Cambridge Startup Success Shows Challenge for Siemens CEO
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A British software startup created by Cambridge University academics is winning contracts in a market targeted by Siemens AG, showing how industrial giants can be outmanoeuvred by nimbler rivals.
Ubisense Group Plc first displaced Siemens by supplying a system to track vehicles and production tools at a Bayerische Motoren Werke AG factory in Regensburg in 2009. Since then, the U.K. company has won orders for more BMW factories and got a contract from Daimler AG in 2013. Last month, Ubisense pitched its software to the managers running Volkswagen AG’s plants.