TELEMATICS TALKS - EPISODE 6 Guests: Jorge Estrada (CEO) & Marta Patricia Ugalde (CFO), Anzentec Host: Myrena Martinez, Customer Success Manager, Navixy Topic: Geolinks, Freight Transportation & Cold-Chain Visibility in Mexico ═══════════════════════════════════════════════════════════════════════════════ Myrena: Hello, good morning. My name is Myrena Martinez, Customer Success Manager at Navixy. And today, once again as part of our podcast series dedicated to exploring the world of telematics and GPS technology, we're going to have a conversation with one of our partners in LatAm. We'll be talking about Geolinks and freight transportation — and some success stories. Joining us today are Marta Patricia Ugalde, CFO, and Jorge Estrada, CEO of Anzentec. Anzentec is part of the Estrugal Group and is a leading company created to offer innovative technology solutions aimed at improving and optimizing transportation in Mexico in its various forms — public, private, and commercial transportation. Hello, Marta, Jorge. Thank you so much for joining us. We're glad you accepted our invitation, and especially that you're sharing your knowledge with us. ─────────────────────────────────────────────────────────────────────────────── Jorge Estrada: Thank you very much, Myrena, for inviting us. And well — here we are. (laughs) ─────────────────────────────────────────────────────────────────────────────── Myrena: Maybe we could start with you telling us a bit more about your company. Could you share some details about your market, and the type of services you provide to your clients? Then we can go from there. How does that sound? ─────────────────────────────────────────────────────────────────────────────── Jorge Estrada: Perfect. Anzentec is a business line, and we have the telematics side of things. We offer advanced telematics solutions for efficiently managing heavy transport operations, as well as a wide variety of other clients and industries. In addition, we also work with everything related to machine learning — closely connected to artificial intelligence — and comprehensive data analysis for our clients. This allows us to provide them with the best tools and resources to make both financial and operational decisions. ─────────────────────────────────────────────────────────────────────────────── Myrena: We know that gives you a unique perspective on how your clients operate and how they use technology in transportation. We'd love to go deeper. What does this look like in practice? Could you describe what a typical day looks like for one of your clients — the transportation and monitoring process — and especially the importance of visibility? ─────────────────────────────────────────────────────────────────────────────── Myrena: I think I can answer that part. We have different types of clients in our portfolio, but I'll focus on heavy transport because that's where daily operations can be especially complicated. A heavy transport client faces the challenge of moving cargo from point A to point B — and we participate by providing the technology and tools so the client has visibility throughout the entire process. What does that look like? It's fast-paced. It comes with road risks, and it includes risk management, security, tracking, urgency, and roadblocks — all the things a transporter deals with from two perspectives: the truck carrying the goods, and the customer's urgency to make sure the cargo arrives. So we participate from a technology standpoint by giving visibility — and through that, we help ensure deliveries are made on time. A typical day for a client is full of phone calls and urgent matters: follow-ups, blockages, and constant coordination. That's where we come in — helping improve that whole situation and optimize the process with the technology we use. ─────────────────────────────────────────────────────────────────────────────── Myrena: Exactly. Clients want to track shipments in real time and ensure everything arrives on time — that's the essence of our business. And in the past, as you know, this wasn't easy. Why don't we talk about how things used to be — to contrast with what we can do now? ─────────────────────────────────────────────────────────────────────────────── Myrena: Honestly, for some companies, it's still like the past. For a company without a tracking system — which, let's be honest, is the bare minimum — many still use alternatives like sharing location via WhatsApp. Today that's outdated and inefficient, especially from a security perspective. I've also seen companies where tracking was done by phone calls: "Call me every hour and tell me where you are," or "Send your location on WhatsApp," or "Share your real-time location on WhatsApp." That's leaving a very sensitive process in a rudimentary setup. And it still happens. Mexico has more than 193,000 transport companies, and even with technological advances, there are clients still tracking that way. We recently had a client who, before working with us, had no tracking system at all. Tracking basically meant: "Call me when you arrive." If the shipment arrived on time — great. If not, the client would start calling: Where is the truck? Where is the shipment? When will it arrive? So you have uncertainty, and if the driver doesn't answer — your operation becomes luck-based. As a technology company, we strive to prevent that. It sounds like the past, but it's still happening in the transportation market. ─────────────────────────────────────────────────────────────────────────────── Myrena: Yes — and then dispatchers end up with a huge communication burden. Dozens of calls every day, constantly. It's a heavy administrative load, and it's still not enough to solve the problem. That brings us to Geolinks, because things changed significantly once we had access to this tool. In the industry, some people call it a mirror account. How did the situation change? The obvious answer is fewer calls — but I'm sure there are more implications than that. ─────────────────────────────────────────────────────────────────────────────── Myrena: Geolinks are a really important topic — not just for us, but for the transportation market in Mexico. Like you said, they're often known as "mirror accounts." Today they're essential. They have to exist on the platform, and we have to offer them as a product, because they're a fundamental part of transportation. There are two important perspectives here. First: from the carrier's perspective. If you own and operate a truck, you need to share reliable updates with your client about cargo status. Geolinks make that easy and straightforward. Second — and even more important — is security. As a carrier, I can't share full access to my tracking platform. I can't give out my username and password, because that exposes all my vehicle data. It becomes a privacy issue, a security issue, and a data breach risk. Geolinks solve this: they let our direct client share shipment status with their own end customer in a simple and secure way. We've actually experienced the evolution of Geolinks together with Navixy. At first it was just a simple web link. Today, especially for high-volume clients, it's much more powerful. For example, with major customers like Walmart, Geolinks can share not only location, but also specific sensor data: speed, ignition, and even temperature. We have solid cases where the Geolink is not just "look at the location" — it's "I'm sending you the temperature of your goods directly." That's real added value, shared temporarily and securely. The link doesn't expose license plates or general vehicle info. It shows the name, a reference number, 15 minutes of history, key sensors, and temperature. So it works for an independent trucker who wants to reduce phone calls — and also for large, formal operations with strict requirements, like Walmart. In those cases, it becomes a strategic differentiator through technology. ─────────────────────────────────────────────────────────────────────────────── Myrena: And this level of sophistication isn't only about security and visibility — it also affects supply chain efficiency. If you can see temperature and relevant sensor data, it can make a real difference. You can calculate speed, see the route, confirm it passes checkpoints, confirm escorting when needed, and even ensure tractor and trailer stay together — each with their own GPS — and don't get separated. And refrigeration is critical, especially with strict appointment windows. Walmart is very precise — miss an appointment and you might not get another one for a week. These details help both security and operational efficiency. Don't you agree? ─────────────────────────────────────────────────────────────────────────────── Myrena: Absolutely. Today it's a necessary tool. If you lose a shipment because of a temperature fluctuation, we're not talking about a small loss — we're talking about thousands. The tool is not just a "mirror account." Within that mirror account, we add tools that help ensure logistics from point A to point B are fulfilled. The market often doesn't maximize the potential of these tools. We do — especially working together with Navixy. Today, this is strategic. Transport companies need this in their process. ─────────────────────────────────────────────────────────────────────────────── Myrena: Quick question: have you had cases where a link was sent to the wrong person? I'm thinking about link duration — why it matters. ─────────────────────────────────────────────────────────────────────────────── Myrena: Yes — duration is very important and very dynamic. For example, a trip may take 24 hours. The client unloads a container and then reloads it for another customer. The Geolink shouldn't remain active for the first customer anymore — so it's canceled and reassigned through a new link. Geolinks become an administration system for third parties — not just a mirror account. Clients can manage their Geolinks: activate/deactivate by route, schedule by time, or automate availability. We even have clients who schedule links ahead of time: they know loads go out Monday, so they schedule the Geolink on Friday — but it activates Monday at 6:00 AM and deactivates Tuesday at 7:00 PM. That's a strong security function. Yes, a link could end up with a third party — but it also matters what information you share. Showing license plates is not the same as showing only a reference number. A reference number and a location only make sense to the right people. Geolinks also allow configuration around areas and geofences: track only inside a route, or outside a set of geofences. The customer can cut off access immediately if they suspect a vulnerability, and generate a new link in minutes. So duration, scheduling, and the ability to cut it off quickly give peace of mind and secure information control. ─────────────────────────────────────────────────────────────────────────────── Myrena: That's very clear — lots of levels of adjustment so the Geolink matches the operation. Now, you and I recently talked about a new regulation from the National Hydrocarbons Commission. Is it relevant here? It sounds like it will introduce new challenges, but also something that can be addressed with tools like these. What do you know so far? ─────────────────────────────────────────────────────────────────────────────── Myrena: Yes, it's a very interesting topic. On September 23rd, new regulations for freight transport — especially hydrocarbons — were published in the official gazette. This followed an incident in Iztapalapa. The regulations emphasize that trucks carrying this kind of cargo must have a tracking system — which should already be standard — but they also add that the tracking data must be shared with the regulator's central office. In practice, that's a mirror account requirement. Beyond fancy names like "interoperability," it's basically a constant mirror account that must meet certain data requirements: speed, stop times (related to accident prevention), and specific vehicle details. As of today, we already fulfill those requirements with the system and technology we're using together with Navixy. Even if someone didn't want to adopt this earlier, now it becomes part of a broader shift. As a technology provider, we must support these requirements — and it aligns with a larger focus on safety and prevention, especially for sensitive cargo like hydrocarbons. ─────────────────────────────────────────────────────────────────────────────── Myrena: Great point. And you already have solid experience and sophisticated processes. So here's a question: if you had advice for colleagues considering the first step into becoming transportation service providers — what would you tell them? Something meaningful from your own experience. ─────────────────────────────────────────────────────────────────────────────── Myrena: I'd actually like to hear Marta's opinion too — because she has experienced this from both sides: seeing clients, seeing technology, and helping change operations to add value. Marta, we'd love your thoughts. ─────────────────────────────────────────────────────────────────────────────── Marta Patricia Ugalde: Of course. For example, in accident situations, having data in real time is crucial. It's not the same to get a report three or four days later. Real-time tracking and alerts can help prevent accidents or help manage an incident when it happens — and that's exactly the value of these Geolinks. And this aligns with the new regulation that's being implemented. Compared to rudimentary systems like WhatsApp or phone calls, it's a huge improvement. ─────────────────────────────────────────────────────────────────────────────── Myrena: Exactly — and I'll add one more thing: it's essential that technology has flexibility and scalability. Transportation needs tools that help us control and prevent risks, and that can scale and adapt to real operational processes. There are many technologies in the market, but truly scalable and adaptable solutions like what we're building together are rare. It's a major differentiator — for integrators and for transport companies — and that's where the market is heading. What we use is something I highly recommend, because we are firsthand users. We're integrators, we work daily with transportation clients, and we see the value directly — especially in creating certainty and adding value for the end customer. ─────────────────────────────────────────────────────────────────────────────── Myrena: I love that you brought it back to "adding value." Throughout the whole conversation, that's been a constant theme. You've shown how Geolinks reduce communication load, save time, and build trust — and trust is one of Anzentec's core values. Thank you for sharing all this. Before we wrap up, Jorge or Marta — any final thoughts? ─────────────────────────────────────────────────────────────────────────────── Myrena: Just one final comment before Marta closes. This work philosophy — adding value — is really important to us. In a competitive market, everyone sells features. But customers don't care about features — they care about whether you solve their problem. Geolinks are a perfect example. I'm not interested in listing technical specs. What matters is telling the customer: this mirror account can help you close a deal with Walmart. It helps ensure the shipment arrives safely, doesn't spoil, and meets requirements. Whether it's an owner-operator with one truck, or a company running 200 refrigerated trailers for Walmart — once they see it works, that's when they find value. A Geolink may look simple, but it has complexity behind it — and it helps customers do business. If Walmart pays our customer well, we get paid well too. That's the essence. And we'll keep building more products together — but this has worked extremely well for us. ─────────────────────────────────────────────────────────────────────────────── Marta Patricia Ugalde: I agree. What's really important is that this product is adaptable to real operations — and very few products truly focus on that. We're used to going from A to B without asking: how, why, what for? Those are the important questions. Our company vision is adding value, but also providing comfort and adaptability to change — including regulatory changes. And we'll need to discuss the regulation more deeply when we have more details. ─────────────────────────────────────────────────────────────────────────────── Myrena: Jorge, I loved your closing remarks, as always. Thank you, Marta, for your valuable input. Thank you both for sharing your experience and giving us this space to talk about Geolinks — and other related topics as well. To everyone listening: please subscribe to our YouTube channel and like this episode. We'll talk again soon. Thank you again — it's been a pleasure. ─────────────────────────────────────────────────────────────────────────────── Myrena: Thank you, Myrena. Always happy to help. ─────────────────────────────────────────────────────────────────────────────── Myrena: See you later. Take care. Bye. ═══════════════════════════════════════════════════════════════════════════════ Learn more: - Navixy: https://www.navixy.com - Anzentec (Estrugal Group): https://anzentec.com - Watch this episode: https://youtu.be/eGo7yxmunkw