Controlvision
ControlVision is a New Zealand-based specialist in machine vision components and solutions, reselling and integrating Cognex and Basler hardware for industrial and food/beverage manufacturers. It now operates as a subsidiary of MITech following its November 2024 acquisition, focusing on barcode reading, quality inspection, and GS1-compliant product traceability.
- Company typePrivate
- Founded2003
- HeadquartersAvondale, New Zealand
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Controlvision does
ControlVision is a New Zealand-based provider of machine vision components and solutions, founded in 2003 and headquartered in Avondale. The company specializes in distributing and integrating third-party machine vision hardware from Cognex and Basler, addressing use cases such as barcode reading, quality inspection, and product traceability. Its primary served segments are industrial manufacturers generally, and food and beverage manufacturers specifically, where it positions solutions around GS1 2D barcode adoption and Project Sunrise 2027 compliance requirements. There is no indication of proprietary technology development; the company's value-add lies in solution specification, integration, and after-sales support for Cognex and Basler product lines.
Following its acquisition by MITech (a 100% New Zealand-owned industrial automation distributor) effective 1 November 2024, ControlVision's machine vision portfolio is now bundled with MITech's Markem-Imaje printing/coding hardware and CoLOS software to deliver end-to-end integrated traceability solutions. The business operates as a subsidiary under MITech's ownership, with founder David Berry retained to ensure customer continuity. Headcount is reported at 1–10 employees, consistent with a specialist reseller/integrator rather than a product developer. Pricing is not publicly disclosed, and no revenue, funding, or app/software licensing model is reported, suggesting a project-based, hardware-resale-driven revenue model with services attached.
The go-to-market runs through MITech's direct sales channel (phone, email, field representatives) and MITech's broader digital presence (website, LinkedIn, Facebook, Instagram, YouTube). ControlVision's standalone brand presence has been folded into MITech's partner-brand portfolio alongside Markem-Imaje, Polytij, Honeywell, Leuze, WITT, and Smart Vision Lights. The competitive position rests on incumbency in the NZ market, OEM partnerships, and the ability to assemble multi-vendor traceability stacks rather than on any proprietary IP or technology lead.
Controlvision firmographics
Firmographics- Name
- Controlvision
- Legal name
- ControlVision
- Website
- https://controlvision.co.nz
- Company type
- Private
- Founded year
- 2003
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- ControlVision is a New Zealand-based specialist in machine vision components and solutions, reselling and integrating Cognex and Basler hardware for industrial and food/beverage manufacturers. It now operates as a subsidiary of MITech following its November 2024 acquisition, focusing on barcode reading, quality inspection, and GS1-compliant product traceability.
- Ownership category
- akta.pro rank
Controlvision industry classification
Industry- Product category
- Machine Vision Systems
- NAICS
- Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513), Other Measuring and Controlling Device Manufacturing (334519), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)
- SIC
- Industrial Instruments For Measurement, Display, And Control (3823), Measuring & Controlling Devices, Nec (3829), Optical Instruments & Lenses (3827)
- akta.pro primary industry
- Machine Vision & Industrial Imaging Systems (IMAHAHAE)
Keywords
Where Controlvision is headquartered
LocationHeadquarters
- HQ city
- Avondale
- HQ country
- New Zealand
- HQ region
- Oceania
Markets served
Controlvision business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D
Distribution channels1 record
Marketing channels1 record
Controlvision product offering
Product offeringCore offering
ControlVision provides machine vision components and solutions for industrial manufacturers, specializing in barcode reading, quality inspection, and product traceability applications. The company features industry-leading products from Cognex and Basler. Following its acquisition by MITech on 1 November 2024, ControlVision's vision systems integrate with Markem-Imaje printers and CoLOS software to deliver end-to-end integrated solutions for traceability and quality assurance, addressing demands from QR code adoption and GS1 standards traceability requirements.
Product overview
ControlVision operates as a specialized machine vision solutions provider, featuring industry-leading products from Cognex and Basler. The company offers cutting-edge machine vision components and solutions for factory automation, quality assurance, and traceability applications. Following its acquisition by MITech on November 1, 2024, ControlVision's vision systems integrate with MITech's portfolio of Markem-Imaje printers and CoLOS software to deliver end-to-end integrated solutions for traceability and quality assurance, particularly addressing demands from QR code adoption and GS1 standards traceability requirements.
Differentiator
Problem solved
Functional benefit
Products and services
- Cognex Vision Systems Industry-leading machine vision cameras and systems from Cognex, used for factory automation, quality assurance, and traceability applications. Offered to industrial manufacturers and food and beverage producers requiring 2D barcode reading and product traceability.
- Basler Vision Components Industrial machine vision camera components from Basler, integrated into ControlVision's machine vision solutions to provide vision capability for factory automation applications. Targeted at manufacturers requiring machine vision for quality inspection and traceability.
Companies that use Controlvision
Customer profileSegments2 records
Ideal customer profiles2 records
Controlvision technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Controlvision partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and flagship.
- CognexcoreCognex is a key technology partner providing industry-leading machine vision systems and barcode readers. ControlVision featured Cognex products as part of their vision solution portfolio. MITech's partnership with Markem-Imaje is backed by Markem-Imaje's global collaboration with Cognex.
- BaslercoreBasler is a technology partner providing machine vision cameras and components. ControlVision specialized in featuring Basler products as part of their cutting-edge machine vision solutions portfolio.
- MITechflagshipMITech acquired ControlVision from David Berry effective 1 November 2024. The acquisition enables MITech to expand its range of innovative vision solutions and combine Markem-Imaje printers, CoLOS software, and Cognex cameras for end-to-end integrated traceability solutions.
Recent moves5 records
Expansion highlights4 records
Controlvision competitors and assessment
Company assessmentBroad incumbents
- SICK AG: German manufacturer of sensors and machine vision systems for industrial automation, including factory automation and traceability. Overlaps with ControlVision on vision-based quality inspection and identification.
- Basler AG: Manufacturer of industrial machine vision cameras and components. As ControlVision's other core OEM partner, Basler overlaps directly on camera hardware for factory automation and quality inspection.
- Keyence Corporation: Global supplier of industrial automation sensors, machine vision systems and barcode readers. Competes with ControlVision's portfolio in factory automation and quality inspection use cases across similar end customers.
- Datalogic: Italian manufacturer of barcode readers, industrial sensors and machine vision systems. Comparable to ControlVision's barcode reading and quality inspection focus for manufacturing customers.
- Cognex Corporation: The global leader in machine vision systems and industrial barcode readers. It is the principal OEM whose products ControlVision integrates and resells, making it the most direct comparable in terms of offerings and customers, though at vastly larger scale.
- ISRA VISION (Atlas Copco): Industrial machine vision and surface inspection solutions, now part of Atlas Copco. Comparable on the systems-integration and quality-inspection side of ControlVision's offering, but at much larger scale.
- Zebra Technologies: Provides industrial machine vision, fixed industrial scanning and barcode reading solutions for manufacturing and logistics. Directly overlaps ControlVision's barcode reading and traceability use cases.
Direct peers
- STEMMER Imaging: European machine vision technology provider and systems integrator distributing third-party vision components. Closely comparable to ControlVision as an independent vision integrator that bundles OEM components into solutions.
Others
- Markem-Imaje: Global provider of industrial marking, coding and traceability systems, whose printers are part of ControlVision/MITech's integrated traceability stack. Comparable as the upstream technology partner that defines much of ControlVision's solution value.
Emerging players
- MVTec Software: Independent supplier of standard machine vision software (HALCON, MERLIC). Comparable as an enabling technology provider in the same machine vision ecosystem ControlVision serves, though at the software rather than integrator level.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Controlvision social profiles
Digital presenceControlvision financial estimates
Financial estimateRevenue estimate
Valuation estimate
Controlvision leadership team
Management profileNumber of profiles
Profiles1 record
Controlvision funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Controlvision M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Controlvision
What does Controlvision do?
ControlVision provides machine vision components and solutions for industrial manufacturers, specializing in barcode reading, quality inspection, and product traceability applications. The company features industry-leading products from Cognex and Basler. Following its acquisition by MITech on 1 November 2024, ControlVision's vision systems integrate with Markem-Imaje printers and CoLOS software to deliver end-to-end integrated solutions for traceability and quality assurance, addressing demands from QR code adoption and GS1 standards traceability requirements.
Is Controlvision a public or private company?
Controlvision is a private company. It is classified as corporate owned and is currently acquired.
When was Controlvision founded?
Controlvision was founded in 2003. It employs 1 to 10 people.
Where is Controlvision based?
Controlvision is headquartered in Avondale, New Zealand, in the Oceania region.
Who are Controlvision's main competitors?
Broad incumbents on record are SICK AG, Basler AG, Keyence Corporation, Datalogic, Cognex Corporation, ISRA VISION (Atlas Copco) and Zebra Technologies. STEMMER Imaging is listed as a direct peer. Markem-Imaje is listed as an others. MVTec Software is listed as an emerging player.
Does Controlvision have an API?
No public API is recorded for Controlvision.
What industry is Controlvision in?
Controlvision's product category is Machine Vision Systems. Its primary akta.pro industry code is IMAHAHAE, Machine Vision & Industrial Imaging Systems. Its NAICS code is 334513 and its SIC code is 3823.