Q&A with Ernesto Soriano (Avalon): “We evolve together with our clients”

Ernesto Soriano, EMEA Sales Director of Avalon, speaks to PetrolPlaza about the international growth of the Spanish software company, how adaptability is intrinsic to who they are, and their presence at UNITI expo 2024.

Q. How did Avalon enter the service station sector?

A. Avalon began its operations in 1986 as a software consulting firm for various clients, including the Madrid Metro and the Ministry of Foreign Affairs. One of the clients was also a service station network in Madrid that wanted a program to manage their business. It was very successful, and soon we specialized in this field with a back-office and head-office management software.

As the demands from our clients changed, we soon developed our first OpenPOS system that connected to dispensers via DOMS. We began to provide a complete solution for fuel and retail. By the late 90s, we launched the first outdoor payment terminals (OPTs) with support from large networks like Carrefour, SuperCor (Repsol and El Corte Inglés), and Galp. Later, we added other major brands such as BP, Shell, Tamoil, and Avia. Today, we have a very extensive portfolio of large accounts spread around the world. Our solution performs at its best when implemented on networks.  

Q. What is the current state of the company?

A. We have grown in the number of products we offer and countries we operate in. In 2001, we opened a subsidiary in Mexico. Today, we are present in 19 different markets including Europe, the Middle East, Africa, and Latin America. Being forecourt-native, we have evolved along with the transformation of stations, first adapting to the incorporation of convenience stores. Then to the coffee and restaurant area. We have always wanted to provide a unique and comprehensive solution that allows clients to have everything in one system – a solution that covers all their needs across all levels. Our mission is to continue evolving with our clients.

Q. How does the addition of services to forecourts increase the complexity of your product portfolio?

A .Despite the existing challenge, it’s always been clear that our solution must be open, flexible, and capable of communicating with other systems. We made a complete circle that can easily integrate new layers. Today’s clients must think about the future from the present. Solutions need to cover today's needs while supporting future challenges. Our DNA is to accompany the sector in all its needs.

Q. You have been part of Constellation Software for three years. How did the acquisition go, and what impact has it had on Avalon's development?

A. Constellation is a Canadian multinational listed on the Toronto Stock Exchange and one of the ten largest software companies in the world. They look for software companies that have a vertical, specialized product with great growth potential. Once acquired, they implement their best practices and help them grow. In this sense, Avalon was a company with a very complete technological solution and a significant international presence. It allows us a much more powerful international expansion and the incorporation of experienced top-tier figures, such as Mario Pereira, who very recently became Chief Commercial Officer. During these three years, we have begun working in Egypt, Saudi Arabia, and Poland.

Q. How is the expansion process going? And what markets do you see with great potential?

A. The international market is always complex. Each country has its own requirements, technological context, and barriers to entry. Having a very standard solution helps us, and we’ve learned to adapt after working in 19 countries. As a software company, adapting our solution is intrinsic to us.

Poland, where we have already grown, has extraordinary potential in Europe. In the Middle East, we are working in Saudi Arabia, Egypt, and Morocco. These markets, where we already have partners and clients, is where we could have the biggest impact and penetration. South Africa also has potential.

Q. How are you adapting to the concept of a multi-energy station?

A. It is a reality that service stations are evolving to be a hub of energies and services. We offer a unique and comprehensive solution that aggregates the various businesses of a service station into a single platform. Communicating with an EV charger is not that much harder than with a dispenser. The same goes for hydrogen. From the solution you already have, you open a window to a new energy type.

Q. You will be exhibitors next week at UNITI expo 2024. What are your goals for this edition of the trade fair? What role does it play in your strategy?

A. The first goal is to increase visibility. UNITI expo has a major significance for the international market. Our expansion strategy that looks beyond Spanish-speaking countries has only been in place for two years. Competing with stablished companies in new markets is a challenge. The second is to show the entire range of products: attended POS that manages fuels, store, cafeteria, and restaurant; unattended POS with different OPTs; inventory terminals; and the heart of the whole system, our Arcadia Suite. Lastly, we also want to see which path the industry is taking. These events allow you to take a peek into the future.

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