taking flight

Houston flight-tracking software company grows its local and international presence

Houston-based FlightAware, a software company that tracks flights, is growing. Cameron Casey/Pexels

FlightAware LLC's business success has, for the most part, flown under the radar in Houston.

Many travelers know about the B2C flight-tracking functionality of FlightAware. "That's a very, very competitive space. We play in that space, but it's not our core business," founder and CEO Daniel Baker says.

These days, the privately held Houston company earns most its revenue from the B2B data it provides to airlines and other aviation clients, according to Baker. He declines to reveal revenue figures, but notes that the company — which bills itself as the world's largest flight-tracking and flight data platform — hasn't taken a penny of outside funding since it started in 2005.

Today, FlightAware employs about 110 people, with the majority of them located in Houston, Baker says. The company also maintains offices in Austin, New York City, London, and Singapore.

By the end of 2020, the companywide workforce should exceed 135, as FlightAware aims to add three new hires per month this year in areas such as Internet of Things, data science, sales, and administration, Baker says. Most of the new employees will work in Houston.

Baker says FlightAware takes an aggressive approach to hiring, with the goal of bringing aboard "really awesome people" who share levels of talent, collaboration, and "culture fit" similar to those of current employees.

By the end of 2021, FlightAware likely will run out of room in its 24,000-square-foot office at 11 Greenway Plaza in the Greenway/Upper Kirby area, Baker says. That means FlightAware will need to take about 15,000 additional square feet at 11 Greenway Plaza or relocate to a different building, he says. The company moved into its current home in 2017 from a 14,000-square-foot office at 8 Greenway Plaza.

Baker, who's a private pilot and a board member of the Smithsonian Institution's National Air and Space Museum, launched the company 15 years ago as a way to combine two passions: software development and aviation.

"It was originally a hobby, and it became a business," Baker says. "It's an unlikely story. We're really, really fortunate that the timing was right."

Although FlightAware started off tracking flights in the general aviation space, it has since expanded to supply aviation data to both travelers and businesses. Each month, about 15 million passengers use the FlightAware app, which earns praise from a slew of travel critics.

Among flight-tracking apps, FlightAware "is a bit of a Swiss army knife," Condé Nast Traveler magazine observes. The FlightAware app lets you follow flights in real time, including where an incoming plane is coming from, how close it is to arriving, and what kind of weather it's encountering en route, the magazine notes. In addition, the app can send push notifications about arrivals, departures, gate changes, flight delays, and flight cancellations.

Now, FlightAware relies on the consumer-facing technology "as a stepping stone to have a bigger impact," Baker says. "Every project that we undertake is larger than the last one."

That "bigger impact" involves cranking out data that enables commercial airlines, cargo carriers, business aviation companies, and air traffic controllers to be proactive instead of reactive regarding flight activity, he says.

FlightAware's corporate customers include United Airlines, Hawaiian Airlines, business-jet operator NetJets and GPS technology provider Garmin. Baker says a North American airline that he declines to name will soon roll out FlightAware technology to its airport gate agents.

For airlines, FlightAware's software delivers data to cut down, among other issues, on problems with flight delays, gate assignments, and flight connections, Baker says. FlightAware pulls data from its network of more than 25,000 receivers on all seven continents.

While the consumer-oriented features of FlightAware's technology face competition from the likes of FlightStats, FlightView, and The Flight Tracker, the B2B landscape is less populated. Over the years, corporate giants like Airbus, Boeing, and IBM have tackled aviation data on their own but have wound up forging data partnerships with FlightAware, according to Baker.

"We see every potential competitor as a future customer," Baker says.

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Building Houston

 
 

"There's something magical happening in Houston, and [VCs] want a piece of it." Photo via Getty Images

Houston's seen a growth in startup and venture investment — even amid the pandemic — and a group of Houston innovators sat down for a virtual event to discuss what's lead to this evolution.

The Greater Houston Partnership hosted an installment of its Houston Industry Series focused on Digital Tech on Thursday, September 24. The panel of experts, moderated by Krisha Tracy of Google Cloud, discussed how they've observed the paradigm shift that's occurred in Houston over the past few years — and why.

Missed the discussion? Here are some significant overheard moments from the virtual event.

“I think there really is an interest for venture capital here, both locally and also welcoming it from outside of Houston. … There’s something magical happening in Houston, and [VCs] want a piece of it. I think that magical piece is a renewed interest in collaborating.”

Stephanie Campbell, managing director of Houston Angel Network and co-founder of The Artemis Fund. "I think a lot [of this progress] is due to the GHP, Houston Exponential, and the founding of the HX Venture Fund to bring those venture funds to Houston to say, 'what's happening here?'" Campbell adds, saying that this connectivity and collaboration that's happening in Houston VC is unique.

“I think there’s a misconception around all we do is oil and gas and life science in Houston, but when you think about what VC-backable companies look like, they’re tech, they’re B2B SaaS, they’re highly scalable, and they don’t tend to be capital-intensive types of things we see corporate venture backing.”

Campbell says, adding "the connectivity and the interest in VC is really taking off. It's an exciting time to be in Houston and Texas in general."

“Plug and Play’s ventures team is based in Silicon Valley and one thing they enjoy about meeting Houston-based founders is valuations tend to be more reasonable than in the Bay Area."

Payal Patel, director of Plug and Play Tech Center in Houston. "There are gems to be found," she adds.

“I don’t know what it is — if it’s something in the water or just Texans being very friendly, but the investors here share deal flow. It takes a village, and I think we all understand a rising tide lifts all boats."

Patel says on the collaborative nature of Houston. "It's really magical."

“What you’re witnessing is a city that has been waiting for industrial innovation to reach the point where it can be adopted at a really high scale, and that happened around 2017.”

Jon Nordby, managing director at MassChallenge Texas in Houston. Nordby adds that MassChallenge in Houston hasn't been keen on consumer tech, or the "grilled cheese delivery apps," as he describes. "We like companies that are in love with problems, not so much in love with solutions. … We build really meaningful tech."

“Over the last year or two, we’ve seen that sleeping giant get awoken. Open and external innovation is newly adopted by more legacy industries where it wasn’t before — and that’s just created a mountain of opportunities for startups and investors alike.”

Nordby says on the shift toward this meaningful, problem-solving technology, which Houston is full of, as he observes.

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