Item tracking startup Adero is laying off 45% of staff, just weeks after it pivoted – TechCrunch

Item tracking startup Adero is laying off 45% of staff, just weeks after it pivoted – TechCrunch

Pivots can be the making of a startup, helping teams refocus on a good idea when previous things haven’t worked. But sometimes, they are just one more step on a difficult track. TechCrunch has learned and confirmed that Adero — an Amazon-backed maker of Bluetooth-enabled tracking tags that until last December was known as TrackR — is laying off at least 45 percent of its staff. The cuts come as Adero refocuses on building software instead of hardware products, and attempts to build

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