# Why Software is the Key to IoT Hardware Success | Geisel Software’s Brian Geisel | Internet of Things Podcast

- Show: [IoT For All Podcast](https://hardwarepodcasts.com/podcast/iot-for-all-podcast)
- Published: 2023-01-12
- Length: 21m
- Page: https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2023-01-12-why-software-is-the-key-to-iot-hardware-success-geisel-softwares-brian-geisel-in
- Listen: https://podcasters.spotify.com/pod/show/iot-for-all/episodes/Why-Software-is-the-Key-to-IoT-Hardware-Success--Geisel-Softwares-Brian-Geisel--Internet-of-Things-Podcast-e28bk1t

## Summary

Brian Geisel, CEO of Geisel Software, explains how software enables scalable IoT hardware through over-the-air (OTA) updates, allowing products to evolve post-launch. He highlights the critical need for early hardware-software integration to avoid costly redesigns and discusses using emulation systems to mitigate supply chain delays for expensive or unavailable components. Geisel also addresses the challenge of translating innovative customer ideas into technical realities, emphasizing that founders must understand technology constraints to succeed.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2023-01-12-why-software-is-the-key-to-iot-hardware-success-geisel-softwares-brian-geisel-in#t=0) Introduction and Company Overview
- [2:23](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2023-01-12-why-software-is-the-key-to-iot-hardware-success-geisel-softwares-brian-geisel-in#t=143) The Role of Firmware and Low-Power Modes
- [6:35](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2023-01-12-why-software-is-the-key-to-iot-hardware-success-geisel-softwares-brian-geisel-in#t=395) OTA Updates and Product Scalability
- [8:44](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2023-01-12-why-software-is-the-key-to-iot-hardware-success-geisel-softwares-brian-geisel-in#t=524) Emerging Innovations: Voice Control and Interoperability
- [12:05](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2023-01-12-why-software-is-the-key-to-iot-hardware-success-geisel-softwares-brian-geisel-in#t=725) Hardware-Software Integration Challenges
- [16:02](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2023-01-12-why-software-is-the-key-to-iot-hardware-success-geisel-softwares-brian-geisel-in#t=962) Managing Customer Expectations and Innovation
- [18:51](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2023-01-12-why-software-is-the-key-to-iot-hardware-success-geisel-softwares-brian-geisel-in#t=1131) Navigating Supply Chain and Emulation

## Topics

- [Connected products & IoT](https://hardwarepodcasts.com/topic/connected-products-and-iot)
- [Embedded firmware](https://hardwarepodcasts.com/topic/embedded-firmware)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)

## Most relevant to

companies scaling up

## Mentioned

- Geisel Software (company)
- NASA (company)
- Nitrium (product)
- Google Home (product)
- Alexa (product)
- Tesla (company)

## Related episodes from other shows

- [Agile at Growing Hardware Startups with Matt Cole](https://hardwarepodcasts.com/podcast/the-pragmatic-embedded-podcast/2022-04-19-agile-at-growing-hardware-startups-with-matt-cole) (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)
- [128: Creating an App for Your Hardware Device](https://hardwarepodcasts.com/podcast/product-startup/2022-06-08-128-creating-an-app-for-your-hardware-device) (Product Startup)
- [#002: The secrets to building secure & scalable OTA infrastructure with Nick Sinas](https://hardwarepodcasts.com/podcast/coredump-sessions/2024-12-18-002-the-secrets-to-building-secure-scalable-ota-infrastructure-with-nick-sinas) (Coredump Sessions)
- [451: From Concept to Launch](https://hardwarepodcasts.com/podcast/embedded-fm/2023-06-08-451-from-concept-to-launch) (Embedded.fm)

## Citing this page

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