[SeoulTech x IT Donga Joint Planning] The Early Startup Package Support Project (hereinafter referred to as the Early Startup Package) is a major startup support initiative by the Ministry of SMEs and Startups and the Korea Institute of Startup & Entrepreneurship Development, aimed at fostering the growth of promising startups in their first to third years. The Startup Support Group at Seoul National University of Science and Technology will serve as the lead organization for the Early Startup Package in 2025, assisting the growth and development of early-stage companies. IT Donga, in collaboration with the Startup Support Group at Seoul National University of Science and Technology, examines the promising startups that are currently growing.

“I want to commercialize the technology that only existed in research papers to make people's lives smarter.”

This was the response from Ha Soon-hoe, CEO of Mysmax, when asked about the motivation behind founding the company. As a professor in the Department of Computer Science and Engineering at Seoul National University, CEO Ha established Mysmax through faculty entrepreneurship to create a world where anyone can easily control devices. Together with his students, he developed the 'JOI Platform,' software that allows control of devices from various manufacturers on a single platform. He set a goal to make the JOI Platform the standard operating system for intelligent Internet of Things (AIoT) systems, similar to MS Windows or Linux.
Improving the inconvenience of controlling devices with different apps from each manufacturer with the 'JOI Platform'

CEO Ha stated, “I wanted to create technology that would practically change people's lives, not just technology that exists in papers. As part of this, I founded the company to introduce innovative technology that addresses the inconveniences and security issues of existing IoT. We are developing technology by listening to the voices in the field, not just at the desk, with students who best understand the potential of IoT. Reflecting field feedback to complete the product is Mysmax's mission,” he said.

He continued, “As a professor in the Department of Computer Science and Engineering at Seoul National University, I conducted research for over seven years to analyze and solve the reasons why IoT technology still feels distant to the public. I determined that the inconvenience of controlling devices with different platforms from each manufacturer and concerns about data leakage are the biggest barriers to the spread of IoT. By utilizing the JOI Platform developed by Mysmax, it is possible to integrate and control devices from various manufacturers conveniently while also alleviating concerns about security incidents. When the JOI Platform is executed on edge devices, it performs cloud functions at the edge, so user information does not go to the cloud. Therefore, the possibility of privacy leakage is low. Even if a smart device within the JOI Platform is hacked, the affected device cannot control other smart devices, minimizing damage,” he explained.

The JOI Platform by Mysmax supports not only smart devices but also electronic devices operated by remote control, robots, and service integration provided from the cloud. It helps control everything from electronic devices in the home to robots or various sensors in workplaces individually or collectively. Users can also control devices automatically by expressing the desired function in natural language.

CEO Ha stated, “To prove the utility of the JOI Platform, we participated in CES 2025 last January and demonstrated the technology. At that time, due to the advantage of easily managing devices from different manufacturers, inquiries from businesses such as smart factories, smart buildings, and smart farms flooded in,” he said. “We are currently proceeding with B2B collaborations ahead of the commercialization of the JOI Platform. For example, we are conducting a PoC with 'TNG Lab,' a company that develops and supplies green walls, which are vertical architectural structures covered with plants. By applying the JOI Platform to green walls, we monitor plant conditions and control the optimal growth environment. We plan to prove the utility of the technology by establishing test beds in various industries,” he said.

Mysmax currently identifies securing investment to expand its workforce in various fields as an urgent task.

CEO Ha stated, “Currently, Mysmax's workforce is centered around technology developers, so we have core technical capabilities, but to expand the business, we need talent in various fields,” he said. “We plan to secure talent in management support, marketing, and sales that will create synergy with the development team and accelerate the company's growth. To this end, we are looking for investors who will recognize the company's potential,” he said.

He continued, “The cooperating institution, Seoul National University of Science and Technology, is also providing various support to solve these challenges. For example, through the introduction of SeoulTech, we participated in the startup scale-up program and formed a network with technology companies in Seoul. They also helped improve IR materials through the investment attraction success seminar,” he said. “Thanks to this, we were able to lay the foundation for attracting investment,” he said.

Mysmax “Aims to make the JOI Platform the standard operating system for AIoT systems”

Mysmax, on the verge of commercializing its technology, announced an ambitious plan to make the JOI Platform the standard operating system for AIoT systems.

CEO Ha stated, “Mysmax is focusing on the final stages of research and development ahead of the commercialization of the JOI Platform. We have completed the development and demonstration preparation of AI agents operating in AIoT systems and are planning a joint business with a parent company related to smart buildings,” he said. “Mysmax's vision is to make the JOI Platform the standard operating system for AIoT systems, like MS Windows or Linux for PCs. The short-term goal is to be recognized as technology that smartens general factories, farms, and buildings and to pioneer the B2B market. In 2026, we plan to enter the B2C market to make ordinary homes smart,” he said.
He continued, “Once the stability and utility of the product are verified domestically, we plan to enter the U.S. immediately to compete with leading companies. In the future, we will push to supply services to developing countries that have not yet adopted AIoT,” he said. “In five years, based on the know-how gained from direct experience, we want to become the most beloved solution company in the smart factory and smart farm fields. In ten years, we want to be evaluated as a company that allows people to enjoy a better life in all spaces worldwide with the JOI Platform. We will strive for technology development with the goal of becoming a small but strong global company,” he said.

IT Donga Reporter Kim Dong-jin (kdj@itdonga.com)

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