We Launched a Hardware Brand (Yes, a Software Company Did That)
No soldering irons were harmed in the making of this announcement.
We’re a software company. We write React, we ship mobile apps, we run an HR platform. And now we sell point-of-sale hardware.
Meet Omnotic: our POS hardware brand for the Serbian market. Two products at launch, the THP-803 thermal receipt printer and the MPOS-M6-150 touchscreen POS terminal, aimed at the places that keep this country running: cafés, restaurants, shops, and warehouses.
Here’s why a software company did that, and what we learned.
The Gap Wasn’t the Hardware
If you run a café or a retail shop in Serbia and your receipt printer dies mid-shift, your options are grim. Order a replacement from abroad and wait weeks. Buy from a reseller who treats support as someone else’s problem. Navigate warranty claims that bounce between an importer, a distributor, and a manufacturer on another continent.
The hardware itself is a solved problem. Thermal printers and touchscreen terminals are mature, reliable technology. What’s broken is everything around the hardware: availability, support, invoicing, and someone local who picks up the phone.
That’s a gap you don’t close with engineering. You close it with a brand, a sales channel, local inventory, and support that actually answers. Those happen to be things we know how to build.
What Omnotic Actually Is
Let’s be precise about our role, because “we launched a hardware brand” can mean a lot of things.
We don’t design circuit boards. We selected proven devices, built the Omnotic brand around them, and took on everything a business needs to buy with confidence:
- Local inventory. Devices in stock in Serbia. No waiting on customs.
- Domestic invoicing. One local company on the invoice, in dinars, with proper documentation.
- Serbian support. When something breaks at 11 AM on a Saturday, you talk to us, not a call center abroad.
- Honest products. The THP-803 prints at 260 mm/s with a cutter rated for 1.5 million cuts. The MPOS-M6-150 is a 15-inch, IP65-rated, fanless terminal with upgradeable modules, so it doesn’t become obsolete the year after you buy it.
The Part That Was Actually New for Us
Building the website was the easy part. We do that for a living.
The new part was everything else: positioning a brand for an audience that doesn’t care about tech stacks, setting up a sales channel from quote to delivery, writing product content in Serbian for people who measure value in shifts survived rather than features shipped, and designing support around a counter that cannot stop working.
This is the same work we do for clients (brand, web, e-commerce, go-to-market), except this time the market feedback lands directly on us. When a pitch doesn’t convert or a support flow frustrates someone, there’s no client in between to absorb the lesson.
That’s now two products we run ourselves. Arheev taught us what it takes to build and operate software in production. Omnotic is teaching us what it takes to take a physical product to market. Both feed straight back into how we work with clients.
What’s Next
Omnotic launches with two products on purpose. A printer and a terminal cover the counter; everything else is noise until we’ve proven we can support what we sell.
If you run hospitality, retail, or logistics in Serbia and your counter equipment is held together by hope, have a look at omnotic.com. And if you’re curious what we’d build for you: the brand, the store, the whole channel. That’s literally what we do. Talk to us.
