EROAD are operating in a complex business domain with lots of key drivers for adoption including efficiency (fleet logistics, driving behaviour for fuel use, maintenance), safety and compliance (fatigue, speed, mass). The solutions require a combination of hardware, software and integrations to other systems including in-truck and enterprise systems. Heavy vehicles are becoming increasingly smart themselves and a lot of data is becoming available through integration to EROAD like the engine stats, mass, mechanical forces, wear etc. A bit like aircraft and trains.
This is a very fragmented market with vendors offering point solutions creating data silos. It looks like EROAD are trying to be a one-stop-shop providing a unified solution with complete operational data. They are coming from a compliance focus which is the right business model IMHO because the big fleets will be most attracted to that.
Australia is VERY heavily regulated, perhaps the most regulated in the world with such long freight routes to manage (remember the Kempsey bus crash, 35 died), with NSW Transport doing a lot of that work being the main freight transit state. Also agencies like NHVR, TCA and NTC involved. Unless EROAD can integrate to the regulatory systems in each state to feed the monitoring data to the regulators (a legislative requirement to carry higher mass), it's going to be up hill for EROAD to get large fleets signed up in Australia. EROAD should buy a local vendor.
The incumbents in Australia include Teletrack Navman, Netstar and Blackbox Control, but only Teletrac Navman is a real competitor in all areas. There are others like Optalert, and Easy to Use Pty Ltd but these are point solutions.
The US market could be much simpler if they pick the right problem to solve, but there are lots of states to deal with. Perhaps they mostly have national laws (US DOT), so that might be OK.
I have spoken to some of the R&D engineers at EROAD a few years ago and was impressed by them. At the time the NZ Transport Agency was installing monitoring cameras and in-road weigh stations (like we have in NSW) as part of the Weigh Right Programme and the heavy vehicle operators were being pressured to become reasonably compliant with heavy vehicle safety laws (i.e. use safety management systems). That Weigh Right is still not really operational yet because it is ambitious for a Government agency, but over time it will add to pressure on operators and the continued tailwinds for EROAD.
I learnt that EROAD were one of the world leaders in Road User Charging and had one a significant contract in Oregon in the US. If electric vehicles are to pay the equivalent of a fuel tax, EROAD could be in the front seat. The US will be the main market that matters and EROAD have a good history there.
From a technical point of view, I like EROAD but I can see they have a lot of complex execution ahead of them. But, the Kiwi's should never be under estimated. They would have the pick of the engineering talent over there which is a big advantage.
This is not a rapid tech hyper growth like Xero. I think this will be a slow upward trending business as they execute.