From Tracking To Intelligence: The Next Leap In Fleet Digitalization
Aliaksandr Kuushynau is Head of Wialon at Gurtam, a fleet digitalization software company that connects 4 million fleet vehicles worldwide.
Let me start with a cliché: Not long ago, we lived in a very different world.
When shipping goods, we had no idea exactly which route the driver would take or how long the trip would last. If a delivery was delayed, the only way to get answers was a dispatcher's call to the driver—assuming, of course, there was network coverage in the area. And when it came to managing drivers, trust—simple, blind trust—was often the only system in place.
But then came GPS tracking.
Having worked in the fleet management industry for over 15 years, I can say that GPS tracking didn't just change how fleets operate—it redefined the very meaning of fleet management. It was the long-awaited breakthrough that made some operations visible, measurable and—perhaps for the first time—digital.
Taxi businesses and food delivery services were among the first to adopt GPS tracking (and, in my view, they're still leading the way when it comes to embracing new telematics technologies). Then, other businesses followed—ones where knowing the location of assets also made a difference: logistics providers, security companies, construction firms, vehicle rental services, farms and many others.
Soon enough, it became clear that nearly everything could be, and was, tracked. And surprisingly, we didn't mind.
GPS trackers became increasingly accurate, while GPS monitoring systems grew more capable and multifunctional. Technology evolved in step with market demand, and the market wanted it all: reliable hardware, deeper visibility into fleets and drivers, flexible configuration and instant cost savings.
One by one, fleet management system developers started providing a wide range of powerful solutions for businesses: driver behavior monitoring, fuel and maintenance management, video telematics and more. These tools enabled the digitization of key operations and began delivering real results—including improved driving behavior, reduced fuel consumption, theft prevention and, ultimately, optimized operating costs.
As one of those software providers, we told businesses: 'We want you to cut costs and grow—just start using new technologies.'
But not every business was ready to take that step.
As the systems became more advanced, so did the cost and complexity of implementation. With that came something few businesses welcome: a delayed return on investment and more time required to integrate new tools.
First of all, there's a natural reluctance to invest in technology when the return isn't immediate. Fuel sensors and dashcams obviously aren't free, and neither is the development of advanced software features. The fear that the investment might not pay off makes some fleet owners pause.
The second reason is time. It does take time to understand and start using new features. Telematics and fleet management service providers aim to fill this gap, acting as both the head and hands of business transformation. But not all providers emphasize the true business value of advanced features—many still focus primarily on basic GPS tracking. And not all tailor their solutions to the specific needs of each business.
To address the financial concern, proven, relatable case studies that clearly demonstrate the impact of new technologies tend to work well, especially when the example comes from a similar business in the same region.
We hear that fleet managers are saying, 'I want the same,' which is a great sign.
To help service providers become more targeted and relevant to different industry needs, the most effective approach includes ongoing education on advanced features, hands-on support during the first implementation and encouragement to think beyond standard offerings.
It's a gradual process, but in many cases, it's already producing positive results.
Despite the slow but steady adoption of new technologies across the industry, a significant—and growing—gap remains between tech-forward companies that have embraced innovation and those still hesitant to move beyond basic GPS tracking.
The frontrunners have a powerful advantage: data. By making the most of their fleet management systems, they start accumulating valuable data about their vehicles, personnel and operations—insights that are nearly impossible to capture manually.
Armed with this information, these companies can spot patterns, identify seasonal trends, make accurate forecasts and scale their business with confidence. For them, data isn't just a resource—it's a strategic engine powering smarter decisions and long-term growth.
'Can our business boost productivity without adding headcount?'
'How much can I save by servicing vehicles preventively instead of waiting for a breakdown?'
'What does equipment downtime really cost—and what's the profit potential of avoiding it?'
These are the questions data-driven fleets are equipped to answer—and act on. Meanwhile, businesses that remain on the sidelines risk falling further behind, missing out on the efficiency, agility and foresight that only data-backed strategies can deliver.
So, here's what I wanted to highlight: We've already come a long way from blind trust.
At first, it was about simply knowing where our vehicles were. Now, we have the opportunity to understand how the entire fleet operates—and more importantly, how it can operate better.
The tools are here. The data is available.
And yes, I'll say it again: 'We want you to cut costs and grow—just start using new technologies.' And hopefully, you want the same.
Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?
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