INTEGRITY | EXCELLENCE | EMPOWERMENT | TEAMWORK
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ABOUT US
PROJECT SCOPE
OVERVIEW OF
PORT
AUTHORITIES
COMPETITVE
RESEARCH
WHAT IS
COGNOSOS?
Agenda
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TECHNOLOGY
COMPARISON
BREAKING INTO
THE MARKET
OTHER
POTENTIAL
MARKETS
SUMMARY
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ABOUT US
Rohan BansalAagam Vakil Cagla Bektas Andrew Grogin
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Sensing as a Service Internet of Things RadioCloud Technology
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Sensors in Car Parking
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InvestigationInvestigation of current
sensors and use cases at the
port authority
ImplementationResearch the implementation
of the tracking devices in
shipping containers
Comparison
Comparing the competitive
advantages of Cognosos over
industry standard
Project Scope
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2-15 km 30 m 30-300 m 1-12 m
20 days 1000 days 300 days Limitless
All About Sensors
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Government or
Quasi-
Government
owned
Financially self-
supporting (No
Tax Revenue)
Revenue from
operations:
• user fees
• transit fares
• facility rent
• consumer
services
Stats:• 30 million ship
containers in the
world
• 104 Ports in the
U.S.
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Overview of Port Authorities
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Hamburg Port Authority
01 All-Purpose
Sensor02 Integrated
Traffic
Situation
03 smartPORT
Logistics
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Freight Forwarder
• Organizes shipments
to get goods from
point of origin to
destination
• Handles organization
of shippers and
logistics
• Does not actually
move goods
Trucking
• Freight forwarder will
organize pickup of
goods by truck
• Goods transported to:
– Forwarding
warehouse
– Directly to port
• Exports Customs
Clearance
Shipping Line
• Company actually
carrying cargo at sea
• Shipper likely will
never speak with
Shipping Line
• Organized through
Freight Forwarder
Container Journey
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70%
10%
20%
Shipping LineCompanies
ContainerLeasingCompanies
3rd PartyCompanies
Shipping Container Ownership
• Shipping Line Companies operate the ships used to carry containers
• Lease Companies lease containers to companies during high demand
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Competitor Research
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Development
Developed by iControl Inc.
under Department of
Homeland Security Grant
starting 2006
Miniature sensor, GPS, data
logging, radio transceiver
the size of a deck of cards
SecurityEventual Integration into
Advanced Container
Security Device (ACSD)
Capabilities
The ability to track and locate
marine shipping containers
while on shore, during loading,
and during transit
Marine Asset Tag Tracking
System (MATTS)
Device
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CostsUnavailable financials but
considerably more expensive
than Cognosos’ technology
Development Time
Security
Costs
Security
Development Time
MATTS Business Logistics
10 years from concept to
market.
Advanced Container Security
Device
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1
6MATTS vs. Cognosos
Core Technology: GPS,
Cellular, Radio, WAN
DHS certified encryption
with ACSD integration
2 km range with signal
jumping
5-8 year battery life with solar
cell recharging
Core Technology: Proprietary
Patented Wireless technology
In-house encryption
5 km range
2-3 year battery life from AA
battery
MATTS Cognosos Sensor Network
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Cheaper installation than MATTS
Benefits of a Small Company
Patented RadioCloud Technology
Competitive Advantages
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Type of Tracking Cost
Breaking into the market
Cognosos’ port-only tracking
versus transit tracking
Must be considerably cheaper than
MATTS
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Gateways on ships Implement sensor
jumping
Our recommendation
$$
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Track other moving parts in
the shipping process
Our recommendation (cont.)
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01 Railroads
Cargo location tracking
Other Markets
02 Agriculture
Temperature analysis
with crops
03 Trucking
Tracking locations of
trucks
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Key Takeaways
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Q&A
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Appendix
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Port of Hamburg
• http://www.hamburg-port-authority.de/en/smartport/logistics/Seiten/Unterbereich.aspx