PRA Technology Solutions

What PRA Technology Solutions does

PRA Technology Solutions is a privately held, family-owned Western Australian technology solutions provider headquartered in North Perth, founded circa 1980 and operating for over 40 years. The company functions as an integrated value-added reseller and managed-services provider, delivering end-to-end technology procurement, deployment, and lifecycle support to education, government, corporate/SMB, health/age care, mining, and construction customers across Western Australia, including regional and remote areas (South West, Wheatbelt, Goldfields, Mid West, Pilbara). Its core portfolio centers on Apple-centric education solutions — Apple Authorised Reseller hardware and software supply, BYOD programs, Hardware-as-a-Service subscriptions, MDM deployment (JAMF, Meraki, AirWatch, Apple School Manager), WiFi infrastructure integration (Aruba, Ruckus, Cambium, Mist), Apple Professional Learning workshops, and curriculum-aligned STEM programs delivered with CME and SACOME — alongside Photo & Media Solutions, Audio Visual procurement, and broader endpoint device supply.

The underlying technology stack is built on third-party platforms rather than proprietary IP: PRA resells and integrates Apple, JAMF, Cisco Meraki, VMware AirWatch, Aruba/HPE, Ruckus, Cambium, and Mist products, layering configuration, deployment, and managed-services expertise on top. Subscription revenue is generated through Hardware-as-a-Service (per-device monthly pricing bundling hardware, software, support, and financing) and managed MDM/WiFi services, while non-recurring revenue comes from hardware sales, AV procurement, photo/media kit assembly, and Apple Professional Learning workshops. Distribution runs through a sales-led direct engagement model for enterprise/government/education accounts, supplemented by two e-commerce storefronts (PRA Online Store and PRA Backdrop Shop) for self-serve procurement. The company holds inclusion on WA government panel contracts, preferred-supplier lists, and standing offers as a primary channel to public-sector buyers, and operates with no external institutional funding or investor backing.

Name

PRA Technology Solutions

Legal name

PRA Technology Solutions

Website

https://prasolutions.com.au

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

PRA Technology Solutions is a family-owned Western Australian value-added reseller and managed-services provider delivering Apple-centric education technology, AV, endpoint hardware, and Hardware-as-a-Service to schools, government agencies, and businesses across Western Australia since circa 1980.

Ownership category

akta.pro rank

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hardware Sales: Supply and procurement of technology hardware including desktops, laptops, tablets, monitors, peripherals, and accessories for education, government, and corporate sectors.
2. Subscription Services: Hardware-as-a-Service model providing per-device per-month pricing combining device, services, support, and financing. Software subscriptions including JAMF Pro, JAMF Now, JAMF School, Meraki Systems Manager MDM, and AirWatch.
3. Professional Learning Services: Apple Professional Learning workshops, in-class modelling and coaching, and technology consulting services for schools and organizations.
4. Managed Services: Deployment infrastructure services including WiFi networking setup, MDM protocol implementation, device configuration, and ongoing lifecycle management support.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

PRA Technology Solutions is a Western Australian technology procurement and deployment services provider supplying Apple hardware and software, photo/media equipment, audio visual systems, and endpoint devices to education, government, and corporate clients. The company combines hardware supply with consulting, deployment and managed services (including MDM and WiFi infrastructure), subscription-based Hardware-as-a-Service (HaaS) per-device pricing, Apple Professional Learning workshops, and curriculum-aligned STEM programs. Two proprietary e-commerce stores (PRA Online Store and PRA Backdrop Shop) and a BYOD portal support self-serve and assisted procurement workflows.

Product overview

PRA Technology Solutions is a Western Australian technology procurement and solutions provider offering an integrated portfolio of hardware, software, and services for education, government, corporate, and other sectors. The core offering centers on end-to-end technology procurement including Apple Education Services (Apple hardware/software, BYOD programs, Hardware-as-a-Service subscriptions, MDM deployment, and Apple Professional Learning), Photo & Media Solutions (cameras, lenses, studio equipment), Audio Visual Procurement (displays, projectors, podcasting), and Endpoint Devices (desktops, laptops, tablets, peripherals). These are complemented by Technology Consulting services and specialized online stores (PRA Online Store, PRA Backdrop Shop). The company also delivers curriculum-aligned STEM programs (CME Digital Technologies Program, SACOME STEM Program) in partnership with industry associations. The portfolio operates as a solutions ecosystem where procurement services connect with deployment infrastructure (MDM solutions like JAMF and Meraki), lifecycle management (HaaS subscriptions), and professional development to provide organizations with complete technology lifecycle support from assessment through refresh.

Differentiator

Problem solved

Functional benefit

Brands

• PRA Online Store: Online store for education and corporate customers offering curated product ranges and streamlined ordering workflows
• PRA Backdrop Shop

Products and services

• Apple Education Services Comprehensive Apple technology solutions for education, including hardware procurement (iPad, Mac, iPhone), BYOD programs, deployment infrastructure (WiFi, MDM), subscription-based Hardware-as-a-Service, and Apple Professional Learning workshops for educators. Targeted at Western Australian schools, TAFEs, and universities.
• Photo & Media Solutions Curriculum-ready photography and media equipment procurement for education, including cameras, lenses, lighting, audio, studio accessories, and media kits designed for student use with performance, durability, and budget balance; streamlined purchase order workflows for teachers.
• Audio Visual Procurement Integrated audio visual products for education, corporate, and government including interactive displays, projectors, speakers, microphones, Smart TVs, and podcasting equipment designed for reliability, ease of use, and clear communication.
• Endpoint Devices (Technology Hardware Procurement) Business-grade computer hardware and accessories including desktops, laptops, tablets, monitors, keyboards, mice, docking stations, webcams, headsets, and peripherals with standardization and long-term lifecycle support services for organizations.
• Technology Consulting Expert technology consulting services helping organizations assess, optimize, and plan digital transformation through free onsite technology audits and fit-for-purpose recommendations.
• Hardware-as-a-Service (HaaS) Subscription-based device lifecycle management combining hardware, software, services, and financing into one predictable per-device monthly price, simplifying acquisition, deployment, and ongoing support for school-owned device programs.
• Apple Professional Learning Educator professional development program delivering Apple-focused workshops on iPad and Mac integration, covering literacy, STEM, coding (Swift Playgrounds), creative arts, and digital storytelling, with in-class modelling and coaching; delivered by Apple Professional Learning Specialists.
• Deployment & Infrastructure Services Device deployment and infrastructure support including WiFi networking solutions (Aruba, Ruckus, Cambium, Mist, Ekahu), MDM configuration (Apple School Manager, JAMF, Meraki), and device enrollment services.
• PRA Online Store E-commerce platform for education and corporate customers offering curated product ranges and streamlined ordering workflows aligned to budget and policy requirements.
• PRA Backdrop Shop Specialized online store for backdrop and photography equipment, supporting the Photo & Media Solutions offering.
• CME Digital Technologies Program Curriculum-aligned content for Pre-Primary to Year 10 students building skills in automation and data science through real-world scenarios, delivered in partnership with CME member companies and supported by the WA Government.
• SACOME STEM Digital Technologies Program Curriculum-aligned STEM program for Reception to Year 10 students delivered in partnership with SACOME (South Australian Chamber of Mines and Energy) member companies and CMEWA, building skills in automation and data science.

Quantifiable outcome

• Reduces procurement complexity through single-partner accountability for end-to-end technology projects
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

26 partnerships are on record, tiered core, flagship and minor.

• ApplecoreChannel Partner/ Reseller/ Distributor
• EdTech FusioncoreStrategic or Co-development Partner
• CME (Chamber of Minerals and Energy)flagshipStrategic or Co-development Partner
• SACOME (South Australian Chamber of Mines and Energy)flagshipStrategic or Co-development Partner
• Aruba/HPEcoreTechnology or Integration
• Ruckus NetworkscoreTechnology or Integration
• JAMFcoreTechnology or Integration
• Meraki (Cisco)coreTechnology or Integration
• AirWatch (VMware)coreTechnology or Integration
• SMART TechnologiesminorChannel Partner/ Reseller/ Distributor
• PrometheanminorChannel Partner/ Reseller/ Distributor
• BenQminorChannel Partner/ Reseller/ Distributor
• DellminorChannel Partner/ Reseller/ Distributor
• ASUSminorChannel Partner/ Reseller/ Distributor
• MicrosoftminorChannel Partner/ Reseller/ Distributor
• RealwearminorChannel Partner/ Reseller/ Distributor
• PCLOCsminorImplementation/ SI/ Consulting Partner
• CanonminorChannel Partner/ Reseller/ Distributor
• NikonminorChannel Partner/ Reseller/ Distributor
• DJIminorChannel Partner/ Reseller/ Distributor
• Blackmagic DesignminorChannel Partner/ Reseller/ Distributor
• SonyminorChannel Partner/ Reseller/ Distributor
• HisenseminorChannel Partner/ Reseller/ Distributor
• LogitechminorChannel Partner/ Reseller/ Distributor
• ZAGGminorChannel Partner/ Reseller/ Distributor
• STMminorChannel Partner/ Reseller/ Distributor

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Blue Connections: Australian value-added IT reseller and managed services provider with education and government focus. Similar business model to PRA combining hardware procurement, deployment, and managed services across Apple and Windows ecosystems.
• Interactive: Australian managed services and IT solutions provider with mid-market and enterprise focus. Overlaps with PRA on managed services, endpoint management, and Apple-centric deployments, with a comparable services-led go-to-market approach.
• ASI Solutions: Australian IT solutions and managed services provider with education and government specialisation. Comparable mid-market profile to PRA with similar product categories (Apple devices, AV, MDM) and service-led business model, though with broader geographic reach.
• Learning With Technologies (LWT): Australian education technology specialist offering curriculum-aligned hardware, AV, and STEM solutions to schools. Directly comparable to PRA's education segment with similar product mix (Apple devices, AV, peripherals) and K-12/higher-ed customer base, though operating across more Australian states.
• CompNow: Australian IT solutions provider and Apple Authorised Reseller with strong education and government focus. Operates across multiple states offering hardware procurement, managed services, and professional learning—directly comparable to PRA's full-stack Apple education model and customer base.

Broad incumbents

• Data#3: ASX-listed Australian IT solutions and services company with broad hardware, software, and managed services offerings across enterprise, government, and education. Overlaps with PRA on hardware procurement, managed services, and education vertical but operates at national scale with a much larger portfolio.
• CDW: Major US-headquartered IT solutions provider with strong K-12 and higher education vertical expertise. Comparable full-stack IT procurement, AV, and managed services portfolio to PRA but operating at national/US scale with a vastly larger sales and services infrastructure.
• SHI International: Global IT solutions provider offering hardware, software, and services across education, government, and enterprise. Comparable value-added reseller model and customer mix but at significantly larger scale, broader geographic reach, and deeper catalogue than PRA.
• Logicalis Australia: Global IT solutions integrator with Australian operations covering managed services, networking, and end-user computing. Competes with PRA on enterprise networking and managed services but operates as part of a broader global portfolio at significantly larger scale.
• Insight Enterprises: Global Fortune 500 IT hardware, software, and services provider with strong education and government verticals. Comparable product and services portfolio to PRA but operating at much larger scale across multiple geographies and with a far broader vendor-agnostic catalogue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pratechnologysolutions
• LinkedInlinkedin.com/company/prasolutions

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 PRA Technology Solutions