TracMap
TracMap (operating as Tabula) provides GPS-guided field operations software and purpose-built hardware to aerial agriculture, fire and emergency, horticulture, viticulture, and public health operators across 16 countries.
- Company typePrivate
- Founded2006
- HeadquartersMosgiel, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What TracMap does
TracMap, operating commercially as Tabula, is a New Zealand-based connected field operations platform provider founded in 2006 and headquartered in Mosgiel. The company builds an integrated system that combines a cloud-based software platform (Tabula Online) with purpose-built hardware — GroundVision, AirVision, and FireVision tablets, spray and spread controllers, and fleet tracking devices — and a field support application. The platform delivers GPS guidance, job management, dispatch and field coordination, fleet management, proof-of-application recording, compliance and reporting, and health and safety functionality to operators of vehicles and aircraft conducting field work. The system records approximately 2 billion data points annually across 2.7 million hectares per month and processes roughly 60,000 jobs per month.
Tabula serves eight vertical industries: aerial agriculture, ag contracting, horticulture, viticulture, citrus, harvest, mosquito control, and fire and emergency response. It operates across 16 countries with localized go-to-market presence in the United States, New Zealand, Australia, the United Kingdom, and Chile, supported by approximately 60 staff globally. The company sells primarily through a direct enterprise field-sales motion with demo-based conversion, and its revenue mix combines recurring software subscriptions with hardware sales. The 2023 rebrand from TracMap to Tabula signaled a strategic repositioning from a GPS-mapping specialist into a broader connected field operations platform spanning regulated, mission-critical field work beyond agriculture.
The customer base is predominantly enterprise and government, including aerial applicators (McDermott Aviation, Pacific Valley Aviation, Field Air), large forestry and emergency response operators (ARAUCO, Rutledge Airborne), agricultural contractors (AgriBale, Multi Ag Solutions, Group Logistics), specialty crop producers (Moora Citrus), SMB share milkers (Taranaki Share Milker), and government public-health programs (Manatee County Mosquito). Switching costs are elevated by installed proprietary hardware and integrated compliance audit trails, and the data accumulated over 16+ years of operation across multiple verticals forms a defensible operational data foundation.
TracMap firmographics
Firmographics- Name
- TracMap
- Legal name
- Tabula
- Website
- https://tracmap.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- TracMap (operating as Tabula) provides GPS-guided field operations software and purpose-built hardware to aerial agriculture, fire and emergency, horticulture, viticulture, and public health operators across 16 countries.
- Ownership category
- akta.pro rank
TracMap industry classification
Industry- Product category
- Precision Agriculture Field Operations Software
- NAICS
- Farm Management Services (115116), Support Activities for Crop Production (11511), Computer Systems Design and Related Services (54151)
- SIC
- Search, Detection, Navagation, Guidance, Aeronautical Sys (3812), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Satellite Imagery & Remote Sensing Geospatial Platforms (BPAMANAM)
- akta.pro secondary industries
- iBPMS (Intelligent BPM Suites) & Process Automation Suites (HDAEAHAG), Barcode Scanners & Retail/Industrial Data Capture (HDACAFAJ)
Keywords
Where TracMap is headquartered
LocationHeadquarters
- HQ city
- Mosgiel
- HQ country
- New Zealand
- HQ region
- Oceania
Markets served
TracMap business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- Software Subscriptions: Connected platform software with job management, GPS guidance, fleet management, and compliance reporting capabilities. Sold as part of an integrated system with hardware.
- Purpose-Built Hardware: Sale of proprietary tablets (GroundVision, AirVision, FireVision), spray & spread controllers, and fleet tracking devices designed specifically for field operations.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
TracMap product offering
Product offeringCore offering
Tabula (formerly TracMap) provides a connected field operations platform combining cloud-based management software (Tabula Online) with purpose-built rugged hardware (GroundVision, AirVision and FireVision tablets, spray & spread controllers, and fleet tracking devices). The system delivers GPS guidance, real-time job management, dispatch coordination, fleet tracking, proof-of-application recording, and compliance reporting for agricultural, horticultural, viticultural, aerial, fire & emergency, and mosquito control operations.
Product overview
Tabula is a connected field operations platform combining smart software with purpose-built hardware. The platform consists of Tabula Online (cloud-based management platform) and three hardware product lines: GroundVision, AirVision, and FireVision tablets. The software suite includes modules for Job Management, Dispatch & Field Coordination, GPS Guidance, Fleet Management, Proof of Application, Integrations & Data Sharing, Compliance & Reporting, and Health & Safety. Hardware accessories include Spray & Spread Controllers and Fleet Tracking Devices. The system enables real-time visibility across entire operations, with 2 billion data points recorded annually across 2.7 million hectares per month.
Differentiator
Problem solved
Functional benefit
Products and services
- GroundVision Tablet A purpose-built rugged tablet with a high-visibility touch display designed for in-cab use. It provides satellite maps with defined work areas, guidance patterns for accurate passes, live work updates from the office, integrated tracking and work recording, and a dedicated SOS trigger, targeting ground-based agricultural and field operations crews.
- AirVision Tablet A purpose-built tablet designed for aerial operations, delivering clear reliable guidance and live updates directly in the cockpit for aerial agriculture and aerial firefighting crews.
- FireVision Tablet A purpose-built tablet for fire and emergency operations, designed for the realities of field work with real-time situational awareness capabilities for aerial firefighting and emergency response teams.
- Spray & Spread Controllers Tabula-supplied rate-control hardware for spray and spread applications, with integration to selected third-party controllers and automatic recording of application data, designed for agricultural and contracting operations.
- Fleet Tracking Devices Real-time location tracking devices that update every 5 seconds and record speed, heading and working status, with historical movement playback and remote immobilisation capability, designed for vehicle and equipment fleets in field operations.
- Tabula Online A cloud-based connected operations platform that brings together office, field teams and vehicles in one live visual system. It hosts job management, dispatch coordination, GPS guidance, fleet management, proof of application, compliance reporting, and health & safety capabilities as part of an integrated subscription service for agricultural, horticultural, viticultural, fire & emergency, and mosquito control operators.
Quantifiable outcome
- Reduced admin time from 2 days to 4 hours per month (Multi Ag Solutions testimonial)
- +2 more outcomes
Companies that use TracMap
Customer profileNamed customers11 records
Segments8 records
Ideal customer profiles3 records
TracMap technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
TracMap partnerships and signals
Strategic signalScale indicators7 records
Recent moves5 records
Expansion highlights3 records
TracMap competitors and assessment
Company assessmentDirect peers
- Trimble Inc. Global leader in GPS guidance, fleet management, and precision agriculture. Trimble's Connected Farm and Trimble Ag Software overlap directly with Tabula's job management, GPS guidance, and fleet tracking offerings, and serve a similar agricultural contractor and aerial ag customer base.
- Ag Leader Technology: US-based precision agriculture hardware and software provider offering GPS guidance, application control, and farm management software. Ag Leader competes head-to-head with Tabula in the guidance, proof-of-application, and ag contracting segments.
- Topcon Agriculture: Provides precision agriculture solutions including GPS guidance, application control, and farm management software. Topcon's hardware-software integrated platform directly parallels Tabula's GroundVision/AirVision tablets and job management modules.
- TeeJet Technologies: Manufactures spray nozzles, controllers, and guidance systems widely used in agricultural spraying applications. TeeJet's rate controllers and guidance products overlap with Tabula's Spray & Spread Controllers and GPS guidance modules.
- Hemisphere GNSS (UniStrong): Designs and manufactures GNSS positioning hardware and software used in precision agriculture, surveying, and machine control. Hemisphere's GPS boards and guidance solutions are direct substitutes for the positioning technology underlying Tabula's hardware stack.
Broad incumbents
- Raven Industries (CNH Industrial): Now part of CNH Industrial, Raven offers precision ag, application control, and autonomous farming solutions at scale with OEM integration into Case IH and New Holland equipment. A broader incumbent with overlapping precision agriculture and fleet management capabilities.
- John Deere Operations Center: John Deere's precision agriculture platform bundles GPS guidance, field documentation, and fleet management into its equipment ecosystem. A broad incumbent with substantially greater scale, distribution, and OEM lock-in than Tabula.
- Climate FieldView (Bayer): Bayer-owned digital agriculture platform offering field data collection, prescription mapping, and farm management. While primarily row-crop focused, it competes for the same field operations data layer that Tabula captures for its ag contracting and aerial application customers.
Emerging players
- Farmobile: Agricultural data exchange and farm management platform focused on collecting and monetizing field-level machine data. Farmobile overlaps with Tabula's data capture and proof-of-application positioning, particularly for ag retailers and contractors.
- AgEagle Aerial Systems: Provides drone-based aerial imaging and data analytics for precision agriculture. While focused on imagery rather than job management, AgEagle competes in the same aerial ag customer base that Tabula serves with its AirVision tablet.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
TracMap social profiles
Digital presenceTracMap financial estimates
Financial estimateRevenue estimate
Valuation estimate
TracMap leadership team
Management profileNumber of profiles
TracMap funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TracMap M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TracMap
What does TracMap do?
Tabula (formerly TracMap) provides a connected field operations platform combining cloud-based management software (Tabula Online) with purpose-built rugged hardware (GroundVision, AirVision and FireVision tablets, spray & spread controllers, and fleet tracking devices). The system delivers GPS guidance, real-time job management, dispatch coordination, fleet tracking, proof-of-application recording, and compliance reporting for agricultural, horticultural, viticultural, aerial, fire & emergency, and mosquito control operations.
Is TracMap a public or private company?
TracMap is a private company. It is classified as unknown and is currently operating.
When was TracMap founded?
TracMap was founded in 2006. It employs 11 to 50 people.
Where is TracMap based?
TracMap is headquartered in Mosgiel, New Zealand, in the Oceania region.
How does TracMap make money?
Two revenue lines are on record. Software Subscriptions are the primary driver. The others are purpose-Built Hardware.
Who are TracMap's main competitors?
Direct peers on record are Trimble Inc., Ag Leader Technology, Topcon Agriculture, TeeJet Technologies and Hemisphere GNSS (UniStrong). Broad incumbents are Raven Industries (CNH Industrial), John Deere Operations Center and Climate FieldView (Bayer). Emerging players are Farmobile and AgEagle Aerial Systems.
Does TracMap have an API?
No public API is recorded for TracMap.
What industry is TracMap in?
TracMap's product category is Precision Agriculture Field Operations Software. Its primary akta.pro industry code is BPAMANAM, Satellite Imagery & Remote Sensing Geospatial Platforms, with a secondary code of HDAEAHAG, iBPMS (Intelligent BPM Suites) & Process Automation Suites. Its NAICS code is 115116 and its SIC code is 3812.