Featured Article
Hoopo Systems: The Strongest Link in Supply Chain Management
Yaniv Dornbush, partnered with Hoopo Systems
May 12, 2024

Calculated business decisions must be driven by knowledge and data. Hoopo Systems provides this knowledge thanks to the innovative tracking technology it developed for unpowered logistical assets. By relying on insights from the system, entire logistical operations of global supply chains can become much more efficient, and client experience can improve significantly.

Covid-19, the bridge collapse in Baltimore, the blockage of the Suez Canal, the drying up of the Panama Canal, and the ongoing Houthi threat in the Red Sea – all of these have created uncertainty in recent years and have affected every link in the global supply chain, from the factory to the consumer. "It's only possible to reach intelligent decisions if you know exactly what is happening with each asset used for shipping," says Ittay Hayut, CEO of Hoopo Systems, "and we can supply this information."

Hayut is one of Hoopo Systems' co-founders, together with Erez Aviv, Menachem Tipris (one of the founders of NICE), Dr. Ilan Lozovsky and the late Dr. Daniel Avitzur. Hayut, who is 32 and is an energetic entrepreneur, complements the outstanding team of experts who make up the company's management. Following his army service in the elite Unit 9900, he completed a Master's degree in cognitive psychology before co-founding Hoopo with his three partners. Led by this extraordinary team of experts, the company successfully raised approximately $17 million in seed and Series A funding rounds.

"Our goal is to make the transport operations of the global supply chain more efficient, and at the same time to improve the end-customer's experience," says Hayut. That end user can be a huge corporation such as Walmart, a clothing chain like Zara, or a simple end consumer like you or me."

Logistical tracking solutions for unpowered fleets

Hoopo's solution for unpowered assets comprises three parts. The first consists of unique tracking devices that monitor the asset's location and status, with an unusually long battery life that lasts many years. This technology enables companies that manage hundreds of thousands or even millions of assets to implement a feasible, cost-effective tracking solution. The second part is an advanced learning system that manages the trackers and the data they provide.

The hoopoSense Solar tracker installed on Zim's container. Credit: Talya Kadosh

"The flow of data from the assets is down to the level of every door that is opened, accidents, precise locations, departure from the port, and arrival time at the destination. In this way, the client receives notifications for all the actions they defined in advance," Hayut explains.

The third part is Hoopo's Fleet Intelligence platform, which leverages the tracking data to generate valuable insights. These, empower clients to optimize operational processes and offer real-time visibility as value-added-service to their clients.

The question everyone asks is: how is this different from AirTag or other tracking solutions?

"We created a holistic tracking solution for unpowered fleets. Today, most technologies track vehicles – for example, Lo-Jack or GeoTab. The other type of prevalent technologies track personal belongings, this is where AirTag can be used," Hayut clarifies. "However, transportation assets such as containers or trailers require smart solutions that work globally, in remote locations, have a long lifespan, and provide additional information about the asset's status, beyond its location."

What really makes your product so smart?

"Each tracker includes more than 200 parameters and technologies, some of which are developed using Machine Learning methods. Our trackers are equipped with three communications protocols and five location technologies, and our solution uses the technology offering the highest level of reliability while utilizing the lowest battery consumption. All this with six AA batteries that last up to eight years, or, for some sensors, a solar panel that offers more than 12 years. The software is updated remotely every few weeks. In this way, the container or trailer is transformed from 'a simple asset' to a smart platform that can be individually adapted to suit the needs of each client."

Which types of adaptations can be made?

"You want to add a sensor to know if the trailer is mounted or not? The system can be configured to do that. Require a temperature or humidity sensor so that coffee beans won't get ruined on the way from South America to Europe? It can be added. All of these updates can, of course, be carried out remotely. It's exciting to imagine which other things we will be able to add in the future."

The company's staff loves to use a phrase which they heard from one of their clients: "I didn't know what I didn't know." The meaning is simple: without clear information about where the assets are located and what's happening with them, and as long as this information doesn't exist – it's impossible to become more efficient, including from an environmental perspective.

"The shipping industry is one of the main contributors to greenhouse gas emissions," Hayut elaborates. "If you know the location of each container, you can transport them more efficiently because trucks will drive less. Moreover, truckers can swap hands 'in the street.' In other words, Customer 1 can deliver something to Customer 2."

Customers want to know that the investment is worthwhile.

"We work with a freight forwarder at US airports . The first year they used our solution was also the first time that they didn't invest hundreds of thousands of dollars to buy new equipment for the next year. They suddenly understood that they have enough equipment, since, for the first time, they were able to track their locations, how much they were being used, and which percentage of the fleet is in use during the airport's peak hours."

"Another example is logistics companies that rent out equipment. They discover that sometimes the equipment is being used by customers more than they know. There is also a financial component. This can now be avoided by knowing exactly what is going on with each piece of equipment."

Foreign shareholders were amazed by the results

Many clients from the logistics and transportation sectors believe that increased efficiency must come from familiar places, such as inventory management, billing, and better maintenance. "As soon as they start to use our solution, they discover ways to streamline their operations that they never imagined before. Even their taxation departments find all sorts of uses for the data we produce."

The company's name resembles the Hebrew phrase 'hu po,' which means 'it's there' – which is fitting for developers of advanced logistical tracking solutions. In English the Hoopoe is the name of Israel's national bird. This is not a coincidence. The company's 40 workers are especially proud of the fact that this groundbreaking product which is a global industry leader comes from Israel. In fact, Hoopo plans to double its Israeli workforce in the next year.

Since the horrific events of October 7, and for many long months, 20% of the workers in the company's Israel office served in the reserves. Many others had spouses serving in the reserves, including Hayut's life partner as well as the sons of two of the vice presidents, who are still serving in the army. The company nonetheless continued operating, seeing this as its national duty.

Not only did Hoopo continue to operate throughout the war, in December the company even signed its largest contract ever – with Zim Integrated Shipping Services, Ltd. Last month, Foreign shareholders came to Israel and were astonished by the work that was carried out during such difficult times. The shortage of workers didn't prevent the company from joining the national efforts to support IDF soldiers, and help those who were evacuated from their home and the families of the hostages.

And where is the company headed?

Our next step is to establish a robust layer of information derived from the cargo-carrying assets that drive our world," says Hayut. "Once this data is available, we can gain a comprehensive understanding of every aspect of these flows, including their environmental impact, economic implications, product experience, shortening times and optimization. There's a mass of information out there. The real challenge is in extracting the correct and actionable insights, and analyzing them effectively.

"At Hoopo, we not only consider the needs of today but also envision the needs of the future . We're constantly learning and evolving. Our goal is not to be another carriage in the train, but rather to be the guiding locomotive that steers it ."

Whatever you move,
make it count
Book a demo