The Forum - 08/04/2007
Remote Control
By Melinda Rogers, The Forum
A black-and-white poster on the wall of Pedigree Technologies’ laboratory shows Albert Einstein at work.
It serves as a reminder for employees at the Fargo-based start-up: Innovation often comes when the task at hand is believed impossible.
Alex Warner, a Hillsboro, N.D., native, founded Pedigree in 2004. The company supplies software to companies that make remote wireless security systems.
The systems allow big companies and services to track their assets.
It’s an idea that’s difficult for most people to wrap their brain around and one that hasn’t taken off on a large scale globally, Warner said.
That’s expected to change in the future.
“People are going to see technologies evolve in the home, in business,” Warner said.
“People are going to get used to them. These technologies are going to improve the way we interface with our assets to provide efficient ways to make sure everything is working.”
Pedigree works with wireless devices called wireless sensor networks, radio frequency identification and wireless location aware technologies to monitor, track and control companies’ assets.
The industry term for products Pedigree develops is machine-to-machine solutions, or “smart technology.”
The market for such products is expected to be $710 billion by 2011, Warner said.
The combination of technologies is something few U.S. companies offer, Warner said.
“It’s the Internet and wireless technology married together,” Warner said.
“Our mission is to provide commercial uses of the wireless and Web technologies to improve logistics that reduce efficiency and provide new remote services for products connecting assets.
“Before in the past, this cost a lot of money. It doesn’t anymore.”
He boils the concept down to simple analogies. Imagine receiving a call from your sump pump company telling you water is rising. Developing a system for sump pump companies that would make those calls to clients is the kind of work Pedigree does.
The company is working on an application for a client that distributes fuel to area convenience stores. The system allows the customer to manage the volume of fuel in all of the tanks. Instead of having to call in to reorder fuel, the tanks call to let the company know they are empty.
Warner grew up on a farm but was always interested in technology. He graduated from North Dakota State University and worked for Internet and computer network companies in the Twin Cities after college.
He saw Fargo’s technology scene taking off, with companies such as Alien Technology and Phoenix International moving in, and decided to return to his home state.
Pedigree started with Warner but has grown to eight employees, with plans to add four more people.
Warner’s recipe for innovation grabbed the attention of North Dakota State University’s Research and Technology Park.
Pedigree is among the university’s inaugural class of start-up companies in the NDSU Center for Technology Enterprise, informally called a business incubator.
The incubator, near the intersection of 19th Avenue North and 18th Street in Fargo, is designed as a hub for technology start-up companies. It serves as an economic development tool to build more high-tech businesses in the area.
Five technology businesses – including Pedigree – have recently moved or are in the process of moving into the $6 million, 52,663-square-foot building on campus
Tony Grindberg, executive director of NDSU’s Research and Technology Park, said Pedigree’s goals fit the bill to become a tenant in the park. Warner’s ambition will drive the company’s success, he said.
“Alex’s technology and what he’s doing with sensors and the Internet is a niche that he’s carving out,” Grindberg said.
“He’s got an infectious passion about entrepreneurship.”
The new company also builds on momentum of the Red River Valley Research Corridor concept, said Sen. Byron Dorgan, who helped Pedigree connect with sources to secure an $8.4 million deal to help the military develop ground sensors.
The U.S. Navy awarded the contract to Pedigree earlier this year.
Dorgan started the Red River Valley Research Corridor initiative five years ago to bring cutting-edge technology to the region. More than $300 million since 2002 has been funneled to North Dakota to build research institutions, build the state’s high-tech sectors and facilities, and expand training for workers in science and technology fields.
Pedigree is an example of a technology company that brings new business to the state, Dorgan said.
“I’m really excited about the opportunities for Pedigree Technologies,” he said. “It’s what I was hoping for when I created the concept of a research corridor.”
Compliments from the likes of Dorgan and other influential backers may be the ticket to helping the company expand.
Warner said he doesn’t have the company’s growth specifically mapped out, but hopes to see Pedigree evolve over time. Fargo is on par with Silicon Valley and Boston as an up-and-coming place for technology, he said.
“What I try to do is keep my head down and keep working very diligently. When we get nice wins like going to work for the Navy or the government, we’ll celebrate our wins … but we don’t celebrate too hard,” Warner said.
“We work at making sure we’re doing what our customers want us to do.”
Readers can reach Forum reporter Melinda Rogers at (701) 241-5524
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