COMPETITIVE ANALYSIS
GEOTAB
Why Fleet Complete
Is Number One
Learn the business strategy of GeoTab,
advantages/disadvantages and how their solution
stands up to Fleet Complete.
COMPANY BACKGROUND
Geotab first started in South Africa in 1996, and by 2000 the company was officially founded
in North America. Since then, the company has been committed to achieving engineering
excellence within the telematics industry. With a solid reputation in the industry, Geotab
has won various respected awards from well-known organizations such as Microsoft.
For the past 3 consecutive years, Geotab has been recognized as one of the fastest growing
technology firms within Canada, currently placed at number 18. In addition, Geotab was
recently named in Connected World’s prestigious 2013 CW100 list and sits among the top 100
machine-to-machine (M2M) companies.
For over a decade, Geotab has been a proven industry leader in the area of GPS fleet
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Started in South Africa in 1996
Founded in North America in 2000
Total annual sales $25 – 50 mil
Number of Employees = 50
management and vehicle tracking, also known as telematics. Fortune 500 companies,
including 30% of the top ten fleet and 10% of the top 100 fleets in North America, rely on
Geotab’s technology. Since Geotab provides end-to-end, hardware and software, solutions
that are entirely scalable, both enterprise organizations and small-to-medium sized firms
are active users. Geotab’s products are represented and sold worldwide through its
Authorized Reseller network.
BUSINESS STRATEGY
Geotab products are sold through Authorized Reseller Network in Europe, South America,
Africa, South East Asia and Australia. With resellers in a variety of countries, Geotab’s
web-based software is offered in English, French and Spanish with a simple Language
Choice option.
Geotab develops, manufactures and programs their GO4, GO5 and GO6 devices in their
Oakville office.
1 800 220 0779 | fleetcomplete.com v. Jan 2014
Geotab targets small to large businesses in a variety of industries, however, based on the
number of units sold in 2011, Geotab was the largest supplier of fleet tracking solutions to
enterprise fleets*.
In Europe and Asia, Geotab is partnering with Telenor Connexion, a Nordic-based tele, data
and media communication provider.
In Canada, Geotab is using Bell CDMA and GSM network for their services. CDMA and GSM
are using older towers for transmission and may cause delays in reporting. Rogers now
features Geotab’s technology in their Rogers Wireless Innovation Centers as of May 7th
2013*.
In US, Geotab has signed up with Sprint as its carrier. Sprint and Geotab Inc. announced on
April 19, 2013 that Geotab plug-and-play fleet management solutions are now available to
eligible federal agencies as part of Sprint’s Federal Supply Schedule contract with the U.S.
General Services Administration (GSA). Sprint now offers both federal and commercial fleet
operators access to plug-and-play solutions from Geotab*.
Geotab has teamed up with Garmin to offer a high-performance hours-of-service (HOS)
solution to businesses that have interstate fleet operations as of April 19, 2013*.
In order to qualify for nominations to Deloitte’s Technology Fast 50, Geotab has opened a
16,000 ft head-office in Oakville, ON and runs local support, training and RnD services from
the Oakville office.
Geotab offers a network of certified installers in US and Canada. Such installers include
AMFS; GO Gps; RJA; GPS Fleet Services; LoVoltage; Midwest GPS; Orbital; Silveris. There is
no evidence of the Installer Network in Europe or other locations.
PRODUCTS AND SOLUTIONS
4 core pillars drive Geotab’s ongoing innovation, which helps businesses make impactful
improvements: safety, productivity, regulatory compliance, and fleet optimization. So as to
ensure the utmost quality, the products are manufactured in Ontario, Canada. With simple
plug-and-play installation that does not require any professional fees, the Geotab’s latest GO
device is ready for use in just minutes. Working in tandem with MyGeotab, a Geotab
developed software, the solution provides:
• In-vehicle driver coaching
• Breakthrough accident detection
• Ultra-accurate engine diagnostics
• Route optimization
• Real-time GPS vehicle tracking
• Fuel consumption monitoring
Products:
• GO7 – launched in Europe and Asia on May 21, 2013
• GO6 – Plug-n-Play OBD-II with Port Expander
• GO5 – Plug-n-Play OBD-II
• Reports:
- Available on the dashboard
- Over 30 reports
- Detects swerving, skidding,
aggressive start-up
- After-hour use, idling, speeding,
trips, vehicle data
- Can be scheduled to be emailed in
a variety of formats
• Alerts:
- Triggered by RPMs
- Prolonged idling
- Sends an email alert instantly in
case of accident
- In-cab alarm in any event of
aggressive driving
• Live Map:
- View Grouped vehicles
- Locate nearest vehicle
- Trip Replay
• GO4 – with WiFi capability
GO devices integrate with:
• Driver ID Keys
• Garmin Devices
• Iridium Satellite Solution (as back-up means for communication) offering a once per
hour location transmission in case of out-of cellular coverage. Can be integrated
with emergency button
• HOS
Prices are based on a 2-year contract and range from $40 - 50 CAD per device per month
including all data fees.
In USA, Sprint offers Geotab GO6 device at $33 per month with $169 upfront fee for
hardware*.
MARKETING APPROACH
Geotab products are positioned towards businesses with fleets, as well as regular
consumer. The GO5 and GO6 devices are marketed as compact, versatile and easy to
• POI and Geofence:
- Import Excel spreadsheet to add
POIs in the system
- Create zones and specific zone
rules
install. The Solution focuses on providing exact time and location of fleet events and
actions, such as stops, hard corners, speeding, etc. The devices also offer in-vehicle
beeping alerts for instances of aggressive driving and are advertised as driver behavior
coaching tools.
Large emphasis is made on the devices being able to provide Forensic detail after an
accident, for example, the ability to monitor the activity of the driver before the
accident, the direction the vehicle was hit, if the vehicle was spun around, the time of
the impact, if the driver hit brakes, etc.
Quick start-up and automatic calibration for any kind of vehicle. A variety of cables are
available for the most compatibility with every truck in the field.
ACTIVITY
On June 25-27, Geotab will be appearing at the Fleet Safety Conference as its silver
sponsor in Schaumburg, IL.
In May 2013, Geotab participated in a JSAE (Japan Society of Automotive Engineers).
In March 2013, Geotab participated in PepsiCo Fleet Summit in St Louis, MO.
In Nov 2012, Tim Hudak visited Geotab’s Oakville office to learn more about their fast
growing business. Geotab is viewed as a model company in Ontario with world leading
innovations.
SOCIAL STRATEGY
Geotab currently has almost 600 followers on their Twitter account and on average
post twice a day. Their subjects range from Trade Show to Conference announcements;
fleet safety news and articles; tips on gas, fuel and emissions; telematics, small business,
Forbes and other business related topics; personal and generic announcements such as
holiday greetings, etc.
Geotab’s Facebook account carries very similar articles as their Twitter account.
Geotab GooglePlus offers much the same info as both Twitter and Facebook, however
has little following.
On YouTube, Geotab offers 15 videos, ranging from Corporate Videos to Interviews to
Training material. Highest number of views (over 6,000) brings in the video of
Installation Instructions and a product overview video.
Geotab on Pinterest has 48 pins and 6 boards with under 10 followers.
According to WooRank, Geotab’s website ranks at 62.9 points on WooRank, is low on
traffic and seems to be mostly visited by males aged 18-24 from their work computers.
Comparably, CI ranks at 60.6 points, with low traffic and visited mostly by males aged
25-36.
CURRENT CUSTOMERS
UPS, Orkin Pest Control, Frito-Lay, PepsiCo, Laidlaw, US Government
COMPETITIVE ADVANTAGES
• Compact size
• Under 2 min install through OBD-II
• No software to install
• Maximum compatibility with majority of vehicles
• Satellite antenna for areas where cellular connection cannot be detected
• Built-in battery for movement-without-ignition detection
COMPETITIVE DISADVANTAGES
• No solution offered for Asset or Resource tracking
• Using older Bell CDMA networks, may cause delays in transmission
• Not a lot of opportunity for customization
• When hard-wired, engine data is not available
• No ability to add a not to status change in Geotab HOS
• No Panic Button or Man Down capability
• No product for fuel theft protection
• Radio interference because of GSM Connection
• No ignition disabler option available yet
• Do not sell temperature sensors to customers
• Light and Heavy duty vehicles have different connectors based on vendor, make/
model, year, etc. Implementation of plug-n-play devices requires accurate
information on the vehicles’ connectors in order to receive the correct product,
which may become a lengthy period verifying the connection type with the vendor
or the drivers.
* All information has been gathered from the following sources: Geotab.com, YouTube, Facebook,
Twitter, GooglePlus, Geotab Community Forum.
Product Comparison
Hardware Capabilities 1
Feature
GeoTab
GO6
GeoTab
GO5
GeoTab
GO4v3
Asset
Tracker
AT1000
Action/
Resource
Tracker
Outputs


8 Inputs
2 Inputs
N/A






External
Internal
Internal
External
Internal
N/A
Fleet Tracker
MGS100/200
Fleet Tracker
MGS500
4 Inputs, 2
13 Inputs, 4
Outputs

I/O inputs / Outputs
3G HSPA
Antenna
Internal /
External
On-board ethernet






N/A
Wi-Fi capable






N/A
Built-in accelerometer






N/A
Operating temperature
Over-the-air configuration
Battery back-up
Power source
RF switch
-4°-140° F
-4° - 140°F
-40° - 176°F /
-40° - 185°F /
-40° - 176°F /
-4° - 140°F
-20° - 60°C
-20° - 60° C
-40° - 80° C
-40° - 85° C
-40° - 80° C
-20° – 60°C







Optional
Optional




N/A
Hardwired
OBD-II
OBD-II
Hardwired




OBD-II /
Hardwired

Battery or
Hardwired

N/A
N/A
N/A
Additional Sensors
Fleet Tracker
MGS100/200
Fleet Tracker
MGS500
GeoTab
GO6
GeoTab
GO5
GeoTab
GO4v3
Asset Tracker
AT1000
Driver ID support






Temperature sensor






Garmin integration






PTO sensor






Fuel level sensor






Emergency button






TPASS






Vehicle ECM integration






In-Vehicle Buzzer






Feature
Product Pricing / Support / Other 1
Fleet Tracker
MGS100/200
Fleet Tracker
MGS500
GeoTab
GO6
GeoTab
GO5
GeoTab
GO4v3
Asset
Tracker
AT1000
Action/
Resource
Tracker
from $30
from $45
from $40
from $40
from $40
from $20
from $7
Contract Length
M2M / 3 Yrs
M2M / 3 Yrs
2 Yrs
2 Yrs
2 Yrs
M2M / 3 Yrs
No contract
Warranty terms
Manufacturer /
Installation
Manufacturer /
Installation
Manufacturer
Manufacturer
Manufacturer /
Installation
Manufacturer /
Installation
N/A
Warranty length
3 Yrs
3 Yrs
1 Yr
1 Yr
1 Yr
1 Yr
N/A
$200 - $299
$320
N/A
N/A
N/A
$199
$0
Free with
contract /
$120 + travel
Free with
contract /
$120 + travel
N/A
N/A
N/A
Free with
contract /
$120 + travel
N/A
Feature
Price
Cancellation Fee cost
Installation costs
Additional Service / Pricing / Support / Other 1
Feature
Fleet Complete
GeoTab’s Checkmate
Weekly, Free
No, Forum only
1:1 training offered? Cost
Yes, Free
No
Free Training Videos
Yes, Free
Yes
Unlimited, Online/Phone, Free
Online, Free
English, Spanish, French
English, Spanish, French


Webinars offered? Cost
Customer support offered
Languages supported
Ability to integrate with internal
systems
Installation Options
Fleet Tracker
MGS100/200
Fleet Tracker
MGS500
GeoTab
GO6
GeoTab
GO5
GeoTab
GO4v3
Asset Tracker
AT1000
Self-installation






Pro-installation






Self / Pro
Pro
Self
Self
Pro
Self
Feature
Installation classification
Software Capabilities
Feature
Fleet Complete
FleetMatics
Current Location


Follow Asset


Breadcrumb Trail


Asset Speed


Direction of Travel


Every 2 min / Customizable
N/A
From every 30 sec
N/A
Reports


Timecards


Points of Interests


Sensor Information


Alerts / Rules


Find Nearest Vehicle


Traffic Status


HOS Reports


HOS Violations Reports


Vehicle Inspection / DVIR


Default Transmission Rate
Transmission Frequency Rate
Data Readings
Fleet Tracker
MGS100/200
Fleet Tracker
MGS100/200
GeoTab
GO6
GeoTab
GO5
GeoTab
GO4v3
Asset Tracker
AT1000
Odometer






Vehicle battery level






Feature