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Getting into the mix
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Having had three different names in the space of a year, it will be a challenge for Mix Telematics to get its brand known in the market. But now, with its ownership stable, it plans to raise its profile.
MIX TELEMATICS may not be a name that's familiar to many, but that's because it took on its third new moniker two weeks before April's CV Show.
Historically, the company was part of Siemens VDO, but, last June, it was acquired by Omnibridge.
At the time, the company said there would be continuity: the name above the door had changed, but the people in were still the same. Then, just as all the staff were adjusting to becominr. Omnibridge, which is a South African firm, it was acquired by Telematrix, one of the largest stolen vehicle tracking companies in South Africa. It has a subscriber base of around 150,000 users. The two firms came together on the Johannesburg stock exchange last November, creating a large company with a very clear focus.
What's in a name?
Steve Coffin, sales and marketing director at Mix Telematics, says that at Siemens: "We were a small part of a large company, now we're part of a company focused on telematics."
Following the listing, the firm faced a dilemma. It was called Omnibridge in the UK, Matrix in South Africa and Tripmaster in North America, so it set out to come up with a global brand. "We went for Mix, which is how we are listed on the Johannesburg stock exchange; and we also introduced the slogan 'mobile information exchange' at the same time," Coffin says.
Mix has 550 staff across the globe and an installed base of more than 300,000 units.
Coffin reveals Mix's vision is to become the leading global supplier of telematics products for mobile assets. "Yes, we're a new name, but we still have a substantial history," he adds. And while telematics is not high on every haulier's agenda, Coffin insists interest levels in the technology are increasing.
While the technology used to be complicated, and, in some cases, unreliable. Coffin is adamant this is no longer the case. -Yes, in the past, some early adopters got beaten by the technology. Ten years ago, it wasn't as reliable and straight forward. But with the advent of GPRS communications, the costs are much lower, the technical capability of the hardware can deliver more information at a competitive cost. The return on investment (R01) is quite easy to realise, and we expect people who use our system to see ROI in 12 months."
A range of technology
One of the reasons Coffin thinks Mix is so well placed is that its products range from low-entry level track-andtrace units through to sophisticated onboard computers for heavy trucks.
"We have a long history of fleet manager products in the heavy truck market," he explains, "and one area we're looking to target with our products is our carbon emissions reporting to help !inns reduce their carbon footprints.
-We. have customers asking 'why do we need to do that when I've just bought a new Dar' and our response is give that brand new Daf to a driver who may not drive it correctly or leave it
idling for long periods of time, which undoes all the benefits of investing in the new truck."
A wealth of information When hauliers started buying tracking systems, they put a big screen on the wall of the office to see where all their vehicles were. But things have moved on since then, and Coffin says that now there are more comprehensive systems that not only let operators know where their drivers are, but also monitor what they're doing, such as the speed they're travelling, or if the truck is being driven badly. "The haulier needs that data to complement its training activities."
Mix has become an approved partner to Garmin, a sat-nay brand, and Coffin believes this will help Mix's systems to send messages of job details to a vehicle's onboard computer. "Once a driver accepts the joh, the navigation system will automatically work out the route — all the more important now drivers cannot use their phones."
And that is why Coffin is positive Mix is in a good position to push for market leadership in what is likely to become a much more competitive sector.