As we start the year and balance budgets with objectives once again, I am reminded that not all features being released in the software I subscribe to actually serve my objectives. New software features are often heralded as opportunities for a business to improve its bottom line, yet they can also distract users from their stated business goals. In other words, the cart is pulling the horse.
Before the word telematics was used in fleet management, the industry simply used the term Track & Trace. Providers focused primarily on GPS technology to report a vehicle's location and time. In 2003, there were three industry leaders: Omnitracs and PeopleNet at the top, each with more than 750,000 connected trucks, and @Road in third place with approximately 250,000 connected vehicles.
@Road blanketed the business fleet service industry, including HVAC and plumbing, where the leading use case for GPS providers was to track employee whereabouts and trace trips, often to identify moonlighting with company vehicles during evenings and weekends. The value proposition was simple to understand, monitor, and calculate payback.
For most of the last 25 years in fleet software, buyers were firmly in control. Business solutions relied heavily on devices installed in vehicles, requiring capital expenditures and ongoing operating expenses. This reality demanded significant due diligence, with contracts often running three years or longer to justify the investment.
We are now in the era of cloud-based software and data collection. From the vehicles we purchase to the smartphones, cellular connectivity, and internet access we subscribe to, it is all about software and subscriptions.
When trying new tools is as simple as a shopping-cart checkout on a touchscreen, it feels to me like we need a moment to check our unbridled enthusiasm for shiny new objects and ensure we remain focused on purpose. Of course, we must first ensure that any software we try is approved for cybersecurity and personal-privacy considerations.
Is it wise to dabble in the art of the possible? I think the answer is yes. The features included in the software you add to your cart may help you solve problems you had not previously considered. For example, an AI agent might analyze your data and proactively suggest actions to improve fuel efficiency or enhance employee safety. When presented with these options, you decide which (if any) to pursue.
Do these suggestions reflect your stated business objectives? Perhaps not. Do they represent real opportunities for improvement? Absolutely.
What matters most is having your business objectives clearly written before you begin dabbling. Remember, you are the thoroughbred, and you are accountable to your organization and its stakeholders.
Lesson learned: Use your software shopping cart wisely. Try before you buy. Ensure that what you experiment with is genuinely helping you achieve your stated objectives for the year. Avoid scope creep, where the software defines your objectives for you.
Note to readers: Throughout 2026, I’ll be sharing excerpts from my upcoming book, My 25-Year History with Telematics. Chapter 1 is included in the Bobit Business Media 2026 Fleet Fact Book, now available for purchase on Amazon.
