The Silent Revolution in Device Management: How Esper is Creating the DevOps for Devices Category

Tesla transformed how we think about car software updates. But what about the countless other devices in our daily lives - from restaurant point-of-sale systems to medical devices? In a recent episode of Category Visionaries, Yadhu Gopalan shared how Esper is revolutionizing software deployment for edge devices, and the strategic decisions that shaped their category creation journey.

The path to creating a new category wasn't immediately clear. A year and a half into building Esper, Yadhu and his team discovered their true north. "Early on, we were kind of playing with, this is security, this is this, et cetera, a lot of different things," Yadhu explains. "Obviously, we knew what we wanted to build, but we didn't really know what it is, what we're trying to do."

This exploration led to what Yadhu calls a "minor pivot" - not in the product itself, but in messaging and positioning. They landed on "DevOps for devices" as their category, deliberately distinguishing themselves from traditional Mobile Device Management (MDM) solutions.

The strategy? Meet customers where they are, then educate them about what's possible. "People come to our website looking for an MDM, they leave with DevOps," Yadhu notes. This approach acknowledges market reality while pushing towards a more sophisticated understanding of device management.

This educational journey requires constant refinement. "What lands now will not be what lands in about six months to a year," Yadhu shares. The team continuously evolves their messaging based on customer feedback and market understanding, recognizing that category creation is a marathon, not a sprint.

One of Esper's key insights was identifying the common thread across seemingly different use cases. Whether it's a restaurant chain deploying software to kitchen displays or a healthcare company updating medical devices, the core challenge remains the same. As Yadhu explains, "Whether you're sending software to a point of sale, to a washing machine, to a car, or to a healthcare monitoring, you're trying to do the same thing."

This understanding shaped their go-to-market strategy. Rather than creating vertical-specific solutions, Esper built a platform that addresses the universal challenges of device software deployment. The approach has resonated particularly well with product and engineering leaders who understand the infrastructure needed for scaling device fleets.

Their customer base reflects this cross-industry appeal. "We have five of the top ten restaurant chains using Esper," Yadhu shares, noting that a single restaurant might have "15 plus devices... from the kitchen display to point of sale to their busing on their kiosks."

The company's success stems from three core principles. First, building an intuitive, easy-to-use product. Second, balancing category-creation features with immediate customer needs. Third, and perhaps most importantly, going "above and beyond in supporting them," as Yadhu emphasizes. "Their success means our success. The more devices they can scale and deploy without hindrance is better for us."

Looking ahead, Yadhu envisions Esper becoming synonymous with excellent device experiences. "One of the joys I get is being able to walk around airport, a restaurant, a home, and see like, hey, that's running Esper," he shares. With millions of devices already on their platform and a goal of reaching billions, Esper is working to make seamless device software deployment the new normal.

For founders embarking on their own category creation journeys, Esper's story offers valuable lessons in patience, market education, and the importance of solving immediate customer needs while building towards a bigger vision. Sometimes, the most impactful transformations happen quietly, one device at a time.