ITWeb TV: Tracker’s journey to becoming a techco

Tracker, a 30-year-old company synonymous with vehicle recovery, has evolved beyond its original purpose. CEO Dillan Fernando explains that the name "Tracker" is now so ingrained in South Africa that it functions like a verb, similar to the household brand Hoover. While still renowned for its vehicle recovery services, the company has expanded its reach to include the recovery of assets, people, and pets for safety and welfare.

This expansion has driven Tracker to transition from a pure tracking company to a technology-driven enterprise. Fernando reveals that the company now generates over 200 million data points daily, necessitating the use of analytics and artificial intelligence to manage and interpret the data effectively. The analytics platforms not only deliver data to customers but also interpret it to enhance functionality, such as route optimization and monitoring driving behaviors, as well as supporting insurance cases with video footage from in-vehicle cameras.

A significant partnership with telematics company Geotab, announced in June, allows Tracker to offer proactive maintenance updates to its B2B clients. Additionally, the introduction of Sayf, a family location and personal safety app, enables emergency medical and armed response services on a monthly subscription plan. Looking ahead, Fernando outlines several areas for potential expansion, including logistics, agriculture, and steel.

He also hints at future investigations into other technology businesses and the possibility of further growth in Africa.

Regardless of these changes, Fernando emphasizes that Tracker's core mission remains unchanged. The company will continue to provide recovery services for vehicles, assets, pets, and even children, while leveraging technology to improve its offerings and expand its reach.