INSUBCONTINENT EXCLUSIVE:
But times for the company have been challenging since then
valuation of $40 million, a 73 percent drop compared to less than a year before.Now it looks like the startup is about to enter another new
TrackR is launching a new brand, Adero, and sources say it is widening its focus to other uses for its tracking technology, taking TrackR
beyond the circular Bluetooth fobs that form the core of its service today.TechCrunch first learned of the brand change from an anonymous
although the outcome of those discussions is not clear.We have also noticed that TrackR has been discounting its existing stock, a sign that
it could be trying to clear the decks for whatever is coming next
happening at a critical time
It was a clear downround: TrackR was valued at $150 million when it raised $50 million a recently as August 2017
Investors were not disclosed in the most recent funding, but previous backers of the company, in addition to Amazon, include Foundry Group,
towards the end of November, we understand
Trackr registered three trademarks for Adero
data, messages, graphics, images, audio, video and information among users relating to locating, managing, organizing, and tracking assets,
and devices; providing an interactive website featuring non-downloadable software that allows for the tracking, organizing, and managing of
assets, objects, and devices; providing temporary use of non-downloadable cloud-based software for sharing information about, organizing,
and managing networked wireless devices; providing temporary use of online non-downloadable software that shares information and data
between electronic devices within a community of users; providing an on-line network environment that features technology for sharing,
publicly (not unusual with domain applications)
for you to be able to control them by way of data, but there are also hurdles.To name just two, the market is full of competition, not just
between lookalike dongles, but also between a wide range of products that are all getting connectivity built into them, removing the need
for the dongle to begin with
to understanding just how strong demand is for these products, and what it is that consumers ultimately will want to invest in
reportedly had disappointing sales in key periods like the holidays, and tellingly Tile has also seen a series of recent changes.In
September, the company appointed a new CEO, CJ Prober, as it took on a new strategic investment from Comcast that points to its own efforts
to widen its business beyond its square trackers
In the wider game of economies of scale that underpins so much of the hardware business, those figures may have been the writing on the wall
