Position Partners

What Position Partners does

Position Partners (operating as Aptella) is an Australian-owned, privately held company that distributes and supports positioning, geospatial, and automation technology solutions across Australia, New Zealand, Indonesia, and Singapore. Founded in 2007 and headquartered in Brisbane with offices in all eight Australian capital cities, the company serves a customer base spanning mining, civil construction, building construction, geospatial surveying, quarrying, renewables, dredging, and landfill operations. Its proprietary legal entity is Aptella Pty Ltd, operating as the go-to-market brand under the Position Partners parent.

The company's product portfolio is anchored on partner-manufactured hardware — primarily Topcon (machine control systems, GNSS, total stations including the GX-90 display and GT series), DJI (drones/RPAS), Leica Geosystems (precision measurement), HP (SitePrint layout robots), and Carlson (Dredgegrade) — supplemented by the MAGNET software platform and two proprietary recurring services: AllDayRTK (subscription-based GPS/RTK correction service) and Tokara (paving optimization). Additional layers include Rajant Kinetic Mesh wireless networking for mining, XGRIDS L2 PRO real-time 3D scanning, proximity and safety systems, sub-surface detection, field controllers, Loadmaster on-board scales, and the Aptella Academy training program. Distribution runs through direct field sales, an online shop, and authorized resellers (Omnidots, Soil Instruments, ClearEdge 3D).

Position Partners generates revenue from hardware product sales (one-time), hire and rental (recurring), calibration/repair and training services (professional services), consulting/custom solutions, and AllDayRTK/Tokara subscriptions. The Asia-Pacific autonomous earthmoving equipment market — the company's primary demand pool — is projected to grow from USD 8.17B in 2024 to USD 15.67B by 2032 at 8.4% CAGR, with the region capturing 42.83% of global share in 2024. The company acquired Imex in February 2021 to extend its solutions portfolio.

Name

Position Partners

Legal name

Aptella Pty Ltd

Website

https://positionpartners.com.au

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

251–500 employees

Short description

Position Partners (Aptella) is an Australian privately held distributor and service provider of positioning, geospatial, and automation technology — including Topcon machine control, GNSS, drones, and HP SitePrint layout robots — serving mining, construction, and surveying customers across Australia, New Zealand, Indonesia, and Singapore.

Ownership category

akta.pro rank

Product category

Geospatial and Positioning Solutions Distribution

NAICS

Support Activities for Mining (2131), Surveying and Mapping (except Geophysical) Services (541370), Electronic and Precision Equipment Repair and Maintenance (81121), Geophysical Surveying and Mapping Services (54136)

SIC

Construction, Mining & Materials Handling Machinery & Equip (3530), Construction Machinery & Equip (3531), Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Construction Equipment MRO (Earthmoving, Roadbuilding, Mining) (TLAKAHAA)

akta.pro secondary industries

Earthmoving & Excavation Equipment Rental/Leasing (TLABAFAA), Satellite Imagery & Remote Sensing Geospatial Platforms (BPAMANAM), Attachments & Work Tools MRO (Buckets, Breakers, Grapples, Augers, Forks) (TLAKAHAL)

Keywords

• Positioning technology distribution
• Geospatial solutions
• Machine control systems
• Surveying equipment
• Construction automation

Headquarters

HQ city

Bundoora

HQ country

Australia

HQ region

Oceania

Offices10 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Sale of automation and positioning technology products including machine control systems, GNSS systems, total stations, laser levels, drones, 3D laser scanners, robots, and related hardware. Products are sold through online shop and direct enquiries.
2. Hire and Rental: Equipment rental services allowing customers to rent positioning and automation technology for short-term or project-based needs.
3. Support and Maintenance Services: Calibrations and repairs services for laser levels, total stations, GNSS equipment, and scale calibrations. Also includes customer support, software downloads, and technical assistance.
4. Training Services: Aptella Academy providing campus training for customers on technology deployment and usage.
5. Consulting and Custom Solutions: Expert advice and customisation services for unique requirements or ideas for how technology could improve processes for construction, infrastructure, mining or geospatial projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Position Partners (operating as Aptella) distributes and supports positioning, automation, and geospatial technology solutions for the construction, mining, infrastructure, and surveying industries across Australia, New Zealand, and Southeast Asia. Its portfolio includes machine control systems, GNSS receivers, total stations, laser levels, 3D laser scanners, drones, autonomous layout robots (HP SitePrint), mining fleet management systems, on-board weighing scales, and the MAGNET software platform, sold alongside services such as hire and rental, calibrations and repairs, training (Aptella Academy), the AllDayRTK GPS correction subscription, and Tokara paving optimization services.

Product overview

Position Partners (trading as Aptella) is a distribution and services company for positioning and automation technology, not a software product company. Its portfolio is built around Topcon, Carlson, DJI, and other manufacturers' hardware brands, supplemented by its own subscription services (AllDayRTK, Tokara), training (Aptella Academy), and hire/rental operations. The core offering spans five hardware categories: (1) Machine Control Systems — including the Topcon GX-90 display and full 2D/3D machine control for excavators, loaders, and dozers; (2) Surveying & Geospatial — GNSS receivers, Topcon GT robotic total stations, total stations, theodolites, laser levels, 3D laser scanners, and drone/RPAS systems; (3) Robotics & Layout — the HP SitePrint autonomous layout robot and supporting layout tools; (4) Mining Solutions — Fleet Management Systems, Rajant Kinetic Mesh Networks, Loadmaster on-board loader/excavator scales, machine guidance, and proximity/safety systems; and (5) Software & Data — MAGNET software platform (site management, data processing, 3DMC machine control), supported by the AllDayRTK GPS correction subscription and Tokara paving optimization service. These products are sold, hired, and supported through Position Partners' regional offices across Australia, New Zealand, and Southeast Asia.

Differentiator

Problem solved

Functional benefit

Products and services

• Machine Control Systems Topcon machine control systems for excavators, loaders, and dozers enabling automated earthmoving operations with 2D and 3D positioning control, sold to civil construction and mining operators.
• GNSS Systems Global Navigation Satellite System receivers for high-precision positioning in construction, surveying, and geospatial applications, sold to surveyors and construction professionals.
• Total Stations and Theodolites Precision surveying instruments for angle and distance measurement used in land surveying, engineering surveying, and construction setout.
• Drones / RPAS Unmanned aerial systems including DJI drones for surveying, mapping, 3D modeling, and construction site monitoring.
• 3D Laser Scanning High-speed 3D laser scanners for reality capture, as-built documentation, and volumetric analysis.
• Laser Levels Precision laser leveling instruments for construction alignment, grading, and elevation control applications.
• HP SitePrint Autonomous construction layout robot that prints precise layout markings on floor surfaces, enabling faster and more accurate site setup compared to manual methods.
• Fleet Management Systems Integrated mining fleet management solutions tracking vehicle location, utilization, productivity, and safety metrics in real time for mining operators.
• Loadmaster Loader and Excavator Scales Trade-approved on-board weighing systems for loaders and excavators providing real-time payload data for quarry and mining operations.
• Rajant Kinetic Mesh Networks Wireless mesh networking solutions for mining operations providing robust mobile connectivity across site infrastructure.
• Carlson DredgeGrade Machine guidance system for dredging operations enabling precise depth and grade control for underwater excavation.
• MAGNET Software Comprehensive construction site management software platform covering data processing, machine control configuration, and project oversight, sold with hardware systems.
• AllDayRTK Subscription-based GPS correction service providing real-time kinematic positioning corrections for improved GNSS accuracy across Australia and New Zealand.
• Tokara Paving control and optimization service for asphalt operations, including survey, paving control, road scanning, milling control, and pavement design.
• Hire and Rental Short-term and long-term rental of positioning and automation equipment for construction, mining, and geospatial projects.
• Calibrations and Repairs Service centre offerings for repair, maintenance, and calibration of laser levels, total stations, GNSS receivers, and machine control systems.
• Aptella Academy Training and certification programs covering Topcon and Carlson technology products, operator training, and software proficiency.

Quantifiable outcome

• 4,300 bolt locations across 9,000m² completed in just 17 hours using HP SitePrint technology

Named customers4 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• TopconcoreTechnology or IntegrationTopcon is a primary technology partner providing machine control systems, GNSS systems, displays (GX-90), total stations (GT), and construction positioning solutions. Topcon products form a core part of Position Partners' solution portfolio for civil construction, mining, and surveying applications.
• HP SitePrintcoreTechnology or IntegrationHP SitePrint construction layout robot partnership. Aptella and HP SitePrint delivered 10x faster data processing for customers like Leading Surveys, completing 4,300 bolt locations across 9,000m² in just 17 hours for data centre construction projects.
• DJIcoreTechnology or IntegrationDJI provides drone technology for surveying, mapping, and construction monitoring applications. DJI drones are part of the product portfolio for geospatial and construction industry solutions.
• Leica GeosystemscoreTechnology or IntegrationLeica Geosystems provides precision measurement and geospatial technology solutions including total stations and 3D scanning equipment for surveying and construction applications.
• OmnidotsminorChannel Partner/ Reseller/ DistributorOmnidots Australia is an authorized distributor of Aptella solutions, reselling and distributing the company's positioning and automation technology products.
• Soil InstrumentsminorChannel Partner/ Reseller/ DistributorSoil Instruments partners with Aptella for distributing geotechnical monitoring and measurement solutions for construction and infrastructure projects.
• ClearEdge 3DminorChannel Partner/ Reseller/ DistributorClearEdge 3D is a partner providing scanning and modelling solutions through the Aptella distribution network.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Carlson Software: US-based surveying, mining, and construction software/hardware vendor (already a Position Partners partner via Carlson Dredgegrade). Comparable as a peer and partner in surveying/machine control software stacks.
• Maptek: Australian-headquartered mining technology vendor offering fleet management, survey, and mine planning software. Comparable because it directly competes with Position Partners' mining fleet management and machine guidance offerings in the same Australian mining customer base.
• SITECH (Trimble dealer network): Global authorised dealer network for Trimble construction and positioning technology. Closest direct comparable — same distribution + service + training model for a competing OEM (Trimble vs Topcon), targeting identical civil construction, mining, and geospatial customers.
• BuildingPoint Australia: Trimble-branded dealer for the Australian building construction segment. Comparable direct peer because it sells competing machine control, layout, and positioning technology to the same building trades customers Position Partners serves.
• C.R. Kennedy & Sons: Australia's long-standing Leica Geosystems distributor, also surveying/construction-focused. Directly competes head-to-head with Position Partners in the Australian geospatial and construction positioning market on similar product categories and customer segments.

Broad incumbents

• Topcon Positioning Systems: Core technology partner and OEM whose products anchor Position Partners' portfolio. Comparable as the upstream incumbent whose channel decisions most directly impact Position Partners' economics in civil construction and mining.
• Trimble Inc. Global incumbent and the dominant positioning-technology OEM. Broadly comparable because it sells the same categories of products (machine control, GNSS, total stations, fleet management) that Position Partners distributes via SITECH and other dealers — and could disintermediate the channel.
• Caterpillar (Cat MineStar / Cat Connect): Global mining OEM with its own autonomy and fleet management platforms. Comparable as a broad incumbent that could bundle positioning and fleet management directly with equipment sales, pressuring distributor-led offerings in mining.
• Hexagon AB (Leica Geosystems): Global surveying and geospatial technology incumbent. Comparable as the parent of Leica Geosystems, which Position Partners also carries — competing directly with Topcon-backed products across the same end customers.

Emerging players

• RCT Solutions: Australian mining autonomy and fleet management specialist. Comparable as an emerging player focused on mining automation that competes with Position Partners' Rajant-powered fleet management and mining machine guidance offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@aptella_
• Facebookfacebook.com/PositionPartnersAU
• LinkedInlinkedin.com/company/980731
• Instagraminstagram.com/aptella_
• Xx.com/posipartners

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about Position Partners