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When you think about pioneers in the telecoms industry, Tref Davies should be one of the first names springing to mind. In the latest episode of the Grow2Market Podcast, I chatted with Tref about his fascinating journey from an electronic engineering graduate to a key figure in the development of VoIP and SIP technologies.
What struck me most about Tref’s story is his relentless adaptability and boundless creativity. Like many of us, his career hasn’t followed a straight path. Tref started out at Marconi, where he found himself working on some of the first VoIP processors in the industry. From there, his career evolved as he joined Mitel and later became the CTO at Timico, taking on a hands-on role that ranged from troubleshooting tech to leading strategic initiatives. Along the way, Tref earned a distinguished reputation for championing the SIP (Session Initiation Protocol) technology that has become the backbone of modern communication systems in the same was that HTTP enabled the modern worldwide web.
Tref’s continuing success hasn’t just been about technical innovation. He has a remarkable ability to connect with people and build relationships, something that has proved invaluable throughout his career. During our conversation, he spoke passionately about the power of in-person networking. One of the events he organises, Netaxis Inspiration Day, has become a key annual gathering for telecoms professionals looking to share ideas and spark collaboration. For Tref, it’s these kinds of real-world connections that often lead to the biggest opportunities.
Another highlight of our discussion was Tref’s work as a writer. At the peak of his career, he ran trefor.net, a blog that became a trusted resource for telecoms professionals. These days, his writing has taken a more personal turn with Philosopher on Tap, a creative space where he reflects on life, history, and his wide-ranging interests. It’s a testament to how his curiosity and creativity continue to expand beyond the boundaries of the telecoms world.
We also talked about broader trends shaping the industry, from the role of automation in streamlining operations to the limits and advantages of AI in marketing. Tref is a staunch advocate for authenticity, particularly in a world where AI-generated content regularly lacks the human touch. “People want to read content written by someone who knows what they’re talking about,” he said, a point that resonates deeply in today’s crowded online world of mediocre digital content.
If you’re curious to hear more, I’d highly recommend giving the episode a listen. Tref’s anecdotes, insights, and no-nonsense advice are not to be missed. And if you’d like to learn more about his ghostwriting availability or any other projects, you can find Tref on LinkedIn.
If this is your first time hearing about Grow2Market, welcome! This podcast is where I share actionable sales and marketing strategies, tailored especially for the B2B tech industry. My goal is to combine real-world experiences with practical advice to help you master the challenges of business growth.
I’d love to hear your thoughts on this episode or any challenges you’re facing in your business right now. Feel free to reach out to me on LinkedIn: Tim Meredith.
This article has been written to support an episode of the same name in the Grow2Market podcast series, dedicated to exploring sales and marketing strategies in the B2B tech industries.
Please don’t hesitate to reach out to us with any questions, comments, or support with any of the topics addressed.
Grow2Market podcast series is all about sharing transformational ideas and real-life experiences to help telco, cloud and IT businesses, whether they are startups, established or pivoting.
Hi! I'm Tim Meredith, CEO at Fractional Teams. I write about the latest industry insights and give advice on Unified Comms development and growth.
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