Bringing a connected-device product from outside the EU to Europe
A connected-device manufacturer from outside the EU wanted to sell its device and service to European customers. Since early 2024 EMBIQ has run the European side end to end: local operations and multilingual support, device testing in real installation conditions, localised e-commerce and mobile apps, and project management across time zones.
Technologies used
PHP, Laravel, React, iOS and Android apps, REST APIs, LLM, speech-to-text, text-to-speech
Tools
Jira, CRM, Google Workspace, GitHub
15
Project members
Since 2024 (ongoing)
Project length
Europeanization, Business Development
Category
Connected Devices
Branch
The challenge
The client, a manufacturer of connected devices based outside the EU, had a proven product and service in its home market but no presence in Europe: no local entity ready to trade, no support in European languages, no import and logistics set-up, no installation documentation and no e-commerce or app flows that met European expectations on language, prices, VAT, terms and data consent. The first plan put the launch only weeks after kickoff. In practice, entering Europe meant solving dozens of small, blocking details at once, many of them owned by partners rather than by the client: technical validation of the device, sales channels, pricing, the product name, local phone numbers, app store verification and payments. On top of that, an industry partner set its own cybersecurity requirements that the device and the software around it had to meet.
Europeanization is not translating an app and getting a CE mark. It is a stack of small, blocking details, from phone numbers and VAT to installer manuals, and most of them sit with someone else. Our job was to own that list so the client could focus on the product.
Key Features
- Local operations: multilingual customer support, import and logistics of devices in small batches, distribution and billing
- Device testing in real installation conditions with a simple green, amber and red rating, including standby power draw
- Installation documentation for professional installers
- Localised and extended e-commerce and mobile apps: language from device settings, region-based prices, VAT and shipping, terms acceptance and data consent
- Alignment with the cybersecurity requirements of an industry partner
- Operational reports for the client's European business
- Multilingual first-line voice agent that answers basic questions, routes urgent cases on a separate path and opens a CRM ticket for everything else
The result
After the NDA in January 2024 and kickoff in February, the scope was narrowed to a single first market, which tested the whole chain from the first order to the installed device and the first support call while problems were still cheap to fix. The soft launch in Europe followed in September 2024, and the engagement has since grown from launch work into ongoing European operations, validation engineering, logistics and software development. From early summer 2026 a multilingual voice agent handles the first line of support: it answers routine questions, sends urgent cases down a dedicated path and turns everything else into a ticket in the CRM for the human team. One lesson from the rollout: a caller's country code is not enough to choose the language, because in multilingual countries the same code covers several languages.
- Soft launch in Europe about seven months after kickoff
- One local operating model covering support, logistics, distribution and billing
- Test results and installation documentation that let installers fit devices consistently
- E-commerce and apps that adapt language, prices, VAT, shipping and consent to each customer's region
- First-line support automated with a multilingual voice agent, with people handling tickets and urgent cases
The technical part was never just code. Field tests, standby power draw, partner security requirements and installation manuals all had to be ready before the first device was sold. Doing them early is what made a small, safe first launch possible.
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Agnes
business development specialist
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