Who does Myriad Group AG serve among IoT and enterprise messaging buyers?
Myriad Group AG targets telecom operators, IoT integrators, and enterprises needing low-bandwidth messaging and device orchestration. After a 1.2 billion EUR PE acquisition in 2025, focus shifted to SaaS recurring revenue and industrial automation wins in emerging markets.
Demand is driven by telcos seeking edge messaging and manufacturers adopting remote telemetry; churn falls when onboarding is under two weeks. See Myriad Group AG SWOT Analysis for product-level implications.
Who Is Myriad Group AG Really Trying to Reach?
Myriad Group AG targets three B2B customer groups: Mobile Network Operators (MNOs), Original Equipment Manufacturers (OEMs) of smart devices and IoT, and enterprise/public sector buyers for secure 5G deployments. The firm reaches end-users indirectly via these operator and manufacturer partnerships.
Primary: Mobile Network Operators
MNOs are the anchor clients, generating approximately 55 percent of 2025 turnover; they buy network maintenance, SIM and connectivity platforms, and 5G services that scale across regions.
Secondary: OEMs and IoT Hardware Makers
OEMs contributed roughly 30 percent of 2025 revenue, up about 12 percent year-over-year, as Myriad Group AG supplies embedded connectivity and certification for smart devices and IoT modules.
Customer Type and Market Role
Myriad Group AG primarily serves businesses and institutions (B2B): network operators, device manufacturers, municipal governments, and utilities seeking secure connectivity and managed services.
Most Important Segment
The MNO segment is most commercially important by revenue and scale, underpinning cash flows and channel access for OEM and enterprise-focused growth initiatives.
Who the Company Is Really Trying to Reach
Myriad Group AG focuses on MNOs as the revenue anchor, OEMs as the growth engine, and enterprises/public-sector buyers for strategic 5G projects; end-users are served indirectly through these partners. Read more in What Myriad Group AG Company Stands For.
- MNOs: anchor client, 55 percent of 2025 turnover
- OEMs/IoT manufacturers: growth contributor, ~30 percent of revenue, 12 percent YoY growth in 2025
- Primarily B2B: network operators, device makers, enterprises and public sector
- Most important: MNO segment for revenue, scale, and distribution
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What Do Myriad Group AG's Customers Care About?
Myriad Group AG customers want recovered revenue and secure connectivity: mobile network operators (MNOs) seek to win back messaging volume lost to OTT apps, emerging – market operators need USSD monetisation, and industrial IoT teams require scalable, secure comms and faster integration cycles.
Recapture messaging revenue
MNOs want to reverse traffic lost to WhatsApp and similar OTTs; they deploy the Versit platform and RCS campaigns targeting a 15 percent uplift in enterprise – to – consumer traffic by end of 2025 to restore SMS-like revenue streams.
Monetise low – end users
Operators in Africa and South Asia prioritise USSD financial services middleware to earn ARPU from non – smartphone users and expand mobile money reach without requiring smartphones.
Secure, scalable IoT connectivity
Industrial IoT manufacturers and integrators demand encrypted, scalable device connectivity and predictable SLAs for fleets across regions, plus fast integration of embedded software.
Shorter sales and deployment cycles
MNOs and IoT clients value reduced time – to – production; Myriad Group AG launched a virtual sandbox in 2025 to cut sales cycles by 15 percent, lowering friction for pilots and proof – of – concepts.
Reliability and regulatory compliance
Customers prioritise carrier – grade uptime, message delivery guarantees, and adherence to local telecom and data rules when choosing messaging and connectivity middleware.
Why they pick Myriad Group AG
Clients pick Myriad Group AG for proven messaging platforms (RCS/Versit), USSD middleware, and IoT connectivity tools that deliver measurable revenue recovery and faster integrations.
What Those Customers Care About
Customers care most about recovering lost messaging revenue, monetising non – smartphone users, and securing scalable device connectivity; practical buying drivers are clear ROI, shortened deployment, and regulatory compliance.
- Recovering messaging volume lost to OTTs like WhatsApp
- Practical ROI: 15 percent targeted RCS uplift by end – 2025
- Aspirational: being seen as modern, digital – first operators
- Clear reason to choose Myriad Group AG: turnkey platforms that convert traffic to revenue and cut integration time
See related background on ownership and structure: Who Owns Myriad Group AG Company
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Where Is Demand Strongest for Myriad Group AG?
Demand for Myriad Group AG solutions is strongest in emerging markets where hybrid connectivity bridges digital gaps-notably Sub-Saharan Africa and Latin America-while developed markets (North America, Europe) drive enterprise 5G integration needs.
Primary Market: Sub-Saharan Africa
Sub-Saharan Africa accounts for about 30 percent of Myriad Group AG market presence in 2025, driven by USSD and mobile-money use in Kenya, Nigeria, and South Africa, where mobile operators and fintechs need reliable messaging and hybrid connectivity.
Secondary Markets: Latin America & Southeast Asia
Latin America remains a pillar for mobile-payments and SMS-based services; Southeast Asia shows a surge via 2025 joint ventures in Vietnam and Indonesia targeting industrial IoT (IIoT) and smart-city deployments.
Where Myriad Group AG Is Strongest
Myriad Group AG is strongest where telcos and fintechs need mixed-channel messaging and synchronization: high reach in emerging markets plus Tier-1 telco integrations in North America and Europe for 5G signaling and messaging.
Where Demand Is Growing Fastest
Fastest growth in 2025/2026 is in Southeast Asia IIoT and smart-city projects and continued expansion in Latin America's mobile-money corridors; enterprise 5G rollouts in North America and Europe also lift demand for synchronization tools.
Where Demand Is Strongest
Demand concentrates in emerging markets-Sub-Saharan Africa and Latin America-for hybrid connectivity and mobile-money, with growing enterprise demand in Southeast Asia and developed markets for 5G and IIoT integrations.
- Primary: Sub-Saharan Africa - 30 percent market presence in 2025
- Secondary: Latin America and Southeast Asia - mobile-money and IIoT/smart-city demand
- Strength: Telco and fintech reach in emerging markets plus Tier-1 5G integrations in North America/Europe
- Growth target: Southeast Asia IIoT/smart-city and Latin America mobile-payments through 2026
For sales-channel and partner details see How Myriad Group AG Company Sells
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How Does Myriad Group AG Keep Its Audience Growing?
Myriad Group AG grows its audience by shifting from one-time OEM bundles to recurring SaaS and PaaS contracts, expanding into fintech and IIoT, and funding AI R&D to deepen product stickiness and cross-sell into adjacent segments.
Expanding into higher-margin adjacent markets
Myriad Group AG targets online casino operators, sports betting companies, affiliate marketing partners, and enterprise mobile clients by repositioning as a connectivity bridge for fintech and IIoT, using SaaS/PaaS to reach new segments and increase recurring revenue.
Customer Retention Drivers
Recurring SaaS pricing, platform integrations, and AI-driven features funded by a 15 million CHF late-2024 capital raise reduce churn; SaaS-related bookings rose 30 percent in H1 2025, signaling stronger retention and higher lifetime value.
Loyalty, Repeat Demand, and Customer Depth
Multi-product bundles (SaaS + PaaS + AI services), usage-based pricing, and enterprise SLAs push renewals and upsells for gaming operators and betting platforms; customer success teams and integration toolkits increase ecosystem stickiness.
Strongest Customer-Base Growth Lever
The shift to recurring SaaS/PaaS and positioning as a fintech/IIoT connectivity hub is the prime growth lever-management targets an EBITDA margin of 18 to 20 percent as higher-margin streams scale through 2026.
How Myriad Group AG Keeps the Audience Growing
By converting OEM deals into recurring SaaS/PaaS contracts, expanding into fintech and IIoT, and investing 15 million CHF in AI R&D, Myriad Group AG increased SaaS bookings by 30 percent in H1 2025 and is positioned to become an AI-driven communication hub by 2026.
- The main customer-base growth driver is the SaaS/PaaS transition and fintech/IIoT repositioning.
- The strongest retention factor is recurring revenue and AI-enabled product differentiation.
- The most important loyalty mechanism is multi-product bundling with prioritized customer success and enterprise SLAs.
- The main risk to customer-base durability is execution on AI integration and timely migration from legacy OEM bundles.
For background on Myriad Group AG evolution and strategic shifts, see History of Myriad Group AG Company Explained
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Related Blogs
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- Who Owns Myriad Group AG Company and Why Does It Matter?
- How Does Myriad Group AG Company Actually Work?
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Frequently Asked Questions
Myriad Group AG mainly serves B2B customers. Its core groups are Mobile Network Operators, OEMs of smart devices and IoT hardware, and enterprise or public sector buyers for secure 5G projects. End-users are reached indirectly through these operator and manufacturer partnerships.
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