# 528: Goldfish Chunks

- Show: [Embedded.fm](https://hardwarepodcasts.com/podcast/embedded-fm)
- Published: 2026-06-25
- Length: 1h 10m
- Episode: 528
- Page: https://hardwarepodcasts.com/podcast/embedded-fm/2026-06-25-528-goldfish-chunks
- Listen: https://embedded.fm/episodes/528

## Summary

Tyler Hoffman, co-founder of Memfault (now part of Nordic Semiconductor), discusses the architecture and philosophy of Memfault, a platform for embedded device diagnostics and observability. He explains the separation of operational data from product data, the 'device-in-control' approach to firmware updates, and the use of Memfault Diagnostic Service (MDS) for BLE devices. The conversation covers when to use Memfault versus building custom solutions, the challenges of low-bandwidth connectivity, and the realities of scaling fleet management.

## Chapters

- [0:07](https://hardwarepodcasts.com/podcast/embedded-fm/2026-06-25-528-goldfish-chunks#t=7) Introduction and Memfault's Acquisition by Nordic
- [22:13](https://hardwarepodcasts.com/podcast/embedded-fm/2026-06-25-528-goldfish-chunks#t=1333) Separating Operational Data from Product Data
- [28:50](https://hardwarepodcasts.com/podcast/embedded-fm/2026-06-25-528-goldfish-chunks#t=1730) Device-in-Control Philosophy and Firmware Updates
- [30:57](https://hardwarepodcasts.com/podcast/embedded-fm/2026-06-25-528-goldfish-chunks#t=1857) BLE Connectivity and Memfault Diagnostic Service (MDS)
- [46:14](https://hardwarepodcasts.com/podcast/embedded-fm/2026-06-25-528-goldfish-chunks#t=2774) When to Use Memfault vs. Building Custom Solutions
- [52:38](https://hardwarepodcasts.com/podcast/embedded-fm/2026-06-25-528-goldfish-chunks#t=3158) Sampling, Cost, and Scaling Challenges
- [1:04:05](https://hardwarepodcasts.com/podcast/embedded-fm/2026-06-25-528-goldfish-chunks#t=3845) Customer Education and Future of Memfault

## Topics

- [Connected products & IoT](https://hardwarepodcasts.com/topic/connected-products-and-iot)
- [Embedded firmware](https://hardwarepodcasts.com/topic/embedded-firmware)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

companies scaling up

## Mentioned

- Memfault (company)
- Nordic Semiconductor (company)
- nRF Cloud (product)
- Pebble (company)
- Zephyr (tool)
- ESP32 (chip)
- MDS (product)
- Datadog (company)
- Fitbit (company)

## Related episodes from other shows

- [The Importance of Device Management in IoT Solutions | Memfault's François Baldassari](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-04-05-the-importance-of-device-management-in-iot-solutions-memfaults-francois-baldassa) (IoT For All Podcast)
- [François Baldassari from Memfault on IoT Observability](https://hardwarepodcasts.com/podcast/the-pragmatic-embedded-podcast/2023-02-15-francois-baldassari-from-memfault-on-iot-observability) (The Pragmatic Embedded Podcast)
- [#011: Memfault Joins Nordic Semiconductor: What This Means for the Future of Connected Product Development](https://hardwarepodcasts.com/podcast/coredump-sessions/2025-07-01-011-memfault-joins-nordic-semiconductor-what-this-means-for-the-future-of-connec) (Coredump Sessions)
- [Interview with Phillip Johnston Part 2](https://hardwarepodcasts.com/podcast/the-pragmatic-embedded-podcast/2022-11-29-interview-with-phillip-johnston-part-2) (The Pragmatic Embedded Podcast)
- [#019: END-OF-YEAR CELEBRATION: Moments You Loved, Stories You Missed, and 2026 Predictions You Need](https://hardwarepodcasts.com/podcast/coredump-sessions/2025-12-11-019-end-of-year-celebration-moments-you-loved-stories-you-missed-and-2026-predic) (Coredump Sessions)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/embedded-fm/2026-06-25-528-goldfish-chunks. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Embedded.fm.