Asset Tracking Provider I.D. Systems Hires Ellis as COO

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I.D. Systems Inc., which sells the VeriWise brand of asset-tracking products, said it has appointed former Omnitracs executive Norm Ellis as its chief operating officer.

In his new role, Ellis will guide I.D. Systems’ customer-facing operations, including sales, marketing, customer service, implementation and support, the company said.

I.D. Systems, based in Woodcliff Lake, New Jersey, offers a variety of tracking systems for trailers, intermodal containers and chassis.

Ellis was previously vice president of sales, services and marketing at onboard computer provider Omnitracs, formerly part of Qualcomm Inc., where he worked for 16 years. In addition to its in-cab platforms, Omnitracs also offers its own trailer tracking product, Trailer Tracks.

“Norm was a key contributor in establishing Qualcomm as a global leader in over-the-road fleet management solutions, and we believe his experience and leadership will help I.D. Systems expand our penetration and share of the growing worldwide market for wireless industrial vehicle management systems and transportation asset management solutions,” Kenneth Ehrman, I.D. Systems’ chairman and CEO, said in the July 22 statement.

In November, Qualcomm sold Omnitracs to Vista Equity Partners for $800 million.

I.D. Systems said Ellis played an active role in that sale and subsequently helped Omnitracs secure financing to acquire Roadnet Technologies Inc., a provider of fleet-management software, in December.

Last month, Ellis told Transport Topics that he decided to leave Omnitracs because it was “time to do something different.”

“I am thrilled to have the opportunity to join I.D. Systems at this exciting inflection point in its history,” Ellis said in the company’s statement.

I.D. Systems “seems clearly poised to enter a new era of growth,” he added. “I look forward to contributing to that growth.”

Prior to his career at Omnitracs, Ellis held vice president and senior vice president positions at Service Transport, Overnite Transportation and Mason and Dixon Lines.


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