Omnitracs Unifies Businesses Under New Branding
Omnitracs has launched a new branding initiative that unifies its holdings under a common name, reflecting the technology supplier’s move to integrate the companies it acquired in recent years into its core business.
Roadnet, XRS, Sylectus and Omnitracs Analytics, which previously operated as independent business units, are now considered integrated products within the flagship brand, the company said.
Omnitracs said it has organized those and its other offerings under eight distinct service lines — compliance, safety and security, productivity, telematics and tracking, transportation management system, planning and delivery, data and analytics and professional services.
Meanwhile, Omnitracs’ redesigned corporate logo also marks the next step in its efforts to develop its identity as a stand-alone company following its spinoff from Qualcomm Inc., which sold the business to Vista Equity Partners in November 2013 for $800 million.
After that transaction closed, Omnitracs quickly grew its business through the acquisitions of Roadnet Technologies and XRS Corp., which expanded the company’s reach into the private-fleet market and greatly increased its applications and technology for mobile devices.
In 2011, while still part of Qualcomm, the company purchased Sylectus, a transportation management system, and FleetRisk Advisors, which is now Omnitracs Analytics.
The company now uses a similar nomenclature for its other acquired product lines, referring to them as Omnitracs Roadnet, Omnitracs XRS and Omnitracs Sylectus.
“The new branding is representative of the collective strength of our uniquely varied expertise, our continuous innovation and drive to revolutionize the transportation industry, and our ability to deliver best-in-class solutions to our customers for today and tomorrow,” CEO John Graham said in the Sept. 28 announcement.
“Our new unified branding reflects the alignment of our business units into a single, end-to-end solution portfolio offering our customers greater insight into their business and higher profits from their fleets,” Jim Gardner, vice president of marketing at Omnitracs, added.
Omnitracs said the symbol that accompanies its new logo is meant to symbolize “motion, innovation and convergence.”
The company said it will further unveil its new visual branding, colors and imagery at American Trucking Associations’ Management Conference & Exhibition, set for Oct. 17-20 in Philadelphia.
