In traditional logistics and supply chain operations, one of the most persistent challenges is the lack of real-time visibility into unpowered assets such as dry containers, trailers, chassis, and ground support equipment. These assets often move between various locations without any tracking mechanism, making it difficult to locate them promptly, monitor their condition, or ensure efficient utilization. As a result, logistics operators frequently experience significant delays in asset retrieval, underutilization of equipment, and poor coordination between teams. For example, trailer or container search times can extend up to 45 minutes, resulting in operational bottlenecks, missed shipment windows, and increased labor costs. According to Fan & Stevenson (2018), improved visibility in the supply chain leads to greater operational efficiency and more effective planning. In fact, their study highlighted that 79% of large companies surveyed globally cited lack of supply chain visibility (SCV) as their top concern underscoring just how critical real-time asset tracking has become for modern supply chain performance. Moreover, existing tracking solutions are often bulky, expensive, energy-draining, or incompatible with harsh outdoor environments especially in ports, yards, and industrial zones. Many available systems also lack smart sensors or advanced connectivity, limiting their ability to deliver actionable insights like impact detection, unauthorized access, or movement alerts. 

       Hoopo addresses these long-standing inefficiencies by offering rugged, ultra-low-power IoT tracking devices specifically engineered for unpowered assets operating in challenging environments. Hoopo is a Tel Aviv, Israel-based technology company founded in 2016 that focuses on IoT (Internet of Things)  -based tracking solutions for unpowered logistics assets, such as dry containers, chassis, airport ground support equipment (GSE), and smart bins. Unlike conventional tracking devices, Hoopo develops ultra-low-power tracking systems that are energy-efficient, durable, and can be quickly installed in harsh industrial environments.

Common features across all HoopoSense devices include:

• Multi-mode location: GPS, Wi-Fi, Cell-ID, BLE
• Modular & rugged: Weatherproof (IP67 rated)
• Smart sensor suite: Impact detection, motion detection, door open detection, etc.
• Real-time alerts & monitoring via cloud dashboard
• Global connectivity: Supports LTE-M, NB-IoT, and fallback to 2G
• Firmware Over-The-Air (FOTA): Remote device updates

Their products include:

Source : https://www.hoopo.tech/technology 

1. HoopoSense (General Platform)

HoopoSense is the name of the IoT-based smart tracking device platform developed by Hoopo to track unpowered assets such as containers, trailers, and other logistics equipment. All hoopoSense variants are designed with ultra-low-power consumption and multi-layer geolocation principles, and are integrated with the Hoopo cloud platform for visualisation and analytics.

Source : https://www.hoopo.tech/technology 

2. HoopoSense Solar

HoopoSense Solar is the most advanced variant of the hoopoSense family, featuring solar-powered charging. This device is specifically designed for outdoor use and on assets that are not always easily accessible, such as dry containers, logistics trailers, and port assets.

Applications:

Ideal for tracking maritime containers, trailers, logistics equipment, and assets with high outdoor exposure.

Source : https://www.hoopo.tech/technology 

3. hoopoSense Titan

hoopoSense Titan is a non-solar variant with replaceable internal batteries (AA batteries) and a highly durable design. Designed for industrial environments and long-term tracking without maintenance.

All Hoopo devices are connected to their cloud-based platform, which provides a real-time dashboard for fleet management, location analysis, automatic alerts, and integration with customer logistics systems. This system significantly reduces asset search time, improves container utilisation, and optimises routes and distribution processes. Over-the-air firmware technology also enables remote software updates without removing the device.

Hoopo has attracted the attention of various global investors. In 2022, they announced a $10 million Series A funding round led by Israeli shipping giant ZIM Integrated Shipping Services and maritime incubator theDOCK. Other investors include HICO Group (Switzerland), TAU Ventures (Israel), and Global IoT Technology Ventures (Japan). The total funds raised amount to approximately $17 million from various funding rounds since 2018 according to sources.

Several case studies demonstrate the effectiveness of Hoopo’s solutions in the field. For example, ZIM uses hoopoSense Solar to monitor dry containers at various ports, enabling real-time tracking of container door status and global unit movement. In the United States, logistics company Ardwin Freight reported a reduction in trailer search time from 45 minutes to just seconds since adopting the device. Meanwhile, ICL Group successfully increased trailer utilisation by 10% and accelerated operational decision-making processes.

Combining rugged hardware, extreme power efficiency, and AI-based tracking systems, Hoopo offers a breakthrough solution in modern supply chain digitalisation—particularly for the shipping, land logistics, airport, and waste management industries, which were previously difficult to reach with traditional tracking.

References

1. Fan, Y., & Stevenson, M. (2018). A Review of Supply Chain Risk Management: Definition, Theory, and Research Agenda. International Journal of Physical Distribution & Logistics Management, 48, 205-230. https://doi.org/10.1108/IJPDLM-01-2017-0043 
2. Hoopo Official Website. (2024). About Us & Technology. Retrieved from https://www.hoopo.tech/about-us-company 
3. Hoopo Technology. (2024). hoopoSense Products Overview. Retrieved from https://www.hoopo.tech/technology 
4. Calcalist Tech. (2022). Hoopo Raises $10 Million Series A Led by ZIM. Retrieved from https://www.calcalistech.com/ctechnews/article/syopotxr5 
5. Tracxn. (2024). Hoopo – Funding and Investors Overview. Retrieved from https://tracxn.com/d/companies/hoopo 
6. Startup Nation Central. (2024). Hoopo Company Profile. Retrieved from https://finder.startupnationcentral.org/company_page/hoopo 
7. Total Telecom. (2019). Hoopo Raises $3.5M Seed Round for IoT Logistics Tech. Retrieved from https://www.totaltele.com/
8. Wikipedia. (2024). Hoopo. Retrieved from https://en.wikipedia.org/wiki/Hoopo

Contributor : Dyah Ayuning Tyas

Reviewer : Imam Buchari, David Ratner