Like usual at Xata, they never actually got around to developing the refer product...all they did was talk about developing it.

You are correct on the strategy problem though. Their history is one of having a decent idea, then failing to develop it and letting the opportunity pass because they don't have the internal strength to stay focused on goals. This was the case with the past CEO and appears even worse with the current leadership.

BTW their current decisions (refer monitoring etc) reflect a defensive posture to keep their customer base in the food transportation markets. Both their technical and sales team seem to lack the talent, energy, and drive to reach out to new markets. Bottom line is don't expect too much from this narcoleptic company.