Business
3 April 2025
Elle Archer is committed to integrating Te Ao Māori into the digital sphere and enhancing Māori participation
high tech services
As Executive Chair of Te Ao Matihiko, Elle Archer is committed to integrating Te Ao Māori into the digital sphere and enhancing Māori participation. She says Ōtautahi Christchurch is setting a strong example, with several local tech companies and organisations leading the way.
Growing up in Tokoroa in the 1980s, Elle Archer identified as a “hard out” geek. Her childhood was filled with a passion for gaming, Star Trek, physics, and devouring DC and Marvel comics. She credits this geekiness with her successful entry into the science and technology fields.
“There’s a lot of science in comics and gaming,” says Elle. “The work we're doing with education in Ōtautahi Christchurch, especially in educational technology, mirrors that same inspiration. You’re igniting curiosity in kids.”
Elle’s expertise and passion has garnered awards – she was named the Inspiring Individual at the 2024 New Zealand Hi Tech Awards. Her influential roles include advisory positions with various public and private organisations, significantly shaping smart technologies across Aotearoa New Zealand.
Her journey from Tokoroa geek to leading tech consultant was shaped by her education and professional experience. After launching her own tech business in Auckland, she moved to Christchurch in 2009 and entered the Smart Cities sector – focusing on how innovation and data can enhance urban environments.
A decade of global exploration of smart initiatives deepened her understanding. “It’s about how technology can empower and enhance our lives, and aid in evolving societies.”
"The work we're doing with education in Ōtautahi Christchurch, especially in educational technology, mirrors that same inspiration. You’re igniting curiosity in kids."Elle Archer - Executive Chair, Te Ao Matihiko
Elle’s expertise and passion has garnered awards – she was named the Inspiring Individual at the 2024 New Zealand Hi Tech Awards. Her influential roles include advisory positions with various public and private organisations, significantly shaping smart technologies across Aotearoa New Zealand.
Her journey from Tokoroa geek to leading tech consultant was shaped by her education and professional experience. After launching her own tech business in Auckland, she moved to Christchurch in 2009 and entered the Smart Cities sector – focusing on how innovation and data can enhance urban environments.
A decade of global exploration of smart initiatives deepened her understanding. “It’s about how technology can empower and enhance our lives, and aid in evolving societies.”
But it’s Christchurch’s tech ecosystem she’s most enthusiastic about. “Post-quakes, we were compelled to unite as an ecosystem,” she says. “Ōtautahi has one of the strongest tech ecosystems in New Zealand.” She believes shared challenges, especially the earthquakes, fostered collaboration that strengthened the community.
She says this collaborative spirit is evident in Ōtautahi’s vibrant tech scene, with innovators like RAD (Recycle A Device) and Māui Studios, alongside leaders such as Nina Oberg Humphries (Tagata Moana Trust) and Louisa Taylor (Canterbury Tech), who push the boundaries of technological and cultural integration.
A key focus of Elle’s work is connecting ancestral Māori wisdom with modern technology. She is involved in a pilot programme that brings tech workshops directly to underserved communities through Māori tech companies, ensuring equitable access to digital education. “Instead of relying on expos and transport, we’re taking tech education directly to the communities that need it most,” she says.
In Ōtautahi, tech startups are increasingly developing solutions that meet Māori community needs, ensuring technological advancements are culturally sensitive. Elle highlights projects like Te Papatipu Matihiko at New Brighton Library, which offers bilingual digital education initiatives in coding, game design, and software development.
She also notes the work of Māui Studios. “They're working on bringing to life our marae and pa sites, so other people within our communities are able to see things through our lens.”
“These initiatives immerse users in Te Ao Māori through gaming and digital experiences,” she adds. “It’s about creating engagement through cultural narratives.”
"It’s about creating engagement through cultural narratives."Elle Archer - Executive Chair, Te Ao Matihiko
Looking ahead, Elle is optimistic about the future. The growth of Māori-owned tech companies and their economic impact, along with ongoing efforts to foster digital equity, indicate a promising trend.
Currently, there are 85 Māori-owned or led tech companies nationwide, a significant increase from previous years. The economic impact of top Māori tech companies, with revenues totalling $160.5 million, highlights progress in fostering an inclusive digital economy.
“By bridging cultural heritage with modern technology, Ōtautahi is not only advancing in the digital realm but setting a precedent for a more inclusive and innovative future.”
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