Proxama ended the year with £1.1m in net cash, the cost base has been halved and the new management team has put the foundations in place to start scaling the Location Sciences division. In a short space of time, it has built a large footprint in terms of audience reach and during 2018 it will be working towards the commercialisation of its new product sets.
Proxama |
A new chapter with Location Sciences
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12 February 2018 |
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Proxama ended the year with £1.1m in net cash, the cost base has been halved and the new management team has put the foundations in place to start scaling the Location Sciences division. In a short space of time, it has built a large footprint in terms of audience reach and during 2018 it will be working towards the commercialisation of its new product sets.
2017 business transformation
Proxama underwent a wholesale restructuring during 2017. The payments division was divested in November, enabling the group to focus on the more scalable location data and intelligence division – Location Sciences. A new board of directors was established to drive the group’s new strategy, Kelvin Harrison joined as chairman in February, Mark Slade took over as CEO in October 2017 and David Rae has today been appointed as CFO. The cost base has been aggressively streamlined, monthly opex decreased 50% over the course of the year and the £3.1m equity raise in July means the group ended the year with net cash of £1.1m.
A promising start
The resources released following the restructuring has enabled the new team to fully focus on Location Sciences. In a relatively short period of time, it has built its audience reach to over 7m customers and accumulated 14bn total data points, beating its year-end targets of 5m and 5bn respectively and positioning it with one of the largest trackable footprints in the UK. Importantly, during 2017 it overhauled its data infrastructure, products and team, which enabled it to start selling across its product range.
With the foundations in place, the year ahead will be more about scaling and developing its higher-value services: Audience Data and Verification, which provides analytics of a customer’s behaviour; Out of Home, which links billboard advertising to store visits; and Online to Offline, which analyses the impact of mobile advertising on physical store visits.
Early-stage, emerging market
With its early-mover advantage, the company has the opportunity to participate in the growth of the emerging mobile location data industry in the UK. In addition to building a pipeline of customers, over the coming year, we would like to see it continue to widen and deepen its audience reach, in order to build a sustainable barrier to competition. Management may prioritise growth over profitability at this early stage and, despite the reduced cash burn and further planned cost savings, additional funding may be required to support investment and growth.
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Historical financials
Source: Proxama report and accounts. Note: *Adjusted for the sale of the Payments division, SBPs and non-recurring costs. |
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Disclaimer
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Disclaimer
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Medserv has started FY18 with a positive operating backdrop. Last week, ENI announced a lean gas discovery in Block 6 Offshore Cyprus. Meanwhile, the company has reported further success with its strategy to expand into new territories, with a three-year contract. We believe that building operational visibility in Cyprus while expanding internationally supports the potential for substantial revenue growth for 2018-20.