We are guided by principles

We rely on a few simple and effective rules to ensure that we live up to a standard that surpasses that of our competitors

Our Vision

Market Understanding

We strive to understand and enhance the wants and needs of the buyer and we are committed to translating those into our products and services.

Marketing Strategy

We deliver clear, differentiated messaging consistently communicated internally, externalised through social media, advertising, customer programs, and positioning statements.

Sales Strategy

We strive to develop and maintain an effective go-to-market strategy that uses the appropriate channels including: direct and indirect sales, marketing, service, and communication. Our target audience includes value-added resellers (VARs), system integrators (SIs), NSPs, MSPs, OEM resellers and enterprise users.

Product Strategy

Our product development and service delivery emphasizes market differentiation, functionality, and a wide feature set that is mapped to current and future requirements of MikroTik users.

Business Model

The design, logic and execution of our proposition to achieve continued success is built around ethically sound business rules, a scalable and innovative technology stack, and a commitment to the buyer that we will meet and enhance their enterprise needs.

Vertical/Industry Strategy

We aim to direct our resources, skills and offerings to meet the specific needs of individual market segments. We focus on the ability to address the unique requirements of particular verticals/industries and to employ the associated sales channels to build a sustainable business advantage.


We address emerging WAN edge requirements to increase value to enterprise customers. We always invest in new technologies to move business and the market forward, with a focus on technologies that are differentiated, unique and offer high value to the enterprise buyer. These innovations include application centricity, intent-driven networking, improved management and automation, and even non-product innovations like consumption-based pricing and hybrid offerings that bundle product and managed services.

Our Ability to Execute


At the core of our existence is a product that we design, implement and improve ourselves on an ongoing basis. We have a narrow focus in a diverse industry and we strive to deliver a product for MikroTik devices that outperforms that of our competitors on every possible evaluation metric.

Overall Viability

We consider our viability to consist of the overall business' financial health, the financial and practical success of our product and the likelihood that will be able to continue investing in our product, will continue offering our product and will advance the state of our product when brought into a comparative light with other vendors.

Market Responsiveness

Key to our long term survival is the ability to respond, change direction, be flexible and achieve competitive success as opportunities develop, competitors act, customer needs evolve and market dynamics change.

Marketing Execution

We ensure clarity, quality, creativity and efficacy of programs designed to deliver our message to influence the market, promote our brand and business, increase awareness of our product, and establish a positive identification with the product in the minds of buyers. This "mind share" is driven by a combination of publicity, promotional initiatives, thought leadership, word of mouth and sales activities.

Customer Experience

Relationships matter to us, we self evaluate on an ongoing basis to ensure we live up to a standard that we are proud of. Specifically, this includes the ways our customers receive technical support or account support. This also includes ancillary tools, customer support programs (and the quality thereof), availability of documentation, service-level agreements and so on.


We constantly evaluate our ability to meet our goals and commitments. Factors include the quality of the organizational structure, including skills, experiences, programs, systems and other vehicles that enable our organization to operate effectively and efficiently on an ongoing basis.