Breaking into Mining: Channels Beyond the Obvious

By Jake Harris

Selling into mining isn’t always straightforward.

Many innovators assume that mining companies, particularly the big ones, are the best entry point for new technology. While that’s true in some cases, it’s often not the most efficient route to adoption.

If you missed my January 2025 article on “Breaking into Mining: Foundational knowledge sharing for innovators” explore it here.

Alternative pathways

For many innovations, the real decision makers, influencers, and buyers sit outside the mining companies themselves. Instead, they can be found within the broader ecosystem of mining OEMs, contractors, and technical service providers.

Whilst not immediately obvious from the outside, each group can play a critical role in technology selection, deployment, and standardisation at operations.

These alternative pathways can be faster and, in many cases, more effective for innovators trying to break into the sector. Below, I break down three key routes that often go overlooked.

Mining OEMs: a systems approach

Mining is a systems based industry.

Many technologies cannot function in isolation, they need to integrate into larger established processes. Because of this, Original Equipment Manufacturers (OEMs) often hold the keys to market entry.

Here are examples of OEMs across the mining landscape:

Caterpillar Inc. / Metso / Komatsu / FLSmidth / Epiroc / MacLean Engineering / Rockwell Automation

OEMs like Sweden’s Epiroc have well-established R&D and innovation teams. This link highlights some of their pilot projects and emerging concepts, many of which involve collaborations between the OEM, specialist manufacturers, and universities.

Why OEMs Matter:

●      They design and manufacture the core machinery used in mining, from trucks to through to huge grinding circuits and everything in between.

●      Many miners default to OEM solutions due to concerns about equipment compatibility, performance and known parts and service support.

●      Major OEMs have global service and support networks, meaning their endorsement of a technology within their product suite can rapidly accelerate adoption across multiple sites.

Approaching an OEM as a pathway into mining requires a clear understanding of how their products fit into the broader operational ecosystem. Unlike mining companies that focus on extracting ore, OEMs are in the business of providing reliable equipment and aftermarket services.

They are constantly refining their offerings to meet the needs of their customers while maintaining a competitive edge in the market.

However, selling into an OEM is not without its challenges. They have long R&D cycles that are based on new component sales and not necessarily retrofitting technologies. Many will only engage with external innovations if there’s a clear, proven competitive advantage.

Often, they will have large in house teams that are focused on R&D and innovation, with the focus being on improving performance of their systems against their competitors.

Mining Contractors: the implementers of innovation

Many mid-tier and junior miners don’t operate their own fleets. Instead, they rely on contractors for drilling, blasting, maintenance, and even full mine operations.

These contractors often procure and deploy technology on behalf of the mining companies they work for, creating an alternative path to market.

Here are examples of contractors across the mining landscape:

REDPATH MINING / Thiess / SMS Mining Services / Thyssen Mining / NRW Holdings / Byrnecut / Perenti

Byrnecut is a global underground mining contractor with strong strategic partnerships across technology providers and OEMs. Their operational expertise and service capabilities enable them to implement innovative solutions that drive value for both their business and their clients.

Why Contractors Matter

●      They have a commercial incentive to improve efficiency, as their contracts often depend on performance metrics.

●      Many miners outsource entire functions (such as drilling or mobile maintenance) to contractors who then decide or advise on which technology to adopt.

●      Contractors operate across multiple sites, meaning adoption within one contractor’s fleet can lead to deployment across many operations. Specific pull through here would likely be seen companywide if the ROI was high.

Mining contractors operate under a different set of constraints than mining companies. Their profitability is often tied directly to operational efficiency, every percentage increase in uptime or fuel efficiency directly impacts their bottom line. This means they are far more motivated to adopt new technologies that can offer tangible benefits.

Unlike mining companies, they often don’t have dedicated innovation budgets, so any investment must be justified through operational gains rather than long-term R&D.

For innovators, success in this space requires aligning with contractor incentives.

If a contractor’s revenue is tied to uptime, productivity, or safety, framing your solution around these metrics will be far more effective than generic technology pitches.

Additionally, engaging with contractors early in major mining tenders can be an effective strategy, if they win a multi-year contract, your technology can become part of their operational blueprint from the start.

The Service Sector: The Unsung Influencers in Mining

Beyond OEMs and contractors, there’s another group that plays a critical but often overlooked role in shaping mining technology adoption, technical service providers.

This includes:

● Surveyors: engaged across exploration, mine planning, and day-to-day operations. Their insights can influence mine design and new technology adoption.

Examples: Element Geospatial / MinStaff Survey Pty Ltd

● Geotechnical Experts: responsible for ground control, stability, and safety often consulted when assessing new monitoring or safety-related technologies.

Examples: MineGeoTech / Operational Geotechs

● Mine Engineering Specialists: develop mine plans, equipment selections, and operational strategies, playing a key role in introducing and standardising best practices across sites.

Examples: AMPS - Your Partner in Technical Services / Resolve Mining Solutions

My product, the LZR Tag, an essential underground mining consumable, was brought to market in collaboration with the leading mine surveying firm Element Geospatial (formerly Mine Survey Plus). Their active network of surveyors introduced it directly to operations, bypassing vendor onboarding and improving cash flow for my small business. While I’ve sacrificed some margin, this strategy has fuelled mass adoption in under four years.

Unlike contractors, these service providers don’t typically make procurement decisions, but they are highly embedded in operations and act as trusted advisors.

Because these professionals work across multiple operations, they are in a unique position to transfer knowledge between sites. A technology proven effective in one mine can quickly gain traction elsewhere through informal knowledge sharing. This makes them a powerful channel for early-stage adoption. These groups are also heavily called on during the ramp-up and establishment of mining operations, so they are perfectly poised to embed technologies and novel capabilities from the very start of mines production!

The best approach is to build credibility within their networks by engaging with industry associations, speaking at technical conferences, and publishing case studies.

Closing Thoughts

For mining innovators, selling directly to mining companies isn’t always the fastest or most effective path to market.

Mining OEMs, contractors, and technical service providers all play critical roles in technology selection, deployment, and scaling.

Each presents its own opportunities and challenges, but with the right approach, these channels can provide a faster, more scalable route to industry-wide adoption.

If you're a technology provider looking to navigate the mining sector, having the right foundational knowledge and strategy can make all the difference. Drawing on experience working with various providers, I can help you understand the landscape and refine your approach. Feel free to connect if you'd like to explore further.

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