• Who is TRA?

    Tech Research Asia (TRA) is a boutique consulting and advisory firm working across Asia Pacific looking at trends in technology and working with customers, partners and vendors to build deeper market understanding and improve business results. We are a digital- and cloud-based business that strives to innovate at speed with our clients. We are fully data-driven. Our proven TRiAngulate methodology combines insights from vendors, partners, and businesses to provide a complete end-to-end market analysis and value for clients.

    Leading IT Channel Advisory Firm in Asia Pacific

    Agility. Optimisation. Partner identification and engagement.


    We have over 25,000 channel partners in our database.

    500+ keynotes, roundtable events, webinars

    Presentations and facilitation at round table and webinar events across the region. We've also published over 250 whitepapers and blogs. Our content is consistently rated as the most compelling and successful at engaging users by our clients.

    Leading SMB technology researchers in Asia Pacific

    Comprehensive research and data on the SMB market across Asia-Pacific combined with deep knowledge of needs and opportunities.

    Region's top software market consultants

    With deep and wide industry connections backed by extensive data-driven research we have the most comprehensive insights on market trends, players, and the future.

    Design Thinking + Emerging Tech Specialists

    Placing your customer at the heart of decision making with design thinking strategy days or advisory programs that explore emerging tech opportunities.

    The top 10 Tech companies in Asia-Pacific all work with TRA

    As do a broad range of start ups, established technology service providers, SMBs, and enterprise & government leaders.

    Influence on over $5B in Strategic Investments in 2020-21

    Strategic Planning. Mergers and Acquisitions. Start ups. Market Entry. We helped clients in all these areas invest successfully.

    Connecting 1000s of decision makers annually

    Advisory and customer boards. Engagement. Networking. We connect with thousands of decision makers yearly.

  • Our Principals

    TRA are a team of specialists based around the APAC region, our principals are shown below. We also maintain a virtual bench of over 50 experienced executive consultants across the Asia Pacific region. We don't have salespeople or physical offices. Our team is agile and embraces flexible working.


    Executive Consultant

    Mark is an Executive Consultant and Industry Analyst focussed on working with established and emerging technology providers across the Asia-Pacific region. Prior to working as an analyst Mark spent over 25 years in the Software, IT and Telecommunications industry in Europe and Asia Pacific including Chief Commercial Officer and Director, SME & Channels at Microsoft, General Manager Business Markets at Vodafone, and Vice President ANZ at Juniper Networks.


    Mark was also part of a private equity led buyout of a mid-cap software company where he served as CEO for 5 years through to the successful sale of that business.


    Mark’s current work is focussed on emerging technology trends across Asia-Pacific and the impact this is having on the traditional vendor-partner-customer relationship and how partners need to adapt their business to the new world. Focus areas include:

    • Strategy Development (Growth & Transformation)
    • Market & Competitive Analysis
    • Sales / Marketing and GTM Effectiveness
    • Channel Strategy and Development
    • Merger & Acquisition

    Mark holds a Bachelor of Science (Honours) in Management Science (Operational Research) from Lancaster University, England and has attended MBA and Management courses at Columbia Business School and the Kellogg School of Management in Chicago.




    Co-Founder, Principal Analyst

    Trevor is a founding partner in TRA and is passionate about helping clients understand how to get the most out of emerging and core technologies across the diverse Asia Pacific region. As research director he has successfully helped establish and grow one of the most exciting IT advisory, research, and consulting firms in the industry.


    Based in Japan for over 15 years and with extensive regional experience, Trevor provides design-thinking-based consulting, research, and advisory services to business, government, vendor, channel partner, and IT executives. Trevor’s coverage areas include:

    • CxO and CIO technology and business strategy
    • Vendor and service provider strategy, acquisitions, go to market engagement and content.
    • Vendor channel and partner ecosystem optimisation.
    • Asia Pacific SMB technology.
    • Software Markets - SaaS, ISVs, and Strategy.
    • The Future of Work - Workspace Technologies and Strategies
    • Intelligent Foundations - Data centre Facilities, Cloud Computing, HPC, and Edge Computing
    • Emerging Technologies
    • Digital experience and transformation

    Trevor has a Masters of International Relations from Deakin University in Australia. His experiences further including roles as a research manager for IDC in Asia Pacific, and editor of Computerworld and ARN. A Victorian by birth, also speaks Japanese and Bahasa Indonesia.








    Since 1991 Tim has been involved in business and technology research and analysis and has over 25 years of experience in Australian and international markets. In July 2012 he established Tech Research Asia to provide bespoke analyst and consulting services to the IT&T sector. From 2007 to late 2012 he held the role of IDC’s Associate Vice President Enterprise Mobility and End-User (Business) research, Asia Pacific. Prior to this from 1998 to 2007 he was Current Analysis’ (now Global Data) Director of Global Telecoms Research, European and Asia Pacific Research Director.


    Areas of interest have centered upon digital transformation activities, 5G and mobility, innovation technologies such as AI/ML, reality, cloud strategies, security and data storage and management. Tim truly delights in presenting, facilitating and communicating with organizations and audiences discussing how trends and development in technology will shape the future business environment. A strong communicator, he has presented to large (1500+) audiences through the spectrum to small, intimate roundtable discussions. In February 2020 he delivered his 225th facilitated roundtable discussion for a technology vendor client.


    A regular participant in industry judging panels, he was recently asked to be a judge for the 2019 and 2020 Global Mobile World Awards, the 2019 and 2020 Asia Mobile World Awards and the ITNews (sic) Benchmark IT Awards 2020.


    A Tasmanian by birth, Tim holds a Bachelor of Economics from the University of Tasmania.






    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 the 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. In addition to now being a TRA analyst investigating opportunities and trends in the region, Edwin continues to write.
    Edwin is particularly passionate about trends in enterprise IT, telco, cloud, big data, FinTech, and mobiliy.
  • Our research coverage

    We conduct our own independent research and through client commissions. Some of our expertise lies in:

    Customer Experience

    Digital Platforms


    Content Management

    Conversational Interfaces

    Customer Analytics

    Mobile Everything

    Reality Tech (VR and AR)

    Chat bots and AI



    Intelligent Workplaces

    Agile Offices

    Activity Based Working

    End User Computing

    Collaboration and UC


    Field Services

    Printing and Document Workflows



    Human Capital

    Virtual Assistants and Chat Bots




    Agile Operations



    Data and Analytics

    App Development and Modernisation

    Project and Managed Services



    Agile and Continuous Development

    Design Thinking and Innovation


    Machine Learning and AI

    3D Printing

    Digital Twins

    Start ups and Industry X (e.g. Agtech, FinTech, etc)


    High Performance Foundations:

    Hybrid IT

    Public Cloud Computing


    Private Cloud

    Data Centres


    Edge Computing

    Smart Factories



    Software Defined Platforms



All Posts