CEO Focus, by Sally Giles

Guy Levit is not a guy you can bamboozle with communications techno-jargon. He knows his SMS from his elbow and is at ease with MMS, WAP and any other acronyms you care to mention. The company he co-founded, Messaging International has developed a comprehensive multimedia service and is now bringing integrated messaging to the masses.

‘When we started the business in 1999, broadband was only just beginning to take off,’ says Levit, ‘as were associated technologies such as SMS [short message service] and IM [instant messaging]. But there was limited integration between systems – if you sent an email it only went to someone else’s email.

‘The growth in PC penetration, internet use and handheld hardware has created demand for cross-platform services. So now you can email from wireless device to device, email to fax, and even text from your mobile to a landline phone.

‘We have developed and patented technology offering a seamless exchange of all messaging types across all platforms. Our products are primarily targeted at telecoms companies, who then sell on the service to their customers,’ he reveals.

Messaging International’s 100 per cent owned subsidiary, TeleMessage Limited, has offices in Boston and Israel, but has its sights set on European expansion. Investments of around $13.8 million from a consortium of international venture capitalists over the last six years have enabled the company to establish a client base and fund research and development. Its recent AIM flotation raised a further £1.5 million through the issue of 30 million shares at 5p each, giving it a market capitalisation of £5.77 million. At float, revenues had hit $500,000 (£285,000) and losses were running at $1.4 million annually.

‘Joining AIM gives us a platform for expansion into Europe, as well as resources for reinforcing our position in the US, our core market,’ states Levit. ‘We’re also taking advantage of the upsurge of demand in the Far East, as not many companies can provide high-tech solutions in that arena.’

Leading the troops
One of four founders, Levit, 34, has a background in the Israeli intelligence corps, where he was immersed in emerging technologies on a daily basis as part of an elite technical unit. He’s a hands-on CEO, preferring to lead by example rather than by decree. ‘I encourage the same approach in the rest of the management team,’ he confirms. ‘A dictatorial attitude just doesn’t work in a high-tech business – if a programmer doesn’t feel like writing code today, there’s no point trying to force him!

‘We’ve forged a collaborative environment, which is probably why so many of the company’s original staff members have stayed with us,’ he muses. ‘Almost all employees have stock options and we’re very open about progress, having weekly meetings to share information.’

New recruits
Levit and his wife have had two children since Messaging International took its first steps, but he describes the company as his ‘third baby’. ‘I’ve certainly got my hands full,’ he jokes.

‘I can’t see myself taking a back seat in the business anytime soon though, since we’re on track to deliver what we’ve promised our shareholders and have much more to do. We’re rolling out in Europe using a similar model to what’s worked for us in the States, but with some important modifications, such as concentrating on licensing.’

He admits the time he’s invested in Messaging International probably exceeds that spent with his family, but, like so many successful entrepreneurs, has a long-term goal of achieving a better work/life balance.

‘Being the CEO of a growing international tech company with global customers is a 24-hour, seven-days-a-week commitment,’ he testifies, ‘and what little time I get away from the business is spent with my family. All my babies are growing up fast.’