What Micromax does

Micromax Pty Ltd is an Australian privately-held integrated operational intelligence company, founded in 1960 as Industrial Engineering Services (IES) and headquartered in Unanderra, NSW, operating across healthcare, transport, retail, industrial, and government sectors through six wholly-owned sub-brands: Micromax Technology (embedded and industrial computing), Micromax Health (medical computing and clinical technology), TCS-BI and TCS Products & Surveys (visitor analytics, people counting, and traffic surveys), and Statronics and sPower (customised and standard power supply solutions).

The company's technology stack spans embedded computing platforms (BOXER series fanless industrial PCs, ACCEL series medical AI edge computers built on NVIDIA Jetson and Intel processors), the proprietary Acumen³ cloud analytics platform for real-time visitor and people-counting analytics, and integrated 3D sensor hardware (Xovis). It distributes medical-grade computing products under an exclusive Australian partnership with Onyx Healthcare and partners with global manufacturers including ADLINK, Diamond Systems, Connect Tech, and Cambridge Electronics. The product portfolio covers approximately 125 medical computing SKUs, 16 traffic products, 8 traffic survey tools, 43 traffic survey consumables, 3 power supply lines, industrial IoT devices, and 34 video components.

Micromax generates revenue through hardware sales (embedded computers, medical computing hardware, power supplies, traffic monitoring equipment, IoT devices), professional services (custom engineering and integration), and distribution/resale of partner products, with quote-based pricing under multi-year contracts. It sells directly via a sales team and website catalog, and indirectly through its distribution partner network, serving enterprise and government customers such as Transport for NSW, Place Management NSW, Vicinity Centres, Harvey Norman, Western Health, and Alfred Health. The company holds ISO 9001:2015, ISO 14001:2015, and ISO 45001:2018 certifications (continuous since 2013) with ISO 27001 in progress.

Name

Micromax

Legal name

Micromax Pty Ltd

Website

https://micromax.com.au

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Micromax Pty Ltd is a 65-year-old Australian private technology company delivering integrated operational intelligence across healthcare, transport, retail, industrial, and government sectors via embedded computing, medical AI edge hardware, power supplies, and the Acumen³ visitor analytics platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Unanderra

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Technology Products and Solutions: Sale of embedded computers, industrial devices, medical computing hardware, power supplies, traffic monitoring equipment, and IoT devices. Products are sold directly and through distribution channels to government, healthcare, retail, and industrial customers.
2. Integration and Custom Solutions: Custom engineering and integration services for specialized industrial, healthcare, and transport applications.
3. Distribution and Resale: Distribution and resale of products from global technology partners including embedded computing, medical technology, and industrial hardware manufacturers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Micromax is an Australian integrated operational intelligence company that designs, manufactures, distributes, and integrates technology products and solutions across six sub-brands. Its portfolio spans embedded and industrial computers, medical-grade computing and AI edge devices, custom and standard power supplies, and people-counting/visitor analytics platforms (Acumen³) combined with traffic and vehicle survey tools. Customers include healthcare providers, government agencies, transport authorities, retailers, and industrial enterprises across Australia.

Product overview

Micromax is an Australian integrated operational intelligence company offering a diversified portfolio of technology products and solutions across healthcare, transport, retail, industrial, and government sectors. The company operates through six sub-brands: Micromax Technology (embedded/industrial computing), Micromax Health (healthcare technology), Statronics/sPower (power supply solutions), and TCS-BI/TCS Products & Surveys (people analytics and traffic surveys). The core product offerings span 125 Medical Computing products (including ACCEL Series medical AI all-in-one PCs and edge computers powered by NVIDIA Jetson platforms for medical imaging), 16 Traffic Products, 8 Traffic Survey tools, 43 Traffic Survey Consumables, 3 Power Supply products, Industrial Products, Batteries, and 34 Video Components. The Acumen³ cloud analytics platform integrates with Xovis 3D sensors and Micromax's own sensor technology for real-time people counting and visitor analytics. The company distributes Onyx Healthcare medical computing products and partners with global manufacturers to supply embedded computing, communications, power, sensing, and industrial hardware across Australia.

Differentiator

Problem solved

Functional benefit

Brands

• Micromax Technology: Technical products and solutions specializing in embedded computers, rugged devices, industrial communications and power supplies
• Micromax Health
• TCS-BI
• Statronics
• sPower
• TCS Products & Surveys

Products and services

• Acumen³ Cloud Analytics Platform Cloud-based analytics platform for visitor monitoring, people counting, and occupancy data visualization. Integrates with Xovis 3D sensors and Micromax's own sensor technology for real-time analytics. Sold to retail, transport, and government customers.
• ACCEL Series Medical AI Edge Computers Family of medical AI all-in-one PCs and edge computers built on NVIDIA Jetson (AGX Orin, AGX Xavier, IGX, Orin NX, Orin Nano) and Intel platforms for medical imaging, clinical data analytics, and AI inference. Distributed through the Onyx Healthcare partnership to hospitals and clinical settings.
• BOXER Series Embedded Computers Fanless embedded box PCs from ADLINK distribution featuring Intel Atom, Core i3, Core Ultra, and 12th-14th Gen processors with wide operating temperatures and industrial I/O options. Sold to industrial, manufacturing, and infrastructure customers.
• Medical Computing Products Range Broad range of medical-grade box PCs, all-in-one PCs, AI edge computers, and medical displays sold to hospitals, clinics, aged care, and wellness providers via the exclusive Onyx Healthcare distributorship.
• Traffic Products and Survey Equipment Cameras, sensors, counting equipment, and consumables for traffic data collection and pedestrian/vehicle movement surveys. Sold to transport authorities, infrastructure planners, and engineering consultancies.
• Custom and Standard Power Supplies (Statronics / sPower) Customised and standard AC/DC and DC/DC power supplies, UPS systems, converters, and battery management products designed and manufactured in-house. Sold to industrial, medical, telecommunications, aerospace, and defence customers.
• Video Components and Industrial Hardware Cameras, encoders, video processing equipment, embedded systems, IoT devices, and battery products supplied to industrial, commercial, retail, and transport customers.
• Cambridge Electronics Fibre and Audio Connectors Fibre connectors (patchcords, pigtails, adaptors, rack-mount panels) and XLR/DMX audio connectors distributed to broadcast, studio, live-production, and structured cabling customers.

Quantifiable outcome

• 40+ years of traffic survey experience
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and major.

• University of Wollongong (UOW)coreStrategic or Co-development PartnerEstablished research partnership with University of Wollongong for collaborative R&D initiatives in advanced manufacturing, smart infrastructure, and applied technology development. Access to academic expertise, specialized facilities, and emerging talent for next-generation solution development.
• Onyx HealthcarecoreChannel Partner/ Reseller/ DistributorExclusive distribution partnership for medical-grade computing products including AI medical PCs, edge computers, and healthcare computing platforms. Long-standing relationship with exclusive distributorship.
• ADLINK Technology Inc.majorChannel Partner/ Reseller/ DistributorDistribution partner for embedded computing and industrial computer solutions.
• Diamond SystemsmajorChannel Partner/ Reseller/ DistributorDistribution partner for embedded computing solutions.
• Connect Tech IncmajorChannel Partner/ Reseller/ DistributorDistribution partner for embedded computing and communications products.
• XovismajorTechnology or IntegrationTechnology partner for 3D people counting sensors used in visitor analytics and occupancy monitoring solutions.
• Cambridge ElectronicsmajorChannel Partner/ Reseller/ DistributorDistribution partner for fibre and audio connector solutions.
• StatronicscoreTechnology or IntegrationIn-house brand specializing in custom and standard power supply systems for industrial, medical, telecommunications, and aerospace applications.
• sPowercoreTechnology or IntegrationIn-house brand for standard and customised power supply products, complementing Statronics across industrial and commercial applications.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Onyx Healthcare: Medical-grade computing platform manufacturer and Micromax's exclusive distribution partner. Directly comparable ACCEL-series medical AI edge computers and medical box PCs.
• IEI Integration Corp. Industrial computing and medical AI platform provider. Comparable to Micromax Technology's embedded BOXER series and Micromax Health's medical computing line.
• ADLINK Technology: Embedded computing and edge AI platform vendor. Both partner and competitor to Micromax - ADLINK is a distribution partner yet its direct Australian presence competes for the same embedded/industrial wins.
• Kontron: European embedded computing and IoT solutions provider serving industrial, medical and transportation markets. Directly comparable to Micromax Technology's embedded/industrial product portfolio.
• Axiomtek: Industrial PC and embedded computing manufacturer with strong transportation, healthcare and retail vertical focus. Overlaps with Micromax's industrial computing and traffic monitoring offerings.
• ICP Electronics: Industrial automation, embedded computing and IoT solutions provider in the Asia-Pacific region. Overlaps with Micromax's industrial automation and embedded product lines.
• Xovis: Swiss 3D sensor manufacturer for people counting and occupancy analytics. Micromax is both a partner (integrating Xovis sensors with Acumen³) and sells comparable people-counting solutions in Australia.

Broad incumbents

• Advantech: Taiwan-based global leader in embedded computing, industrial PCs and IoT platforms. Comparable to Micromax Technology's BOXER-series embedded business and competes for the same Australian industrial customers.
• Axis Communications: Global network camera and analytics vendor with people-counting and retail analytics capabilities. Competes with TCS-BI in retail, transport and smart-city deployments in Australia.

Emerging players

• BriefCam: Video content analytics platform for people counting, demographics and behaviour analysis. Comparable to Micromax's Acumen³ + AI demographic vision stack for retail, transport and public safety use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/micromax-pty-ltd
• Xx.com/micromaxptyltd
• Facebookfacebook.com/profile.php

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 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 Micromax