Fi is launching the Fi Ultra, the first pet tracker to use SpaceX's Starlink direct-to-cell satellite network. Unlike existing GPS collars that rely on ground-based LTE towers and go dark in remote areas, the Fi Ultra connects directly to over 650 low-earth-orbit satellites, keeping pets trackable anywhere with a clear sky view. Priced at $199 plus a $99 semi-annual membership, the collar uses machine learning to extend battery life up to three months. Fi has raised $45M, operates in 38 countries, and expects to surpass $100M in annual recurring revenue this year. The launch highlights how direct-to-cell satellite connectivity is rapidly expanding beyond smartphones into consumer IoT devices.
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