"We run our own bespoke CRM and sales workflow tools, meaning there's a of ongoing innovation optimisation -- a continual evolution," he says.

Implementing a 'bring your own' technology strategy has been another innovation. O'Dell says the number of mobile devices outnumbers staff members. "We have 1000 staff the moment and about 1300 mobile devices connected the network, so a lot of users have an iPad and another mobile device," O'Dell says.

Having established close relationship with Apple Australia, McGrath has begun working on new ways to use the iPad. But he has no loyalty to any particular brand of mobile technology.

"I'm sitting here looking at an iPhone and an Android phone, and I also have a Windows Phone 7," he says. "Personally, I use an Android device, but I much prefer the keyboard of the iPhone."

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