A Wealth of Experience and a Clear Vision

With over three decades of experience in the Intelligent Transportation Systems (ITS) industry, Steve Collins brings extensive expertise and a strong international network to his new role at smartmicro. As Business Developer for the French market, Steve is eager to support smartmicro’s growth in the region and beyond. In this interview, he shares insights into his background, his perspective on the market, and what excites him most about joining the smartmicro team.

Can you tell us a bit about your professional background and what brought you to the ITS industry?

I’ve been working in the ITS industry since 1991. My first role was with SOFRELA, based in Clermont-Ferrand, as Sales Export Manager. SOFRELA produced traffic counters using tubes and loops, LED signals, and also SIREDO traffic count out-stations. (The company was later sold and merged into FARECO.)
After that, I founded a sharetime export manager business and worked with companies like SIRIEN (ICOMS representative) and TRAFICON. I later created TRAFICON FRANCE (now part of FLIR) as a shareholder and director, then continued with LACROIX TRAFFIC (now SWARCO), and finally spent nine years at MACQ France/NV Belgium.

You’ve had a long and diverse career — what experiences do you think will help you most in your new role at smartmicro?

I’m considered an expert in above-ground traffic sensors and have built a strong network of professional relationships over the last 20 years. I’ve previously sold radar-based products from other manufacturers like ICOMS and VIA traffic controlling. In addition, I’ve spent a significant part of my career working with video image processing sensors — so I’m very familiar with the technology and the needs of the market.

What attracted you to smartmicro in particular?

I’ve already sold similar products in the past and know some excellent people within the organization. It’s a great feeling to be working alongside former colleagues and clients again — a bit like coming full circle.

How do you see the ITS market evolving in France, and what role do you envision smartmicro playing?

It’s still early days, but if smartmicro wants to gain a significant market share in France, success will depend on finding the right product for the right application, offered at the right price — and working with the right partners. I don’t have all the answers yet, but I have a few ideas to get the ball rolling.

What are you most looking forward to in your new role at smartmicro?

Helping smartmicro build its market share in France — and potentially supporting expansion in other regions if needed.

Do you have any particular ambitions or projects you’d love to tackle here?

Absolutely. I’d love to help establish a formal smartmicro presence in France and contribute to the success of the upcoming video-based radar sensor.

Any message you’d like to share with the smartmicro team or our partners in France?

Yes — I’m very glad to be on board and always at your service. I’m really looking forward to working closely with the smartmicro team from now on.