During the launch of a new product, every company wants to receive some feedback.
Is the product easy to use? Does the product fit our user’s needs? Can users onboard without major obstacles? Are users excited about it?
With this in mind, I figured this would be a great moment to start a series of blog posts to connect our community and share our progress.
So, our rebranding journey began by updating our logo with an impactful new logo that could personify the meticulous manner with which we have developed our product and reflect the quality and reliability of our software.
We were happy to see that many of our users responded positively to this change, as this was just the first in many changes to come in the following months. To us, this revamp was not only a re-packaging of the product. Our goal was to fully transform our brand in order to capture what Tanaza is really about, what we like to do and where we want to go. It took time and dedication to put pen to paper and redesign the company’s entire brand, from product to processes, with a clear mission in mind.
At Tanaza, we believe that hardware should be seen as the “vehicle” for software and that choosing the right hardware is as important as it is to choose the right software that brings value.
As someone once said, an IBM machine without Windows, is just a box with LEDs. However, once this so-called box is empowered by a Windows OS …it will become able to bring magic. At the end of the day, when someone buys a computer, what they are really buying into is the Windows user experience provided by the Windows Operating System. On average, when deciding to make the purchase, do users consider whether the Windows OS is running on Lenovo or Acer hardware? Not likely.
Sure. Some Apple lovers may not agree. But Apple is an exception to this rule, as Apple hardware is like an art piece. (Sidenote: If you have not read Jony Ive: The Genius Behind Apple’s Greatest Products, I highly recommend it. And yes, I am a big fan of Apple products, and won’t go anywhere without my MacBook Pro).
A similar thing also happened within the smartphone market with Android. There is a clear multi-vendor operating system that enables users to quite freely change their hardware model over time, seamlessly, while always maintaining the Android experience uncompromised.
This is disaggregation.
So far, disaggregation did not only occur in the PC and smartphone markets. It has also happened in data centers, where companies like Google, Amazon, and Microsoft, have built their hyper-scale architecture with bare-metal switches and devices that run on customized Linux-based Operating Systems. Together, these companies, who many refer to as the industry’s “big guys”, have put together the Open Compute Project (OCP), an initiative that aims at maximizing the standardization of white-box hardware to boost interoperability and efficiency, minimize CAPEX, and remove hardware vendor lock-in. Some software vendors are already pioneering hardware/software disaggregation in the Enterprise switch market. My personal favorite is Cumulus Networks, a company which is leveraging their creativity, nerdiness and their $134M in funding to democratize disaggregation advantages.
Fortunately for us, software/hardware disaggregation has not yet happened in the WiFi market and although many people are talking about this, no company has fully penetrated this market.
In 2012, we launched a software with a cloud-controlled firmware that could be flashed on multi-vendor hardware. We did know at first that by doing so we were beginning our path towards embracing the software/hardware disaggregation approach as we were not aware that what we would be building was a Network Operating System. At the time, Meraki had not yet been purchased by Cisco for 1.2 Billion USD, PowerCloud had not been purchased by Comcast for under 50 million, and OpenMesh had not yet been sold to Datto.
With all of this history in mind, we can now clearly give a better name to what we are currently doing.
By launching TanazaOS, a cloud-based Operating System that can run on any compatible Wi-Fi Access Point, we are disaggregating hardware and software in the Wi-Fi space.
Why? Because We want to give freedom from hardware vendor lock-in and run an OS on devices from 9USD to 400USD. Internally it’s the same OS for all devices, while externally, one can choose the device specific to their needs (more on this on a future post).
In some way, we are inspired by Android, which runs on smartphones that are super cheap and good for my aunt, and on top of high-performing devices like the GalaxiS105. (disclosure: after having 7 generations of iPhones, I finally switched to OnePlusOne last year!).
Thanks for reading. I hope you enjoyed this post.
More posts will follow, starting with one about the TanazaOS roadmap.
Please feel free to leave a comment.