What Pointer Telocation Ltd. does

Pointer Telocation Ltd. (Pointer Israel, פוינטר ישראל בע"מ) is the Israeli operating subsidiary of Powerfleet Group (NASDAQ: PWFL), providing vehicle tracking, fleet management, and IoT solutions to enterprise B2B customers. Founded in 1999 and headquartered in Rosh Ha'ayin, Israel, the company operates a 24/7 operational center that coordinates with Israeli police and security forces for vehicle theft prevention and recovery. The company serves primary verticals including insurance companies, logistics and distribution operators, and secondary verticals including leasing, pharmaceutical cold chain, food industry, electric vehicle operators, vehicle importers, mechanical equipment operators, medical cannabis operators, and motorcycle fleet operators.

The company's product portfolio spans vehicle tracking and security systems, fleet management platforms (iPointer, Pointer iFleet), electric vehicle solutions (iPointer EV), vehicle diagnostics, and IoT-based environmental monitoring systems including temperature and humidity sensors for cold chain applications, smart agriculture solutions, and defibrillator fleet management. The underlying technology stack includes GPS tracking, IoT sensor networks, and fleet management platforms with proprietary developments through the Cellocator hardware division. The company maintains between 101-250 employees and operates as part of the broader Powerfleet international network spanning Argentina, Brazil, Mexico, and South Africa.

Revenue is generated primarily through subscription/recurring models across three core streams: vehicle tracking and security services, fleet management platform subscriptions, and IoT monitoring services. Pricing is quote-based and not publicly disclosed. Distribution occurs through direct enterprise sales to Israeli businesses and through Powerfleet's international subsidiary network for cross-border markets. The company rebranded under the Powerfleet group identity in 2022 following its acquisition/merger into the publicly traded parent entity.

Name

Pointer Telocation Ltd.

Legal name

פוינטר ישראל בע"מ

Website

https://pointer4u.co.il

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Pointer Telocation Ltd. is the Israeli operating subsidiary of Powerfleet Group, providing vehicle tracking, fleet management, EV solutions, and IoT monitoring to enterprise B2B customers across insurance, logistics, pharmaceutical, and other verticals in Israel and internationally.

Ownership category

akta.pro rank

Product category

Fleet Management Software

NAICS

Radio and Television Broadcasting and Wireless Communications Equipment Manufacturing (334220)

SIC

Communications Services, Nec (4899)

akta.pro primary industry

Fleet Tracking, Mapping & Real-Time Location Services (RTLS) (TLAEAFAD)

akta.pro secondary industries

Cold Chain / Reefer Telematics & Condition Monitoring (TLAEAFAL), Dispatch, Workflow & Mobile Field Apps for Fleets (TLAEAFAI)

Keywords

• Vehicle telematics solutions
• Fleet management software
• GPS vehicle tracking
• IoT monitoring platforms
• Cold chain tracking

Headquarters

HQ city

Rosh Ha'ayin

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Vehicle Tracking & Security Services: Ongoing monitoring and security services for vehicle tracking, anti-theft protection, and recovery services
2. Fleet Management Solutions: Fleet management platform subscriptions and services for business fleet operators
3. IoT Monitoring Services: Temperature, humidity, and environmental monitoring services for supply chain and logistics

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Pointer Telocation Ltd. develops and delivers vehicle tracking and protection, fleet management, electric vehicle monitoring, vehicle diagnostics, and IoT-based temperature and humidity monitoring solutions for cold chain logistics. The company sells subscription-based telematics and IoT services to enterprise customers such as insurance providers, logistics operators, leasing companies, pharmaceutical firms, and vehicle importers, supported by a 24/7 operational center and proprietary hardware devices from its Cellocator division.

Product overview

Pointer Telocation Ltd. (פוינטר ישראל) operates as part of the Powerfleet group, offering a comprehensive portfolio of vehicle telematics, fleet management, and IoT solutions. The product ecosystem consists of core vehicle solutions including vehicle tracking and protection, fleet management, electric vehicle solutions, and diagnostics, complemented by dedicated mobile applications (iPointer, Pointer iFleet, iPointer EV, Pointer IoT, Pointer TRec, Pointer Code). IoT offerings span temperature/humidity monitoring for cold chain logistics, smart agriculture, and defibrillator management. The company also provides vertical-specific solutions for insurance, logistics, vehicle importers, refrigerated transport, leasing, food industry, motorcycles, pharma, shared vehicles, mechanical equipment, and medical cannabis sectors.

Differentiator

Problem solved

Functional benefit

Brands

• iPointer: Mobile application for vehicle tracking and fleet management
• Pointer iFleet
• iPointer EV
• Pointer IoT
• Pointer TRec
• Pointer Code
• Cellocator Division

Products and services

• Vehicle Tracking and Protection (איתור ומיגון) Advanced vehicle location, positioning, and protection solution providing real-time tracking and comprehensive security for vehicles and motorized assets, with anti-theft protection and recovery services through a 24/7 operational center.
• Fleet Management (ניהול ציי רכב) Comprehensive fleet management service providing tools for efficient, advanced, safe, and cost-effective fleet operations management, including diagnostics, driver behavior monitoring, and operational analytics for fleet operators.
• Electric Vehicle Solutions (רכב חשמלי) Electric vehicle solution offering real-time data display and monitoring through mobile and web applications with dedicated EV-specific tracking, protection, and charging management services for electric vehicle fleet operators.
• Diagnostics (דיאגנוסטיקה) Vehicle diagnostics solution that collects and analyzes data from vehicle computers to identify patterns and trends, translating them into actionable insights for fleet efficiency and productivity.
• Temperature and Humidity Monitoring (ניטור טמפ' ולחות) Real-time temperature and humidity monitoring system for cold chain supply process with alerts for proper storage conditions, monitored cargo tracking, and real-time location tracking without wired infrastructure, designed for pharmaceutical and food logistics.
• Smart Agriculture (חקלאות חכמה) IoT solution for precision agriculture enabling monitoring and optimization of agricultural operations through sensor networks and data analytics.
• Defibrillator Array (מערך דפיברילטורים) IoT-based defibrillator monitoring and management system for emergency response infrastructure, enabling real-time status monitoring of deployed defibrillator units.

Segments10 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Powerfleet GroupcoreStrategic or Co-development PartnerPointer Israel operates as part of the Powerfleet international group, which includes subsidiaries across multiple countries including Argentina, Brazil, Mexico, South Africa, and the Cellocator Division
• Cellocator DivisioncoreTechnology or IntegrationCellocator Division operates under the Powerfleet group umbrella alongside Pointer Israel, providing specialized location-based technology solutions
• Powerfleet ArgentinaminorChannel Partner/ Reseller/ DistributorRegional subsidiary of Powerfleet group operating in Argentina for local market distribution
• Powerfleet BrazilminorChannel Partner/ Reseller/ DistributorRegional subsidiary of Powerfleet group operating in Brazil for local market distribution
• Powerfleet MexicominorChannel Partner/ Reseller/ DistributorRegional subsidiary of Powerfleet group operating in Mexico for local market distribution
• Powerfleet South AfricaminorChannel Partner/ Reseller/ DistributorRegional subsidiary of Powerfleet group operating in South Africa for local market distribution
• Police and Security ForcescoreStrategic or Co-development PartnerPointer operates in active coordination with Israeli police and security forces to prevent vehicle theft and assist in vehicle recovery operations through their 24/7 operational center

Scale indicators2 records

Recent moves5 records

Expansion highlights8 records

Broad incumbents

• Trimble Transportation: Trimble provides transportation and logistics technology including fleet management, routing, and visibility—a broad incumbent overlapping with Pointer's logistics and cold chain monitoring offerings.
• Webfleet (Bridgestone): Webfleet, owned by Bridgestone, provides fleet management and vehicle telematics to commercial fleets across Europe and globally—a broad incumbent with strong European presence and tire-service integrations overlapping with Pointer's offering.
• Verizon Connect: Verizon Connect is a large incumbent offering fleet management, GPS tracking, and telematics as part of Verizon's broader communications portfolio—a much larger competitor with deeper US carrier relationships and enterprise reach.

Direct peers

• Samsara: Samsara offers an integrated IoT platform combining vehicle telematics, dash cams, equipment monitoring, and site visibility—directly competing with Pointer across fleet and IoT monitoring categories with broader scale and deeper enterprise integrations.
• Geotab: Geotab is a leading global fleet telematics platform providing GPS tracking, driver behavior monitoring, and fleet analytics to enterprise customers—the most direct competitor to Pointer's core vehicle tracking and fleet management offering.
• Motive (formerly KeepTruckin): Motive provides fleet management, GPS tracking, ELD compliance, and AI-powered dash cameras for commercial vehicle fleets—a direct competitor with a strong North American presence and aggressive product expansion.
• Fleet Complete: Fleet Complete offers fleet management, asset tracking, and IoT telematics solutions for commercial vehicles, with a comparable product breadth spanning tracking, cold chain monitoring, and connected vehicle services.
• Gurtam: Gurtam develops GPS tracking and IoT fleet management software platforms (Wialon, flespi) used by telematics service providers globally—an indirect but adjacent competitor at the platform layer that competes for the same fleet telematics service provider ecosystem.
• Mix Telematics: Mix Telematics is a global provider of fleet and asset management solutions with operations across Africa, Europe, and the Americas—a particularly comparable peer given Pointer's overlapping international footprint through the Powerfleet group.
• Azuga (Bridgestone): Azuga provides GPS fleet tracking, driver safety scoring, and telematics solutions for small and mid-sized fleets—a direct competitor with similar SMB-to-mid-market focus and an EV fleet management product that competes with iPointer EV.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pointer-israel

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

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 Pointer Telocation Ltd.