Husqvarna Group has recently announced a collaboration with the Danish IoT firm, Seluxit. Seluxit has been providing hardware and software expertise in the areas of device connectivity, interoperability, and cloud data handling for its own smart garden concept under the Gardena brand which will be launched starting in 2016. This concept connects automatic watering and robotic lawn mowing in a unique way, and is managed by a smart phone application.

The collaboration is an important part of Husqvarna Group's Internet of Things strategy, which closely follows market developments. Husqvarna Group has already entered the market for connected devices with offerings for commercial lawn and garden services, and recognizes that the market will continue to develop over time, demanding increasingly sophisticated IoT services bundled with traditional products. Moreover the expectations will increasingly be on the interoperability between distinct products to achieve these sophisticated services.

“We build on expert knowledge and competence of solid technological partners with experience in the field. We need to be able to respond to market changes with corresponding technological developments,”says Sascha Menges, President of the Gardena Division within the Husqvarna Group.“As the technological IoT landscape changes, Seluxit's technological agility is key.”

Seluxit has a deep and specific knowledge of embedded IoT hardware, firmware, communication protocols, device interoperability and cloud platforms including extensive experience with driving emerging standards, all of which comes to bear in the collaboration with Husqvarna Group.

As Seluxit's CEO Daniel Lux explains, “our work with Husqvarna Group represents current best practice in IoT. We're providing Husqvarna Group with stable, proven technology that can be deployed quickly.”

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Seluxit is an agile international team working in Aalborg, Denmark focusing on end-to-end IoT solutions from the device to the user interface.

Husqvarna Group

Husqvarna Group is a world leading producer of outdoor power products including chainsaws, trimmers, robotic lawn mowers and garden tractors. The Group is also the European leader in garden watering products and a world leader in cutting equipment and diamond tools for the construction and stone industries. The Group’s products and solutions are sold under brands including Husqvarna, Gardena, McCulloch, Poulan Pro, Weed Eater, Flymo, Zenoah and Diamant Boart via dealers and retailers to end-customers in more than 100 countries. Net sales in 2014 amounted to SEK 33 billion, and the Group had more than 14,000 employees in 40 countries.

The Gardena Division

The Gardena Division is part of Husqvarna Group and Gardena is the brand for passionate gardeners, offering products for a wide range of gardening needs such as watering, lawn care, tree and shrub care and garden tools. Products and solutions are sold at leading retail outlets, mainly in Europe.

11 virksomheder udstillede i år på den danske fællesstand på ”Mobile World Congress” i Barcelona, der er den største messe i verden inden for IT- og mobilindustrien. Virksomheden Seluxit, der deltog for første gang, fik øget sin synlighed på verdensplan betragteligt.

Seluxit at Mobile World Congress
Seluxit i Aalborg var for første gang i år repræsenteret på ”Mobile World Congress” i Barcelona. På den danske fællesstand ses fra venstre virksomhedens medstifter Daniel Lux og kollegaen Brian Boyles, der er EUprojekt manager hos Seluxit. )Foto: Janus Sandsgaard).

Den danske fællesstand på messen var etableret i samarbejde mellem IT-Branchen, Dansk Erhverv, Eksportrådet og det danske handelskontor i Barcelona.

”Mobile World Congress” er den største af sin art inden for IT- og mobilindustrien, og samler hvert år teknologier og virksomheder fra hele verden:
”Det er et stærkt globalt udstillingsvindue for danske virksomheder med ambitioner om eksport, og en unik mulighed for at mødes med de vigtigste spillere på den globale arena,” siger Janus Sandsgaard, fagchef forIT og digitalisering, Dansk Erhverv. Messen talte i år mere end 85.000 besøgende og 1.800 udstillere.

Eksporterer 90-95 %

Blandt de i alt 11 danske virksomheder på messen var Seluxit, der har hjemsted i Aalborg. Virksomheden udvikler en ”Internet of Things” platform, der gør det nemt at tilslutte tredje parts enheder som termostater, elmålere eller solcelleanlæg til internettet. Seluxit’s kunder er primært forsyningsselskaber og producenter af produkter, som gerne vil have deres enheder tilkoblet internettet. Med Seluxit’s ”Internet of Things” platform kan de tilbyde deres kunder at følge og styre installationer og deres forbrug i deres hjem via internettet. Virksomhedens produkter er hidtil primært blevet afsat i Europa, og 90-95 procent af omsætningen går til eksport.

Seluxit blev stiftet i 2006 af Daniel Lux og Morten Frederiksen. Virksomheden beskæftiger i dag 12 personer, og Daniel Lux regner med, at de bliver 5 mere inden årets udgang: ”Denne vækst svarer også til vores forventninger til omsætningsudviklingen,” fastslår han.

Er det springbrættet til den øvrige verden?

”Det kan det godt blive, for det øger vores synlighed på verdensplan. Vi fik en del gode kontakter fra mange forskellige lande uden for Europa - blandt andet fra Israel, Japan og USA. Derudover knyttede vi forbindelse til større virksomheder, eksempelvis den multinationale chip-producent Intel Corporation. Vi har hidtil deltaget i en messe i Amsterdam rettet mod el-selskaber, og har ved at deltage på ”Mobile World Congress” ønsket også at få kontakt med virksomheder inden for telekommunikation,” fortæller Daniel Lux.

Har styr på konkurrenterne

Man møder vel også sine konkurrenter på en sådan messe?

”Det er jo altid interessant at se, hvordan markedet ser ud og vil udvikle sig. Hjemmefra har vi imidlertid godt styr på, hvad der rører sig og møder ikke de store overraskelser. Vores produkter og forretningsmodel indebærer, at vi har en stærk position i et marked, der er i kraftig udvikling. Konkurrerende produkter og virksomheder er med til at etablere et voksende marked for ”Internet of Things”, så vi ser konkurrenterne mere som medspillere end modspillere.”

Forretningsmodellen i Seluxit hviler på tre ben: Det primære er tilpasning af virksomhedens platform, så kunderne i deres forretningsmodel kan udnytte de digitale muligheder og komme hurtigere til markedet. Det andet ben er konsulentydelser, og det tredje er licensindtægter på ”Internet of Things” platformen.

Modsat mange nystartede virksomheder har Seluxit tjent penge fra dag 1:
”Virksomheden kunne sikkert være vokset hurtigere, hvis vi havde allieret os med eksterne investorer og långivere fra starten. Vi valgte at danne virksomheden på 2 grundprincipper:

Vi har tidligere været i dialog med interesserede investorer, men vi har oplevet, at mange investorer har haft et relativt kortsigtet og meget ensidigt finansielt fokus. Uden egentlige produkter har vi ikke kunnet forklare vores teknologiske visioner for investorerne. Inden for disse rammer har vi ikke set muligheden for at få den fornødne frihed til at vælge produktudvikling med tilstrækkelig innovationshøjde. Nu, hvor vi har etableret denne platform, begynder investorer imidlertid at blive interessante, og vi er i dialog med nogle interesserede virksomheder,” siger Daniel Lux


See the "IT- og mobilvirksomhedernes springbræt til resten af verden" article by Kristian Kongensgaard, Dansk Erhvervs Avis, International Handel, 15-17 April 2015, p. 16.

IT development and consultancy group Cybercom and IoT specialists Seluxit have recently announced a strategic partnership to ensure even broader and more technologically robust Internet of Things technologies for their clients.

The partnership has been forged in response to increased concrete market demand for getting products to market that are IoT enabled.

In pursuit of meeting the increased market need, Cybercom will leverage Seluxit's profound and specific knowledge of embedded IoT hardware, firmware and communication protocols as well as its expertise with IoT gateway and middleware cloud solutions. Cybercom will augment these core technologies with its own technology frameworks, and will be able to fully develop the solutions in conjunction with its extensive partner network. This will better enable both Cybercom and Seluxit to meet the full range of their clients' business needs.

As Seluxit's CEO Daniel Lux explains, “The partnership with Cybercom will allow us to provide our technologies for a broader range of clients. Furthermore, Cybercom is in a position to fully realise the potential of an IoT solution in the broader enterprise context, for example by analyzing and integrating data towards the clients' CRM and ERP systems.”

Bo Strömqvist, Head of Sales at Cybercom, comments “we always strive to build strong co-operations to the benefit of our clients. Seluxit’s vast experience and state-of-the-art solutions mean that we can provide even more value, adding our client and domain knowledge to their technical foundation”.

For further information, please contact:

Seluxit, Daniel Lux, CEO +45 46 922722
Cybercom, Patrik Lägermo, Business Unit Manager, +46 708 779696

About Seluxit

Seluxit is an agile international team working in Aalborg, Denmark, focusing on end-to-end IoT solutions from the device to the user interface.

About Cybercom

Cybercom is an IT consulting company that assists leading companies and organisations to benefit from the opportunities of the connected world. The company’s areas of expertise span the entire ecosystem of communications services. Cybercom’s domestic market is the Nordic region, and in addition the company offers global delivery capacity for local and international business. Cybercom was founded in 1995 and has been quoted on the NASDAQ OMX Stockholm exchange since 1999.
Read more at www.cybercom.se.