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When Karim Ben Dhia founded Adveez in 2011, the company wasn't focused on airports at all - it was building hands-free access control systems for buildings. Today, with nearly 20,000 GSE units monitored worldwide, Adveez stands at the forefront of a technological revolution transforming ground operations at airports globally.
Product and Customer Success Director Matthias Moulinier takes us through this remarkable journey, revealing how their first aviation client simply wanted to prevent competitors from using their equipment on the ramp. That single need quickly expanded into a comprehensive tracking system collecting everything from GPS coordinates to engine hours, shock detection, and battery management data.
What makes GSE telematics fundamentally different from standard vehicle tracking? The lack of standardization. While passenger vehicles have universal OBD connections, every GSE manufacturer implements different systems requiring specialized hardware solutions. This technical challenge became Adveez's opportunity to develop purpose-built systems for the unique airport environment.
Perhaps most revealing is what the data shows about equipment utilization. Despite ramp operators consistently claiming equipment shortages, the metrics tell a different story - no customer ever utilizes more than 80-85% of their equipment simultaneously. This insight allows procurement teams to make data-driven investments rather than reacting to perceived shortages.
Looking forward, Adveez is pioneering innovations like charger management systems to optimize electric GSE infrastructure and camera monitoring to enhance safety. They're also developing AI algorithms that predict maintenance needs based on patterns detected across thousands of operating hours, moving from reactive to predictive operations.
As the industry gradually moves toward factory installations rather than field retrofits, Mathias works closely with manufacturers like Oshkosh to integrate these systems during production. However, challenges remain, particularly the lack of standardized data protocols - a topic currently being addressed in IATA and SAE working groups.
Curious about the future of GSE management or how these systems might benefit your operation? Visit www.adveez.com or connect with their team on LinkedIn to learn more about this rapidly evolving technology.

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