
  • Workflow and Process Optimisation
  • Internet of Everything, M2M, telematics, analytics
  • Innovation hubs, agile, DevOps, skunk works
  • Compliance, Regulation, Security, Governance
  • Supplier Management
  • Channel Optimisation and Opportunity Identification

Optimising our investments in people, and physical places + structures with intelligent workspaces, including:

  • Flexible and agile workspaces. Activity Based Working (ABW)
  • End User Computing, Enterprise Mobility, Virtual Desktop Infrastructure
  • Collaboration, Communications, and Social Business
  • HR and Workplace analytics
  • Office Printing Services, Document Workflows, Content Management
  • Workplace and Workstyle Innovation and Technology (including audio visual)

Achieving intelligent engagement with customers, employees, and partners, including:

  • Mobile Interactions, digital experiences, payments,
  • Customer relationship management (CRM)
  • Branch-, outlet-, store-, workplace-, factory-, farms- "of the future"
  • Digital Transformation
  • Customer and Employee Experience




For each research program we undertake our output commonly includes: core quantitative + qualitative data; adopter case studies including the business and technology lessons learnt; CxO strategy checklists and advisory insight papers; TRA reading lists highlighting the best resources available for informing strategy; digital assets for sharing with Asia Pacific CxOs; and market sizing and forecasts (on request). Examples of our research are available as open knowledge on our quarterly online journal TQ. You can also sign up to the TQ newsletter to receive updates on TRA research, great resources from around the world, and invitations to peer events.




Identify technology market opportunities and improve your engagement with Asia Pacific CIOs and CxOs.Talk to us about TRA research and consulting services!


The TRA team across Asia Pacific

We work with great people that want to do great things. We are all independent and highly motivated. Contact us below if you are interested in joining TRA.

Tim Dillon
Founder and Director

With over 20 year of international business and technology analysis experience, Tim has researched, analysed, communicated and consulted across multiple business and technology areas including: Enterprise Mobility and CIO issues | Competitive analysis of IT&T products and solutions and Win/Loss projects | Strategic technology plans | Vertical market analysis of technology adoption

Trevor Clarke
Founding Partner and Asia Pacific Research Director

Trevor specializes in helping clients understand the many dynamics of the diverse Asia Pacific region to get the best out of technology investments and opportunities. Recent engagements include fields extending from CxO business and technology strategy advisory, workplace strategy + technology, data centre and cloud, IoT, to bespoke consulting programs.

Mark Iles
ANZ Director and Executive Consultant

An experienced board level executive and CEO with over 25 years in the Software, IT and Telecommunications industry and a solid business performance record spanning markets in Europe and Asia Pacific and businesses from large multi-national corporations to mid cap private equity ventures. Mark has held key roles in the IT&T industry including CEO & Company Director (Private Equity Technology MBO), Managing Director Juniper Networks ANZ, Director of SME & Channels (Microsoft) and General Manager, Business at Vodafone.

Garry Whatley
CxO Advisory

Garry Whatley commenced his career in the Information Management and Technology Industry some thirty-years ago. He has held a number of strategic “C” level roles including, General Manager, Information Technology and Online Services for Sony where he had extensive involvement in the Asia Pacific region. Over the past fourteen-years, Garry has held the role of Chief Information Officer at Corporate Express/Staples Australia, where he was involved in the due diligence and integration of over 54 acquisitions, owned and delivered a $50 million multiple year, multiple country business transformation program which involved significant business, process and technology change, oversaw the development of an online business that grew from $20 million to $800 million and restructured and rebuilt their Technology Sales Division.

Edwin Yapp
ASEAN Analyst

An engineer by training, Edwin first worked as a technical specialist in one of Malaysia's largest telcos in the 1990s but hung up his engineering boots to try his hand at technology reporting at Malaysia's leading English daily, where he won several awards for Best Online Technology reporting.​​ Later, he left to start his own editorial consultancy and became a freelance journalist. For the past 14 years he has covered technology in the ASEAN region for many publications, including ZDNet Asia. Edwin is still actively writing, contributing today to Digital News Asia.​​ Edwin is particularly passionate about trends in enterprise IT, telco, cloud, big data and mobility and is constantly analyzing how these trends impact big and small enterprises, as well as the everyday man on the street.


Sasha Jovanovic
Contributing Analyst and Consultant

Sasha is a thought leader of strategic and transformative change. Obsessed with disruptive change, Sasha applies a highly practical approach to developing strategy, managing implementation, measuring success and embedding sustainability. His mission is to effect sustainable change practices as the solution to the challenge of digital disruption in the emerging global economy.


Reiko Iwafune
Contributing Japan Analyst

Reiko has sixteen years of practical experience in development of software, comprising both WEB systems with RDB and PC applications. For the first twelve years, she was a developer and leader on a couple of projects at Japanese leading electronics manufacturers and a laboratory: Canon Inc., Sony Digital Network Applications Inc., and The University of Tokyo Institute for Solid State Physics. She has extensive understanding especially of WEB technology through broad experience in planning, software designing, programming, preparing environment, UI designing, and validation. She currently owns her own digital engagement business and is broadening her experience in handling the whole process of business.

Jens Butler
Services and Sourcing Advisory Director

One of the region’s most experienced and well-respected analysts and client-facing advisors Jens brings two decades of research, consulting, advisory, benchmarking and governance experience.  Currently, he is driving research into the sourcing of the ever expanding multitude and diversity of IT and business services offerings, the new wave of applications and services integration, guidance around newer customer engagement models and technologies including cloud, service integration, the value and use of data, contact centre trends and the associated evolving models, market entry strategies and methods to leverage the increasingly critical partner ecosystems at a global and regional level.



Kiyohiko Ozawa
Contributing Analyst and Consultant

Japan-based contributing analyst and consultant. Kiyohiko is also chief consultant for DOUMA. He has more than 100 projects experience for workplace consulting, programming, design services to multi-national and domestic companies.


Harumi Shimizu
Contributing Analyst and Consultant

Japan-based contributing analyst and consultant. Harumi is a consultant with DOUMA and has been a workplace consultant for 10 years and also practicing as a workplace interior designer for more than 20 years. She knows both programming side and design side as a professional. Her insight for workplace consulting is based on rich experience as well as expertise.




More than 50 technology strategy workshops in 2 years


More than 500 CIOs & CxOs viewing TRA reports monthly


More than 250 CIO + CxO inquiry sessions in 2015


More than 50 keynote presentations at major events in Asia Pacific or moderation of peer-group roundtable discussions


Media & TRA
Expert and Engaging Commentary and Insight on Technology in Asia Pacific

TRA analysts are available for media commentary and interviews on a wide variety of technology-related topics at any time across the Asia Pacific region. To secure a TRA analyst interview or gain background briefings please use the contact form below or call Co-founding Partner Trevor Clarke on +61 2 8006 8558 or +81 (0)90 5550 9217. TRA's reports can also be quoted directly with attribution from

Contact TRA