18 mai 2018 | International, Aérospatial

Un engagement de longue haleine pour une entreprise à l’OTAN

La persévérance et une stratégie à long terme ont porté leurs fruits pour une entreprise canadienne du secteur de la défense et de la technologie spatiale, qui a remporté un contrat de 15 millions de dollars pour créer un nouveau système de commandement et de contrôle des opérations maritimes à l'OTAN.

MDA a signé un accord avec l'OTAN en décembre 2017 pour soutenir le projet TRITON de l'alliance militaire. Le contrat offre des possibilités de débouchés importants à l'OTAN et dans plusieurs de ses pays membres, ce qui démontre la valeur de la persévérance dans la poursuite du travail avec l'organisation.

« C'est un engagement de longue haleine », déclare M. Mike Greenley, président du groupe MDA, une filiale de Maxar Technologies, qui est une société ouverte cotée au Canada et aux États-Unis anciennement connue sous le nom de MacDonald, Dettwiler and Associates. MDA a commencé à s'intéresser au contrat TRITON il y a près de 10 ans, quand elle a appris que l'OTAN voulait remplacer et mettre à jour le système de commandement et de contrôle, ou C2, dans ses centres d'opérations maritimes. « C'est un gros effort. Nous avions une équipe qui travaillait sur ce projet depuis plusieurs années. »

Fondée en 1969 et comptant aujourd'hui 1 900 employés dans plusieurs centres à travers le Canada, MDA est surtout connue pour ses innovations en robotique spatiale, comme le développement du Canadarm (bras canadien). L'entreprise a également des activités dans les domaines des antennes satellites, de la surveillance et du renseignement, des systèmes maritimes et de défense et de l'imagerie radar géospatiale.

L'OTAN, ou l'Organisation du Traité de l'Atlantique Nord, est une alliance de défense militaire conclue à Washington en 1949 qui regroupe plusieurs nations nord-américaines et européennes dans la région de l'Atlantique Nord. Le Canada est un membre fondateur de l'OTAN, dont le siège est à Bruxelles.

Selon M. Greenley, le contrat de trois ans pour le projet TRITON, qui relève de l'Agence OTAN d'information et de communication (NCIA) à Bruxelles, fait appel à la connaissance du secteur maritime que MDA possède et à son expertise fondamentale en cartographie numérique pour présenter une « image maritime » permettant de déceler les mouvements des navires en mer, de les suivre et de les analyser. Ce projet aidera l'OTAN et ses pays membres à améliorer leur connaissance de la situation et leurs processus décisionnels.

Il était essentiel que l'OTAN reconnaisse les capacités de MDA sur le terrain, note-t-il, mais l'entreprise a également dû « tenir bon » pendant longtemps afin d'être retenue à la suite de son offre.

« C'est la preuve qu'une entreprise canadienne peut s'imposer dans un processus concurrentiel intégral et ouvert et remporter un contrat pour un programme de l'OTAN », indique M. Greenley. Il ajoute que les entreprises européennes ont moins de difficulté à participer aux concours de l'OTAN que n'en ont les entreprises d'outre-mer. « Il n'y a pas beaucoup de récits d'entreprises canadiennes dont la soumission a été retenue là-bas. »

M. Kevin Scheid, directeur général de la NCIA, a déclaré dans un communiqué que « l'Agence est heureuse de pouvoir travailler avec une entreprise canadienne qui apporte à l'OTAN la profondeur et l'étendue de l'expérience canadienne en matière de commandement et de contrôle maritime pour le projet TRITON. »

Mme Kerry Buck, représentante permanente du Canada auprès de l'OTAN, a déclaré ce qui suit : « L'OTAN est au cœur de la politique de sécurité nationale du Canada. Nous sommes fiers que l'OTAN mette à profit la technologie et l'expertise canadiennes pour contribuer à l'amélioration des communications et soutenir l'interopérabilité au sein de l'OTAN. »

Le lieutenant-colonel Jim Bates, ancien expert national, ou NATEX, pour le Canada à la NCIA, affirme que « MDA a fait tout ce qu'il fallait pour obtenir le contrat TRITON ». M. Bates est retourné à Ottawa en 2017 pour occuper un poste au Quartier général de la Défense nationale. Il considère que l'exemple de MDA est une « excellente étude de cas » pour les entreprises canadiennes qui souhaitent collaborer avec l'OTAN.

M. Bates a pris conscience de l'intérêt de MDA pour le contrat TRITON quand il est arrivé à l'OTAN, en 2012. « MDA suivait ce projet depuis les premiers jours, se souvient-il. L'entreprise envoyait régulièrement des représentants à l'OTAN pour qu'ils rencontrent les principales parties prenantes. Elle a recherché et saisi d'autres occasions de plus petits contrats à l'OTAN avant de mettre la main sur le contrat TRITON. Elle avait donc un pied dans la porte et a pu vendre ses services et son expertise au personnel de l'OTAN. Elle a fait bonne impression. »

L'entreprise est restée en contact permanent avec M. Bates pour obtenir des renseignements commerciaux. Des représentants de MDA ont assisté à toutes les conférences annuelles de l'industrie de la NCIA, lors desquelles ils ont pu discuter avec le personnel de l'Agence et acquérir une excellente compréhension du processus d'approvisionnement de l'OTAN.

« Lorsque nous avons soumissionné, nous n'avons eu aucune surprise », déclare M. Bates, ajoutant que ce n'est pas toujours le cas. « Les entreprises, grandes et petites, ont beaucoup de difficulté à décider si elles devraient soumissionner », car elles savent qu'elles devront déployer des efforts considérables sans aucune garantie. « Lors de mon passage à l'OTAN, j'ai remarqué que les entreprises canadiennes avaient tendance à suivre les offres de l'OTAN, mais soumissionnaient rarement. Or, on ne peut pas gagner si on ne soumissionne pas... MDA était confiante quant au contrat TRITON et elle l'a obtenu. »

Selon M. Greenley, il est important de présenter la bonne solution technique au bon prix quand on fait des affaires avec l'OTAN et ses pays membres. « À l'OTAN, toute l'équipe doit être à l'aise avec votre approche. »

Il ajoute que, selon lui, il est « très probable » que de futurs contrats liés au projet TRITON prévoient l'ajout de fonctions et de caractéristiques aux systèmes C2 de l'OTAN, et que les pays membres de l'OTAN adoptent la solution TRITON de MDA pour leurs propres centres d'opérations maritimes.

« Nous avons toutes les raisons de croire que ce contrat amènera de solides retombées contractuelles, affirme M. Greenley. Pour notre entreprise, ce contrat pourrait facilement devenir une relation de travail continue qui durera une décennie ou plus. »

Il attribue le succès de MDA dans l'obtention du contrat aux représentants canadiens à Bruxelles en poste aux différents niveaux de la mission du Canada à l'OTAN, ainsi que dans les principaux pays membres. « Pour obtenir ce contrat, nous avons eu l'aide des bonnes personnes, qui étaient au bon endroit, au bon moment. »

MDA exporte régulièrement ses produits et services, et elle a commencé à exercer ses activités à l'étranger, explique M. Greenley. Les activités de développement commercial de l'entreprise sont soutenues par le Service des délégués commerciaux du Canada (SDC), ainsi que par Exportation et développement Canada et la Corporation commerciale canadienne.

« Nous utilisons la gamme complète des outils d'exportation à la disposition des Canadiens, dit-il. Pour réussir dans le commerce international, votre entreprise doit avoir une bonne solution; elle doit aussi pouvoir compter sur l'appui de l'ensemble du gouvernement et être établie dans un pays acheteur. »

MDA fera appel au SDC pour promouvoir sa technologie TRITON auprès des pays membres de l'OTAN qui cherchent à remplacer et à mettre à jour leurs propres systèmes C2, indique M. Greenley. « Nous allons certainement travailler fort dans les pays de l'OTAN, et le SDC nous aidera en encourageant ces pays à adopter notre solution. »

M. Gregory Rust, délégué commercial principal à la tête du programme commercial de l'ambassade du Canada à Bruxelles, a déclaré : « L'une des choses que j'ai observées en suivant le processus de passation de contrats de l'OTAN au fil des années est qu'il est important de persévérer et de faire preuve de patience et de minutie. »

M. Rust affirme que MDA avait toutes ces qualités essentielles, et que le SDC « était là pour appuyer les intérêts actuels de l'entreprise en lui offrant les principaux services ».

Selon Mme Jane Li, première secrétaire de la Délégation conjointe du Canada auprès de l'OTAN et représentante du Canada au Comité des investissements de l'OTAN, qui supervise le Programme OTAN d'investissement au service de la sécurité, il est important d'être proactif dans ses efforts en vue de déterminer et de comprendre les besoins de l'OTAN.

« La patience est aussi un atout », dit-elle, ajoutant que, comme c'est le cas pour de nombreuses grandes organisations, il faut du temps pour apprendre à connaître l'OTAN et son fonctionnement, et l'OTAN a besoin de temps pour comprendre ce que l'industrie a à offrir. « Il est nécessaire d'adopter une vision à long terme. »

MDA a choisi une telle approche et « a passé beaucoup de temps à travailler dans ce sens », précise-t-elle. Il est important de « saisir rapidement et souvent les débouchés qui se présentent. Suivre les occasions de soumissionner et demander à recevoir des invitations à cet égard vous permettront de mieux comprendre les besoins de l'OTAN et de vous familiariser avec ses processus, ce qui, par la suite, pourrait vous aider à augmenter vos chances de réussite. »

Maintenant que MDA a remporté le contrat TRITON, « nous voulons poursuivre nos relations d'affaires avec l'OTAN », affirme M. Greenley, mais ce ne sera pas plus facile pour autant d'obtenir des contrats avec l'OTAN.

« Il faut beaucoup de temps pour qu'un programme à l'OTAN soit organisé et mis en œuvre, il est donc difficile de persévérer », dit-il. La distance qui nous sépare de Bruxelles et l'investissement supplémentaire nécessaire pour assurer une présence là-bas constituent des difficultés supplémentaires pour les entreprises canadiennes.

Le Canada se joint à d'autres pays où les gouvernements et les entreprises forment des partenariats pour décrocher des contrats de l'OTAN, ce qui est logique compte tenu des revenus que ces contrats de l'OTAN peuvent rapporter, dit-il. « Nous commençons à prendre des initiatives pour nous assurer d'obtenir notre juste part ».

M. Greenley conseille aux entreprises qui veulent obtenir des contrats de l'OTAN de ne pas sous-estimer le temps que peut prendre le processus. « Je ne mettrais pas un projet de l'OTAN dans mon plan d'activités de base, dit-il. Ne tenez pas pour acquis que le projet va se réaliser. Il faut plutôt le voir comme une occasion de croissance commerciale stratégique et marginale. »

Il précise qu'il est important de faire preuve d'un « engagement soutenu » auprès du SDC et de travailler avec la délégation canadienne à l'OTAN ainsi que les pays membres. « Par définition, l'OTAN est fondée sur la participation et la collaboration de nombreux participants, explique-t-il. Il faut utiliser les relations du Canada avec plusieurs pays de l'OTAN pour établir une base de soutien pour votre solution. »

M. Greeley espère que le succès de MDA « permettra à d'autres entreprises au Canada de voir qu'il est possible de décrocher un contrat et d'être ajoutées à la liste des programmes de l'OTAN au Canada ». Pendant l'exécution du contrat TRITON, « nous allons travailler fort pour profiter pleinement de cette occasion », ajoute-t-il.

Ce récit qui nous vient de Bruxelles, en Belgique, est un exemple de la façon dont les délégués commerciaux situés dans plus de 160 villes du monde aident les entreprises canadiennes à réussir.

http://deleguescommerciaux.gc.ca/canadexport/0002899.aspx?lang=fra

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