Gobius Sensor Technology was founded in 2007 with the aim of providing all boaters with increased comfort and greater freedom. Based in Halmstad, Sweden, Gobius Sensor Technology AB offers simple and reliable products to measure the liquid level in the recreational marine waste, fuel, and water tanks. Unlike other measuring instruments, these products can be installed outside the tank making them simple and easy to use.
We got a chance to interact with Anders Meiton, the CEO of Gobius Sensor Technology AB, who was happy to share his business journey with us. Below is an excerpt from the interview.
Why was the company set up?
I have always had a dream to invent something that creates joy, solves a problem, and is good for the environment. Earlier, I used to exhibit the products at trade fairs, participate in innovation competitions, and give away products almost for free. Gradually, the Gobius team moved on to process our innovative products for the end customers, then resellers/distributors, and then boat manufacturers. Today, we have reached other customers from the train market.
What challenges did you face in your initial years? What can your peers learn from it?
When we were starting with Gobius Sensor Technology, almost everyone said that it was impossible to measure metal tanks from the outside. Fortunately, we had one customer who said that the concept was interesting, but he didn’t want to be the first one to participate in it.
But that didn’t stop us from realizing our vision. We went on to display our first Gobius sensor prototype at the fair for boat accessories at METS in Amsterdam and were also nominated for the DAME Award in the prestigious innovation competition. The following year, in 2008, we got a chance to introduce our first product at the boat fair in Gothenburg, Sweden.
One piece of advice that we would like to give to our peers is – do your homework carefully before entering the market. Focus on the tests, both theoretical and practical, and obtain references, and then invite customers to participate in the development.
What kind of mixed responses have you received from your consumers? How have they motivated you to shape your offerings over the years?
We consider ourselves lucky that we got wonderful responses from our consumers. Some said that our product really works, it’s smart and incredibly easy to install. Others were happy to have finally found a meter that worked on a waste tank as the one sitting on the inside didn’t work quite well. Our customers have been kind enough to say that our product works to our manufacturers as well. I guess it’s easier for our customers to convince them than to have us do so. What was more challenging was to show a high level of confidence in our products so that manufacturers also installed them. That was a breakthrough that we had in 2019.
Building a culture of sustainability inside an organization is very important to maintain a reputation in the global market. How is it true for your company?
Of course, it is true. Our technology must work, otherwise, it is pointless. We successfully installed our product on different boat tanks, which had different materials, different tank wall thicknesses, different sizes, etc. We have had an external development environment, which has given us enormous experience.
How would you describe your company – as a leader or follower?
I would say our company is a leader. We have made it possible to measure tanks from the outside with the help of vibrations – a knowledge that is patented in the USA and Europe. Considering our unique technology that is well developed and tested, Gobius Sensor Technology AB has a large market in front of it. We have already established ourselves in the boat industry and are well on track to make our way into the train industry. Besides, we are looking to conquer other markets as well.
Trust is a difficult attribute to measure and a delicate dynamic to maintain. How do you maintain this with your employees?
The number one quality that one should be focusing on to build trust within employees is openness. At Gobius Sensor Technology AB, every employee is given the right responsibility and their work and opinions are valued. Apart from that, co-ownership really helps to make them feel that they are an important part of the company.
If you have to list five factors that have been the biggest asset to your organization, what would they be and why?
Never giving up in the face of adversities, openness, partnership, a team of talented people, the involvement of customers and manufacturers, and not letting geographical distance come in the path has contributed to making the company what it is today.
Where do you see you and your company a couple of years from now?
There are over one million leisure boats with toilets, and I guess there are same number of trains with toilets. I hope to see our product become the first choice for leisure boats’ waste tanks as well as for train toilet tanks. In addition, I also want our technology to be used in other environments that we do not know today.
Meet the Man Who Made It Happen
Anders Meiton, CEO
Anders Meiton is the man behind Gobius Sensor Technology AB. He is an innovator and experienced entrepreneur with sailing as his main interest. He studied at Goteborg University and is a business consultant, distributor for US Graphics software in Scandinavia.
“Gobius Sensor Technology AB offers boaters the world over tank monitors that creates increased comfort on board. Our proprietary products are simple to install, easy to use, reliable, and contribute to a better environment.”