What MetroCount does

MetroCount, legally trading as Microcom Proprietary Limited and headquartered in Perth/North Coogee, Western Australia, designs and manufactures traffic monitoring hardware and analytics software for government road authorities, transport agencies, and engineering consultancies across 135 countries. The company operates two complementary product lines: the RoadPod vehicle counter family (pneumatic tube counters VT/VT4, magnetometer permanent counters VM/VM-I, piezo strip VP, inductive loop VL, and signal-phase synchronised PhaseT) and the RidePod active-transport family (pneumatic tube bicycle counter BT, piezoelectric bike/e-scooter/pedestrian counter BP, and QR-code public display QR). Underlying technology centres on proprietary Axle Timestamp Signature capture with millisecond resolution and patented RoadPod VM magnetometer installation (under 60 seconds, no road cutting), with ATLYST (cloud analytics) and MTE (desktop Traffic Executive software) providing the data layer integrated into RAMM and ROMAN II road asset management systems.

MetroCount's revenue model combines quote-based one-time hardware sales (primary), ATLYST subscription (recurring), remote data services (managed), and professional services (training, warranty, repair). Go-to-market relies on direct enterprise sales from four regional offices, trade show presence (Intertraffic Amsterdam), and an emerging self-serve ATLYST registration flow, supplemented by a MetroCount for Education programme covering 60+ universities. The company is privately held by founders and management with no disclosed external funding rounds, has received an Engineering Excellence Award (2010) for RoadPod PhaseT, induction into the WA Export Hall of Fame (2014), and WA Export Awards Sustainability winner (2021).

Name

MetroCount

Legal name

Microcom Proprietary Limited trading As MetroCount

Website

https://metrocount.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

MetroCount designs and manufactures traffic monitoring hardware (RoadPod, RidePod) and analytics software (ATLYST, MTE) for government road authorities, councils, and transport agencies. Headquartered in Perth, Australia, the company serves customers across 135 countries via four global offices.

Ownership category

akta.pro rank

Product category

Traffic Monitoring Systems

NAICS

Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (3345), Support Activities for Road Transportation (4884), Other Measuring and Controlling Device Manufacturing (334519)

SIC

Measuring & Controlling Devices, Nec (3829), Miscellaneous Transportation Equipment (3790)

akta.pro primary industry

Centralized Traffic Management Platforms (ATMS/TMC Software) (TLAJACAB)

akta.pro secondary industry

Transit, Traffic & Mobility Data Platforms (BPAMANAH)

Keywords

• Traffic monitoring systems
• Vehicle counting equipment
• Bike pedestrian counters
• Traffic data analytics
• Road traffic surveys

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices4 records

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. Hardware Sales (Traffic Counters & Classifiers): Sale of physical traffic monitoring equipment including tube counters (RoadPod VT, VT4, PhaseT), permanent counters (RoadPod VM, VM-I, VP, VL), and active transport counters (RidePod BT, BP, QR, Pedestrian Counter). Includes Roadside Units housed in stainless steel cases, sensors, and accessories. Accompanied by 12-month hardware warranty.
2. ATLYST Software Subscription: Cloud-based traffic data analytics and survey management platform. Offered as a subscription (e.g., promotional 6-month free ATLYST subscription with purchase of two RoadPod VT5900 counters). Provides automated data validation, interactive map visualisation, multi-user sharing, and report generation.
3. MTE Software License: MetroCount Traffic Executive (MTE) Windows-compatible software included with hardware purchase (one site license per RoadPod VT 5900). Provides comprehensive traffic analysis including vehicle classification, speed analysis, and network management. Free MTE licenses offered to universities.
4. Remote Data Services: Remote diagnostic and data delivery service for both short-term and permanent survey sites. Transmits traffic data and diagnostics via secure server on a programmed schedule. Includes optional Excel spreadsheet data summaries and custom report formats prepared by MetroCount traffic experts.
5. Training & Certification: MetroCount Certification Training offered as instructor-led, detailed training sessions covering hardware installation, MTE software usage, ATLYST analytics, and product suite applications. Delivered in person; participants receive a MetroCount Certificate of Achievement.
6. Product Warranty & Repair Services: Optional express service for warranty repairs with overnight replacement units available. Standard warranty is 12 months covering parts and labour. 90-day warranty on storage media and software.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

MetroCount manufactures and sells traffic monitoring hardware including pneumatic tube counters (RoadPod VT/VT4/PhaseT), magnetometer counters (RoadPod VM series), piezoelectric and inductive loop permanent counters (RoadPod VP/VL), and active transport counters (RidePod BT/BP/QR, Pedestrian Counter) for vehicles, bicycles, e-scooters, and pedestrians. Its hardware is complemented by two proprietary software platforms — ATLYST (cloud-based traffic data analytics and survey management) and MTE (MetroCount Traffic Executive desktop software) — which automate data validation, vehicle classification across 30+ schemes, and reporting for road managers and planners worldwide.

Product overview

MetroCount offers a comprehensive traffic monitoring portfolio consisting of two main product lines: vehicle counters (RoadPod series) and active transport counters (RidePod series), complemented by two analytics platforms (ATLYST cloud-based analytics and MTE desktop software). The vehicle counter line includes portable tube counters (RoadPod VT, VT4) for short-term surveys, permanent magnetometer counters (RoadPod VM, VM-I) for real-time monitoring, and permanent sensors using piezo strips (RoadPod VP) or inductive loops (RoadPod VL). The RoadPod PhaseT uniquely synchronizes with traffic signals for intersection analysis. The active transport line includes portable (RidePod BT) and permanent (RidePod BP) bike/e-scooter/pedestrian counters, plus the RidePod QR public display system. Both product lines integrate with ATLYST for automated validation and web-based visualization and with MTE for detailed analysis, supporting RAMM and ROMAN II road asset management systems.

Differentiator

Problem solved

Functional benefit

Brands

• ATLYST: Web-based traffic data analytics and survey management platform that automates data validation and report generation, powered by MTE software.
• MTE (MetroCount Traffic Executive)
• Remote Access Link
• RoadPod
• RidePod

Products and services

• RoadPod VT (VT5900) Portable vehicle counter using pneumatic road tubes for short-term traffic surveys. Classifies vehicles and records speed data with claimed 99% accuracy, targeting road authorities and transport planners.
• RoadPod VT4 Four-tube vehicle counter offering enhanced classification accuracy for short-term surveys on busier roads. Uses pneumatic road tubes for axle detection.
• RoadPod VM Permanent traffic counter with patented magnetometers providing real-time traffic data including volume, speed, vehicle length classification, and gap analysis. Solar-powered, installs in under 60 seconds without road surface cutting.
• RoadPod VM-I Permanent counter variant with real-time data capabilities for continuous traffic monitoring applications, used by government bodies for ongoing traffic surveys.
• RoadPod VP Permanent counter using piezoelectric sensor strips embedded in road surface for continuous vehicle classification and data collection.
• RoadPod VL Permanent counter utilizing inductive loop sensors for vehicle detection and traffic data collection, including the VL 5805 model variant.
• RoadPod PhaseT (PhaseT 5912) Mobile traffic classifier that synchronises with traffic lights or boom gate systems to identify safety risks such as amber light acceleration and signal violations. Uses pneumatic tubes and an optical fibre interface for signal phase recording.
• RidePod BT (BT5926) Portable bicycle and e-scooter counter using thin-walled pneumatic tubes. Detects non-magnetic vehicles including carbon fibre bikes and e-scooters. Stores up to 2 million bicycle records.
• RidePod BP (BP5920) All-in-one bicycle, e-scooter, and pedestrian counter using two ultra-sensitive piezoelectric sensors permanently embedded in cycleways. Differentiates e-scooters, cargo bikes, and standard bicycles independently; claims 99% accuracy.
• RidePod QR Public-facing bicycle data display using a QR code on a trail-side panel. Displays volumes, speed, direction, and classification (bicycles, scooters, cargo, pedestrians) via ATLYST-powered interactive map accessible by smartphone. No electrical power required.
• Pedestrian Counter Counter using low-powered thermal infrared sensors to count pedestrians, record direction of travel, and separate cyclists from pedestrians and e-scooters. Features vandal-resistant housing, solar power option, and up to 4-year battery life.
• TMC5600 Vehicle Classifier System Vehicle classification system for comprehensive traffic data collection and vehicle type identification, used by road managers and planners.
• ATLYST Web-based traffic data analytics and survey management platform that automates data validation, generates reports against user-defined parameters, enables interactive map visualisation, multi-user data sharing, and secure cloud archiving. Claims to save up to 80% of reporting time.
• MTE (MetroCount Traffic Executive) Windows-compatible desktop traffic analysis software supporting 30+ classification schemes including the Shared Path scheme, vehicle classification, speed analysis, Site Lists for managing continuous surveys, RAMM/ROMAN II export formats, and custom report generation. Version 5.08 noted.
• Remote Data Services Remote monitoring and automated data delivery service for all MetroCount systems. Includes remote access for short-term surveys, scheduled data transmission for permanent installations, and custom Excel report formatting prepared by MetroCount traffic experts.
• MetroCount Certification Training Instructor-led training programme covering hardware installation, MTE software usage, ATLYST analytics, and product suite applications. Participants receive a MetroCount Certificate of Achievement upon completion.

Quantifiable outcome

• 99% counting accuracy and 100% reliability for vehicle classification
• +5 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature10 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Eden Reforestation ProjectsminorStrategic or Co-development Partner · 1 January 2020MetroCount partners with Eden Reforestation Projects to fund tree planting in third-world countries. For every counter sold, MetroCount covers the cost of planting 10 trees in regions including Haiti, Madagascar, and Nepal. Eden employs local people in poor countries to restore forests while supporting the local economy. This partnership addresses MetroCount's sustainability and social impact commitments.
• Thinkproject (RAMM)coreTechnology or IntegrationMetroCount worked with Thinkproject to develop a traffic data format that streamlines upload of MetroCount traffic data to RAMM (Road Asset Management and Maintenance) software. Utilising the 'Special' RAMM/Roman Class Volume report in MTE software, data from MetroCount Vehicle Classifiers can be rapidly processed into RAMM-compatible reports. Supports ARX, NZTA2011, and TNZ99 classification schemes.
• ARRB (Australian Road Research Board)coreStrategic or Co-development PartnerMetroCount collaborated with ARRB and WALGA to develop the ROMAN II traffic data format, enabling streamlined upload of MetroCount traffic data into the ROMAN II road asset management system used by Australian local governments.
• WALGA (Western Australian Local Government Association)coreStrategic or Co-development PartnerMetroCount partnered with WALGA and ARRB to develop the ROMAN II traffic data format for integration with road asset management systems used by Western Australian local governments.
• RAMM Software LimitedcoreTechnology or IntegrationRAMM Software Limited (now part of Thinkproject) developed the RAMM road asset management system. MetroCount developed compatible data export formats allowing its vehicle classifiers to feed data directly into RAMM for road pavement management and asset planning.
• Google (Google AdWords Remarketing)minorGTM or Marketing PartnerMetroCount participates in Google AdWords Remarketing programmes to serve personalised advertising to website visitors. Users can opt out of this advertising through Google's Ads Settings or the Network Advertising Initiative opt-out page.
• Newcastle University (UK)minorStrategic or Co-development PartnerNorthumberland County Council's RoadPod VM data on Holy Island is being used to support a Newcastle University research project studying the impact of tourism on local seal populations. This demonstrates an indirect research partnership enabled by MetroCount's product deployment.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Eco-Counter: Eco-Counter is a France-headquartered specialist in bicycle and pedestrian counting with a global installed base, closely overlapping MetroCount's RidePod BT/BP/Pedestrian Counter and RidePod QR product lines for active-transport monitoring of councils and shared paths.
• Sensys Networks: Sensys Networks supplies wireless in-pavement vehicle detection sensors and intersection traffic data systems used by road authorities, directly comparable to MetroCount's RoadPod VP piezo, RoadPod VL inductive-loop and RoadPod VM magnetometer offerings.

Broad incumbents

• Iteris: Iteris is a US-listed intelligent transportation systems provider offering vehicle detection sensors, traffic management software and analytics for state DOTs and municipalities; it competes with MetroCount's RoadPod permanent counters and ATLYST-style analytics at the agency level.
• Kapsch TrafficCom: Kapsch TrafficCom is an Austrian-headquartered incumbent delivering tolling, traffic management and connected-vehicle solutions to road authorities worldwide, competing indirectly with MetroCount on permanent traffic monitoring and central software platforms.
• PTV Group: PTV Group is a Germany-based transport planning and traffic modelling software provider whose PTV Visum and traffic data products overlap with MetroCount's MTE desktop analysis and ATLYST data management tools for road authorities and consultants.
• Cubic Transportation Systems: Cubic Transportation Systems delivers large-scale urban mobility, traffic management and ITS solutions for cities and transport agencies globally; while not a counter specialist, it competes at the platform level for the same government IT and traffic management budgets.
• Q-Free ASA: Q-Free is a Norway-headquartered ITS provider offering tolling, traffic management and active-transport counting solutions, overlapping with MetroCount's permanent traffic counter portfolio and central traffic data analytics platforms.
• FLIR Systems (now part of Teledyne): FLIR/Teledyne offers thermal imaging-based traffic detection and incident management sensors used by road authorities and smart cities, providing an alternative non-intrusive sensing modality to MetroCount's piezoelectric, inductive and pneumatic traffic counters.

Emerging players

• Numina: Numina is an emerging computer-vision provider of multimodal (bike, pedestrian, vehicle) counting and curb analytics, competing with MetroCount's RidePod and Pedestrian Counter lines using AI-camera-based hardware that bypasses traditional in-road sensors.
• Vivacity Labs: Vivacity Labs provides AI traffic sensors that count cyclists, pedestrians and vehicles while classifying modes, representing an emerging software-defined alternative to MetroCount's piezoelectric and pneumatic tube counters in shared-path and intersection use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/MetroCountTraffic
• Xx.com/MetroCount
• Facebookfacebook.com/MetroCount

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&A

Investments

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

Frequently asked questions about MetroCount