SGBGolf_May09_p26_27:SGBGolf_May09_p26_27 30/04/2009 12:17 Page 26
Field report
Made to measure
After recording great sales figures in the United States, GPS
course-measuring unit GolfBuddy is now out to conquer Europe.
General manager John Ennis explains why
Words: Duncan Lennard
“
G
olf appeals to the idiot in us, and there are to load. You can do ‘all’ or tick the
the child,” said recently departed ones you want. It’ll take three minutes. This is
author and passionate golfer John also how you download updates of courses that
Updike. “Just how childlike golfers become have been altered.”
is proven by their frequent inability to Ennis reports that GolfBuddy has currently
count past five.” mapped around 4,000 of Europe’s 6,000
For some, the hi-tech world of GPS distance courses, and is on target to do the lot by the
measuring devices can seem a bit at odds with end of the year. “We have a team of assistant
that innocent desire to just get out there, smack pros and top amateurs in place doing the
a ball, and perhaps keep count of your shots. mapping, and they send information through to
This is why the true strength of the GolfBuddy a software team in Korea, who can turn the
unit, recently launched in Europe, lies in its information around very quickly.”
simplicity. Straightforward it may be, but the unit is not
For a start there are only two devices, the Pro without its gadgetry. One function is the ability
and the Tour; and the only difference between to mark your own preferred playing points on a
them is that the Tour has a colour screen and course – favourite lay-ups or driving areas – and
costs £50 more – £349.95 to £299.95. get distances to and from them. The system
Courses are pre-loaded on to the unit in their allows up to 11 per hole. Elsewhere you can
thousands, meaning that all golfers have to do store your scoring from up to 1,000 rounds.
between unpacking their GolfBuddy and using GolfBuddy may lack the photo presentation
it is charge up the battery. In fact, you don’t of a CaddyAid or the green reliefs of a
even have to do that; the unit’s long-life SkyCaddie, but where it eclipses all is in its
rechargeable lithium polymer battery is extraordinary memory. The unit can cope with
interchangeable with AAA size. Once at the information on a stunning 20,000 courses;
course, the GPS automatically recognises where SkyCaddie allows 10-12.
golfers are, so there’s no need to punch in a “The technology is there to do it,” explains
course location. Ennis, “but I guess it’s just a question of
Even better, though, is the fact that once business models. When GolfBuddy entered the
golfers have bought a GolfBuddy, they don’t market, brands were using a business model
have to whack any extra costs onto their credit that encouraged repeat buying. GolfBuddy had
card any more. One of its strongest selling to do something dramatic to take market share
points is that GolfBuddy is the only handheld
“
off them, so we’ve gone down the route of
GPS golf device not to ask for course
One of its strongest
selling on a one-hit purchase with no follow-up
download or annual subscription fees. fees.
“The unit will arrive with every available
selling points is that
“It is working for us, because I think it’s
mapped course in Europe already on it, and what people expect. If new roads are built,
use of them all is free,” confirms GolfBuddy’s
GolfBuddy is the only your car sat-nav system doesn’t ask you for
European general manager John Ennis. “If your
handheld GPS golf device
extra cash. Also, in a recession it’s critical
home club isn’t among them, simply put in a people don’t have to face extra charges when
phone request or email via our website. We
not to ask for course
they aren’t completely necessary.”
aim to have it on the system within the month.
download or annual
GolfBuddy has applied that principle to their
“Downloading extra courses is simple too. trade dealings too, by taking the price of the
The device comes with a USB connection that
subscription fees
”
freight out of a profit margin that can exceed
will let you install GolfBuddy Manager, your 30%.
website information link. Once you connect, GolfBuddy hails from Korea and first
the software tells you how many new courses appeared around 2004, when inventor Harry
26 SGB GOLF MAY 2009
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