Context

Myriota enjoyed impressive growth through major clients in their native Australian market; however, breaking into the Americas required a change in their strategy, and so they partnered with BYG Advantage. An Internet of Things (IoT) company, Myriota’s equipment can track geolocation from areas beyond the reach of power supply and of mobile networks. Myriota had developed a reputation for long battery life and physical robustness of their equipment, as well as low costs for low frequency data transfer. They had helped monitor mining equipment, water utilities, defense force logistics, and even livestock. BYG_A developed and executed an advanced partnership strategy that broke Myriota into the US markets quickly and profitably.

Firming Up End Use Cases

As a first step, BYG_A explored the range of current Myriota use cases and assessed their equivalents across the Americas. While low-cost intermittent geolocation of assets served several large organizations in remote areas in North and South America, ASEAN and East Africa, leading to initial traction leveraging BYG_A’s extensive network, other areas proved less straightforward. BYG_A delved into the organizations operating in austere environments, discovering and defining use cases involving needs for reporting comparatively complex diagnostics and even two-way communication. Some examples included pH, temperature, and level monitoring of liquids in tanks; fire detection from signals relayed from on-edge image processors in remote forests; pipeline impact detection through accelerometers; and mineral mass quantification at checkpoints between mining quarries and refineries. 

Defining Markets from End Users

BYG_A then explored the willingness to pay, the scalability, and technical feasibility of each of these myriad use cases. This typically involved discovering and creating a shared vision with internal champions within large prospective customers and their integration partners. These folks would establish a path toward integration despite internal challenges like a lack of internal technical expertise and a need for a new and unprecedented budget. For the use cases that resonated most strongly with customer needs, BYG_A set to work exploring potential technical integration options to allow Myriota equipment to offer complete solutions. 

Bringing the Business to Partners

The final step in the process was to take the solidified use cases to Integrated Solution Providers (ISPs), who often require a clear path to revenue in line with their expertise in order to explore partnership potential. Myriota could provide the satellite coverage to deliver data, the hardware to provide power and relay the signal from the field to the satellite, and the RESTful APIs to make the data available. As a result of BYG_A’s network and efforts, various of the ISPs could supply the requisite sensors for a given use case and offer a full service solution. By bringing new clients representing original use cases to the ISPs offered by BYG_A, Myriota was able not only to land these end-use clients but also to rapidly expand through scalability of each use case across their ISP partners’ pre-existing customers. 

By partnering with BYG Advantage, Myriota successfully expanded their market both geographically and vertically.