# From Niche to Global: Navigating Ultra-Rugged IoT with Beontag

- Show: [Over the Air](https://hardwarepodcasts.com/podcast/over-the-air)
- Published: 2024-09-26
- Length: 23m
- Page: https://hardwarepodcasts.com/podcast/over-the-air/2024-09-26-from-niche-to-global-navigating-ultra-rugged-iot-with-beontag
- Listen: https://podcasters.spotify.com/pod/show/over-the-air/episodes/From-Niche-to-Global-Navigating-Ultra-Rugged-IoT-with-Beontag-e2ok699

## Summary

Ricardo Lobo, CEO of Beontag, explains how the company transitioned from a niche R&D-focused startup to a global brand by solving ultra-rugged IoT problems that major players ignored, such as reading through metal and liquids. He details the engineering challenges of embedding UHF sensors inside tires, which must survive vulcanization heat and pressure, and discusses the strategic balance between high-margin custom engineering and high-volume label manufacturing. Lobo also outlines future trends in the industry, including shrinking chip sizes, the push for penny-cost tags, and the convergence of UHF with Bluetooth Low Energy and 5G for real-time localization.

## Chapters

- [0:55](https://hardwarepodcasts.com/podcast/over-the-air/2024-09-26-from-niche-to-global-navigating-ultra-rugged-iot-with-beontag#t=55) Introduction: Ryan Prosser and Ricardo Lobo of Beontag
- [1:25](https://hardwarepodcasts.com/podcast/over-the-air/2024-09-26-from-niche-to-global-navigating-ultra-rugged-iot-with-beontag#t=85) Beontag's Global Strategy and Differentiation
- [4:13](https://hardwarepodcasts.com/podcast/over-the-air/2024-09-26-from-niche-to-global-navigating-ultra-rugged-iot-with-beontag#t=253) Solving Hard Problems to Build a Global Brand
- [6:59](https://hardwarepodcasts.com/podcast/over-the-air/2024-09-26-from-niche-to-global-navigating-ultra-rugged-iot-with-beontag#t=419) Engineering Ultra-Rugged Tire Sensors
- [11:08](https://hardwarepodcasts.com/podcast/over-the-air/2024-09-26-from-niche-to-global-navigating-ultra-rugged-iot-with-beontag#t=668) Balancing R&D DNA with High-Volume Manufacturing
- [14:54](https://hardwarepodcasts.com/podcast/over-the-air/2024-09-26-from-niche-to-global-navigating-ultra-rugged-iot-with-beontag#t=894) The Challenges of RF and Antenna Design
- [18:46](https://hardwarepodcasts.com/podcast/over-the-air/2024-09-26-from-niche-to-global-navigating-ultra-rugged-iot-with-beontag#t=1126) The Future of Ultra-Low Cost Tags and Form Factors
- [21:04](https://hardwarepodcasts.com/podcast/over-the-air/2024-09-26-from-niche-to-global-navigating-ultra-rugged-iot-with-beontag#t=1264) Emerging Trends: BLE, 5G, and Real-Time Localization

## Topics

- [Wireless & RF](https://hardwarepodcasts.com/topic/wireless-and-rf)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Connected products & IoT](https://hardwarepodcasts.com/topic/connected-products-and-iot)

## Most relevant to

companies scaling up

## Mentioned

- Beontag (company)
- Vary (company)
- Peridio (company)
- UHF (other)
- NFC (other)
- Bluetooth Low Energy (other)
- 5G (other)

## Related episodes from other shows

- [The Evolution of RFID and Its Impact on IoT | Impinj's Matt Branda](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2022-05-12-the-evolution-of-rfid-and-its-impact-on-iot-impinjs-matt-branda) (IoT For All Podcast)
- [Pet Tracking with IoT-Enabled Smart Collars | Halo Collar's Ken Ehrman](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2021-06-14-pet-tracking-with-iot-enabled-smart-collars-halo-collars-ken-ehrman) (IoT For All Podcast)
- [E056 Tile's Steve Klinkner | What are the Challenges of Asset Tracking in the Consumer Space?](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2020-03-10-e056-tiles-steve-klinkner-what-are-the-challenges-of-asset-tracking-in-the-consu) (IoT For All Podcast)
- [Solving the Challenges of IoT | Kallipr's Gerhard Loots | Internet of Things Podcast](https://hardwarepodcasts.com/podcast/iot-for-all-podcast/2023-01-17-solving-the-challenges-of-iot-kalliprs-gerhard-loots-internet-of-things-podcast) (IoT For All Podcast)
- [85: Stalked by Hoopers and Engineers](https://hardwarepodcasts.com/podcast/embedded-fm/2015-01-21-85-stalked-by-hoopers-and-engineers) (Embedded.fm)

## Citing this page

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