MIRO: Distributor MiRO Successfully Navigates Turbulent Environment

For 20 years, MiRO – southern Africa’s leading distributor of Wireless, Networking, VoIP, and IP Video products – has been solving problems for clients and bringing world-class IP convergence solutions that ensure the country can connect, communicate, and inevitably succeed. An unrivalled support experience combined with an exceptional product range has helped the company to grow significantly, making meaningful progress and living by its mission statement of ‘empowering your company to connect communities’.

With offices in Johannesburg, Mbombela, Durban, and Cape Town and a vast distribution network across sub-Saharan Africa, MiRO’s coverage is continental.

After a tough few years, where many have felt the pressure from a problematic demand and supply environment, MiRO has used its knowledge and scale to ensure customers can continue growing their businesses at all times.

“A calm sea never made a skilled sailor,” smiles Head of Marketing & Training Ryan Dunford. Remembering the harsh lockdown in South Africa in March 2020, he says MiRO braced for a challenging period but took a confident outlook. “We weren’t going to sit back and wait for the storm to hit. We rode headfirst into it. We believe those who can bend with the wind can weather any storm. All businesses had unique challenges, and we looked at what we could do, our values, and how to manage this unpredictable environment. We went back to our values and our vision – to serve as an inspiration to the industry. Being pessimistic was simply not an option.”

This approach helped the company weather unpredictability throughout the pandemic, ultimately leading to significant growth and adding to a long history of innovation and progress.

TWO DECADES OF CONNECTING

Founded in 2003 in what Dunford labels a ‘classic, heart-warming entrepreneurial story’, starting in a home with a vision to solve a connectivity problem, MiRO’s initial offering was the import and local assembly of wireless access points – network devices that connect wireless appliances.

From 2000 to 2010, the number of people using the internet went from around 400 million to more than two billion. The number of websites boomed from approximately 17 million to more than one billion in 2018. MiRO thrived as more and more people moved online. The company became the local expert in access points and internet connectivity in its early years. It began partnerships with the industry’s best brands as demand for coverage spread and people and businesses needed to transition online.

“The company had already cut its teeth assembling access points, and when world-leading suppliers started coming to the market – big brands like EnGenius, Ubiquiti, and Mikrotik – the MiRO executive committee wasted no time onboarding them,” says Dunford.

At the turn of the millennium, devices with the ability to connect to a wireless network became more popular, everything from laptops, security cameras, alarm systems, and phones. In 2007, with the launch of the first iPhone and the subsequent development of the era of touchscreen smartphones, wireless connectivity shifted from being a luxury to a human necessity.

“That was a big deal, and through partnerships with the industry’s best, MiRO grew drastically, expanding its portfolio into other complementary IP categories,” says Dunford.

“When you have an internet presence, that’s when the party starts,” he adds. “That is when you can start building IP surveillance systems, hosting countless simultaneous voice calls, creating large capacity broadband backhauls, introducing the internet of things etc. The infrastructure provided by wireless broadband internet was a catalyst for a massive surge in demand, and MiRO was perfectly positioned.”

Joining MiRO in 2015, moving from a sister company, Dunford knew immediately that MiRO was the place to be and that there was an evident appetite to succeed while helping to grow the industry.

“I remember walking in and being amazed by the speed of everything. Things were fast, people moved quickly, and deals were happening. I could see it was a thriving and evolving business.”

BEST BRANDS

MiRO is a business-to-business organisation selling leading products and brands across southern Africa. The company’s vast brand portfolio contains only the highest quality products. Supplier relations that have been built and nurtured over decades, these brands have incomparable intellectual property and solve many problems for Internet Service Providers (ISPs), integrators, and managed service providers (MSPs). From its core access points and wireless connectivity to IP security, networking, VoIP, IoT, access control, and more, MiRO can provide a fully-fledged IP-convergence solution for any client.

“Wireless ISPs come to us and get the masts, broadband connectivity equipment, assistance with the licensing, the cables and connectors, the panels to run the system off-grid, and much more. Our six primary solution categories are broadband wireless, Wi-Fi, voice over IP (VoIP), IP security, fibre networking, and training and certification. We have headline brands in each of these solution categories,” he adds.

Mimosa – a division of Airspan – is a wireless broadband enabler perfectly suited to more challenging-to-reach areas, not suitable for fibre. A pioneer of gigabit wireless technology, this affordable partner has a range of solutions available in South Africa, exclusively through MiRO.

Cambium Networks manufactures outdoor broadband wireless, enterprise Wi-Fi equipment, and network switching gear. The company can build world-class networks with the support of a global community and MiRO teams in southern Africa to assist in the speedy rollout.

Grandstream Networks is globally recognised for manufacturing VoIP, video communications (VC), and IP networking technology. The company has a range of phones, adapters, access control devices, and other solutions to manage unified communications for SMBs and large enterprises.

Uniview is a security provider in the IP surveillance sector. One of the largest manufacturers in the world and available in 145 countries, this brand has a strong product portfolio known in South Africa through MiRO.

Tenda Technology is a leader in the networking sector, offering a range of technologies, including home routers, network switches, range extenders, and smart plugs. Perfect for home and small office applications, Tenda and MiRO can price affordably to move clients’ business forward quickly.

The MiRO Academy helps entrepreneurs and employees (internal and external) to upskill in the ICT space, learning about IP networking, Wi-Fi, Fixed Broadband Wireless, VoIP, and power solutions. Online and in-person courses are delivered nationwide through a sophisticated blend of certification and fundamental courses to lower the barriers to entry into the industry.

These, as well as a strong range of other brands, are essential in the MiRO business, and each solves a problem in the market. But MiRO will not simply start supplying the flavour of the month. There must be a solution to a challenge, the technology must be robust, pricing must suit its intended market, and a brand must have social evidence of its results. MiRO is only as good as the brands it promotes, and vice versa. Without MiRO, these brands would struggle to access the potent southern African market.

For Dunford, without social proof of outcomes, a stringent onboarding process would not even begin for new brands.

“The main thing about our partnerships is that we must solve a customer’s problem,” he says.

“It’s about reputation; because of the nature of the physics behind our solutions, it’s tough to fake it. The proof is in the pudding. The thing about technology is that you absolutely cannot fake it. Your equipment will break, you will lose customers, and your reputation as a quality supplier will be damaged.”

FILLING GAPS

A team of product managers scour the globe for solutions from reputable brands that can add to existing offerings, allowing MiRO’s customers complete flexibility and reach to do all their shopping under one roof. If an ISP wants to connect a lodge in rural Limpopo or a full, business-critical end-to-end technology suite for a corporate HQ in Sandton, MiRO can provide an end-to-end tailored solution and back it up with project financing and credit accounts.

“We do our best to stay on the forums, listen to the chatter, attend as many industry events as we can so that we can make informed decisions about a new venture,” says Dunford. “When we believe a vendor is a suit for us, we check to see if a competitive gap exists. We check multiple sources before starting a conversation. We want social proof that a brand does its job. We must ensure they are solving a problem, and we have a rigorous ISO onboarding programme that looks at several factors, namely environmental and social impact.”

MiRO enjoys positive relationships with many local and international distributors and can quickly dial into the wider industry to evaluate. MiRO works closely with customers to understand the needs of the market. “We do not like to over promise and under deliver,” says Dunford.

In September, MiRO announced a new partnership with Ring. Internationally acclaimed for solid performance, affordability, and ease of use and set-up, Ring products include video doorbells, security cameras, and alarms for home applications. All are connected to a wireless network and backed up with cloud storage. This simple but effective solution filled a gap in the market, and MiRO is so far delighted.

“Ring has universal appeal, and the technology suits us,” says Dunford. “Not everyone wants a full end-to-end surveillance system for their house. Some people want a single doorbell and a floodlight camera outside. Ring has solid social proof and validity in various markets, making them an ideal partner. Their product range fits with us very well alongside the larger enterprise-type solutions that we offer. It is part of a listed company, and therefore we can see the level of compliance, which also gives us confidence.”

ON-SITE PROOF

Recently, MiRO was able to put its range to full use at the exciting Leonardo building in Sandton. Newly complete and labelled as the tallest African building, a stone’s throw from the JSE, the Leonardo is a flagship in the South African development space. Described by its owners as ‘the ultimate luxury lifestyle destination’, the building is home to 232 apartments, gardens, sporting facilities, retail space, a restaurant, a hotel, and much more.

MiRO was on hand to provide all the Wi-Fi required to connect the space, which stretches 234 m into the Gauteng sky, including more than 15,000m² of premium office space and a 2100m² penthouse which will be one of Africa’s most expensive properties. Utilising UniFi technology from Ubiquiti, Wi-Fi coverage is uninterrupted for everyone, even in elevators.

“We completed the entire Wi-Fi solution, and it is one of the largest corporate buildings in Africa. They told us what they needed, we helped plan the solution, and then delivered everything. We don’t do the physical installation or provide any last mile services, but all the equipment and project support comes from us,” says Dunford.

Typically, MiRO has strong and historical relationships with project managers, landlords, installers, and building managers, providing solutions to keep property connected efficiently.

“A landlord might say to a project owner that they want LTE failover for all Wi-Fi routers and backup power for the entire building. The project owner will hire an installer to contact MiRO, and we will provide recommendations.

“Our core business is to enable the growth and development of other businesses. We provide training on managing, monitoring, and maintaining the network,” he continues.

“Technology is very sophisticated and is becoming more complex. For our customers, installing an enterprise Wi-Fi solution ten years ago is vastly different today because of new innovative management tools and increased sophistication of the devices.”

Described by the development group as ‘the most technologically advanced, environmentally friendly building on the continent’, with the help of MiRO products, the Leonardo will remain connected, and so will its patrons.

STOCK IS KING

As supply chain chaos followed periods of mass uncertainty around the world from 2020, and manufacturers struggled to get the parts they needed to keep up with demand in ’21 and ‘22, MiRO was quietly continuing to serve its channels with products and technology that others could not access. Holding a healthy stock level and partnering with reliable brands worldwide, the company did not immediately run dry.

“It has been a wild ride and a crazy experience,” says Dunford. “South African lockdowns were harsh and scary, but our business was already primed to manage a shift to working remotely. We could move staff to work from home very quickly. Shifting the business was seamless, but we did brace for a downturn in demand. However, what happened was the complete opposite. We were deemed essential, and everyone was working from home and requiring not just good internet but coverage as well.”

Previously, homes typically had a single router providing Wi-Fi across the house for multiple devices. With the lockdown, many people were sent to work from home, with laptops pulling bandwidth, TVs streaming, children online learning, and phones updating software. The need for secure connectivity was dramatically increased. “You couldn’t maintain that position with existing infrastructure, so there was a massive spike in demand. 2020 was probably the busiest we’ve been in our existence, and we grew significantly,” highlights Dunford.

But following the boom of 2020, the next 12 months were more of a challenge as the international shortage of semiconductor chips hit manufacturers. Integrated circuits are present in all electronic products but only made in a limited number of locations globally. As demand far outweighed supply, only the stronger brands were able to gain access to chips. Those that failed to meet the needs of their clients felt the pinch.

“We managed to service all of our customers in 2020,” says Dunford, “but in 2021, we couldn’t get our hands on stock. Fortunately, the way that our business is positioned, we weren’t reliant on any single manufacturer. Three of the five Wi-Fi vendors we worked with went bust, but the other two were well-placed. We backed those two and ordered significant volumes. The way MiRO had diversified its product lines a decade ago was our saving grace.”

He adds that even now, some vendors still struggle to keep up with demand, further reinforcing the need for MiRO to maintain good, robust, quality stock levels. As online activity becomes more accessible and the digital world is further embedded in the physical, there will be more demand for products that enable that bridge.

“We have backed the brands that were there for us through this period of unpredictability. While it has been bumpy, we believe there will be a surge in demand. Our research shows that 30% more South Africans are online shopping now. That number is only growing as people become more comfortable online.”

MiRO has invested heavily in its online presence, allowing customers to purchase seamlessly. Now, clients can log onto the secure MiRO website and complete a simple onboarding procedure before ordering stock, gaining credit, and reselling into their local market – MiRO handles all certification, approval, and marketing.

“We have seen that when a business buys online for the first time, there is a high probability they will buy online again. We have worked hard to deliver an online buying experience that is better than the rest of the industry, giving us much more exposure. For the next year, we must ensure we have enough stock to deliver to our customers. Stock is king. In our game, you’ve got to have the merch to make the sale,” smiles Dunford.

CONNECTING COMMUNITIES

The key strength of the MiRO business is its brand portfolio. But the company’s reach is also what makes it powerful. With three essential channels for the business – resellers or sub-distributors; service providers; and IT managers, system integrators, security installers, or project managers – MiRO reaches across southern Africa. Where it doesn’t have a physical branch presence, the preference is to form productive partnerships with reputable local players. This strategy has allowed the company to become known as an industry leader.

“Whenever technology needs to converge over IP, we have the solutions,” said Dunford.

Bringing the world’s best technology and partnering with those that understand the local conditions and can ensure efficient rollout, sees MiRO able to stride closer every day to achieving its mission.

“We deal with thousands of clients, and they are comfortable sharing information with us because we are transparent. We want our industry to make smart, informed decisions so that they can grow. If they grow, they can order more. Hopefully, we then build long-term partnerships that could not happen without us,” says Dunford, adding that broadband infrastructure is now vital in daily life. Without substantial rollout in South Africa, many will be left behind.

“Our slogan is ‘we empower you to connect communities,” he concludes, and the company does just that. By holding consistent stock from an unrivalled portfolio of brands and servicing clients across a vast geography – even through the pandemic and ensuing economic slowdown – MiRO is driving the region’s connectivity, navigating stormy seas as a good captain of industry.