United States-based Getty Images hopes to consolidate its foothold in Asia by providing localised content through its own distribution network, says chief executive Jonathan Klein. The Nasdaq-listed company specialises in supplying image-related products to the advertising and publishing industries. 'Our strategy has always been that if you really want to penetrate a market, you have to do it yourself instead of relying on agents,' Mr Klein said. 'It's way more expensive for us to have eight offices in Asia than just agents. But the revenues are much greater.' North America and Europe are the key markets for its products, accounting for 60 per cent and 35 per cent of sales, respectively. The remaining 5 per cent comes from Asia-Pacific and Latin America. As part of plans to enhance its presence outside the two leading markets, the company has set up offices in eight countries across Asia-Pacific in the past few years. Mr Klein believes tight control over the distribution of products has set the company on the right track. The company has also been working on providing localised content and services for the Asian market. At the end of this year, a service will be launched to enable billing in different regional currencies and a multi-lingual Web site will be introduced next year. Mr Klein expected the Asia-Pacific region to generate about 10 per cent of the company's revenue in the near future. Getty Images is the brainchild of Mr Klein and Mark Getty, who set up the company in 1995. With a collection of 70 million still images and 30,000 hours of film, it is the largest visual-content provider in the world, with a 25 per cent share of the market. Mr Klein said digitisation of images and the ability to deliver them online had transformed the business completely. 'Our business has been changed in every way: we have fewer people, fewer offices, and we've moved our business to a high capital-expenditure business,' he said. The high capital investment, which was needed to keep up with technological advancements, had made it difficult for smaller companies to digitise their products, Mr Klein said. Last year, the company's revenue was US$484.8 million, of which one-third came from the e-commerce sector. He expects the growing penetration of broader bandwidths and hand-held devices - which enable images to be downloaded at higher speeds - to increase demand for high-quality image products.