Decent sales channel. I've had a good look at the Zoleo product...

Decent sales channel. I've had a good look at the Zoleo product and it's very marketable. As someone who enjoys the outdoors I can certainly see merit in it. My wife does a lot of trial running, often outside of conventional reception limits so it'd be some piece of mind knowing that she could summon help if ever required. The family farm has no reception, always a concern with an aging father who often works alone and forgets that, be nice for him to have a summon method should he ever need it. Personally I get off the beaten track a fair bit, camping, fishing, hikes and back country snow boarding, again often taking risks in areas without reception.

The point I make is that for a relatively low price ($345 unit purchase then $32/month subscription) there are many who would see value, the issue however seems to be that very few of the persons who might see merit in the product know they need it. Zoleo marketing is where this company will be made near term therefore as you mention "1m per month visitors and 2.2m active users" is perhaps the most significant part of the deal with Kogan.

The distribution channels are growing very well, now is the time to fire up the marketing budget IMO.