muru-D
muru-D is Telstra's internal Sydney-based innovation hub that co-creates prototypes and proof-of-concepts in 5G, IoT, edge computing, and applied AI with technology partners and a portfolio of 80+ startups across Australia, Asia, and the USA.
- Company typePrivate
- Founded2014
- HeadquartersSydney, Australia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What muru-D does
muru-D is Telstra's internal innovation hub, founded in 2014 and based in Sydney, focused on incubating ideas, products, and technologies through co-creation with strategic partners and customers. The unit operates a portfolio of prototyping and proof-of-concept capabilities spanning 5G, IoT, edge computing, and applied AI, delivered through a world-class lab environment. Active technical projects include an Application Testing Environment (fully automated software and radio validation), fibre-sensing that turns existing optical fibre into AI/ML-analyzed passive acoustic sensors, agritech trials with Zetifi and Farmbot, autonomous robotics testing with Unitree for mining use cases, Apple Vision Pro applications on visionOS for AR-enabled wireless coverage visualization, and Wiliot-based battery-less Bluetooth asset tracking.
The hub serves a portfolio of more than 80 startups across Australia, Asia, and the USA, plus technology partners and industry collaborators, with engagement structured around yearly hackathons, monthly Tech Talks, on-demand Customer Lab Tours, and quarterly Showcases. muru-D does not sell products externally and operates as a non-revenue-generating cost center within Telstra, funded through parent-company budget and supplemented by Commonwealth grant participation in select agritech investments. The leadership team consists of CEO Julie Trell and Co-founder/Venture Portfolio Manager Mick Liubinskas. Commercial outcomes from prototyping and co-creation flow back into Telstra or are transferred to portfolio companies for further commercialization, making muru-D a strategic R&D and corporate-venturing vehicle rather than an independent revenue-generating business.
muru-D firmographics
Firmographics- Name
- muru-D
- Legal name
- muru-D
- Website
- https://muru-d.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- muru-D is Telstra's internal Sydney-based innovation hub that co-creates prototypes and proof-of-concepts in 5G, IoT, edge computing, and applied AI with technology partners and a portfolio of 80+ startups across Australia, Asia, and the USA.
- Ownership category
- akta.pro rank
muru-D industry classification
Industry- Product category
- Technology Innovation Incubator
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Communications Equipment Manufacturing (3342)
- SIC
- Computer Communications Equipment (3576), Communications Equipment, Nec (3669)
- akta.pro primary industry
- Telco Cloud & Edge for NaaS (Distributed Cloud, MEC, Edge CNFs) (HDAIAIAE)
- akta.pro secondary industries
- vRAN & Open RAN Platforms (CU/DU, RIC, xApps/rApps) (HDAIAIAA), Robot Software, Autonomy Stacks & Simulation (ROS, digital twins) (HDAAAIAK)
Keywords
Where muru-D is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Markets served
muru-D business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales
Distribution channels1 record
Marketing channels5 records
muru-D product offering
Product offeringCore offering
muru-D is Telstra's internal innovation hub that incubates ideas, products, and technologies through co-creation with strategic partners, customers, and universities. It runs prototyping, proof-of-concept, and customer trial programs centered on 5G, IoT, edge computing, and applied AI, while accelerating a portfolio of 80+ startups across Australia, Asia, and the USA working in AI, VR, AR, drones, satellites, and robotics.
Product overview
muru-D is Telstra's innovation hub for incubating ideas, products, and technologies. The offering operates as a platform combining world-class labs, startup portfolio support, and experiential programs. The portfolio includes the Application Testing Environment for automated software testing, Fibre Sensing technology that turns optical fibre into acoustic sensors, Agritech Solutions developed with partners like Zetifi and Farmbot, Autonomous Robotics Platform testing with platforms like Unitree, Apple Vision Pro application development for augmented reality, and Wiliot Bluetooth Tracking for asset management. Supporting services include Hackathons, Tech Talks, Customer Lab Tours, and quarterly Showcases. The startup portfolio supports over 80 startups across Australia, Asia, and USA focused on global challenges in AI, VR, AR, drones, satellites, and robotics.
Differentiator
Problem solved
Functional benefit
Products and services
- Application Testing Environment A fully automated software and radio environment that helps customers and technology partners test and validate their apps and software, supporting market readiness through iterative testing.
- Fibre Sensing Technology that transforms existing optical fibre runs into continuous passive acoustic sensors, applying AI and Machine Learning to sensor data to generate composition statistics for monitoring and analysis.
- Agritech Solutions (Zetifi and Farmbot) Agricultural technology solutions developed through active trials and Commonwealth grant participation with partners Zetifi (farm connectivity) and Farmbot (farm monitoring), supporting rural connectivity innovation.
- Autonomous Robotics Platform A testing platform for robotics platforms such as Unitree, investigating how Telstra's network can enable autonomous mining and workplace automation use cases.
- Apple Vision Pro Applications Application development using the visionOS ecosystem, including testing how residential wireless coverage can be enhanced with augmented reality.
- Wiliot Bluetooth Tracking Asset tracking solution developed in collaboration with Wiliot, a global IoT solution provider specializing in battery-less Bluetooth tagging technology, enabling advanced asset tracking.
- Startup Portfolio Support Acceleration, mentorship, and growth support for over 80 startups across Australia, Asia, and the USA, focused on technology addressing global challenges across AI, VR, AR, drones, satellites, and robotics.
Companies that use muru-D
Customer profileSegments4 records
Ideal customer profiles3 records
muru-D technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature5 records
muru-D partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- ZetificoreZetifi is an Agritech company focused on connectivity solutions for farms. muru-D has invested in Zetifi through active trials and Commonwealth grant participation, supporting rural connectivity innovation.
- FarmbotcoreFarmbot is an Agritech company developing farm monitoring solutions. muru-D has invested in Farmbot through active trials and Commonwealth grant participation, supporting agricultural technology innovation.
- WiliotcoreWiliot is a global IoT solution provider specializing in battery-less Bluetooth tagging technology. muru-D collaborates with Wiliot to showcase advanced innovations in asset tracking using their technology.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
muru-D competitors and assessment
Company assessmentRegional players
- Startmate: Leading Australia/New Zealand tech accelerator with deep mentor networks and a portfolio spanning AI, fintech, and emerging tech. Comparable as a regional accelerator targeting Australia-based founders, though independent rather than corporate-anchored.
- Comcast NBCUniversal LIFT Labs: Comcast NBCUniversal's startup program for founders in connectivity, media, and emerging tech. Comparable as a corporate accelerator but US-focused with a media/telco dual mandate rather than pure deep-tech.
Direct peers
- Orange Fab: Orange's global accelerator for early-stage startups in telecom, IoT, AI, and networking. Comparable to muru-D as a telco-backed accelerator offering network access, mentorship, and commercialization pathways across multiple regions.
- Telstra Ventures: The venture capital arm of muru-D's parent Telstra, investing in growth-stage technology startups. Closely comparable as the corporate-venture sibling operating under the same Telstra innovation umbrella with overlapping portfolio and mandate.
- hubraum (Deutsche Telekom): Deutsche Telekom's startup accelerator program funding and co-developing 5G, IoT, and AI ventures. Strongly comparable as a Tier-1 telco accelerator providing network infrastructure access, mentorship, and POC funding to portfolio startups.
- Vodafone Ventures / Tomorrow Street: Vodafone's innovation and venture arm (via Tomorrow Street) focused on 5G, IoT, and enterprise technology startups. Highly comparable as another telco-backed accelerator providing network access, capital, and go-to-market support.
Broad incumbents
- Samsung NEXT: Samsung's venture and innovation group investing in AI, IoT, AR/VR, and robotics startups. Comparable to muru-D as a corporate-backed deep-tech innovation platform, though much larger and more global in deployment.
- Verizon Ventures: Corporate venture arm of Verizon investing in 5G, IoT, AI, and enterprise technologies. Comparable as a major-telco innovation and investment vehicle, though operating at much larger scale and primarily as a fund rather than a co-creation lab.
- AT&T Foundry: AT&T's innovation lab network for prototyping and validating next-generation network, IoT, and edge technologies. Directly comparable to muru-D as a telco-operated co-creation and testing environment, though global in footprint.
- BT (BT Infinity Lab / Etc. BT's innovation initiatives and partnerships with startups focused on 5G, IoT, and applied AI. Comparable in mission (telco-anchored deep-tech co-creation) though much larger in absolute scale and scope.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
muru-D social profiles
Digital presencemuru-D financial estimates
Financial estimateRevenue estimate
Valuation estimate
muru-D leadership team
Management profileNumber of profiles
Profiles2 records
muru-D funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
muru-D M&A and investment
M&A and investmentM&A
Investments90 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about muru-D
What does muru-D do?
muru-D is Telstra's internal innovation hub that incubates ideas, products, and technologies through co-creation with strategic partners, customers, and universities. It runs prototyping, proof-of-concept, and customer trial programs centered on 5G, IoT, edge computing, and applied AI, while accelerating a portfolio of 80+ startups across Australia, Asia, and the USA working in AI, VR, AR, drones, satellites, and robotics.
Is muru-D a public or private company?
muru-D is a private company. It is classified as corporate owned and is currently operating.
When was muru-D founded?
muru-D was founded in 2014. It employs 1 to 10 people.
Where is muru-D based?
muru-D is headquartered in Sydney, Australia, in the Oceania region.
Who are muru-D's main competitors?
Regional players on record are Startmate and Comcast NBCUniversal LIFT Labs. Direct peers are Orange Fab, Telstra Ventures, hubraum (Deutsche Telekom) and Vodafone Ventures / Tomorrow Street. Broad incumbents are Samsung NEXT, Verizon Ventures, AT&T Foundry and BT (BT Infinity Lab / Etc..
Does muru-D have an API?
No public API is recorded for muru-D.
What industry is muru-D in?
muru-D's product category is Technology Innovation Incubator. Its primary akta.pro industry code is HDAIAIAE, Telco Cloud & Edge for NaaS (Distributed Cloud, MEC, Edge CNFs), with a secondary code of HDAIAIAA, vRAN & Open RAN Platforms (CU/DU, RIC, xApps/rApps). Its NAICS code is 5182 and its SIC code is 3576.