I.D. Systems has named former Qualcomm executive Norman Ellis chief operating officer. Ellis will be responsible for I.D. Systems’ customer-facing operations, including sales, marketing, customer service, implementation and support, the company said.

Prior to joining I.D. Systems, Ellis spent 16 years at Omnitracs, a provider of fleet management solutions and a division of Qualcomm. As vice president of sales, services and marketing for North America, he was responsible for nearly $400 million in annual sales.

“With 35 years of hands-on experience managing sales and operations for global transportation and M2M asset management companies, Norm is an ideal candidate to take on a broad range of responsibilities to help I.D. Systems manage our next phase of growth,” said Kenneth Ehrman, I.D. Systems’ chairman and CEO. “Norm was a key contributor in establishing Qualcomm as a global leader in over-the-road fleet management solutions, and we believe his experience and leadership will help I.D. Systems expand our penetration and share of the growing worldwide market for wireless industrial vehicle management systems and transportation asset management solutions.”

Prior to his career at Qualcomm, Ellis held vice president and senior vice president positions with Service Transport, Overnite Transportation, and Mason and Dixon Lines.