Define Instruments
- Company typePrivate
- Founded1990
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
Define Instruments firmographics
Firmographics- Name
- Define Instruments
- Legal name
- Define Instruments Limited
- Website
- https://defineinstruments.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Define Instruments industry classification
Industry- Product category
- Industrial IoT Solutions
- NAICS
- Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Instrument Manufacturing for Measuring and Testing Electricity and Electrical Signals (334515), Computer Systems Design and Related Services (54151)
- SIC
- Industrial Instruments For Measurement, Display, And Control (3823), Instruments For Meas & Testing Of Electricity & Elec Signals (3825), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Industrial IoT/Edge Electronics Manufacturing (Gateways, Edge Controllers) (IMAGAGAC)
- akta.pro secondary industries
- Edge Orchestration & Management Platforms (Provisioning, Fleet Mgmt) (HDABAOAF), Hybrid Cloud Platforms & Orchestration (HDABAMAA)
Keywords
Where Define Instruments is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Define Instruments business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
Revenue model
- Hardware Sales: Sale of Define G3 IoT Gateway and compatible sensors. Hardware is manufactured in-house with decades of industrial instrumentation heritage. Pricing handled through distributor network globally.
- Cloud Dashboard and Device Management: Ongoing subscription-style fees covering cloud service access, dashboard maintenance, security updates, data storage, and remote support. Cost customized based on system size, connectivity needs, alarms, and update requirements.
- IoT Data Strategy Workshop: Four-week engagement delivering custom IoT roadmap and build proposal. Fixed fee of $2,500 including assessment, workshops, interviews, technology recommendations, and implementation plan.
- Custom Engineering Services: Custom engineering services to adapt hardware, firmware, and dashboards to specific OEM requirements. Long-term partnerships with OEMs to evolve solutions over time.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | IoT Data Strategy Workshop - 4-week engagement |
| Subscription | Monthly | Standard Define Dashboard Configuration |
| Subscription | Monthly | Custom Define Dashboard Configuration |
| Usage-based | Monthly | Device Management Fee |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
Define Instruments product offering
Product offeringCore offering
Define Instruments designs and manufactures industrial IoT solutions combining the proprietary Define G3 IoT Gateway hardware with the Define Cloud Dashboard software, enabling remote monitoring, predictive maintenance, and data-driven service operations for OEMs, industrial service organizations, and utilities. The company also sells a paid IoT Data Strategy Workshop engagement and offers custom engineering services to adapt its hardware, firmware, and dashboards to specific OEM requirements.
Product overview
Define Instruments provides an end-to-end Industrial IoT ecosystem combining the Define G3 IoT Gateway hardware with the Define Dashboard cloud platform. The core G3 Gateway collects sensor data from connected equipment (supporting up to 32 I/O channels with inputs including 0/4-20mA, voltage, thermocouple/RTD, potentiometer, digital pulse, and Modbus RTU), transmits data via cellular, WiFi, Modbus RS485, or Ethernet connectivity options, and delivers it to the Define Dashboard for visualization. The Dashboard converts raw sensor data into prioritized to-do lists, service schedules, pick lists, and consumable restocking alerts. The company also offers a paid IoT Data Strategy Workshop service ($2,500, 4 weeks) to help clients design custom remote monitoring solutions. Products are available through a global distributor network and include a standard five-year product warranty.
Differentiator
Problem solved
Functional benefit
Brands
- Define G3 IoT Gateway: Customizable IoT gateway engineered to pull the exact data required for each client, supporting Wi-Fi and cellular connectivity with up to 32 I/O channels.
- Define Dashboard
Products and services
- Define G3 IoT Gateway
Quantifiable outcome
- 40% fewer equipment breakdowns
- +3 more outcomes
Companies that use Define Instruments
Customer profileNamed customers3 records
Segments4 records
Define Instruments technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Define Instruments partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Crown Infrastructure PartnerscoreCollaboration with Crown Infrastructure Partners for rural marae water treatment systems across New Zealand. Define Instruments delivered remote monitoring and IoT infrastructure as part of this public infrastructure project. Project supported by government infrastructure funding.
- AWS (Amazon Web Services)coreCloud infrastructure provider for Define Dashboard. System backed by Amazon AWS Cloud located in Ohio, USA. Provides secure data storage, cloud computing, and infrastructure for real-time monitoring dashboards.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Define Instruments competitors and assessment
Company assessmentBroad incumbents
- Siemens (MindSphere / Insights Hub): Siemens offers MindSphere/Insights Hub as a cloud-based, open IoT operating system for industrial assets, layered on top of its automation hardware portfolio. Broad incumbent that overlaps Define's industrial monitoring use case but with vastly greater scale and SCADA/PLC integration.
- Honeywell Forge: Honeywell Forge is an enterprise performance management platform with industrial IoT connectivity, asset monitoring, and analytics modules. Broad incumbent that competes in similar utilities, manufacturing, and remote-asset monitoring segments with much larger installed base.
- Schneider Electric (EcoStruxure): EcoStruxure is Schneider Electric's open, interoperable IoT platform spanning building, grid, and industrial applications. Broad incumbent in the same industrial monitoring space, with deep relationships in water/utility verticals that overlap Define's customer base.
Emerging players
- Ubidots: Ubidots offers a low-code IoT dashboard and device management platform targeting industrial and OEM customers building connected products. Comparable in the IoT cloud dashboard and OEM connectivity segment, typically paired with third-party hardware rather than Define's bundled gateway approach.
- Losant: Losant is an enterprise IoT platform that enables device connectivity, workflows, and dashboards for industrial use cases. Comparable as a cloud-first IoT platform for remote monitoring, but hardware-agnostic where Define brings its own gateway.
Direct peers
- MachineMetrics: MachineMetrics provides industrial machine monitoring with edge gateways and a cloud analytics platform for manufacturing customers. Directly comparable in the industrial asset monitoring use case, with deeper manufacturing analytics focus and less customizable hardware.
- Sierra Wireless (Semtech): Sierra Wireless (now part of Semtech) provides cellular IoT modules, gateways, and managed connectivity services. Comparable in industrial cellular gateway and connectivity layer, though it sells components into larger OEM platforms rather than end-to-end monitoring.
- Samsara: Samsara provides a connected operations cloud combining IoT hardware (gateways, sensors, vehicle telematics) with a SaaS dashboard for industrial and fleet operators. Directly comparable to Define's hardware-plus-cloud IoT monitoring model, though focused on broader fleet/asset categories.
- Particle: Particle offers IoT hardware modules (gateways, cellular modules) plus a cloud platform for connected products. Closely comparable in the OEM-embedded cellular IoT + cloud dashboard model, with stronger developer tooling but lighter industrial-instrumentation heritage.
- Digi International: Digi manufactures industrial IoT gateways, routers, and cellular modules with a remote management platform (Digi Remote Manager). Highly comparable to Define's G3 gateway plus cloud device management offering, with longer enterprise tenure and broader cellular certifications.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Define Instruments social profiles
Digital presenceDefine Instruments financial estimates
Financial estimateRevenue estimate
Valuation estimate
Define Instruments leadership team
Management profileNumber of profiles
Define Instruments funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Define Instruments 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 Define Instruments
What does Define Instruments do?
Define Instruments designs and manufactures industrial IoT solutions combining the proprietary Define G3 IoT Gateway hardware with the Define Cloud Dashboard software, enabling remote monitoring, predictive maintenance, and data-driven service operations for OEMs, industrial service organizations, and utilities. The company also sells a paid IoT Data Strategy Workshop engagement and offers custom engineering services to adapt its hardware, firmware, and dashboards to specific OEM requirements.
Is Define Instruments a public or private company?
Define Instruments is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Define Instruments founded?
Define Instruments was founded in 1990. It employs 11 to 50 people.
Where is Define Instruments based?
Define Instruments is headquartered in Auckland, New Zealand, in the Oceania region.
How does Define Instruments make money?
Four revenue lines are on record. Hardware Sales are the primary driver. The others are cloud Dashboard and Device Management, ioT Data Strategy Workshop and custom Engineering Services.
Who are Define Instruments's main competitors?
Broad incumbents on record are Siemens (MindSphere / Insights Hub), Honeywell Forge and Schneider Electric (EcoStruxure). Emerging players are Ubidots and Losant. Direct peers are MachineMetrics, Sierra Wireless (Semtech), Samsara, Particle and Digi International.
Does Define Instruments have an API?
No public API is recorded for Define Instruments.
What industry is Define Instruments in?
Define Instruments's product category is Industrial IoT Solutions. Its primary akta.pro industry code is IMAGAGAC, Industrial IoT/Edge Electronics Manufacturing (Gateways, Edge Controllers), with a secondary code of HDABAOAF, Edge Orchestration & Management Platforms (Provisioning, Fleet Mgmt). Its NAICS code is 33451 and its SIC code is 3823.