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OUR WORK Cubic

Demonstrating momentum.

Cubic is an indigenous Irish tech company that provides global connected software solutions and analytics services for in-car technology. It works with some of the world’s leading car manufacturers, including Audi AG, Volkswagen and Microsoft.  

In 2023, Softbank acquired a majority stake in the business, making it one of the biggest transactions in recent Irish tech history.  

Cubic Telecom is a global connectivity platform company that offers flexible mobility solutions that power connectivity for leading Internet of things (IoT), machine-to-machine (M2M) and mobile device companies across the globe.  

GOAL

Prior to the announcement of its partnership with Audi, Cubic Telecom had minimal profile in Irish or international media.  This lack of profile was undermining its ability to recruit the best talent and to generate new business in what is a very niche B2B sector.  

FINN Partners worked with Cubic on a project basis to announce its investment partnership with Audi AG in 2017. The goal was to demonstrate the momentum behind Cubic, highlight Cubic’s employer brand, and profile its technology.  

SECTOR EXPERTISE

Technology

The Work

Key highlights:

  • FINN Partners collaborated with Audi and Cubic to design and execute a tech event hosted by Cubic Telecom to demonstrate and showcase its technology and services. Attendees, including key media, were invited to test-drive an Audi A5 installed with the latest Cubic IoT technology. 
  • FINN secured the attendance of An Taoiseach (Irish prime minister), Enda Kenny TD and Minister for Jobs, Enterprise and Innovation Mary Mitchell O’Connor at the event. 
  • The event secured across-the-board Irish business and tech media coverage. It was also covered by international tech media, including the New York Times.  
  • The announcement was the biggest business news story of the day and positioned Cubic as one of Ireland’s most talked about tech success stories of the 2010s. The event also provided Cubic senior management with a platform to strengthen their relationships with key political and commercial stakeholders and grow their profile amongst tech and business media.