u-blox Rolls Out New Module, Outlines Marketing Strategy

Thomas Seiler, u-blox CEO, holds a drone with GPS embedded.

Several companies at CTIA Super Mobility Week, held in Las Vegas September 9–11, are attempting to find niche opportunities in the crowded machine-to-machine market — and Switzerland-based u-blox is no exception. The company is focusing on the mobile, industrial and consumer-location markets, said Thomas Seiler, u-blox CEO.

While Seiler says there is no one dominant market for u-blox, the fleet market has been very good for the company. In addition, asset tracking has been a good market, he said.

“We are also seeing consumer markets such as e-bikes, golf carts, commercial helicopters and drones growing,” Seiler said.

While many location companies are fretting about government regulation, u-blox is taking the position that most agency requirements have actually helped build the market. “Regulatory requirements have been driving business for us. The [National Highway Traffic Safety Administration] proposes that vehicles report location, speed and direction,” said Nikolaos Papadopoulos, u-blox America president. “The collision avoidance regulations have helped to create an ecosystem that drives business.”

The company recently rolled out its ODIN-W160 multi-radio module for automotive, industrial, medical and security applications.

Nick Papadopoulos, president of u-blox America, tells CTIA Super Mobility Week show-goers what they should see at the u-blox booth.