What Cellocator does

Cellocator, founded in 1997 and headquartered in Rosh Ha'ayin, Israel, designs and manufactures telematics hardware and platform services for fleet management, asset tracking, and IoT applications. It operates as a brand of Pointer Telocations Ltd., which is part of the Powerfleet Group (formerly I.D. Systems, NASDAQ: PWFL). Its product portfolio spans advanced CANBUS-based fleet units (Cello-CANiQ-M, Cello-CANiQ, Cello-IQ), LTE Cat M1/2G security and fleet devices (CR-300, CR-400), a CelloTrack family of asset trackers (Nano, standard, 10-year, Solar), wireless environmental sensors (MultiSense, CelloSense), and computer-vision-enabled cargo monitoring (FreightCam). Core technology combines GNSS (GPS+GLONASS), cellular (LTE Cat M1/2G), BLE 5.2, and dual CANBUS interfaces with on-board logic engines, AutoCAN automated configuration, and a library of 3,000+ vehicle models. The platform includes the Cellocator+ maintenance tool, APIs, SDKs, middleware, and over-the-air firmware management.

Cellocator's business model blends hardware unit sales with Platform-as-a-Service (API/SDK licensing), White-Label SaaS (custom-branded software for partners), and project-based professional services. It monetizes through three engagement tiers: hardware-only purchases for integrators with their own software, PaaS for developers building on top of Cellocator devices, and full white-label turnkey solutions. Distribution is multi-channel: direct enterprise sales to large fleets, channel partners and integrators serving mid-market customers, and OEM/white-label arrangements where telecom operators (Telefonica, NTT docomo, Telcel), security firms (Securitas, Gemalto/Thales), and telematics specialists (Gurtam, 3DTracking, Kore, Position Logic) rebrand the technology. End-customer segments include fleet operators, logistics and cold-chain providers, construction equipment owners, rental and leasing companies, public transit authorities, and car-sharing platforms (Car2Go), with deployments across 80 countries and an installed base of approximately 3 million vehicles.

The company holds a broad certification footprint that includes FCC, CE, PTCRB, AT&T, UL, GDPR, ISO 16750/7637, EN 12830 (cold chain), and FMCSA ELD compliance, enabling both regulatory-mandated volume (U.S. ELD, African Electronic Cargo Tracking System) and multi-region carrier acceptance. Strategic integrations with Garmin (in-vehicle navigation), Mobileye (collision prevention), and iris (automatic passenger counting) extend the platform into adjacent safety and operational workflows.

Name

Cellocator

Legal name

Pointer Telocations Ltd.

Website

https://cellocator.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Cellocator designs and manufactures telematics hardware (GNSS/cellular/CANBUS devices) and platform services for fleet management, asset tracking, and IoT applications, serving telecom operators, security firms, integrators, and enterprise fleet customers across 80 countries as a brand of Powerfleet.

Ownership category

akta.pro rank

Product category

Telematics Hardware

NAICS

Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511), Other Communications Equipment Manufacturing (33429)

SIC

Computer Communications Equipment (3576), Search, Detection, Navagation, Guidance, Aeronautical Sys (3812)

akta.pro primary industry

Telematics Hardware, Sensors & Installation Services (TLABAJAL)

akta.pro secondary industries

Fleet, Asset Tracking & Telematics Location Platforms (BPAMANAF), Data Platforms, APIs & System Integrations for Connected Fleets (TLAEAFAN), Data Integration, APIs & Telematics Data Platforms (TLABAJAM)

Keywords

• Fleet management hardware
• Vehicle telematics devices
• Asset tracking solutions
• IoT telematics platform
• CANBUS fleet monitoring

Headquarters

HQ city

Rosh Ha'ayin

HQ country

Israel

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Technology or R&D, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Hardware Device Sales: Sale of telematics hardware devices including fleet management units (Cello-CANiQ-M, Cello-CANiQ, Cello-IQ, CR-300, CR-400), asset trackers (CelloTrack, CelloTrack Nano, CelloTrack 10Y, CelloTrack Solar), and IoT sensors (MultiSense, CelloSense). Devices range from entry-level to advanced multi-interface solutions with various cellular, GNSS, and interface options.
2. Platform as a Service (PaaS): API and SDK access allowing developers to integrate mobile data from Cellocator devices into existing or new applications. Revenue from platform licensing and usage-based API calls.
3. White Label SaaS: Complete white-labeled software interface with custom branding, enabling partners to offer real-time vehicle, driver, and cargo monitoring under their own brand. Typically sold as subscription with hardware bundle.
4. Professional Services & Customization: Custom hardware and software modifications (HW, FW, SW), system parameter configuration, and project-based development for unique customer requirements. End-to-end turnkey solutions including installation, integration, setup, and training.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels3 records

Core offering

Cellocator designs, manufactures, and supplies telematics hardware devices and an associated IoT platform for fleet management, asset tracking, and IoT sensing applications. Its core offerings include cellular/GNSS/BLE-enabled vehicle telematics units (Cello-CANiQ-M, Cello-CANiQ, Cello-IQ, CR-300, CR-400), a CelloTrack family of long-life and solar-powered asset trackers, MultiSense/CelloSense wireless sensor networks, FreightCam cargo vision devices, and the Cellocator+ Maintenance Platform with APIs, SDKs, and white-label software interfaces. The company sells directly to enterprise fleets and through service-provider/integrator channel partners worldwide.

Product overview

Cellocator offers a comprehensive telematics and IoT product portfolio comprising hardware devices, platform services, and accessories organized into Fleet Management and Asset Tracking/IoT solutions. The Fleet Management line includes Cello-CANiQ-M and Cello-CANiQ (advanced CANbus-based fleet management with dual interface), Cello-IQ (driver behavior and eco-driving monitoring), CR-300 and CR-400 (entry to next-gen LTE-based fleet and security devices). The Asset/IoT line includes CelloTrack family (Nano for wireless sensor networks, standard for advanced tracking, 10Y for long-life, Solar for remote locations), MultiSense/CelloSense (wireless environmental sensor networks with temperature, humidity, light, impact sensing), and FreightCam (HD camera with image recognition for cargo visibility). The offering spans hardware-only solutions, Platform-as-a-Service with APIs and SDKs for developer integration, and White Label SaaS with custom-branded software interfaces. An extensive accessory ecosystem includes sensors (temperature, door, fuel), driver identification devices (proximity reader, keypad, Dallas), communication accessories (Handsfree, BT Extender, CFE), and third-party integrations (Garmin navigation, Mobileye safety, iris passenger counting).

Differentiator

Problem solved

Functional benefit

Brands

• Cellocator: Primary brand name for fleet management, asset tracking, and IoT telematics solutions and hardware devices.

Products and services

• Cello-CANiQ-M Advanced fleet-management telematics unit with dual CAN interfaces on LTE Cat M1 / 2G, supporting multiple standard vehicle protocols simultaneously. Designed for fleet-management companies, logistics providers, and integrators needing multi-source CAN data aggregation, filtering, processing and event triggering for driver behavior, proactive maintenance, and car-sharing applications.
• Cello-CANiQ Intelligent fleet-management, driver-behavior and diagnostics telematics unit that combines data from CANBUS, OBD, driver identification, serial communication, discrete/analog/frequency inputs and a voice channel through on-board algorithms.
• Cello-IQ Fleet-management telematics device focused on driver-behavior monitoring and eco-driving scoring, processing vehicle dynamics into safety and eco scores to reduce fleet operating costs and improve productivity.
• CR-300 Entry-level, cost-effective fleet and security management device available in 2G/3G EU and NA variants with a rechargeable 1000mAh backup battery and GSM jamming detection algorithms for vehicle security applications.
• CR-400 Next-generation LTE Cat M1 fleet and security management device with 2G fallback, built-in BLE connectivity, LED indicators, rechargeable 1000mAh backup battery, basic driver-behavior capability, and built-in motion sensors for movement and towing detection.
• CelloTrack Advanced asset tracking and remote monitoring device for tracking and managing the location, usage profile and security of transportation equipment, trailers, containers, and mobile or fixed assets; available in standalone and power versions in an IP67 enclosure.
• CelloTrack Nano Smart hub with a wireless sensor network for real-time monitoring of cargo, assets and goods location and condition, using MultiSense devices for issue and delay alerts, with cellular communication and GNSS positioning.
• CelloTrack 10Y Non-rechargeable asset-management device with a 10-year operational lifetime at one transmission per day, featuring BLE connectivity for extended battery life and requiring no maintenance.
• CelloTrack Solar Solar-powered asset-management device in a rugged enclosure for containers, trailers, or assets in remote locations and harsh conditions where no recharging facilities exist.
• MultiSense BLE wireless sensor devices forming a Wireless Sensor Network (WSN) that sense temperature, relative humidity, light, freefall, impact, movement, orientation change, and door status, initiating events when predefined thresholds are crossed.
• CelloSense Low-maintenance monitoring device with extended range and a rugged IP69K enclosure that uses BLE to communicate with Cellocator asset products or any hub supporting BLE for supply-chain monitoring in harsh environments.
• FreightCam Cargo monitoring device combining an HD camera, image-recognition processor, door sensor, and environmental sensors for freight visibility and condition monitoring, providing location and visual proof for root-cause analysis of claims.
• Cellocator+ Maintenance Platform Web-based software platform for maintaining and controlling all Cellocator units throughout their lifecycle, including manufacturing, provisioning, installation, configuration changes, and OTA firmware and configuration upgrades, with API access to web services.

Quantifiable outcome

• Fuel expenses reduced by up to 20% through vehicle performance management, inefficient driver behavior monitoring, and fuel theft detection.
• +1 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability8 records

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• GarmincoreTechnology or IntegrationIntegration of Garmin in-car satellite navigation with Cellocator devices enabling driver-side communication, text messaging to vehicles, task management, destination routing, ETA delivery, and enhanced navigation assistance between fleet managers and drivers.
• MobileyecoreTechnology or IntegrationIntegration of Mobileye collision prevention technology with Cellocator devices enables transmission of all safety events to backend server, generating real-time alerts and sophisticated safety reports for fleet managers.
• TelefonicaminorChannel Partner/ Reseller/ DistributorGlobal telecommunications company offering Cellocator-based telematics solutions as part of their IoT/M2M service portfolio to enterprise customers.
• NTT docomominorChannel Partner/ Reseller/ DistributorJapanese telecommunications ecosystem partnership through Mobile Innovation, extending Cellocator's reach in Asian markets.
• TelcelminorChannel Partner/ Reseller/ DistributorMexican telecom company offering telematics solutions powered by Cellocator technology in Latin American markets.
• 3DTrackingminorChannel Partner/ Reseller/ DistributorGPS tracking service provider utilizing Cellocator hardware and platform for delivering tracking solutions to end customers.
• Kore and Position LogicminorChannel Partner/ Reseller/ DistributorIoT/M2M connectivity providers offering Cellocator-based solutions as part of their managed services portfolio.
• ECTS (Electronic Cargo Tracking System) - Government ProgramscoreStrategic or Co-development PartnerCellocator CelloTrack Container Lock implemented in Africa as part of Electronic Cargo Tracking System, becoming a legal requirement for trucks/vehicles/tankers/container transit. Partnership with customs authorities for national security, duty/tax compliance, and supply chain integrity.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Geotab: Geotab is a leading fleet telematics platform offering GPS tracking, vehicle data analytics, and a hardware ecosystem (GO device) sold largely through a channel of resellers and integrators—the same model Cellocator operates in for fleet management.
• Samsara: Samsara sells integrated IoT hardware (vehicle gateways, sensors, cameras) with a cloud platform to enterprise fleet and asset-tracking customers, competing directly with Cellocator's full-stack hardware-plus-platform approach in mid-market and enterprise fleets.
• Webfleet (Bridgestone): Webfleet is Bridgestone's fleet management platform (formerly TomTom Telematics), serving commercial fleets across Europe and globally with telematics hardware and SaaS—a closely comparable offering to Cellocator's fleet management solutions.
• Lytx: Lytx provides video telematics, driver behavior scoring, and fleet safety solutions, integrating with Mobileye like Cellocator does, and competing for the same safety-focused fleet budgets and similar enterprise customers.
• CalAmp: CalAmp designs and manufactures telematics hardware and connected vehicle solutions sold to fleet operators and service providers—the same OEM/white-label business model Cellocator uses with its CR and Cello product families.
• Queclink Wireless Solutions: Queclink manufactures GNSS and cellular telematics hardware (vehicle trackers, asset trackers) sold globally to fleet and asset-tracking solution providers—directly comparable to Cellocator's hardware portfolio and channel model.
• Teltonika Telematics: Teltonika Telematics designs and manufactures GPS tracking devices, accessories, and a fleet management platform sold through integrators worldwide—competing with Cellocator across both hardware and platform tiers.

Broad incumbents

• Verizon Connect: Verizon Connect offers fleet management, asset tracking, and IoT solutions to enterprise customers globally, leveraging Verizon's telecom infrastructure; it is a broad incumbent that overlaps with Cellocator's telematics and asset-tracking portfolio.
• Trimble Transportation: Trimble offers fleet management, telematics, and transportation management solutions to enterprise logistics and fleet customers as part of a broader portfolio, overlapping with Cellocator's enterprise fleet and compliance offerings.

Emerging players

• u-blox: u-blox provides GNSS positioning chips and modules, as well as cellular modules, that are integrated into telematics devices like Cellocator's; comparable as an enabling/adjacent player in the connected-vehicle and asset-tracking supply chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cellocator
• Facebookfacebook.com/Cellocator-By-PowerFleet-1681425545469946
• LinkedInlinkedin.com/company/cellocator-ltd-

Compliance15 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cellocator