"The best way for them to be more efficient is to make sure that the miles that they drive are really the miles that they have to drive. And also to help them so that they don't have the empty back hauls, that they are basically loaded all the time. I think it's good for the nation's infrastructure, we don't want a bunch of empty trucks driving around, but it really is very important for them." Tell me how your technology helps to address that. "As we're seeing on the consumer end, people are finally realizing that turn by turn navigation is really important. And what we've done over the years is just put that in software." What ALK is building in, for the trucking industry and consumers, is a communication system using mobile phone signals so vehicles, trucks or cars, that use the technology, can automatically alert each other to circumvent traffic tie ups. Bloomberg Boot Camp, I'm Fred Fishkin.