Mobile resource management services
Pointer Telocation provides SaaS-tailored mobile resource management solutions to 208k subscribers via its own proprietary software. It offers a range of services, of which the most significant are fleet management, remote diagnostics, asset management and stolen vehicle recovery (mainly to the insurance sector).
With telematics services becoming broader and more complex, PNTR uses a cloud-based software platform to extract and capture critical data from a range of input points (offices, drivers, vehicles, containers, cargo, routes/schedules, etc). The analysed data is uploaded to the client’s customisable dashboard along with actionable recommendations, analytics reports and KPIs.
Key solutions include:
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Driver behaviour: The platform provides real-time alerts for dangerous driving and non-compliant working practices as well as rating drivers and giving them real-time feedback.
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Asset security: Locations of vehicles/assets are visible on the client’s platform and in addition to incorporating a range of anti-theft measures (eg jamming detection), the system alerts first responders, such as the police, as soon as any breaches are detected.
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Accident/emergency support: The system allows for pre-mapping of routes, with warnings of danger points, alarm systems, sensors, vehicle disabling, video surveillance, panic buttons and analytics tools as well as a control centre providing 24/7 support.
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Fuel saving/Fraud Detection: The system monitors for a wide range of inefficient driving and integrates automatically with fuel purchase data to detect excessive fuel use. Fraud monitoring encompasses unauthorised vehicle use, fuel theft and after-hours vehicle use.
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Route and Task management: Details of driver routes including deliveries, timings, fuel stops etc are downloaded into the system and vehicles are monitored for compliance. PNTR integrates third-party mapping and route-planning systems into its platforms for the client’s use.
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Diagnostics: System monitors, alerts to problems and logs data from key vehicle components.
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Other: Yard management for trailers and containers, rental asset management for fleet outsourcing and asset rental companies.
One of PNTR’s key service differentiators is its IT focus, reflected in its investment in IT teams in Israel and low-cost Macedonia as well as smaller teams of IT staff in each country. This enables it to offer customers highly tailored software solutions and to integrate them into the client’s existing portfolio of software. Each fleet management client is also assigned a dedicated analyst.
Almost all service revenues are recurring. Average contracts in fleet management are 36 months, although some are as long as five to seven years. In Stolen Vehicle Recovery systems, the average contract lasts three to four years, giving rise to a high level of recurring revenue. Churn levels are not published, but according to management levels are low (mainly related to client bankruptcy) because the Pointer product is integrated into the fleet owner’s system.
PNTR’s key service geographies are Israel, Brazil, Argentina, Mexico, Europe and South Africa. Israel is the group’s largest operation, generating 44% of revenues in 2015, but PNTR looks to its foreign operations to provide growth given high levels of competition and limited growth potential in this market. While the products side is highly international in terms of sales and competition, in the services business, competitors can differ widely from market to market, given the requirement for a local presence. Here, the group’s operations are also concentrated into a few markets.
Exhibit 1: 2015 revenue breakdown
|
Total revenues |
Services |
Products |
|
$m |
% |
$m |
% |
$m |
% |
Israel |
26.5 |
43.7 |
19.2 |
50.1 |
7.3 |
32.7 |
Brazil |
7.2 |
11.9 |
7.2 |
18.8 |
- |
- |
Argentina |
4.6 |
7.6 |
4.6 |
12.0 |
- |
- |
Other Latam/Mexico |
7.6 |
12.5 |
3.1 |
8.1 |
4.5 |
20.2 |
Europe |
5.3 |
8.7 |
- |
- |
5.3 |
23.8 |
Other |
9.4 |
15.5 |
4.2 |
11.0 |
5.1 |
22.9 |
Total |
60.6 |
100.0 |
38.3 |
100.0 |
22.3 |
100.0 |
Source: Pointer Telocation. Note: Excludes revenues from RSA business spun-off in June 2016.
Israel: Major player status brings advantages
In 2015 Israel contributed 50% of group service and 33% of group product revenues. Both services and product revenues have been boosted by record levels of vehicle sales in recent years. The Israeli market for telematics products is highly competitive with strong pricing pressure. By way of contrast, there is a good level of price stability and discipline in the services business.
Pointer, and fellow Israeli operator Ituran are by far the largest players in the services market. Consumer oriented Ituran had Israeli subscriber numbers of 381k in 2015 versus Pointer’s c 90k (half of PNTR’s group total) but Pointer estimates that its share of the Israeli commercial fleet market is c 30%. Stolen vehicle recovery is a larger business area for PNTR in Israel than elsewhere, reflecting the current c 22% of private vehicles, and all buses and trucks, which are required by insurance companies and/or authorities to use asset tracking devices. As a major player with its own products, Pointer is able to provide attractive bulk deals for insurance companies which support its market position. Besides Ituran, other competition in the fleet market is US firm ISR Transit and local player Traffilog.
Brazil: Promising acquisition and improving economic fundamentals
Brazil is the second largest services business for the group, contributing 19% of revenue in 2015. This reflects fleet management services gaining increasing traction with local companies and high levels of crime, which supports demand for stolen vehicle recovery products. Although the Brazilian economy and the Brazilian real were weak in 2015 and into 2016, demand for MRM services remained strong, with PNTR experiencing double-digit subscriber growth in Brazil in H116.
Political changes earlier this year in Brazil have led to business confidence hitting a two-year high in September and surging share prices, and PNTR has reported promising developments in winning tenders. Pointer also raised its profile in Brazil this year, winning a contract from the Rio Transport Authority to monitor 200 vehicles during the Olympic Games.
Acquisition of Cielo Telecom in Brazil
On 7 October 2016 Pointer acquired the operations of Cielo Telecom (CT) in Brazil for $6.5m. The company specialises in truck fleet management services in the south of Brazil, providing expansion potential for PNTR’s existing commercial fleet base in the north.
The addition of CT’s 16,000 MRM subscriptions increases PNTR’s total subscriber base by c 8%. Moreover, its high monthly ARPUs of c $25 compare well with the group blended ARPU of $18 in H116. Based on this data we estimate annual revenues at $5m. We also understand that the operation is profitable at the EBITDA level. Significant cost savings and synergies in sales, purchasing, etc, should be realised from combining the business with Pointer’s existing operation in Brazil, which generated $7.1m in revenues in 2015. On this basis, the purchase price plus $2m acquisition costs represents an EV/sales of 1.3x, which compares favourably with recent sector transactions and PNTR’s own prospective 2016 EV/sales of 1.0x (see discussion in valuation section).
Key competitors in Brazil are local player Sascar Tecnologia and Qualcomm-owned Omnitracs. Recently other high-end companies such as Mix Telematics and Telelogis have entered the market. In fleet management, most competitors are focused on the provision of low or entry level vehicle products and therefore are less able to compete with PNTR’s product range.
Other key markets: Into Africa and Argentina
Argentina: Based on Driscoll & Associates’ market data, we estimate PNTR’s market share in Latin America at 2.3%. PNTR’s operations in Argentina are focused on the commercial fleet market. The Argentine market has suffered from economic and political turbulence in recent years, but contributed 12% to group service revenues in 2015. PNTR’s key competitors are LoJack and Ituran.
South Africa: PNTR entered the South African market in 2014 with the acquisition of Global Telematics. The group transferred its South African subscribers to the SaaS cloud service in 2015, with savings coming through in the 2016 results. The South African market is very competitive, and dominated by local company MiX Telematics, with Trackwork and global players CTrack and Cartrack also competing. PNTR sees the business as a strong base for selling into the greater African market, where demand is growing rapidly as African economies continue to develop (with the region forecast to show 3.7% growth this year) and the telematics business case continues to improve in the face of high crime levels.