What Command does

Command Pty Ltd, trading as Command Australia / Command Digital Signage, is a privately held Australian value-added distributor and integrator of digital signage solutions, headquartered in Mulgrave, NSW with a regional office in Burleigh Heads, QLD. Founded in 2002, the company has operated for over two decades supplying digital signage products, installation, and support services across Australia, with a team combining 25 years of IT, graphics, and advertising industry experience. Its business model centres on reselling third-party hardware (media players, professional LCDs, projectors, kiosks, mounts, computers from brands such as Wincomm, Nexcom, Intel NUC, Habey, Casio, BenQ, and Mitsubishi) alongside Navori QL digital signage software, the latter representing its core platform offering.

Revenue is generated through four streams: hardware sales (third-party devices at distribution margins), software licensing (Navori QL perpetual licenses), SaaS/hosted recurring subscriptions (Navori QL SAAS and Hosted), and professional services (consulting, fabrication, hosting, nationwide installation, project management, support and maintenance, and training). Pricing is not publicly disclosed; each engagement is project-based and quoted individually. Go-to-market combines direct sales from the NSW and QLD offices (phone and enquiry-led) with a registered reseller and system integrator channel targeting AV and IT professionals. The customer base spans retail, corporate, government, education, transportation, mining, manufacturing, hospitality, small business, and AV/IT integrators, with retail and corporate described as primary segments. The only named customer reference is Val Morgan Advertising Network, cited as a Wincomm hardware deployment.

Command does not develop proprietary software; its competitive positioning rests on its Navori distribution relationship, its integration across multiple hardware vendors, nationwide Australian installation capability, and a turnkey service offering from consulting through deployment. The company operates at micro scale with 1-10 employees, has no institutional investment, no subsidiaries, and no public financials. Its strategic posture is that of a long-established niche channel partner rather than a technology innovator.

Name

Command

Legal name

Command Pty Ltd

Website

https://commanddigital.com.au

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Command Australia is a privately held Australian value-added distributor and integrator of digital signage solutions, reselling Navori software and third-party hardware (media players, displays, kiosks, projectors) alongside nationwide installation and support services to retail, corporate, and other vertical customers via direct sales and a registered reseller channel.

Ownership category

akta.pro rank

Headquarters

HQ city

Mulgrave

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hardware Sales: Command sells digital signage hardware including media players, computers, LCD displays, projectors, mounts, kiosks, interactive touch screens, audio players, video extenders, and splitters from third-party manufacturers such as Wincomm, Nexcomm, Habey, Casio, BenQ, Mitsubishi, and others.
2. Software Licenses: Command distributes Navori digital signage software including perpetual licenses (Navori QL Server, Navori QL Player) and software-as-a-service (Navori QL SAAS/Hosted). Additional software includes RoomManager (room display management), Wayfinding, Sothink (content creation), SiteKiosk, and BlueFire SMS.
3. SaaS / Hosted Services: Navori QL SAAS and Hosted solutions provide cloud-managed digital signage with remote content management, scheduling, and player monitoring, billed on a subscription model.
4. Professional Services: Command offers consulting, fabrication, hosting, installation (nationwide), project management, support & maintenance, and training services as bundled or standalone offerings.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Command is a value-added Australian distributor and integrator of digital signage solutions, combining third-party Navori QL software with media players, displays, projectors, kiosks, touch tables, mounts, and computing hardware from multiple vendors to deliver end-to-end digital signage systems. The company provides consulting, fabrication, hosting, nationwide installation, project management, support and maintenance, and training services, sold primarily through a network of registered resellers and system integrators, with direct sales support from its NSW and QLD offices.

Product overview

Command Australia is a digital signage distributor and integrator offering a comprehensive portfolio of hardware and software products for digital signage, interactive displays, and related applications. The product lineup centers around the Navori QL digital signage software platform (available as Server, Player, SAAS, and Hosted variants), complemented by room management (RoomManager), wayfinding, content creation (Sothink), kiosk software (SiteKiosk), and mobile marketing (BlueFire MS Pro) solutions. Hardware offerings include Navori STiX media players (2400 and 3500), B-series media players, all-in-one Media LCD displays, Taurus kiosks, T-Series interactive touch tables, professional displays, projectors (Casio, BenQ, Mitsubishi), video extenders, VGA splitters, mounts (WowMount, GloMount), audio players, and power management solutions. Computing hardware from Wincomm, Nexcom, Intel NUC, and Habey provides the underlying systems. The company serves markets including retail, corporate, government, education, transportation, mining, and hospitality through a network of resellers and integrators across Australia, providing installation and support services.

Differentiator

Problem solved

Functional benefit

Products and services

• Navori QL Digital Signage Platform Second-generation digital signage software platform powering digital dynamic advertising displays, electronic menu boards, media players, electronic billboards, and projections. Supports PC, Mac, and Linux administration with multi-level scheduling, screen zoning, and high-performance playback.
• Navori QL Server Advanced digital signage server software for enterprise-level deployments of the Navori QL platform.
• Navori QL Player Digital signage player software that runs on supported hardware to display content managed through Navori QL Server.
• Navori QL SAAS Software-as-a-service version of Navori QL digital signage platform providing cloud-hosted management and playback capabilities.
• Navori QL Hosted Hosted digital signage solution offering managed infrastructure for Navori QL deployments.
• RoomManager Conference room and foyer display management system for delivering room scheduling and visitor information to corporate environments.
• Wayfinding Software Interactive wayfinding and directory software for guiding visitors and tenants in properties such as malls, offices, and public venues.
• Sothink Content Creation Software Flash content creation suite including SWF Easy (entry-level), SWF Quicker (advanced), and SWF Decompiler for creating animated graphics for digital signage.
• SiteKiosk Kiosk Software Secure software solution for presenting web-based content and applications on public access terminals and kiosks.
• BlueFire MS Pro Mobile Marketing Bluetooth marketing solution that adds mobile marketing capabilities to Navori digital signage and kiosk offerings, delivering content such as ringtones, wallpapers, movie trailers, coupons, and promotions to customer mobile devices.
• MDS Movement Detection Software Real-time motion detection software that activates media files based on movement detection via web camera, supporting applications such as activating content when customers approach displays or traffic light changes.
• Navori QL GPS Trigger GPS plugin for Navori QL Player that triggers location-based content on public transportation vehicles, featuring WiFi-docking uploads and 3G/GPRS fallback for real-time content updates.
• Navori STiX 2400 Media Player Android media player for digital signage providing high performance at low cost.
• Navori STiX 3500 Media Player Solid-state high-performance micro media player supporting native 4K resolution with dual-core Cortex A17 processor, 2GB RAM, 16GB internal storage, and HDMI-CEC display control.
• B-Series Media Players All-in-one high definition and standard definition media players including B500C, B720PS, B1080i-1, B1080PW-1 (Wireless), B1080P-1 through B1080P-6 variants, and B1080PX series with various features including scheduling, multi-display zones, and scrolling ticker.
• Taurus Digital Kiosk Multimedia digital signage kiosk combining 32" or 42" portrait LCD screen with built-in media PC, featuring optional IR touch screen, powder-coated steel construction, and applications for advertising, wayfinding, and self-service.
• T-Series Interactive Touch Tables Multi-touch interactive tables in 22" to 65" screen sizes supporting up to 40 simultaneous touch points, featuring tempered glass surfaces, built-in speakers, and applications for education, commerce, and entertainment.
• Professional LCD Displays Professional LCD displays ranging from 32" to 82" for digital signage installations.
• Casio Projectors Professional DLP projectors with hybrid light source technology providing up to 20,000 hours lamp life, available in standard and short-throw lens options from 2500 to 4000 ANSI lumens.
• BenQ Projectors High brightness DLP projectors including SP870 with 5000 ANSI lumens and 2000:1 contrast ratio for digital signage applications.
• Mitsubishi Projectors DLP projector range including XD600U, XD3200U, and XD3500U models with brightness up to 5000 ANSI lumens, featuring filter-free design and long lamp life.
• Wincomm Industrial Computers Industrial-grade digital signage computers including WPE-793, WPE-796, WPE-791, WPA-780A (fanless), and WPA-780F models with rack mount and wall mount options.
• Nexcom Fanless Computers Fanless digital signage computers including NDiS 125L (Atom D525), NDiS 166 (Core i5/i7), and NDiS OPS M50 (Open Pluggable Standard) supporting multiple HD display outputs.
• Intel NUC Mini Computer Mini computer based on Intel Core i3 processor with dual HDMI outputs, Gigabit LAN, and small form factor optimized for digital signage applications.
• Habey ION2 Graphics Computers ION2 graphics performance computers including 6468A (fan) and 6564 (fanless) models with NVIDIA GPU support for 1080p video playback.
• Video Extenders and Splitters Wired and wireless video extenders (Cat5, Beacon, Avocent MPX1500) and 2/4/8-port VGA splitters with audio supporting resolutions up to 2048 x 1536 and broadcast distances up to 300 meters.
• WowMount LCD Mount Revolutionary low-profile LCD mount winner of 2011 Computex Taipei Design and Innovation Award, supporting 13"–50" screens up to 40kg with 18.5mm profile and 5-step installation.
• GloMount LED Mount LED mood lighting mount combining flat screen wall mount with adjustable color and brightness LED lighting system for 37"–55" screens.
• Eyezone Audio Server Network audio player for playing background music, advertisements, and announcements with SD card or USB flash drive support, featuring web-based content upload and playlist scheduling.
• Aviosys IP Power Management IP power management devices including 9258HP (4-port) and 9255 Pro (single-port) for remote power control, monitoring, and automatic restart of digital signage hardware.
• Professional Services for Digital Signage Consulting, fabrication, hosting, nationwide installation, project management, support and maintenance, and training services for digital signage deployments across Australia.

Quantifiable outcome

• More than 50% operational cost savings with Navori QL GPS Trigger for automotive deployments vs. comparable solutions
• +1 more outcomes

Named customers1 record

Segments10 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

One partnership is on record.

• NavoriprimaryChannel Partner/ Reseller/ DistributorCommand is a distributor and reseller of Navori digital signage software in Australia, including Navori QL (Server, Player, SAAS, Hosted), Navori QL GPS Trigger, and Navori STiX media players. Navori is the core software platform in Command's digital signage solutions.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/commanddigital
• LinkedInlinkedin.com/company/command-digital-signage

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Command