Geotab Vice President of Global Markets Sean Killen walked the floor of the 2025 Brisbane Truck Show with a sense of mission — and plenty to talk about. After several years of investment and development, the Canadian-based telematics giant used the event to launch its newly certified solution for heavy vehicle compliance in Australia — a game-changer for both Geotab and its local customers.
“It’s huge for us,” said Killen. “We were not a complete product without it. If you’re at this show and want to serve this class of vehicles and roads, and you don’t have it, you basically can’t do business. Real serious transport companies couldn’t buy Geotab — now they can.”
For Geotab, which already powers over a million heavy trucks globally, Australia was an important gap. That gap is now closed. With full local compliance in place, the company is targeting the upper echelon of Australian transport operators — including the likes of Linfox and Qube — who were waiting for this critical capability.
A Show of Strength — and New Opportunities
Killen said the response at the show was immediate and overwhelmingly positive. “Have you seen our booth? It’s been packed,” he remarked. “The market is consolidating, and people are looking for new tech. A lot of the companies here have had the same solutions for years — they’re asking, ‘Where’s the new tech?’ Now we can introduce ourselves.”
The Brisbane Truck Show gave Killen, normally based in the United States, a rare chance to connect directly with Australian end users. “It brings you back to Earth,” he joked. “I live in the tech world where I think everyone uses every feature Geotab offers — in reality, they use four. It’s great to get that perspective.”
He also found enthusiasm among resellers. “Some of our partners, especially those already serving big mining companies and natural resources, had been asking for this for two years. They knew their customers wanted it.”
After securing board approval for the investment, Geotab worked closely with the Australian Transport Certification Authority (TCA) to bring its solution to market. “TCA has been great to work with — the process was smooth,” Killen said.
Compliance, Trust and Data Privacy
When asked about operator concerns regarding data sharing with regulators, Killen was clear: “It’s the law of the land. We comply with what’s required, but our customer owns their data. That’s Geotab policy and always has been. We do what’s required by law — no more. We’ve always believed customers need to trust us with their data.”
Big Bets on Cameras and AI
Looking ahead, Killen identified AI-powered video telematics as a major growth area for Geotab in Australia. “In North America, camera adoption is now almost mandatory — and that’s coming here. But customers don’t want two platforms. They want full integration — telematics and cameras in one system. We’ll deliver that in coming months.”
He expects camera adoption in Australia to “go through the roof” and predicts that 50% of Geotab’s local customer basecould adopt integrated cameras in the first year of availability.
Why the strong interest? It’s about safety — and data-driven prevention. “Geotab can already spot driving pattern changes. Now, with AI, we’ll be able to detect early signs of driver fatigue, stress, even medical issues — before they cause an accident. That’s powerful,” Killen said.
He sees a strong opportunity to link this technology with initiatives like Healthy Heads in Trucks & Sheds, whose booth he visited at the show. “We can identify drivers who may need help — physical, mental, or emotional. We’ve done this with US fleets. I’d love to bring that to Australia.”
The Shift to Action
Killen also observed a shift in attitude from Australian transport operators. “Two years ago, they were kicking tyres. This year, they’re ready to buy. People are coming to us saying, ‘We know you’re the best — how do we do this?’”
Why now? He points to industry pressures: “Margins are tight. Operators need efficiency through technology. Even the most traditional players see that now.”
Australia: Geotab’s Top International Market
So bullish is Killen on Australia that he briefly considered relocating. “I even looked at houses!” he laughed. “I’ve convinced Geotab’s board that this is our most exciting international opportunity outside North America. Out of the 80 countries I manage, this is number one.”
With more than 150,000 Geotab subscribers already in Australia — and with heavy vehicle compliance and integrated camera solutions now in hand — that opportunity looks set to accelerate.
As Killen summed it up: “Heavy trucking runs Australia. It’s a huge part of the economy, and we’re finally ready to fully participate. That was my mission when I took this role — and this show has been a great step forward.”
