The device, which retails for $199 plus a subscription, aims to maintain connectivity in remote areas where traditional LTE cellular towers fail, ensuring pet owners can track their dogs beyond the reach of standard terrestrial networks.
Satellite Connectivity and Coverage
The Fi Ultra functions by connecting to Starlink’s satellite constellation, which uses over 650 satellites to provide cellular-like coverage from orbit. According to Fi founder Jonathan Bensamoun, the primary limitation of existing GPS pet trackers—including earlier Fi models, Tractive, and Garmin devices—is their reliance on ground-based LTE infrastructure. When a dog moves into a "dead zone" without cellular service, the tracker stops transmitting data.
The integration with SpaceX’s direct-to-cell technology allows the device to communicate with satellites without requiring a bulky dish or specialized hardware on the collar. The device requires a clear view of the sky to maintain a signal, providing a broader range of coverage for owners in rural or mountainous regions.
Battery Management and Hardware
The Fi Ultra is designed to balance advanced tracking with power efficiency. The device utilizes machine learning to monitor the dog’s activity levels. When the dog is detected at home or sleeping, the collar enters a low-power state to conserve battery life. The system is programmed to activate full tracking capabilities immediately if the dog is detected moving outside of a designated safe zone. According to company specifications, the battery can last up to three months on a single charge.
Market Context and Competition
The pet wearable industry is experiencing significant growth, with market valuations projected to reach $11.4 billion by 2033, according to industry data. Fi, which has raised $45 million in total funding led by Longview Asset Management, is positioning the Ultra as a premium offering in a crowded sector.
The release follows recent consolidation in the market. In August 2024, Austrian competitor Tractive acquired the pet wearable company Whistle. Following the acquisition, Tractive discontinued the Whistle product line, rendering existing devices inoperable and leaving a segment of the user base without service. Fi has spent the past year expanding its operations into 38 countries and is targeting $100 million in annual recurring revenue (ARR) for the current year.
Pricing and Subscription Model
The Fi Ultra hardware is priced at $199. Users are also required to maintain a subscription, which costs $99 per six-month period. Existing Fi subscribers who choose to upgrade to the new hardware can transition their accounts to the Ultra device while keeping their current service plans.
Key Specifications
| Feature | Specification |
|---|---|
| Network | Starlink Direct-to-Cell |
| Hardware Cost | $199 |
| Subscription | $99 per 6 months |
| Battery Life | Up to 3 months |
| Power Management | Machine learning-based |