Aptella, formerly Position Partners, has revealed its new name and branding. The technology services company talks to Quarry about the change.
Aptella officially changed its name in January, with a roll-out occurring across its social media, branding, and equipment.
Aptella chief executive Martin Nix said the name encapsulated the brand’s growth since it was formed by five state-based distributors in 2008.
“The Position Partners name and brand has served us well,” he said.
“Sentiment from our employees and customers was that the time was right for a fresh new identity to better represent the experiences people can expect from us as their vital technology provider.”
Aptella has over 350 employees operating in six countries, advising clients on automated positioning technology solutions in several industries, including quarrying.
Nix said the change came about in response to feedback from Aptella’s customers and employees to reflect its international presence.
“We wanted a name that was short, easy to say, and memorable in all countries we do business in. As a company operating across six countries, we also needed a global .com presence online,” he said.
“Whilst the name and branding are changing, the core aspects of our business and what people love about us remain as strong as ever.”
While the Aptella carries a new name into 2024, it will still deliver the same breadth of services to the quarrying sector.
Aptella’s quarrying services, which are carried out across Australia, NZ, and Indonesia, include weighing and calibration technology.
The company has a team of scale verifiers who are certified by the National Measurement Institute (NMI), Australia’s leading measurement body.
Aptella’s team of verifiers can go across Australia, New Zealand and Southeast Asia and provide the latest guidance on weighing regulations such as the Chain of Responsibility legislation.
Aptella business development manager Chris Nussey said NMI certification should provide quarry operators confidence that leading professionals in the field are serving them.
“Our teams are fully self-sufficient and have all the equipment required to conduct weighing calibration at the quarry site,” he said.
“There is no need to borrow equipment or anything, we have trucks in all the main regions of Australia to do the test masses for the calibrations.
“We can do any brand of loader scale or excavator scale and weighbridges, batch plants or laboratory bench scales and flow metres; we can do it all for calibrations.”
The introduction of the National Heavy Vehicle Regulator’s Chain of Responsibility legislation has made easy access to information even more critical.
The legislation means everyone who works with heavy vehicles can be held responsible for breaches of road laws and may be legally liable if they have control over the transport – not just the driver or operator of the heavy vehicle.
“Weighbridges won’t let trucks out, depending on the insurance package, if they’re over by any percentage generally. That all comes back to Chain of Responsibility,” Nussey said.
“Chain of Responsibility is extremely important for quarries and why they need weighing calibration support.
“If you’re selling material by weight, you must legally have a trade-approved scale, which must be certified.”
Aptella, with its longstanding experience in the weighing calibration space, can help quarries find the best solutions for their needs.
“We work with the operator so we can quote accordingly and put a plan in to look after all their sites and all the scales on those sites for a set period, whether that’s one year or sometimes up to five years,” he said.
“We recommend getting a weighbridge calibration conducted yearly, although some higher-volume operations may want to do it every six months.
“It also gives them confidence that 50-tonne is 50-tonne so they can become more efficient and have confidence in their product.”
For more information, visit aptella.com
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