New Disruptive Technology with “Homerun” Potential

New Disruptive Technology with “Homerun” Potential
SOBR Safe (SOBR) is First-to-Market with a Disruptive New Product That Could Replace the Breathalyzer

NTSB comments have put SOBR in the spotlight.

The new alcohol detection SOBR devices are shipping now, and sales have been ramping up.

Breathalyzers can report alcohol with 80% accuracy. SOBR’s technology operates with 97% accuracy.

Good day everyone,

The breathalyzer was invented in the 1950’s. The device has been improved in the years since and is now a ubiquitous tool for law enforcement and throughout the judicial system. Now, SOBR Safe, Inc. (NASDAQ: SOBR) has developed a proprietary, touch-based identity verification, alcohol detection and cloud-based reporting system that may render breathalyzer technology obsolete.

Current price $2.49/share (as of market close 10-7-22)

I’ve rarely come across a company as hot as SOBR. With their NASDAQ listing just happening in May, their disruptive technology is generating massive catalysts and momentum. The company’s value shot up in the past three weeks, has retreated a little bit, but make no mistake, this company is going to take off like a rocket.

Simply put, SOBR has invented a better mousetrap. Their alcohol detection technology is touch based, extracting humidity from the skin and determining the presence of alcohol. Breathalyzers can report alcohol with 80% accuracy. SOBR’s technology operates with 97% accuracy.

Recent comments by the Chair of the National Transportation Safety Board highlighting the need for technological solutions to eliminate impaired driving have placed SOBR in the spotlight as it’s the first company to market this innovative technology. As the CEO recently said, “our phones are ringing off the hook.”

The disruptive technology developed by SOBR is in its nascent stages of generating revenues. The company began signing up customers in Q2 and expects to report the revenues now being generated, in H2 this year. We’re talking about SOBR now, while the company’s market cap is only $32M, but I expect that market value may grow rapidly in the near term and I want to discuss why.

The annual cost of alcohol abuse in the U.S. is $249 billion. Nearly half of all industrial accidents with injuries are alcohol-related, and 1-in-10 U.S. commercial driver’s test positive for alcohol.

Revenues at SOBR will flow from three streams, a finger touch alcohol detection and identity verification device, a wearable wristband type alcohol detection and GPS device, and a SaaS platform with instantaneous cloud-based data reporting.

Before we talk about these amazing devices let’s review the types of customers that may make up the SOBR marketplace.

Justice system & law enforcement – virtually every police car has a breathalyzer and there are two million participants in probation mandated alcohol testing.

Rehab centers – 2.5 million people seek alcohol treatment each year in the U.S.

Workplaces – it’s estimated that 47% of workplace injuries are alcohol related.

Insurance companies – the potential to reduce alcohol related injury claims is going to be irresistible.

Automakers – the potential here is huge. Three weeks ago, the NTSB recommended that all new vehicles in the United States be outfitted with alcohol monitoring technology to prevent intoxicated people from driving (more on this below).

The SOBR products (available now)

SOBRcheck – is a touch-based desktop device with online reporting. There are no upfront installation fees and cloud monitoring is only $30/month per employee/person. The expandable device can store data for 1,000 users and can process up to 200 users/hour. When companies evaluate the cost of operating the SOBRcheck system, versus the cost of alcohol related injuries and property losses, I believe SOBRcheck will prove to be cost effective.

SOBRsure – is a wearable device with continuous alcohol monitoring and GPS tracking. Provides notifications to managers/parents upon alcohol detection or device removal. The unit cost is $299, and the software fee is $19.95/month per user.

SOBR has partnered with world class companies for the deployment of their products:

BGM is a supplier to Ford, GM, and Chrysler-Fiat. At SOBR they provide the design, engineering, manufacturing, and testing functions.

HELM already works with a Who’s Who of automotive and aviation companies. For SOBR, HELM provides packaging, fulfillment, onboarding, and customer service functions.

In August SOBR was awarded the Occupational Health & Safety (OH&S) New Product of the Year in the Safety Monitoring Devices category for its SOBRcheck™ system.

As I mentioned above, the National Transportation Safety Board (NTSB) recently highlighted “the need for technology solutions to eliminate impaired driving”, and its Chair Jennifer Homendy said, “We need to implement the technologies we have right here, right now to save lives.” Check out this link to an article that appeared last week in the Colorado Business Journal detailing this event (SOBR is based in Colorado).

In the U.S. there is an alcohol related automobile fatality every 45 minutes and 290,000 are injured in such accidents every year (NHTSA). Drivers with a blood alcohol content of over 0.10 are seven times more likely to be involved in a fatal accident than sober drivers.

The potential applications for SOBR’s patent pending alcohol detection technology are innumerable but the suggestion that it could be deployed in all new vehicles is huge. Both SOBR partners, HELM and BGM have automakers as their primary customer base. BGM engineers create micro circuitry for automakers so incorporating SOBR technology into vehicles is not too big a stretch.

SOBR has the most disruptive tech I’ve seen in a long time and their total addressable market is virtually impossible to calculate due to the variety of possible applications. That said, the company estimates its TAM for the justice system, rehabilitation, and workplace applications at $63B. The repeating revenues from the SaaS platform that is a part of every sale ensures a steady flow of income. I can see the potential for the $32M value of SOBR to grow in multiples and I hope you don’t miss out.

SOBR statistics:
FYE is December 31, mrq is 6-30-2022
Outstanding shares        12.9M
Shares float                      8.8M
Insider ownership           28.5%
Market cap                       $32M
Cash (mrq)                       $3.75M (last week the company raised $6M)

Stay tuned for a full report on SOBR.

The Traders News Group

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