TAIPEI, Taiwan — SOIC Marine Solutions Co., Ltd., winner of the 2025 InnoVEX Enspyre Award, has with the help of Enspyre completed a comprehensive brand transformation and established a strong B2B marketing foundation.
The SOIC team states: “We are honored to have received the Enspyre Award at the 2025 InnoVEX Pitch Contest. This recognition represents more than just an acknowledgment of our innovation and commercial potential in the market — it also serves as a driving force to keep us pushing forward. Through Enspyre’s professional support, we have experienced tremendous growth and meaningful change.”
Addressing Long-Standing Maritime Challenges: AI as the Crew’s “Second Brain”
According to a 2021 maritime report, 75% of vessel accidents on the ocean involve human error, with crew fatigue and blind spots being the primary causes. SOIC Marine Solutions Co., Ltd, incubated by Taiwan’s Ship and Ocean Industries R&D Center (SOIC) and supported by the Ministry of Economic Affairs, developed AI Sailor—a maritime safety system serving as the crew’s “second brain.” By integrating IP cameras, GPS, radar, and Automatic Identification System (AIS), AI Sailor provides situational awareness, risk warnings, and navigation assistance to enhance vessels’ perception, response, and protection capabilities.
“Technical validation is progressively on track. Our real challenge now lies in translating these technical specifications into application scenarios that shipowners and shipbuilders can envision,” said Yen-Chih Lai, COO of SOIC.
From Tech to Market: Why Great Tech Struggles to Sell
Despite its robust product capabilities, SOIC faced several pain points before entering the B2B market: the brand identity didn’t intuitively connect to maritime AI products; the team relied too heavily on technical terminology, making business presentations overly complex for non-technical decision-makers (such as shipowners or operations managers); and the existing website failed to convey an “innovative AI technology” brand image, making it difficult to impress customer at first glance.
The startup signed up for the InnoVEX pitch event in 2025 and won USD10,000 worth of B2B Marketing services from Enspyre, Taiwan’s leading B2B Lead Generation agency.
Enspyre were then able to help the startup address these challenges by providing in-depth B2B lead generation consulting services, concentrating on the Ideal Customer Profile (ICP) to rebuild SOIC’s external communication strategy.
Visual Identity Refresh: Strengthening SOIC’s Market Recognition
Step 1: Speaking the Right Business Language
Enspyre and SOIC applied ICP analysis to translate complex AI technology jargon into targeted business narratives:
- Pragmatic Operations: For shipowners, “AI Collision Avoidance” was reframed as “protecting life and property” and “reducing insurance costs.”
- Luxury Value: For the premium shipbuilding market, the solution was elevated from a technical component to a “world-leading smart navigation standard”, speaking directly to the decision-making language of high-net-worth clients.
Step 2: Redesigning the Visual Identity
To prepare SOIC for international market readiness, Enspyre led a comprehensive upgrade of the visual identity system and its digital application:
- Standardized Visual System: A tech-forward, minimalist design language replaced the traditional R&D aesthetic, projecting the professional authority of a top-tier AI company.
- Digital Trust Portal: Enspyre redesigned SOIC’s website, translating technical jargon into customer-facing benefits like “improving fuel efficiency” and “enabling digital upgrades”—transforming SOIC from an invisible R&D unit into a transparent, reliable, and accessible market brand.
SOIC team members shared that following the refinement of their brand image, they have clearly noticed that it has become easier to leave a positive brand impression — whether engaging with new clients, working with partners, or even during conversations with prospective employees.
One Year of Refinement: Delivers Market-Ready Foundation
Through multiple meetings, both parties explored critical questions: Who are the target customers? What language resonates with them? By refining ICP profiles and mastering maritime terminology, SOIC is now equipped to deliver customer-centric solutions in B2B engagements.
After one year, SOIC achieved three milestones: a new brand identity with international trademark advantages, a professional website boosting digital visibility and customer trust, and a communication strategy that translates technical specs into business value.
“Over the past year, this has helped us build closer relationships with clients more quickly, giving our team greater confidence, stronger persuasiveness, and a better ability to effectively communicate our message when introducing ourselves. From Q4 last year through early this year, we have successfully completed multiple project collaborations with the MOEA on low Earth orbit satellites, and have entered contract negotiations with fishing shipowners” said Yen-Chih Lai, COO of SOIC Maritime Solutions.
InnoVEX team shared “As a key driver of startup innovation, InnoVEX continues to play a pivotal role in bridging cutting-edge ideas with real market opportunities. We are delighted to see “SOIC Maritime Solutions (Seafety AI)” advance from the Pitch stage and, with the support of subsequent mentorship resources, successfully enter the B2B market and achieve commercial traction. This not only reflects the growth momentum of the startup team, but also reaffirms InnoVEX’s core value in accelerating innovation to market and fostering meaningful industry connections.”
With this ICP framework and marketing foundation, Seafety AI now has the tools to execute precise business development, from screening customer lists to prioritizing opportunities. Making every interaction more effective and ultimately, that will help save lives on our oceans.
About SOIC Marine Solutions Co., Ltd.
Seafety AI was incubated by Taiwan’s Ship and Ocean Industries R&D Center (SOIC) and focuses on maritime AI safety system development. The flagship product AI Sailor is committed to becoming a global guardian of vessel safety.
About Enspyre 安石國際
Enspyre is a leading B2B Lead Generation agency in Taiwan trusted by Fortune 500 companies, high-growth startups, and industry leaders like Oracle. With decades of experience, we help businesses identify and connect with the right business customers through database-driven strategic outreach and communication strategies.
