DSG Global Profile
DSG Global Inc. (DSG), a technology development company, engages in the design, manufacture, and marketing of fleet management solutions in the golf industry. The company’s principal activities of its fleet management and golf division are the development, sale and rental of Global Positioning (GPS) tracking devices and interfaces for golf vehicles, and related support services.
The company provides patented electronic tracking systems and fleet management solutions to golf courses and other avenues that allow for remote management of the course’s fleet of golf carts, turf equipment and utility vehicles.
Technology
DSG produces a modular suite of products to provide fleet management solution for any vehicle required for a golf operation and provides two golfer information display options to meet the operators budget requirements.
The VTS TAG System is designed from the ground up to be a golf/turf vehicle fleet management system. Its main function is addressing the golf course operator needs. While employing same core technology (cellular wireless and GPS) as traditional commercial vehicle fleet management systems, DSG has created patent pending solutions to adapt it to the very specific requirements of the golf environment.
DSG’s proprietary methods make it possible to offer a solution suitable for use on golf courses at a price low enough to be affordable in the industry. Every system component incorporates state-of-the-art technology (server, mobile trackers, display). In developing its products VTS TAG Systems has adopted an application-oriented approach placing the most emphasis (and research and development) on server and end-user software by taking advantage of the commodity level reached by mainstream technologies, such as Global Positioning (GPS) and M2M (Machine to Machine) Cellular Data in the wider context of Commercial Fleet Management.
DSG leveraged the existence of an abundance of very telematics solutions by selecting an off-the-shelf hardware platform that meets all the main performance and environmental requirements for operation in the harsh, outdoor golf course environment.
DSG has secured an exclusive supply agreement with the third-party hardware manufacturers for the vertical of golf industry. Additionally, DSG owns the design of all proprietary adapters and interfaces.
The application software contains patent features implemented in every core component of the system. The TAG device runs DSG proprietary firmware incorporating unique data collection and compression algorithms.
The company’s software is designed to be portable to future new platforms with better GPS and wireless technology in order to maintain the company competitive edge.
The latest addition to the TAG family of products, the TAG INFINITY is a perfect example of this development philosophy in action: the main component is a last-generation Android tablet PC wrapped in a custom designed outdoor enclosure containing the power supply and interface components required for the golf environment.
The TAG Control Unit
The company’s flagship product is the TAG Control unit. The TAG can operate as a stand alone unit or with one of two displays; the INFINITY 10 inches alphanumeric display or the INFINITY high definition touch activated screen. The TAG is GPS enabled and communicates with the TAG software using cellular GSM networks. Utilizing the cellular networks rather than erecting a local Wi-Fi network assures carrier grade uptime, and vehicle tracking off- property. GSM is the de facto global standard for mobile communications.
The TAG unit itself is discreetly installed usually in the nose of the vehicle to give the GPS clear line of site. It is then connected to the vehicle battery and ignition. The property is then mapped using the latest satellite imagery that is graphically enhanced and loaded into the TAG System as a map.
Once installed the vehicle owner utilizes the TAG software to locate the vehicle in real time using any computer, smartphone, or tablet that has an internet connection and perform various management operations.
INFINITY 10 inches Display
The INFINITY 10 inches is paired with the TAG Control unit as DSG’s entry level display system for operators who desire to provide basic hole distance information and messaging to the golf customer. The INFINITY 10 inches is a very cost-effective solution for operators who desire to give their customers GPS services with the benefits of a Fleet Management back end. The INFINITY 10 inches can be mounted on the steering column or the dash depending on the customer’s preference.
INFINITY XL 12 inches Display
The INFINITY XL 12 inches is a solution for operators who desire to provide a high-level visual information experience to their customers. The INFINITY XL 12 inches is a high definition Infinity XL 12 inches activated display screen mounted in the golf cart integrated with the TAG Control unit to provide a full back/front end Fleet Management solution. The INFINITY XL 12 inches displays hole graphics, yardage, and detailed course information to the golfer and provides interactive features such as Food and Beverage ordering and scorekeeping.
PROGRAMMATIC Advertising Platform
A unique feature of the INFINITY XL 12 inches system is the advertising display capability. This can be used by the operator for internal promotion of services or for generating revenue by selling the ad real estate since the golf demographic is very desirable to advertisers. The INFINITY XL 12 inches displays banner, panel, full page, pro tip, and Green view ads. There is also ad real estate on the interactive feature screens for Food and Beverage ordering and the scorecard. The Infinity XL 12 inches System can also display animated GIF files or play video for added impact.
DSG has developed proprietary Ad Manager software, which is used to place and change the ads on the system(s) from a central NOC (Network Operations Center) in real time. The Ad Manager can deploy to a single system or multiple systems. This creates a network of screens that is also very desirable to advertisers as ad content can be deployed locally, regionally, or nationally. The advertising platform is an important part of the company’s future marketing and sales strategy.
DSG R3 Advertising Platform
The DSG R3 program delivers advance ROI (Revenue Optimization Intelligence). Utilizing all streams of advertising delivery, such as automated, direct, and self-serve. The R3 program has the ability to deliver relevant advertising to golfers the moment they sit in the cart. The R3 model is more effective than the previous advertising model of One to One, these are local ads only sold through direct sales by courses, or 3 rd party advertising sales firms. The new R3 model offers Many to one advertising options, delivering thousands of national, regional, and local advertisers an opportunity to advertise on the company’s screens through its R3 Marketplace.
TAG TURF/ECO TAG
The TAG Turf and the new ECO TAG were developed to give course operators the same back end management features for their turf equipment and utility vehicles. Turf equipment is expensive, and a single piece can run over $100,000 and represents a large portion of a golf course operating budget. The TAG Turf and ECO TAG have comprehensive reporting that the operator can utilize to implement programs that can increase efficiencies, reduce labor costs, help lower idle times, provide fuel consumption and equipment performance, provide historical data on cutting patterns, and reduce pollution from emissions by monitoring idle times.
Revenue Model
DSG derives revenue from four different sources.
Systems Sales Revenue, which consists of the sales price paid by those customers who purchase the company’s TAG system hardware lease its TAG system hardware.
Monthly Service Fees are paid by all customers for the wireless data fee charges required to operate the GPS tracking on the TAG systems.
Monthly Rental Fees are paid by those customers that rent the TAG system hardware. The amount of a customer’s monthly payment varies based on the type of equipment rented (a TAG, a TAG and INFINITY 10 inches, or a TAG and INFINITY XL 12 inches).
Golf Cart Sales Revenue, which consist of the sales price paid by the customers who purchase the company’s Vantage and licensed Shelby golf carts.
The company is in the process of implementing and designing software to provide advertising and other media functionality on its INFINITY.
Markets
Sales and Marketing: The market for the TAG System is the worldwide golf cart and turf equipment fleets. The golf market has five types of operations, including municipal, private country clubs, destination resorts, public commercial, military and university affiliated. The company has deployed and has case studies developed TAG systems in each of these categories.
North America Sales: The company employs a direct sales team and sales agents that provides full sales coverage. Its sales agents are golf industry professionals who maintain relationships with the golf industry and carry multiple golf lines. In addition, the company focuses on existing accounts that focus on up-selling and cross-selling additional products to its customer base, securing renewal agreements, and providing customer service. The regions include Western Canada, Central Canada, Eastern Canada, Northeast U.S.A., Western U.S.A., Southeastern U.S.A., and the Midwest U.S.A.
International Sales: The company focuses on select golf markets worldwide. It utilizes strategic distributor partnerships in each targeted region/country to sell, install and service its products.
The company maintains and utilizes its relationship with Yamaha, E-Z-GO and Ransomes Jacobsen (sister company to E-Z-GO) in developing its distributor network worldwide. The company focuses on expanding in Europe, Asia, and South Africa. It plans to expand into Australia, New Zealand and Latin America.
Management Companies: The company provides products and services to Troon, OB Sports, Kemper Sports, Trump, Marriott Golf, Blue Green, Crown Golf, American Golf, Billy Casper, Club Corp, and Club Link
Intellectual Property
Patents: The company owns two U.S. patents, which include U.S. Patent No. 8,836,490 for a ‘Vehicle Management’ was issued September 16, 2014 and expires June 29, 2031; and the U.S. Patent No. 9,280,902 for a ‘Facilities Management’ was issued March 8, 2016 and expires January 24, 2032.
Domain Names: The company has registered and owns the domain name of its websites www.vantage-tag.com, www.dsgtglobal.com, and www.imperiummotorcompany.com.
Copyright: The company owns the common law copyright in the contents of its website (www.vantage-tag.com, www.dsgtglobal.com, www.imperiummotorcompany.com) and its various promotional materials.
Trademarks: The company owns the common-law trademark rights in its corporate name, product names, and associated logos, including ‘DSG TAG’, ‘TAG Golf’, ‘ECO TAG’, ‘TAG Text’, ‘TAG Touch’, ‘TAG Turf’, ‘TAG Commercial’ and ‘TAG Military’.
Competition
The company’s competitors include producers of golf specific applications, such as GPS Industries, LLC., a supplier of golf cart fleet management systems, as well as producers of non-golf specific utility vehicle fleet management systems, such as Toro.
