From the May/June 2024 Issue of Wire Rope Exchange. All photos courtesy of HoistCam.

By Bob Glenn, Editor and Publisher

We recently carried a news release from Netarus, LLC, based in Norfolk, Virginia, announcing that the company had hired Ingo Schiller as the new fractional CEO of its HoistCam business.

Netarus develops easy-to-use systems that increase safety and productivity across industries that rely on heavy lifting extensively, including construction, industrial facilities, marine applications, and transportation. Among their products, the company explains that: “HoistCam™ is the easiest and most rugged crane and heavy equipment operator aid in the industry. As a high-definition (HD), rugged, adaptable, and rapidly deployable wireless camera system, HoistCam provides a material handling operator with a direct video feed from anywhere on a job site.”

We wanted to learn more about what HoistCam’s plans for the future, and where their new CEO would be most intensely focused.  Ingo Schiller responded quite thoughtfully to our inquiry, and here’s what he had to say about the company and his new role.

Bob Glenn, Wire Rope Exchange (WRE):  Let’s start with some discussion about exactly what HoistCam is. Your website describes it as a “Wireless Camera Operator Aid.” So the main idea is simply to extend an equipment operator’s vision beyond what he can see directly – and it’s suited to any material handling situation where an equipment operator is involved?

Ingo Schiller, HoistCam CEO (HoistCam): As an operator aid, yes.  HoistCam is designed for any material handling equipment that is large enough to need visual aids or assistance with operating the machine.

WRE:  How would you describe the state of play or market penetration for HoistCam in its universe of prospective applications?  Is it still not that commonly used where it could or should be, or is this technology being broadly adopted?

HoistCam:  It is still not as commonly used as it could or should be.  We have noticed that operators’ age and experience often have a lot to do with the adoption of new processes or technologies.  The material handling industry has had a shortage of quality operators.  We have found that operators that use HoistCam have significantly lower stress levels and are able to operate efficiently because they are not left in a predicament to ever “second guess” a situation. Just as a backup camera is native to almost every modern-day car, younger operators have learned to embrace cameras that make their jobs easier and less stressful.

WRE:  Are there particular industries or applications that have taken up your products more intensely than others?

HoistCam:  Construction is where HoistCam started and eventually evolved into more industries as various customers would ask us: “Hey, will that work on our machine?”  The only requirements are having a magnetic surface to mount the camera and being able to put the HoistCam in a location that is important for the operator to be able to see what they’re doing.  HoistCam takes care of the rest by providing turn-key kits based on the type of equipment and job of the operator.  These kits include everything from three different models to choose from offering various features, different antenna kits for the variety and distances the HoistCam is mounted from the operator on the equipment, and even a safety lanyard in the event the camera is accidentally struck.

WRE:  Where do you see the biggest opportunities?

HoistCam:  The biggest opportunities are across many different types of verticals including the construction, industrial, marine and transportation industries.  Across all types of mobile & tower cranes, earth moving equipment, and on overhead cranes. Did you know that HoistCam has also been deployed onto remotely controlled locomotives, and on marine barge applications?

WRE:  I did not, and that really speaks to the broad range opportunities! So what are a few of the main things you want to accomplish to drive the business forward?

HoistCam:  I am joining the company at a good time and under ideal conditions. The lifting industry is strong and active, the HoistCam business is in a top-three position in its field, the product line is fresh and proven, and my role opened because HoistCam’s founder wanted to concentrate his energy on a new project.

Our opportunities lie in expanding the industries that will use remote-mounted cameras and increasing the product’s visibility and awareness in our traditional markets. Our business is based on providing visibility and awareness to our customers, and it is also our focus to bring HoistCam’s visibility and awareness to new industries.

We want to ensure the products are simple to buy, quick to set up, and easy to use.

We want to optimize our sales processes. We are streamlining our sales process to save our customers’ time.

We want to focus on training and customer success.  We are expanding our training material and resources so that our customers can be informed and then move forward with speed and confidence during both installation and operations.

And we want to expand.  While we are known for the hook-mounted cameras, our products are used on hooks and many other places. The portability and versatility of the cameras and monitors make it the ideal solution to provide visibility to equipment operators and others who need remote monitoring capability that can be quickly deployed.

WRE:  I recall first seeing HoistCam at CONEXPO-CONAGG back in 2017.  Are trade associations, exhibitions, and conferences proving to be helpful in driving awareness and adoption in the industries you serve?

HoistCam:  I am a big fan of trade shows and conferences. Being with customers is a learning opportunity that cannot be overvalued.

They have been instrumental in driving awareness and adoption of our products across many industries. Events like CONEXPO-CONAGG provide a platform for us to showcase our innovations, engage directly with customers, and gather invaluable feedback.

Meeting customers and users of our products in person allows us to gain insights into their needs, preferences, and pain points.

Our entire product line has been developed through input and feedback from our customers. Participating in trade shows and exhibitions is beneficial and essential to our strategy. These events allow us to stay connected with our customers, continuously improve our products, and drive adoption in the markets we serve.

WRE:  We saw the initial post “Introducing Our Series on Enhancing Industrial Safety and Efficiency” from Netarus on LinkedIn. What should we expect to see from that, and what are your goals for that? The term “Visibility” was used there, and it certainly seems like a good one-word way to bring attention to the need you are serving.

HoistCam:  Yes, Visibility and Awareness are words that come up often in our internal and external conversations. We created this series to expand the Visibility and Awareness of remotely mounted cameras to more industries.

Each post in this series will dive deep into different aspects of visibility challenges, exploring effective solutions, technological advancements, and real-world applications. Our goal is to help job sites enhance operational safety and efficiency.

Some of the topics we will cover include:

• Common visibility problems and their impacts on operations.
• Technological solutions that improve sight lines and operator awareness.
• The cost of inaction and the benefits of proactive measures.
• Decision-making processes and choosing the right solutions for your needs.

The Series is written for the complete cross-section of the industries that we serve from operations manager to safety officer, and operators.

WRE:  The value of gains in safety and efficiency derived from your system feel like they could be many multiples greater than the cost. Do you have any way of quantifying those benefits compared to the cost of your systems?

HoistCam:  We have several Case Studies on our website at www.hoistcam.com/case-studies, including one about handling cold rolled steel more effectively.  The challenge here is that the hook from an overhead gantry crane must be maneuvered through the center bore of each roll in order to lift it, and the crane operator cannot directly see inside the bore. Contact with the bore can damage the product, and improper handling of rolls can be extremely dangerous to personnel. “We have zero incidents since installing and using our series of HoistCam™ crane cameras,” said an Electrical Planner with the company referenced in this study. We have one study that cites and increase in safety rating above 90%, and another respondent that reported shrinking a 9 hour unloading process to just 4 hours – a 55%+ boost in productivity!

WRE:  Let’s talk about the concept of a Fractional Executive.  Clearly, this allows you to leverage your skills and experience in a variety of ways. From the point of view of Netarus, how is this well-suited to what they need, and how does it serve them well?

HoistCam:  The HoistCam division of Netarus is a well-structured segment that has been in business for over ten years. Its process and policies are well-designed and well-documented. It is a small-volume manufacturer of camera systems. It is staffed by experienced professionals that have been with the company for several years. This is the ideal situation to engage a fractional executive. Most of my career has been in this style of business. A relatively small volume manufacturer of high-quality technical products developed for and sold to industrial users. I meet with the entire team daily during our stand-up morning meeting and then with the different departments as needed, in addition to working with teams on improving what we do and how we do things across the different specialties. While the first few weeks have sometimes felt like a full-time role, the team at HoistCam is capable and motivated. Working together daily allows everyone to move quickly and with confidence as we grow the company.

WRE:  Do you want to briefly talk about the other lines of business for Netarus?

HoistCam:  Netarus’ focus as a company is to help organizations as a whole increase visibility in their operations.  When we first launched HoistCam, our customers would ask to see a recording of the feed that was being sent to the operator.  This was when we learned that not only were the operators working in the blind, but management was also blind to where the equipment was relocating the material that was being moved (i.e. containers, rebar, rolls of steel, etc.).  This is where SiteTrax was formed, but instead of having to use a HoistCam, we developed it so that any camera (including HoistCam) can identify the type of asset and the ID of the asset to record each time an operator would move a specific material or item within the facility.  We have had a lot of success in the intermodal container markets and are expanding SiteTrax into other industries.  

WRE:  That really helps us understand the components of the business and how they fit together.  Thank you for taking the time for this interview!

HoistCam:  Thank you for your time and the opportunity to share HoistCam’s story and plans.

Ingo Schiller has established a reputation as a forward-thinking and results-driven executive with extensive experience promoting organizational growth and success through exceptional operations management, strategy execution, and relationship management. His extensive experience in the lifting sector includes senior management roles with Liebherr, The Manitowoc Company, Tadano America Corporation and Tadano Ltd. (Global).

Learn more about HoistCam at www.hoistcam.com.