Error parsing XSLT file: \xslt\FacebookOpenGraph.xslt Tracker uses CV Show to relaunch in fleet
Cookies on Businesscar

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive all cookies on the Business Car website. However, if you would like to, you can change your cookies at any time

BusinessCar magazine website email Awards mobile

The start point for the best source of fleet information

Tracker uses CV Show to relaunch in fleet

Date: 02 May 2012   |   Author:

Telematics and vehicle security firm Tracker used last week's Commercial Vehicle Show at the NEC to seek to re-establish itself in the UK market.

"This is us coming back properly to remind people that we are absolutely in the fleet tracking business," Tracker managing director Stephen Doran told BusinessCar.

Doran said the fact that Tracker is so renowned for vehicle security and recovery means it has a unique problem in being recognised in the wider telematics marketplace.

"The challenge for us is because the brand is so strong in vehicle tracking security, we have to work a bit harder to remind people that it's not all we do," he said. "We are a fleet telematics firm as well and think we have to work a bit harder to remind the market."

As tracking and telematics systems become increasingly complex, Doran claimed that being bank-owned - Tracker's parent company is Royal Bank of Scotland - helps in terms of credibility of its systems.

"We forget sometimes that being owned by a bank means conforming to banking standards on system infrastructure," he said. "We see it as a bit of a pain, but in fact it means we have a complete recovery system, and as telematics gets more critical to a business, you don't want it run on sticky back plastic and a bit of string."

Dorans said marketing and technology director Clive Girling has worked on a complete re-engineering and re-write of Tracker software since joining the company less than two years ago, and the firm's systems are now significantly more flexible.

Girling pointed to deals with councils that cover everything from leaf-blowers to gritters as one example. "Three or four years ago it would have been hard for us to offer something bespoke like that," said Dorans, who said the decision was taken in 2010 to "stabilise the fleet business" and set Tracker up for future expansion at the expense of short-term volume.

"We've done a lot to bring it back up, but that doesn't mean we're punching at the weight we should be," he said.

Girling said Tracker is one of only "a handful of large players" in the UK capable of dealing with large fleets, an area he sees as potential growth.

Dorans agreed: "We've worked with customers to find out what makes a user interface work, and as a consequence we've had more interest from larger fleet organisations as it allows them to do quite bespoke things quite easily," he said. "It puts us into 50-100 vehicle fleets and we've got larger deals in the pipeline."

Follow BusinessCar on TWITTER.



Share


Subscribe