Summary
Fi, a company that makes smart dog collars, is launching a new product called the Fi Ultra. This collar is the first to use Starlink's satellite network to track pets. Unlike other trackers that rely on cell towers, the Fi Ultra can work in remote areas without cell service. The company hopes this will solve a common problem for dog owners: losing track of a pet that runs far away.
Main Impact
The Fi Ultra collar changes how pet tracking works. Most GPS trackers today stop working when a dog goes beyond the range of a cell tower. This leaves owners with no way to find their pet. By using Starlink's direct-to-cell satellites, the Fi Ultra can keep tracking a dog even in places with no cell signal. This could give owners more peace of mind, especially in rural or wooded areas where dogs often get lost.
Key Details
What Happened
Fi's CEO, Jonathan Bensamoun, shared a personal story that led to this product. His German Shepherd, Thor, once ran off after seeing deer in the Hamptons. For several minutes, Bensamoun had no way to find him. This experience pushed Fi to create a collar that works everywhere, not just where there is cell service. The Fi Ultra is the result of a partnership with SpaceX's Starlink network. Starlink has launched over 650 satellites that act like cell towers in space. They can talk directly to LTE devices on the ground without needing a dish or extra hardware.
Important Numbers and Facts
The Fi Ultra costs $199 for the collar itself. Users also need a Fi membership, which costs $99 every six months. Existing Fi subscribers only need to buy the new collar. The battery lasts up to three months on a single charge. It uses machine learning to save power when the dog is at home or asleep. The collar activates full tracking only when the dog goes missing. Fi has raised $45 million in total funding. The company now operates in 38 countries and expects to reach $100 million in yearly revenue this year. The pet wearable market is worth $3.8 billion in 2026 and is expected to grow to $11.4 billion by 2033.
Background and Context
Pet trackers have been around for years, but they all have the same weakness. They depend on ground-based LTE cell towers to send location data. If a dog runs past the last tower, the tracker stops working. This is a big problem for people who live in rural areas or take their dogs hiking. Fi's new collar aims to fix this by using satellites instead. The move comes at a time when the pet wearable market is growing fast. More people are treating their dogs like family and spending more money on their care. Many Americans are having children later in life and spending on pets first.
Public or Industry Reaction
The launch comes after a major shift in the pet tracker market. Fi's rival, Tractive, bought another pet wearable company called Whistle last year. Tractive then shut down Whistle's product line, leaving thousands of users without a working tracker. This created a gap in the market that Fi is now trying to fill. The industry is watching closely because satellite tracking could become the new standard for pet safety. Bensamoun says the goal is to remove the trade-off between letting a dog run free and keeping it safe.
What This Means Going Forward
The Fi Ultra could change how people think about pet tracking. If it works as promised, it will give owners a way to find their dogs in places where no other tracker can. This could be especially useful for people who live near forests, mountains, or large open spaces. The technology also opens the door for other uses, like tracking livestock or wildlife. For now, the service is only available in the United States. But if it succeeds, Fi may expand to other countries. The company's growth shows that pet owners are willing to pay for better safety tools.
Final Take
Fi's new collar solves a real problem that every dog owner fears. Losing a pet is stressful, and current trackers often fail when they are needed most. By using Starlink's satellite network, Fi is offering a solution that works almost anywhere. The product is not cheap, but for many owners, the peace of mind may be worth the price. This launch could set a new standard for what pet trackers can do.
Frequently Asked Questions
How does the Fi Ultra collar work without cell service?
The Fi Ultra uses Starlink's direct-to-cell satellite network. These satellites act like cell towers in space. They can communicate directly with the collar's LTE chip. As long as the collar has a clear view of the sky, it can send location data to the owner's phone. No dish or extra equipment is needed.
How long does the Fi Ultra battery last?
The battery can last up to three months on a single charge. The collar uses machine learning to save power. When the dog is at home or asleep, the collar goes into a low-power mode. It only activates full tracking when the dog leaves a safe area or goes missing.
Is the Fi Ultra available outside the United States?
Right now, the Starlink satellite service is only available in the United States. Fi plans to expand to other countries in the future. The company already operates in 38 countries with its older collar models. The Fi Ultra is the first product to use satellite tracking, and international availability will depend on Starlink's expansion.
