No-Code IoT and Future Business Models | ThingLogix’s Rob Rastovich


In this episode of the IoT For All Podcast, ThingLogix CTO Rob Rastovich joins us to talk no- and low-code IoT and how they will affect the IoT landscape as a whole. Rob shares some of the use cases that benefit most from these kinds of solutions and how we’re likely to see them affect the IoT business models of the future.

Rob Rastovich has been actively involved in technology for nearly 30 years, from building a top 10 e-commerce site in a time when e-commerce was still in its infancy to establishing what is now known as Amazon’s AWS IoT. As CTO of ThingLogix, Rob is the chief architect behind the company’s groundbreaking IoT platform that eliminates the need for code. Rob is probably the only CTO that also runs a working cattle ranch in central Oregon, but he is equally comfortable developing cloud applications as he is feeding cattle.

Interested in connecting with Rob? Reach out to him on Linkedin!

About ThingLogix: Founded in 2014, ThingLogix focuses on helping companies adopt emerging technologies to change their businesses, their customers’ lives and the world. ThingLogix provides a low-code/no-code AI and IoT platform to accelerate software development by a factor of 50 or more, reduces cost, risk and delivers future-proof applications.

Key Questions and Topics from this Episode:

(00:54) Intro to Rob Rastovich

(04:59) Intro to ThingLogix

(07:49) How will low-code/no-code solutions affect IoT as a whole?

(10:56) What use cases can you share?

(16:02) What does the future of AIoT look like?

(19:11) How are business models changing in IoT?

(25:29) How should companies approach the technology side of IoT as they begin to plan their solutions?

(30:39) News from ThingLogix


– [Narrator] You are listening to the IoT For All Media Network.

– [Ryan] Hello everyone, and welcome to another episode of the IoT For All Podcast on the IoT For All Media Network. I’m your host, Ryan Chacon, one of the co-creators of IoT For All. Now, before we jump into this episode, please, don’t forget to subscribe on your favorite podcast platform or join our newsletter at to catch all the newest episodes as soon as they come out. This IoT For All podcast is brought to you by our partners at Soracom, the global IoT connectivity platform that makes it easy to take all of your network or even blend networks and connect devices to the cloud over any internet connection from cellular to wifi. With over three million connections and 20,000 users worldwide, Soracom delivers affordable, reliable, technically advanced connectivity. It helps accelerate speed to market for developers, startups, and enterprise teams. Visit to see how Soracom can help you succeed in IoT at any scale. Soracom, you create, we connect. That’s, S-O-R-A-C-O-M dot io. So without further ado, please enjoy this episode of the IoT For All podcast. Welcome, Rob, to the IoT For All show. Thanks for being here this week.

– [Rob] Thanks Ryan, for having me, appreciate it.

– [Ryan] Absolutely. So let’s start off by giving a quick introduction about yourself. You can talk about anything relevant experience, background, all that good stuff, and we’ll go from there.

– [Rob] So I am Rob Rastovich, I’m the CTO of ThingLogix. We are IoT company, and I also happened to live on a cattle ranch in Central Oregon, we have 200 acres and about 350 head of cows. I started in IT back in the dotcom boom days, put up my first website in the early nineties and kind of got the bug of programming and technology then, started doing enterprise applications. I’m a traditional Java programmer and doing building web applications for various customers. In 2006, 2007, I went to San Francisco and saw a demo where they right clicked and deployed code to the cloud. And I started drinking the cloud Kool-Aid back then. Did development for about 10 years there. And then I got the IoT bug in about 2010 or 11. I think we decided that we were going to kind of branch off and leave, leave the Salesforce world and see if we can’t build some ingestion software. So we started a company in Denver called Telemetry, and the objective was to build a, basically an IoT broker and MQTT broker that could ingest large amounts of data. Our goal was actually to sell it to Salesforce, because we figured that IoT was the emergent technology and everybody would be in it and we wanted to be first to market on there. And so we were building the tech out and ultimately, Amazon got ahold of us and said, what are you guys doing down there? And long story short, we ended up selling that company to Amazon. And what is today known as AWS IoT was the technology that Telemetry built back in the day.

– [Ryan] Wow, that’s pretty cool.

– [Rob] Yeah, it was great. And then, so ThingLogix was born out of that. So after the acquisition, Amazon, they essentially wanted the technology. They didn’t want the customers, and I didn’t really want to move to Seattle because there’s no place to put cows in the middle of Seattle. So a couple of the other partners and I spin up ThingLogix to essentially provide professional services and to service our customers on the technology that we just sold to Amazon. Since we were the only ones in the world that knew how to use it at the time. So, and that’s how ThingLogix got started.

– [Ryan] Wow, that’s awesome story. I’ve heard a couple similar stories, not in the technology space. Well it’s technology space, but more in the education space, similar things like that, where a company builds a piece of software. People ended up leaving the company to go Start a firm to help the customers of those, of that software of the kind of the users of them. So very similar story, not necessarily were they involved in the acquisition, but just the fact that they built a company to help support the technology that they were initially had experience with since they were the only ones who really understood it. That’s really cool.

– [Rob] Yeah. Yeah. And it’s always, for startups, it’s always tricky, right. You know, you want to focus on the core technology, but I mean, if no one’s using it, then what makes you make think your core technology is any good, but then you still have to service all those customers. And so it’s always a balancing act. Are you a product company how do you manage customers and whatnot? So, yeah, it’s very common model.

– [Ryan] So tell us a little bit more about ThingLogix and kind of, you gave us the story of how it was started, but where is it now, and kind of, what’s the focus kind of the role it plays in IoT and that kind of thing?

– [Rob] Yeah. So we obviously coming out of a delivery and really kind of my DNA in Salesforce development influenced it a lot as well. I mean, I always imagine Mark Benioff and Parker Harris sitting around going, you know what, I got an idea, why don’t we, everybody needs a CRM, why don’t we just give them, and everybody’s gonna have to create a database. And in that database, they’re gonna put an account and they’re going to create a table called contact, and there’s gonna be first name and last name and email address and phone number. Why don’t we just give every, why don’t we give everybody that? And you know, get them started and give them all the stuff that they need, and then let them customize it from there on out, because they’ll have have 80% of what they need. And let them decide what that unique 20% is for their business. So really the same approach was for IoT solutions, ThingLogix, and that same thinking kind of drove us at ThingLogix, like everybody needed the same thing. When we went into an IoT project, you needed over the air, be able to manage your devices to update firmware. You need it, asset management, you needed a workflow system. And most importantly, you needed a place to put code. You know, I mean, in the old days, even in Salesforce, or if you’re doing traditional web applications there’s a server over here that you write some code and you put it on there and you hit a request and that response comes back and you can query a database, but there’s a place to put the code, in IoT world, it’s really difficult to like, alright, you can’t put all that code necessarily at the edge. You can’t necessarily put it on the server because you need to have…


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