Australia’s regions, once closely associated with the heavy machinery of agriculture and mining, are now evolving into digital hubs with a focus that spans the entire Asia Pacific. Central to this evolution are primary sector industries modernizing their core infrastructures to stay competitive in an age characterized by artificial intelligence, machine learning, and quantum technology.
When global technology company Endava aimed to expand its presence in the Asia-Pacific, it sought a partner with both technical expertise and strong regional connections. Regional centers like Newcastle have emerged as innovation hotspots, fostering growth in tertiary sectors such as banking, insurance, and IT.
The 2023 acquisition of Mudbath, a Newcastle-based consultancy specializing in digital product design and development, was a strategic decision that fulfilled both criteria. According to Josh Doolan, Mudbath’s founder and now managing director of Endava APAC, the acquisition was transformative for both organizations.
Doolan reflects on his career, which began in the wake of the dotcom bust, a period when businesses were reevaluating digital strategies and enterprise technology was driving digital transformation across various industries. He identified a gap in local firms delivering projects, which were often outsourced to Sydney or global providers, despite Newcastle’s rich talent pool.
“Over eight years, we built a team of about 150, delivering projects for national brands,” he notes. “Newcastle’s regional presence, with its mining sector, insurance firms, and one of the largest regional banks, created the right environment for our business to thrive.”
This business, along with its growing team of professionals, has expanded in tandem with the rising significance of the digital economy in Australia’s regions. Now leading Endava’s 1,000-strong Asia-Pacific team, Doolan highlights the combined company’s unique strengths: “We have a high ratio of product consultants—specialists in UX, UI, and upfront ideation—which complements Endava’s robust engineering foundation.”
This synergy is particularly beneficial in regional areas like Newcastle, where industries are deeply integrated into the local ecosystem. “The region has industry-specific expertise in areas like banking, mining, and insurance,” Doolan explains. “By leveraging local talent—individuals who have direct experience in these sectors—we bring valuable contextual knowledge to transformation projects. This expertise is crucial as we assist our clients in becoming AI-first organizations.”
