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GreenRoad Technologies Launches Global Company Focused on Driver Safety for Fleets

September 21, 2007

REDWOOD SHORES, CA – GreenRoad Technologies Inc., a leader in driver safety technologies, announced the launch of the companys expansion of offices into Silicon Valley and the UK, as well as a new global management team.

GreenRoad is focused on improving driver safety for fleets and insurance companies with its Safety Center solution. Safety Center reduces driver crashes by an average of 54 percent, lowers accident costs by an average of 65 percent and lowers fuel consumption by an average of 7 percent—without invading driver privacy. By empowering drivers to manage their own safety, GreenRoad can change driver behavior behind the wheel.

With funding from Benchmark Capital and Balderton Capital (formerly Benchmark Europe) GreenRoad recently established new headquarters in Silicon Valley and opened offices in the UK—in addition to its previously existing office in Israel, where the company was founded in 2002. GreenRoad has been operating under the name of DriveDiagnostics while in the testing phase, and has been testing its Safety Center solution for more than two years with pilot customers in the US, UK and Israel.

The company has recently hired a global management team that includes:

  • Dan Steere, CEO, a Silicon Valley veteran with more than 20 years of experience in mobile devices and services, whose previous work includes leadership roles at Matrix Semiconductor, SanDisk Corporation and Intel.
  • Hertzel Yehezkely, COO, brings 25 years of experience in technology and operations management. His previous roles include COO of Transtech Control, Ltd, and Axonlink as well as 15 years in the Intelligence Corp of the Israel Defense Forces in advanced technology and management roles.
  • Aidan Rowsome, vice president of Europe, Middle East and Africa, brings more than 20 years of management experience including leadership roles at RAC Software,, and TELUS.
  • Paige O’Neill, senior vice president of Worldwide Marketing, with 15 years of marketing and product management experience, whose previous roles include leadership positions at PHH Arval and Oracle Corporation.
  • Pete Allen, vice president of North American Sales, a telematics industry expert with 15 years of sales leadership experience. His previous experience includes XATA and Cadec.

    These new management team members join GreenRoad founders Ofer Raz, CTO, and Hod Fleishman, SVP of Business Development.

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