The order book for Curemaster is strong with a surge in orders during the first two months of the year. The executive anticipates continued momentum throughout the year, driven by increasing global demand for advanced, sustainable curing solutions.

FORWARD INTEGRATION

According to Rudman, digitalisation is playing a crucial role in enhancing the efficiency and reliability of curing presses. “Digitalisation provides real-time visibility into production processes, allowing manufacturers to monitor efficiency and product quality continuously. With a clear overview of operations, manufacturers can identify inefficiencies and ensure production targets are met. The HF XPLORE digital portal offers access to critical data at all times. It provides insights into machine health, predictive maintenance alerts and production performance. The system helps track efficiency, detect potential failures and optimise operations by identifying areas for improvement,” he said.

Artificial intelligence is also slated to play a key role in electrical heating, ensuring stable temperature control within the platens. Machine learning is being developed for predictive maintenance, helping to forecast bladder life and detect potential failures before they occur. These technologies are part of the company’s development roadmap, focusing on improving reliability and efficiency in curing press operations.

He also noted that as tyre compounds evolve, curing requirements will change, making electrical curing a more suitable solution. Unlike steam-based systems, where temperature is directly linked to pressure, electrical curing allows independent control of both factors. This flexibility is crucial for processing new materials that may not tolerate traditional curing conditions.

“In steam curing, the relationship between pressure and temperature is fixed. For example, achieving a temperature of 200 degrees Celsius requires increasing the pressure to 20 bar. With electrical curing, temperature and pressure are completely separate, enabling curing at lower temperatures while maintaining the necessary pressure levels. This capability is particularly significant for future materials, which may require curing at 160 degrees Celsius but at much higher pressures,” explained Rudman.

The shift towards electrical curing is expected to gain momentum, particularly for high-end and specialised tyres that demand more advanced curing strategies. While steam curing will continue to be used for lower-segment applications, the upper range of the market, especially where sustainability and material innovations are key factors, will require the precision and adaptability that electrical curing provides.

OVERLAPPING TECHNOLOGIES

There is a clear trend in the market where customers are seeking more customised solutions rather than standard off-the-shelf curing presses. Manufacturers now have unique requirements including features like electrical curing, digitalisation, automated loading and unloading and seamless integration with factory infrastructure and tyre transportation systems. As a result, the demand for tailored solutions is increasing, making flexibility a key factor in the adoption of new curing technologies.

“Curemaster is designed with upgradeability in mind, ensuring that tyre manufacturers do not have to replace entire presses when looking to modernise operations. Even older HF curing presses that have been in service for more than 20 years can be upgraded to electrical curing without altering the mechanical structure. This allows manufacturers to transition to more efficient curing technology while retaining the existing equipment. At the same time, the new Curemaster is available as a fully electric system from the outset, offering a ready-made solution for greenfield projects,” averred Rudman.

Nonetheless, the biggest business potential currently lies in retrofitting existing curing presses rather than selling entirely new equipment. “Many customers prefer upgrade kits that allow them to transition to electrical curing while maintaining current production setup. While greenfield projects present a significant opportunity for new fully electric presses, the greater demand at present is for retrofit solutions, as it provides a cost-effective way to improve efficiency and sustainability without major infrastructure changes,” he added.

PROCESS OVERVIEW

Most curing press suppliers have introduced electrical curing solutions. There are two main approaches to electrical heating, which are electromagnetic (induction) heating and resistive heating.

Electromagnetic heating method involves placing a coil outside the tyre to generate heat. However, there are concerns about how this method interacts with the tyre’s internal bead wire and breaker package. Since the long-term impact of electromagnetic fields on tyre integrity has not been fully tested or verified, there are still some uncertainties regarding its effects on tyre quality.

In contrast, resistive heating, which the company employs, places coils directly inside the plate, ensuring controlled and targeted heating. This method eliminates any risk associated with electromagnetic interference and allows precise temperature application only where needed. While both technologies are viable, resistive heating offers greater reliability and consistency in maintaining tyre quality.

“One of the key advantages of electrical curing is its rapid heating and cooling capabilities. The nitrogen used in the process can be heated from 20 degrees Celsius to 250 degrees Celsius in less than 20 seconds and cooled back down in the same time frame. This is achieved through continuous nitrogen circulation, where the system directs the flow through either the heater or the cooler as needed. In terms of curing time, electrical heating currently matches steam curing with a typical cycle of 10 minutes per tyre. However, there is significant potential to reduce curing time by 10 to 15 percent as electrical systems can operate at higher temperatures and offer more precise control over the process,” informed Rudman.

Nonetheless, steam curing has a predominant risk of mishaps in the bladder, which could lead to an explosion. The Curemaster is designed with a fully encapsulated dome, ensuring that any pressure build-up remains contained. If a failure occurs, the pressure is released downward instead of sideways, reducing the risk of injury.

The locking system is also unique. Even if there is a total power or hydraulic pressure loss, the press cannot open unintentionally. This containment and locking mechanism ensure a high level of safety during operation.

CHALLENGES AND OPPORTUNITIES

According to the executive, the biggest challenge in the curing press business comes from cost competition as lower-cost manufacturers pose a significant pricing challenge. However, from a technological standpoint, the company offers unique features that set it apart from competitors. While competitors may have cost advantages, HF’s focus on advanced technology, automation and digitalisation allows it to capture market share by offering superior functionality and efficiency.

The passenger car and truck segments remain the company’s primary focus owing to the highest growth potential. Additionally, the company sees an emerging opportunity in motorcycle and bicycle tyre curing, particularly with electric heating technology. HF is among the first to introduce electrical curing for these segments, positioning itself as an industry leader.

While HF is active in the passenger and truck segments, it has opted not to enter the off-the-road tyre market due to its relatively small size and intense competition. The segment still relies heavily on traditional mechanical presses, making it less attractive for innovation-driven solutions.

The company continues to refine the Curemaster lineup by introducing new materials, insulation techniques and design concepts. The company is particularly focused on increasing automation to enhance efficiency and reduce operational costs.

NEXEN TIRE has inaugurated a cutting-edge High Dynamic Driving Simulator at its Magok-based NEXEN UniverCity R&D centre in Seoul. A first-of-its-kind installation within the South Korean tyre industry, this advanced system represents a pivotal step in modernising tyre development by leveraging virtual reality and artificial intelligence.

The simulator functions by creating a highly realistic virtual driving environment. Engineers can input specific vehicle data and parameters to conduct precise testing of performance metrics such as acceleration, braking and handling across a diverse range of simulated road conditions, all within a controlled laboratory setting.

This technological advancement is expected to significantly streamline NEXEN TIRE’s research and development operations. It will reduce the need for physical prototypes and extensive real-world vehicle tests, which in turn accelerates development cycles and lowers associated costs. A major strategic benefit is the enhanced ability to meet the exacting performance standards required by global automakers for original equipment tyres, especially for new and high-performance vehicle models.

The shift towards virtual testing also supports the company's sustainability objectives by diminishing the fossil fuel consumption typically involved in traditional road testing, thereby supporting its broader environmental, social and governance (ESG) commitments. This move aligns with a larger industry trend where automakers are rapidly adopting virtual processes to improve efficiency.

Looking forward, NEXEN TIRE plans to build upon this simulator to establish a comprehensive Full Virtual Development Process. This long-term strategy aims to integrate advanced simulation with finite element method analysis and AI, ultimately working towards a future where physical testing is largely replaced by virtual validation.

John Bosco (Hyeon Suk) Kim, CEO, NEXEN TIRE, said, “Ahead of the industry trend towards virtual development of vehicles and tyres, the establishment of our High Dynamic Driving Simulator is a strategic investment to lead the future mobility sector. By combining VR and AI technologies, we will enhance both the efficiency and precision of our R&D while contributing to ESG management, thereby strengthening our global competitiveness.”

Anyline, a global leader in AI-powered mobile data capture, is disrupting industries by enabling instant scanning of everyday data with smartphones.

In an era where data is king, Vienna-based Anyline aims to carve out a significant niche, transforming everyday data capture into a seamless, mobile-first experience. What began as a computer vision research project, exploring the intricate ways machines could ‘see and interpret the world’, has blossomed into a global commercial platform.

This evolution was driven by a clear recognition of how urgently businesses across various sectors needed reliable, efficient and mobile-first data capture solutions. Anyline’s innovative approach now empowers frontline workers across diverse industries, from the complexities of logistics and the precision of manufacturing to the dynamic environments of retail and public safety and, notably, the high-stakes world of the automotive sector.

“Anyline was founded with the vision of making everyday data – like barcodes, serial numbers, IDs and tyre codes – instantly scannable using nothing more than a smartphone,” explained Peio Elustondo, VP of Inside Sales and Growth Marketing at Anyline. “We quickly saw how urgently businesses needed reliable, mobile-first data capture. The demand was undeniable, and our technology provided a straightforward, scalable answer.”

The company’s advanced AI-powered technology is now extensively deployed in over 100 countries, serving a distinguished roster of leading brands such as Discount Tyre, a giant in the automotive aftermarket; PepsiCo, a global food and beverage leader and IBM, a technology and consulting powerhouse. Elustondo highlighted their core mission, which remains steadfast despite their expansive growth, “Whether it’s helping technicians inspect tyres, retailers manage inventory or police verify vehicle data, our mission remains the same: to empower frontline workers with smart, scalable technology that makes everyday tasks faster, more accurate and more efficient. We believe in putting powerful tools directly into the hands of those on the ground, enabling them to work smarter, not harder.”

Anyline’s global footprint and tangible impact speak volumes, with millions of scans performed each month and a continuously expanding ecosystem of enterprise partners who place their trust in its software to digitise critical operations in the field, at the point of action.

REVOLUTIONISING TYRE INSPECTIONS WITH TIREBUDDY

One of Anyline’s most impactful and strategically significant innovations in the automotive space is TireBuddy, a dedicated mobile application meticulously designed to streamline the often-cumbersome process of tyre inspections. Traditional manual methods, which have long been the industry standard, are frequently plagued by inconsistencies, subjective interpretations and outright errors. These issues present a significant and persistent challenge for businesses striving for efficiency and accuracy.

“Tyre inspections are often manual, time-consuming and prone to errors – from misreading DOT codes to inconsistent tread depth checks,” Elustondo noted, painting a clear picture of the industry’s struggle and underscoring the dual nature of the problem. “The challenge is not only speed but also standardisation. Without reliable digital tools, even experienced technicians can struggle to deliver consistent results, especially under pressure or in high-volume environments.”

TireBuddy directly and comprehensively addresses these pain points, bringing powerful, AI-driven capabilities directly to the workshop floor, all without the need for expensive, dedicated hardware.

“It was built specifically for the needs of independent tyre dealers and service teams who want to modernise their workflows without investing in costly hardware or infrastructure,” Elustondo stated, highlighting the app’s accessibility and cost-effectiveness. The app empowers technicians to effortlessly scan and capture crucial data points such as DOT codes, tyre size, brand and Vehicle Identification Numbers (VINs) instantly.

Furthermore, TireBuddy provides precise tread depth measurements through a guided mobile workflow, ensuring that tyre health is assessed consistently and accurately, eliminating the need for traditional, often inaccurate, physical gauges. Remarkably, all of this critical data capture and verification happens in under a minute per tyre, with the results being rigorously AI-verified for unparalleled accuracy and reliability.

“All of this happens in under a minute per tyre and the results are AI-verified for accuracy and reliability,” Elustondo confirmed, emphasising the speed and precision that define TireBuddy.

He then explained the broader and more profound benefits that extend far beyond mere operational efficiency, “Beyond just speed and convenience, the true value of TireBuddy lies in what it unlocks. It gives technicians a digital record of each tyre’s condition, streamlines compliance documentation and enables more transparent conversations with customers about when a tyre truly needs to be replaced. This boosts customer trust and opens the door to more confident service recommendations.”

This digital record not only enhances internal record-keeping but also serves as a powerful tool for customer education, allowing technicians to visually demonstrate wear and tear and clearly justify service recommendations, thereby fostering greater confidence and loyalty. Because TireBuddy is mobile-based and cloud-connected, it also integrates seamlessly into existing backend systems – whether those are inventory management platforms, Customer Relationship Management (CRM) tools or point-of-sale systems. For businesses, this translates into a cascade of benefits, superior data quality, a significant reduction in manual errors and enhanced overall efficiency across their entire operational spectrum. Ultimately, TireBuddy empowers tyre shops of all sizes, from small independent garages to large chains, to offer a more modern, professional and data-driven customer experience – a capability that is fast becoming essential in today’s increasingly competitive and digitised service landscape.

ACCURACY AND IMPACT ACROSS INDUSTRIES

Anyline claims its AI-powered visual inspection offers a significant and demonstrable leap in consistency and reliability when compared to traditional manual methods. The inherent variability in human performance, particularly in repetitive and detailed tasks, often leads to discrepancies.

“Manual inspections often vary from technician to technician, especially when it comes to tasks like reading DOT codes or estimating tread depth. Our technology standardises these processes, capturing data instantly and removing the risk of human error, typos or misinterpretation. This means every inspection, regardless of who performs it, adheres to the same high standard of accuracy,” said Elustondo.

While acknowledging that real-world factors such as challenging lighting conditions or extreme tyre wear can influence accuracy, he assured that “our tools are continuously trained and tested on a wide range of conditions to ensure performance is reliable in the environments where they’re used most. The result is not only faster inspections, but repeatable, verifiable outcomes that technicians and service managers can trust implicitly.”

The profound impact of solutions like TireBuddy is clearly evident in Anyline’s impressive client base, which spans a wide array of automotive industry players, including leading automotive original equipment manufacturers (OEMs), extensive aftersales networks and crucial logistics providers. One of their most significant and long-standing partners is Discount Tyre, which stands as the largest independent tyre and wheel retailer in the US.

Discount Tyre leverages Anyline’s cutting-edge technology to streamline their tyre inspection processes and digitise key vehicle data across their vast service network, significantly enhancing their operational efficiency and customer service.

“Our ability to serve both independent dealers and enterprise-scale players is a key strength. Whether it’s through our TireBuddy app or via custom integrations using the Anyline SDK, we help clients bring mobile inspection capabilities directly into the hands of technicians – no matter the size or complexity of their operation. This flexibility ensures that businesses of all scales can benefit from our advanced AI,” averred Elustondo, highlighting Anyline’s versatile approach.

Beyond the automotive sector, Anyline’s solutions are also used by government agencies for vehicle data verification, rental fleets for efficient vehicle check-ins and commercial vehicle operators seeking to improve safety, compliance and overall operational efficiency through AI-driven inspections. This broad applicability underscores the universal need for accurate, mobile data capture.

A GLOBAL FOOTPRINT AND FUTURE VISION

Anyline’s global reach extends significantly to India, a market Elustondo described as “important for us – both in terms of talent and innovation partnerships.”

He highlighted a particularly significant collaboration that exemplifies Anyline’s impact in the region: a partnership with Tata Power Delhi Distribution (Tata Power-DDL). Through this collaboration, Anyline launched an industry-first mobile meter reading solution utilising OCR (Optical Character Recognition) and AI-powered anti-spoofing technology. This innovative solution was deployed across North Delhi, dramatically improving billing accuracy, reducing non-technical losses and streamlining field operations for an astounding 1.9 million metres.

“That collaboration showcased how AI and mobile data capture can solve real-world infrastructure challenges at scale,” Elustondo added, pointing to the measurable impact on operational efficiency and data quality. This project marked a pivotal moment, being the first time Tata Power-DDL had adopted mobile OCR for utility meter reading, demonstrating a clear shift towards digital transformation in critical infrastructure.

Looking ahead, Anyline remains steadfastly committed to its software-first approach, a strategic decision that deliberately avoids the need for specialised, proprietary hardware.

“Our focus is on delivering AI-powered software solutions that run seamlessly on everyday mobile devices like smartphones and tablets. This software-first approach eliminates the need for specialised hardware, making our technology far more accessible, scalable and cost-effective for users around the world. It means businesses don’t have to invest in new, expensive equipment; they can leverage the devices their teams already use, significantly lowering the barrier to adoption,” Elustondo affirmed.

This philosophy ensures that Anyline’s solutions are not just technologically advanced but also practically viable for a wide range of businesses globally.

The company’s future plans involve a continuous and ambitious expansion of its AI-powered capabilities specifically tailored for the automotive industry. “Expect more integrations, real-time diagnostics and predictive maintenance features – all accessible via mobile,” Elustondo revealed, hinting at a future where vehicle maintenance is more proactive and data-driven. These advancements promise to further empower technicians with instant insights, enabling them to identify potential issues before they escalate and provide even more precise recommendations to customers.

The company shared that TireBuddy, in particular, stands as a powerful testament to its responsiveness to genuine industry needs and its ability to rapidly develop and deploy effective solutions.

“One development we are especially proud of is TireBuddy. It was built in direct response to feedback from the field, where independent dealers and service teams told us they needed a faster, more accurate way to assess tyre health without investing in expensive equipment or retraining their teams. We listened and we delivered,” Elustondo stated.

The app’s success has been resounding, with positive feedback echoing across the industry. “The response so far has been incredibly positive. Dealers are telling us it is improving the professionalism of their service while also reducing the friction that often comes with inspection-based upselling. It transforms a traditionally manual process – DOT code reading, tread depth measurement, VIN capture – into a digital workflow that’s intuitive, consistent and verifiable. It helps technicians provide clearer documentation, make more confident recommendations and ultimately earn greater trust from customers,” Elustondo said.

He envisions TireBuddy as far more than just a single product: “We see TireBuddy not just as a product, but as the foundation of a broader ecosystem of AI-powered tools designed to support the future of vehicle service – where data, transparency and customer trust take centre stage. This is about building a more efficient, reliable and customer-centric automotive service industry for tomorrow.” 

BendPak has added a 10,000-pound capacity model to its innovative AP-SRT Series of short-rise two-post lifts, following the successful launch of the 12,000-pound 12AP-SRT earlier this year. Designed for tyre shops, brake service centres and detailing operations where full-height lifts are unnecessary, these compact solutions combine productivity with space efficiency.

Standing just 93.5 inches tall with a 46.25-inch maximum lift height, the AP-SRT Series enables ergonomic vehicle access without the bulk of traditional lifts. The new 10AP-SRT features BendPak’s triple-telescoping swing arms for versatile positioning and low pad heights, while the Automatic Swing Arm Restraint System (ASARS) ensures stability with 2,000+ pounds of locking force.

Optimised for fast-paced environments, the lift’s high-performance power unit accelerates cycle times, and its symmetric/asymmetric configuration options accommodate diverse vehicles. ALI Gold Certified for safety, the 10AP-SRT comes with BendPak’s 5-2-1 Warranty, covering structural components for five years, hydraulics for two and parts/labour for one.

Sean Price, Director of Product Development, BendPak, said, “Many shops lift vehicles only partway, yet they’re forced to buy full-rise lifts that cost more, take up more space and get used at half capacity. Our 10AP-SRT and 12AP-SRT models are purpose-built to fill that gap – giving shops a cleaner layout, better efficiency and a safer overall working environment. From sedans to light-duty trucks, the BendPak 10AP-SRT delivers the performance, efficiency and safety today’s shops demand, without the excess height or cost of a full-rise lift.”

Vehicle Management Corporation survived industry consolidation to dominate a USD 1.5 billion niche managing mining’s most expensive consumables.

More than 30 years after its modest beginnings, Fernie’s Vehicle Management Corporation (VMC) now leads the global independent tyre management software sector. The company oversees USD 1.5 billion in tyre and rim assets across 480 mining sites on multiple continents. With individual mining tyres costing upward of USD 50,000, VMC’s enTIRE software has become critical for operators aiming to maximise the value of their most expensive consumables.

“We don’t sell tyres or offer tyre services – software is our sole focus,” Fernie said. This specialisation has been VMC’s core competitive strength and a key reason it outlasted larger, better-funded competitors during two decades of industry consolidation.

VMC’s journey from a single-client DOS application to managing billions of dollars in assets demonstrates how even small software firms can thrive by addressing highly specialised industry needs that larger solutions often overlook.

THE CONSOLIDATION SURVIVOR

VMC’s fierce independence stands out in a tyre industry where consolidation is accelerating. While giants like Bridgestone and Michelin snapped up rivals – Otraco and Klinge, respectively – VMC has held the line, rebuffing takeover interest and prioritising customer relationships over shareholder pressure or supplier alliances.

“With Bridgestone acquiring Otraco and Michelin purchasing Klinge, VMC became the only independent, commercially viable tyre management software provider remaining,” Fernie explained. “Developing a competitive independent system today would require USD 5+ million in funding and years of field testing, making our market position difficult to replicate and any alternatives difficult to justify.”

This independence is now central to VMC’s appeal for multinational miners working with multiple suppliers. Unlike manufacturer-backed software, VMC’s enTIRE system is completely agnostic, allowing clients to base their purchasing decisions solely on performance data and cost-effectiveness.

That strategy has earned VMC unusually durable client ties. Its three-decade partnership with Freeport Indonesia – one of the world’s largest mining operations –underscores the appeal of a model that favours operational flexibility over vendor lock-in, a growing concern among customers wary of manufacturer-driven ecosystems.

“Most of our clients are long-term,” Fernie noted, emphasising how this stability has become increasingly valuable as mining companies seek to avoid the disruption and data loss that often accompanies vendor changes in manufacturer-controlled systems.

BEYOND COST CUTTING: SAFETY AND ENVIRONMENTAL IMPACT

While cost reductions – often 10 percent to 30 percent within three years – drive initial adoption, VMC’s impact extends far beyond savings. In nonstop mining environments, where tyre failures can lead to life-threatening accidents, safety and uptime are equally vital.

“Operating tyres outside pressure or load specs increases blowout risks,” Fernie said, emphasising safety. enTIRE tracks rim certifications and keeps failure histories, supporting safety protocols. “Rim accidents are very dangerous, potentially fatal.”

Environmental benefits have also emerged as an increasingly important value proposition for mining companies under growing pressure to reduce their carbon footprints and waste generation. By extending tyre life and dramatically reducing premature failures, mining operations generate substantially less waste while simultaneously improving fuel efficiency through optimised tyre pressure monitoring systems.

“Optimising pressure with TPMS can extend tyre life by 20–30 percent, reduce rolling resistance and lower fuel consumption by up to three percent – a substantial saving in mining operations,” Fernie explained. In an industry where fuel costs represent significant operational expenses and environmental regulations continue to tighten, these seemingly modest percentage improvements compound into substantial savings and meaningful reductions in environmental impact.

The environmental mathematics are compelling: operators can achieve approximately 30 percent increases in tyre life through proper lifecycle management, directly reducing landfill waste, shipping requirements and manufacturing demands – collectively helping reduce the carbon footprint of tyre procurement and disposal across the mining sector.

THE TECHNOLOGY EVOLUTION

VMC’s technological evolution, from humble beginnings as a basic DOS program to advanced, cloud-based solutions, reflects the broader digitisation revolution in factory operations that began in the early 1990s. The firm’s flagship enTIRE software began as a Windows product with what Fernie recounts with clear pride as a ‘pioneering drag-and-drop interface’ in the early 1990s – a cutting-edge user experience design that was decades ahead of its time.

The platform has progressed steadily through several generations of technology, transitioning from Microsoft Access databases to high-performance SQL Server implementations, which have significantly improved performance and scalability. It introduced full multi-site support features in 2001 and incrementally incorporated tyre pressure monitoring systems (TPMS) from seven sensor vendors starting in 2007. The software industry award was presented in 2005, when the system was named the Financial Review Australian Information Industry Association’s ‘Best Industrial Software Application’.

Recent development efforts focus heavily on artificial intelligence integration for enhanced analytics capabilities and predictive maintenance functionalities. “We’re actively using AI to streamline development and support,” Fernie said, outlining the company’s forward-looking technology strategy. “We expect AI will significantly enhance predictive analytics, client dashboards and user interfaces, improving how data is interpreted and acted upon.”

The integration of multiple TPMS systems represents a particular competitive advantage. “enTIRE PressureNet is sensor brand-agnostic and integrates with multiple sensor types, unlike many manufacturer-locked systems,” Fernie explained. “Our independence allows clients to choose or switch sensor brands without losing backend compatibility.”

FIGHTING FRAUD IN HIGH-STAKES OPERATIONS

In addition to optimising operations and pre-emptive maintenance, enTIRE is an advanced fraud detection and prevention solution in settings where a single tyre costs more than high-end cars. The software’s detailed tracking identifies many forms of theft, tampering and misbehaviour that afflict the high-end tyre market throughout global mining operations.

“Tyre fitters may scrap a near-new tyre (if not tracked) and then this tyre would be picked up from the scrap location and resold,” Fernie explained, detailing one common fraud scheme. “In mining, each tyre can be worth up to USD 50,000. This potential additional income is very significant in developing countries.” The financial incentives for such fraud are substantial, making comprehensive tracking systems essential for asset protection.

Beyond simple theft, the system prevents more sophisticated data manipulation during high-stakes contract negotiations. “If a tyre supply contract is worth USD 100 million, there can be significant pressure placed on operators of any tyre management system to ‘modify’ tyre performance in a supplier’s favour,” Fernie said, highlighting the system’s role in maintaining data integrity. “enTIRE has very strong internal systems to prevent internal tampering.”

Other fraud prevention features involve detecting unauthorised tyre replacement in off-site fleet operations, where drivers may sell new tyres and substitute them with less expensive ones, and preventing early scrapping of tyres that can otherwise be retreaded or reallocated for a longer service life.

ORGANIC GROWTH STRATEGY AND MARKET POSITION

VMC has achieved its market-leading position without relying on venture capital investment or large corporate sponsorship; instead, it has relied on diligent organic growth fuelled by strong customer relationships, word-of-mouth referrals and relentless reinvestment in product development. The firm purposefully reinvested earnings in automation technologies and enhanced software capabilities, rather than engaging in fervent hiring or costly promotional campaigns, while maintaining lean operations and establishing increasingly refined development capabilities.

“When large manufacturers’ systems failed with over-engineered projects, clients often came to us for reliable replacements,” Fernie said, describing a pattern that has accelerated during recent supply chain disruptions when tyre shortages made lifecycle extension critical for maintaining operational continuity.

The company’s fundamental growth strategy centres on systematic data accumulation and market share expansion. “Our strategy, early on, has always been to increase market share as we realised that the more tyre performance data our systems controlled, the more valuable we would become,” Fernie explained, articulating a network effect strategy that becomes more powerful with scale.

This field-tested software, combined with deep industry connections and vast databases, now creates major entry barriers that would require competitors years and millions to overcome.

DIVERSE APPLICATIONS AND INDUSTRY DIFFERENCES

VMC software supports significantly disparate operating models in mining and transport industries, each with dissimilar tracking demands and cost-justification criteria. Mining applications typically involve high-cost, low-volume tyres that are closely monitored by operating hours. In contrast, transport fleets manage high-volume, lower-cost tyres, which are tracked by kilometres and frequently shared across interchanging trailers pulled by various prime movers.

“Mining justifies the cost of extensive data entry based on the large cost savings, while the transport industry is more careful regarding tracking cost,” Fernie explained, highlighting how economic incentives drive different implementation approaches across industries.

Its flexibility in covering these differing operational needs while ensuring consistent data quality and analytical functionality across both industries is possible with the software.

GLOBAL EXPANSION AND CULTURAL ADAPTATION

VMC continues to expand its global presence, with a specific emphasis on high-growth regions such as Africa, Indonesia, India, Eastern Europe and Latin America, where a large demand for advanced asset management solutions arises from growing mining activities and infrastructure projects.

The firm has local teams offering multilingual support capabilities. However, cultural adjustment remains a continuing challenge in emerging markets as they transition from legacy manual systems to online platforms.

“We adapt training and user interfaces to local literacy and workflow styles,” Fernie said. “Regional teams help bridge gaps in communication, training and change management, ensuring smoother adoption.”

Main entry barriers in emerging markets include the absence of sound local technical support, the scarcity of internet infrastructure in geographically remote mining sites, the reluctance to change due to entrenched manual systems and administrative hurdles involving payment reliability and bureaucratic delays.

FUTURE TECHNOLOGY AND INDUSTRY TRENDS

Future software updates mirror industry-wide trends towards greater automation and the integration of artificial intelligence. On the horizon are planned improvements, including richer analytical dashboards, enhanced cloud analytics capabilities, mobile inspection tools with integrated image capture capabilities and AI-driven notification systems for predictive maintenance notifications.

As autonomous and electric cars increasingly penetrate mining fleets, VMC’s strategic emphasis on tyre and rim information, rather than vehicle powertrains, places the company well-positioned to meet emerging transportation technologies without necessitating drastic system architecture adjustments.

“enTIRE tracks data independently of vehicle type, so electric vehicles are managed the same as diesel fleets,” Fernie explained. “Our focus is on tyre and rim data accuracy – not the powertrain.”

INDUSTRY CHALLENGES AND MARKET OUTLOOK

The tyre management industry faces ongoing challenges related to data accuracy and actionable insights. “The industry’s main challenge is accurate and actionable data,” Fernie observed. “Successful tyre management operations start with accurate data collection, management and transparent reporting.”

Supply chain disruptions have strengthened demand for VMC’s services as tyre shortages heighten the importance of lifecycle extension and predictive maintenance. “Our strongest growth has been when there have been tyre shortages and clients want to extend their current tyre life as much as possible,” Fernie noted.

For Fernie, who brings over 30 years of experience in tyre management software development to the industry, VMC’s continued success validates the strategic decision to remain independent in an increasingly consolidated market. “Just ‘being there’ and remaining independent will always attract customers from non-independent tyre management systems over time,” he said, expressing confidence in the company’s long-term competitive position.

In an industry where margins of operation are crucial and safety must not be compromised, VMC has established a highly profitable niche by addressing complex problems that most individuals never even consider – until a USD 50,000 tyre blows on a distant mining operation thousands of miles from the nearest replacement. For mining operators globally with billions of dollars in mobile equipment, that specialised expertise and uncompromising independence have been worth their weight in gold.