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Roesner wins award

Atamo Client Wins Best Emerging Technology Award

Atamo is pleased to have partnered with Proxima Consulting and Softwaring Solutions to develop a new technology for Roesner Pty Ltd to control the rate of fertilizer application for agriculture .  Roesner makes Australia's market leading  agricultural fertilizer spreader, the Marshall Multispreader.

The development won Best Emerging Technology at the Dowerin Field Day in August 2015.  Read more about the technology and the award here

Congratulations to the Semi Finalists in the WA Innovator of the Year Program

The Western Australian Minister for Commerce has announced the semi finalists in the Innovator of the Year program and we are pleased to be included for our duinoPRO circuit board design.

The full list of semi finalists is available at http://www.commerce.wa.gov.au/industry-and-innovation/semi-finalists


See here for more information about duinoPRO.




WA State Government Announces Innovation Vouchers 2015

The WA State Government has announced that the Innovation Vouchers Program for 2015 will be open for applications between 2nd Feb 2015 and 27th Feb 2015.

"The Innovation Vouchers Program can provide financial assistance of up to $20,000 to eligible small to medium enterprises to access professional skills, services or knowledge to enable them to advance their innovation or commercialisation activity within Western Australia."


See here for more details.







Atamo congratulates our client Lionstar Technologies on achieving crucial medical device quality certifications.


Lionstar reaches another milestone with ISO 13485 certification 

 Lionstar Technologies, a privately held medical technology company has received ISO 13485:2003 and EN ISO13485:2012 certification, an internationally recognised quality standard for medical devices. The ISO 13485:2003/ EN 2012 certification covers the design, development, production, sales and service of ECAL, Lionstar’s metabolic monitor for weight and energy management. The certificate demonstrates that Lionstar has successfully implemented a quality management system that conforms to the world-wide standard for medical device and diagnostic manufacturing.

“Achieving ISO 13485 certification was identified as strategic priority for Lionstar and a key milestone prior to the launch of ECAL in 2015”, explained John Wright CEO of Lionstar. “This certification demonstrates, (despite being a start up company) our commitment to the highest level of quality management and design controls to ensure delivery of safe and effective products,” Mr Wright added.  “ECAL will be used by health professionals worldwide and our international customer base can be assured that the products we deliver are of the highest standards, and that the ISO 13485:2003 criteria will provide a quality foundation upon which we and our partners will develop new diagnostic products,” he concluded.

The ISO (International Organization for Standardisation) is the world's largest developer and publisher of International Standards. Lionstar’s ISO 13485:2003 certificate was awarded by SGS UK through its subsidiary SGS Singapore.


More Approvals for ECAL

“We are also pleased to announce the CE approval for ECAL”, added Dr Sunny Tan, CSO of Lionstar. “The award is made under the Medical Device Directive, 93/42/EEC, and will allow us to fast track regulatory approvals in our key markets and meet our launch plans for early 2015”, Dr Tan added. For more Information please click here.  http://goo.gl/KDxK4M

“There is a clear need for devices like ECAL, particularly in long-term clinical weight management”, explained Lionstar’s European Marketing Director, Peter Robins. “ECAL will allow health practitioners to accurately measure energy production, fat use and energy efficiency, making it far easier to provide the correct nutrition advice for patients. Most leading health authorities including the WHO advocate the measurement of energy expenditure, but to date the technology is too expensive and often too inaccurate”. Mr Robins explained. “ECAL changes this”.


About Lionstar Technologies

Lionstar Technologies (LIONSTAR) is an integrated medical technology and health informatics company, with particular expertise in developing long-term metabolic health solutions, specifically for clinical weight loss.


LIONSTAR has developed a weight management system called METS (www.mymets.com.au), which comprises novel technology ECAL, proprietary know-how and evidence-led clinical services, for long-term weight management. For more information on Lionstar please click here.  http://goo.gl/UFAJxT

For more information please contact:

John Wright                 m.+61424605896        e. This email address is being protected from spambots. You need JavaScript enabled to view it.

Sunny Tan Chiok Ling m.+61439889000        e. This email address is being protected from spambots. You need JavaScript enabled to view it.This email address is being protected from spambots. You need JavaScript enabled to view it.


In Europe

Peter Robins                m.+447850020115      e. This email address is being protected from spambots. You need JavaScript enabled to view it.







Effective Control of IP


Atamo is the outsourced Research and Development Department for many of our clients. 
The founders had previously worked as the in house team for a number of companies, and are 
very conscious of the issues around developing and maintaining an Intellectual Property (IP) 
portfolio. We recognise that the largest part of a business’ IP portfolio is “informal”. 
Patents, Trademarks, Copyright and Registered Designs are all very well, but the majority of 
the commercial value of IP for most businesses is in “know how”.
It’s also true that “Property” has to be transferrable to be valuable. Things that can’t be 
transferred can’t be sold, so have no commercial value. Most businesses transfer intellectual 
property in the form of the products and services they sell. Those products and services 
represent a packaging of the IP to make it saleable, but that is not the only way to package IP.
Packaging IP is particularly important if you plan to sell your business, to transfer 
manufacturing from one contractor to another, to engage a new product development team, to 
license your technology and for many other commercial reasons.
So, how do you package know-how, without cloning people? There is no substitute for good 
people, but there are things you can do to package your IP and gain effective control of it. 
The core is to have control of all elements of your designs. A number of clients have come to 
us to resolve design problems only to discover that they do not have all the design 
information they thought they owned. Sometimes it’s because they didn’t have the right legal 
agreement with contractors, but more often it’s because they didn’t understand what they 
needed to own.
Fortunately, there are well understood systems in the technology industry that can underpin 
effective control of your designs to allow them to be transferred as your business requires. 
You will need to ensure your outsourced team has systems in place to control the versions of 
all design documents and files (hardware, software, enclosures, bills of materials, test 
designs, test results, development tools, and assembly instructions). Your designs will need 
to be done with popular and well supported tools (CAD, compilers, databases etc.). Designs 
done on proprietary systems can’t be readily transferred or modified by others.
The safest way to ensure you have effective control of your IP is to separate design from 
production, and ensure you establish a sound legal right to ownership of the all the design 
We aren’t lawyers or patent attorneys, so we can’t advise you on those areas, but we can help 
you understand what you will need to control to effectively own your IP. Give us a call if 
you think you need to better understand this issue.



Why it's easier for established businesses to bring new products to market

I’ve been reflecting recently on the difference between product development strategy for developed businesses and start ups. 

An established business has customers, business infrastructure, cash flow and an experienced team.  A lot of solutions to the problems of developing new products and taking them to market are already in the business DNA and infrastructure.  There are people who know what to do, and have the supporting systems they need to do it.  Above all, the business has customers, and can reasonably predict how they will respond to a new offering. 

A start up can theoretically build a team, put in place infrastructure and buy systems.  It can’t really predict how strongly customers will respond.  Market research and focus groups can tell you a lot of things, but not how much customers will like the product and how compelling it will be for them. 

An established business can generally write a detailed specification for a product and set about designing it, producing it and selling it.  That is a risky path for a start up. The biggest risk for a start up is not that no one will buy the product; it’s that they won’t buy enough, or quickly enough.  That’s when the business becomes a zombie; it won’t die, it absorbs money, but fails to thrive.

Paradoxically, the best thing a start up can do is be inefficient when developing its product.  First make something, then get it into customers’ hands and find out what they really want.  Then do it again.  That approach solves several life threatening problems for the start up.

Aiming for a final design in one cycle may consume all available funds for no result.  Having potential customers using the demonstration version will teach you how much they are prepared to pay, how much they really want it, and how many customers there really are.  Armed with that knowledge, you will be able to raise money to develop your production version that does what customers really want, is priced how they expect to pay for it, and is produced at the volume needed.

Out team has worked in established businesses and is experienced in the “do it once, do it right” approach that works when adding new features to an established product line.  We do that when it’s the best approach for our clients.  We’ve also worked extensively with start ups and have developed a library of pre-existing design blocks we can use to get your first demonstrator into customers hands at low development cost.  Give us a call if you would like to know more.

Stewart Snell

Chief Executive Officer