What Friendly Technologies does

Friendly Technologies is a privately held Israeli software company, founded in 1997 and headquartered in Ramat Gan, that builds carrier-class platforms for unified device and IoT lifecycle management. Its core offerings, Friendly Unified Device Management (TR-069/TR-369/USP) and Friendly One-IoT Device Management, sit on a cloud-native, Kubernetes-based architecture that supports TR-069, TR-369/USP, LwM2M, MQTT, CoAP, and OMA-DM protocols on a single stack, managing tens of millions of devices across five continents for telecom operators, ISPs, utilities, and large IoT enterprises. Around this core, Friendly sells add-on modules including Wi-Fi Management Plus (AI-driven Wi-Fi optimization), QoE Monitoring with Power BI integration, a Self-Support Portal (Friendly Connect), a call-center Support Portal, a Provisioning Portal for zero-touch onboarding, FCC/EU/AU-compliant Speed & Latency Testing, a BI Report Generator, an IoT Application Enablement Platform, a white-label Friendly Smart Home offering with Matter and Smart Layer™ support, and an open-source Friendly LwM2M Client for embedded devices. Most recently, the company launched the Friendly AI Assistant, an agentic AI solution unveiled at Network X 2025 that combines edge analytics inside the home network with cloud-side reasoning to autonomously detect, diagnose, and self-heal CPE and Wi-Fi issues.

The company monetizes through enterprise subscription licensing (priced per managed device, per service tier, and per deployment model — cloud-managed or on-premises), complemented by professional services for integration, customization, and deployment. Distribution is enterprise-led via direct field sales to Tier-1 carriers and large ISPs globally, augmented by named channel partners (Walt Technologies in Australia, Altron Digital Business in Southern Africa, Heights Telecom for TR-369/USP and FCC compliance in the U.S. and Europe) and a One-IoT Partnership Program for device manufacturers and technology partners. The customer base spans Tier-1 telcos (Reliance Jio, Orange, Bharti Airtel, Claro, Telcel, Windstream, Vodacom, WOM, Safaricom, Aussie Broadband), utilities and energy companies (Origin Energy, AGL, Southeast Water, Landis+Gyr, Celsia, Netlife), and large IoT enterprises including Coca-Cola (80,000 Freestyle vending machines across North America). Marketing relies heavily on industry events (Fiber Connect, Network X, ANGA COM, CommunicAsia, BASE Summit, MWC, Distributech), thought leadership from CEO Ilan Migdal and COO Tzvi Skapinker, and a "Request a Demo" sales motion. The company is ISO 27001-aligned and ISO 27701/GDPR/CCPA-compliant, and has been bootstrapped since founding with no public funding rounds disclosed.

Name

Friendly Technologies

Legal name

Friendly Technologies, FTL, LTD

Website

https://friendly-tech.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Short description

Friendly Technologies provides carrier-grade device and IoT management platforms to telecom operators and IoT enterprises worldwide, supporting TR-069, TR-369/USP, LwM2M, and other protocols across tens of millions of managed devices.

Ownership category

akta.pro rank

Product category

IoT and Telecom Device Management Software

NAICS

Computer Systems Design and Related Services (54151), Computer Systems Design and Related Services (5415), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Communications Services, Nec (4899), Services-Computer Integrated Systems Design (7373), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

IoT Connectivity Management (Private APN, SIM/eSIM, Device Connectivity) (HDAIAGAG)

akta.pro secondary industries

Wi‑Fi IoT & Device Onboarding/Provisioning (802.1X, DPSK, MDM integrations) (HDAFACAL), Wi‑Fi Network Analytics, Monitoring & Assurance (RRM/AIOps) (HDAFACAG)

Keywords

• Device management platforms
• IoT management software
• TR-069 device management
• Wi-Fi management solutions
• Smart home platform

Headquarters

HQ city

Ramat Gan

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Device Management Platform Licensing/Subscription: Friendly Technologies generates revenue primarily through licensing its carrier-grade device management platforms (TR-069, TR-369, IoT) to telecom operators and IoT service providers. The platform is offered as a managed cloud service or on-premises deployment. Revenue is subscription-based with pricing tied to device count or service tier.
2. Professional Services & Implementation: The company provides consulting services, implementation support, and custom development to help customers integrate and deploy the platform. This includes technical support, training, and deployment assistance.
3. IoT Application Enablement: IoT Application Generator and analytics capabilities generate additional revenue through specialized application development tools and data analytics services for enterprise IoT deployments.
4. Managed Wi-Fi and Device Management Suite: The Friendly AI Assistant is available as part of the Managed Wi-Fi and Device Management Suite with full integration options for Tier-1 operator environments, OSS/BSS systems, and cloud-native deployments.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Friendly Technologies provides carrier-class device management and IoT platforms for telecom operators, ISPs, and IoT enterprises. The company's core offerings center on the Friendly Unified Device Management platform (supporting TR-069 and TR-369/USP protocols) for telecom CPE lifecycle management and the Friendly One-IoT Device Management platform for enterprise IoT deployments across protocols including LwM2M, MQTT, CoAP, and OMA-DM. The platform is complemented by AI-driven Wi-Fi optimization (Wi-Fi Management Plus), Quality of Experience monitoring, a white-label Smart Home platform, embedded clients, and the Friendly AI Assistant for autonomous diagnostics.

Product overview

Friendly Technologies offers a unified platform-plus-modules architecture for IoT and telecom device management. The core offerings include Friendly Unified Device Management (TR-069/TR-369) for telecom operators and Friendly One-IoT Device Management for enterprise IoT, both powered by a cloud-native platform managing tens of millions of devices globally. The product portfolio spans device lifecycle management (provisioning, configuration, firmware updates, monitoring), Wi-Fi optimization (Wi-Fi Management Plus with AI-driven diagnostics), quality of experience monitoring (QoE with Home Score), and smart home services (Friendly Smart Home with Matter support). Add-on modules include Self-Support Portal, Support Portal for call centers, Provisioning Portal for zero-touch setup, Speed & Latency Testing for regulatory compliance, BI Report Generator, and IoT Application Enablement. The platform supports multiple protocols including TR-069, TR-369/USP, LwM2M, MQTT, CoAP, OMA-DM, and integrates with cloud platforms (Azure IoT Hub, Google Cloud, AWS) and analytics tools (Power BI). The Friendly AI Assistant represents the latest AI-driven capability for autonomous diagnostics and resolution.

Differentiator

Problem solved

Functional benefit

Brands

• One-IoT Device Management: Enterprise-grade IoT management platform supporting any device, any network, any vertical.
• Friendly Unified Device Management
• Wi-Fi Management Plus
• Friendly Smart Home
• Friendly AI Assistant

Products and services

• Friendly Unified Device Management

Quantifiable outcome

• Reduce support call handling times through automated diagnostics and remote troubleshooting
• +6 more outcomes

Named customers24 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability9 records

Feature11 records

Partnerships

Five partnerships are on record, tiered minor and core.

• prpl FoundationminorStrategic or Co-development Partner · 29 June 2025Friendly Technologies became an official member of the prpl Foundation, a collaborative community dedicated to open-source and open-standard development for next-generation connected devices. Friendly joins to contribute technical expertise and drive forward the prpl mission of creating smarter, open broadband environments. The partnership aligns with Friendly's commitment to open standards and vendor-agnostic solutions including TR-069/TR-369, zero-touch provisioning, and full-lifecycle device management.
• Heights TelecomcoreTechnology or Integration · 8 October 2024Heights Telecom, a leader in advanced CPE and network management solutions, collaborates with Friendly Technologies on TR-369/USP device management and FCC-compliant Speed & Latency Solutions for the U.S. market. The partnership integrates Friendly's Unified Device Management platform with Heights Telecom's state-of-the-art CPE, designed to meet the growing demands of telecom providers in Western & Northern Europe and the U.S.
• Altron Digital BusinesscoreChannel Partner/ Reseller/ Distributor · 1 January 2019Altron Digital Business, a leading South African systems integrator, distributes and implements Friendly's One-IoT Platform across Southern Africa. Originally launched in 2019 for CPE management with telcos, the partnership expanded in 2025 to support cross-industry digital transformation including smart utilities, industrial automation, connected health, and public infrastructure. The platform is already in use by over 300 companies worldwide including Orange, Reliance Jio, and Coca-Cola.
• Walt TechnologiescoreChannel Partner/ Reseller/ Distributor · 1 January 2017Walt Technologies serves as Friendly Technologies' primary distribution and implementation partner in Australia. The partnership, initiated in 2017, has delivered three high-impact initiatives: (1) Southeast Water smart meter project introducing LwM2M to Australia; (2) Coca-Cola's 80,000 smart vending machines via NetComm Wireless; (3) ISP deployments across Australia including Aussie Broadband, AGL, and Origin Energy. Walt Technologies brought Friendly's TR-069 ACS platform and LwM2M solution to the Australian market.
• Broadband ForumminorStrategic or Co-development PartnerFriendly Technologies actively participates in the Broadband Forum as a member. The company contributes to standards development for TR-069 and TR-369/USP protocols. Friendly participates in Broadband Forum workshops, exhibits at the Broadband Forum Pavilion at events like Network X and Network X 2025, and its COO Tzvi Skapinker presents at Broadband Forum BASe sessions.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• HPE Aruba (ClearPass / Central):
• Nokia (AVA / NetGuard): Nokia offers device management, network analytics, and AI-driven assurance (Nokia AVA) to telecom operators worldwide. Competes with Friendly at the network and CPE management layer but as part of a much broader networking and OSS portfolio.
• Ericsson (Device Manager / IoT Accelerator): Ericsson provides IoT and device management solutions to global telcos as part of its broader network and managed services portfolio. Competes with Friendly for tier-1 telco device management but bundles with RAN and core network offerings.

Direct peers

• AVSystem: Polish provider of TR-069/TR-369 device management platforms (Unified Device Manager) and Wi-Fi assurance to telecom operators globally. Closest direct competitor to Friendly in standards-based CPE device management for carriers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key highlights8 records

Customer concentration

• YouTubeyoutube.com/@TR069FriendlyTechnologies
• LinkedInlinkedin.com/company/friendly-technologies
• Xx.com/FriendlyTR69
• Facebookfacebook.com/FriendlyTechnologies

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Friendly Technologies