Longtime followers of this column may remember my previous discussions about the pet technology company, Halo Collar. Established by siblings Ken and Michael Ehrman, the company produces an internet-connected dog collar that, in conjunction with a corresponding smartphone application, simplifies the monitoring of one’s canine companions by establishing a virtual boundary around their whereabouts. The inspiration behind Halo Collar stemmed from the necessity of accessibility, particularly for the brothers’ elderly mother who may struggle to chase after her dogs if they stray in the neighborhood. Thus, the device’s utilization of a geofence enables her to grant her furry friends off-leash freedom while still being able to monitor them without physical strain. In essence, products like the Halo Collar serve as assistive technology, facilitating individuals in caring for their pets in a more accessible manner. This is especially significant for guide dog owners, as the proper care of the dog is crucial for its ability to effectively assist its human companion. The Halo Collar streamlines this process for both parties.
The ethos that holds true for Halo Collar is also exemplified in the endeavors of the Petcube team.
Andrey Klen, one of the founders of Petcube, emphasized the significance of pets as integral members of the family. He highlighted the $100 billion US market dedicated to pet care, portraying it not merely as a pastime but as a fundamental necessity. Klen underscored the recession-proof nature of this market, attributing it to the unwavering love and care people have for their animal companions. He noted the shifting trends where millennials delay having children and redirect their affection towards pets, while empty nesters often adopt pets when their children leave home. Sometimes, the bond with pets surpasses that with other humans, prompting individuals to strive for excellence in pet care just as they would for their human offspring. Technology plays a pivotal role in enhancing this aspect of pet care.
Both Halo Collar and Petcube share a common goal of harnessing Wi-Fi and cellular technologies to track pets’ movements. Klen, based in Kyiv, Ukraine, amidst the turmoil of air bomb devastation, revealed that Petcube, with a 12-year legacy, pioneered the connected pet category. Despite the rapid progress in the tech industry, pet technology has lagged behind, prompting Klen and his team to bridge this gap and simplify pet parenting through innovative solutions. The core mission of Petcube, as articulated by Klen, revolves around connecting pets to the digital realm and amplifying their voices. With 60 employees scattered globally, Petcube operates as a cohesive unit, with Ukraine serving as a central hub. For Klen, a lifelong pet owner, his dog Pablo serves as a source of solace and empathy amid the chaos unfolding in his city.
Similar to my discussions with the Ehrman brothers, Klen emphasized the importance of spotlighting dogs’ welfare, considering the alarming number that go missing in the US annually. He likened the Petcube device to a cellphone, utilizing mobile networks to pinpoint a dog’s precise location, track their activities, and even provide insights such as steps taken and calories burned. The device communicates with cell towers, enabling owners to establish geofences and receive alerts if their pets wander off. The hardware boasts durability and water resistance, with a long-lasting battery and features like LED lights for visibility in low-light conditions and an audible beeper for training purposes.
Klen emphasized the priceless value of peace of mind that Petcube offers, particularly in preventing the distressing scenarios of pets getting lost. The interactive cameras provided by Petcube serve a similar purpose within homes, while the tracker extends this safety net outdoors. The company’s vision encompasses building a connected ecosystem of devices that cater to all aspects of pet care, with a focus on continuous innovation and customer feedback to enhance their offerings.
Looking ahead, Petcube aims to evolve into a comprehensive platform that addresses all pet-related needs, expanding their product range to tackle a broader spectrum of challenges. The data collected not only drives their research and development initiatives but also empowers pet owners to stay informed about their pets’ well-being and activities. Ultimately, Klen envisions a future where pets have a voice of their own, a testament to the transformative impact technology can have on enhancing the bond between humans and their beloved animal companions.