- Netline, a 27-year veteran in spectrum dominance, addresses the 'invisible battlefield.'
- The global defense tech market is booming, especially in counter-drone solutions.
- Export control and national branding pose significant challenges for Israeli companies.
- Netline aims for aggressive international expansion into new military and homeland security markets.
At the Defense Tech Expo 2026 in Tel Aviv, Shai Palti, CEO of Netline, offered a candid look into the burgeoning world of defense technology. His company, a veteran in the field for 27 years, specializes in 'spectrum dominance,' a critical capability in the modern 'nonvisible battlefield.' Netline's innovations, particularly in counter-drone and counter-UAS technologies, are in high demand, yet Palti highlighted the unique hurdles Israeli defense firms face in bringing their advanced solutions to the global stage.
Netline's core expertise lies in sensing and jamming the electromagnetic environment, a crucial aspect of modern warfare and security. Palti noted the current 'fashionable' applications like counter-drone and counter-UAS systems, alongside their long-standing work in convoy protection and counter-IED measures. He emphasized that the spectrum as a battlefield domain is continuously expanding, driving a booming market for their specialized technologies.
Despite this robust demand, Palti identified two primary challenges for scaling an Israeli defense company. First, export control presents a significant regulatory maze. While the world seeks Israeli technology, the process of exporting it has become increasingly complex. Netline works closely with the Israeli Ministry of Defense (MOD) to ensure their cutting-edge technology can be offered internationally while safeguarding Israeli interests.
The second major hurdle is the perception of 'Israeli branding.' Palti explained that while international end-users and partners are enthusiastic about the technology itself, they are often less excited about the Israeli branding attached to it. This necessitates what Palti termed 'techno diplomacy' – a nuanced approach to introduce and integrate Israeli innovations into the international market effectively.
Looking ahead, Netline's strategic focus is on aggressive global expansion. With 80% of its business already outside Israel, the company is actively growing its presence in new markets, particularly North America and Asia Pacific. Their technology serves both military and homeland security sectors, addressing critical needs in conflict areas, border protection, and strategic facility security. Netline's goals for the next two years are clear: to broaden the reach of their technology to tackle more security challenges worldwide.
“So export control is a big challenge and second is working with either end users around the world or partners around the world that are very excited about the Israeli technology. They are less excited about the Israeli branding and this takes uh um a lot of let's say techno diplomacy in order to bring this technology to the international market.”
- Shai Palti, CEO of Netline
