SGBGolf_May09_p26_27:SGBGolf_May09_p26_27 30/04/2009 12:18 Page 27
Field report
Jung started marketing brand name that is not
the device. His units yet established around
quickly found the world,” he says.
acceptance and within a “But what is interesting
year GolfBuddy was is the technology and the
market leader – no mean support behind the
achievement in Korea’s brand. There is a solid
ultra-technological business plan for how
society. we can attain the status
Jung then set out to we require, which is to
conquer the world. In be number one in the
2006 he set up SkyHawk GPS golf market.
technology in California, “Plus the team at
and set about GolfBuddy is very
challenging SkyCaddie’s interesting and
dominance in the US passionate; it was
GPS market. By 2007 exciting to move to that
GolfBuddy had made from a more traditional
serious inroads into the company relying maybe
American share, too much on its past,
reaching number two. and maybe not having
With the brand the aspirations this brand
established in the States, has. There is the
Jung turned his attention enthusiasm and the
to Europe. technology to progress
“When I first met here, and as future
Harry in October 2007, models roll out we’ll see
he was deciding what to do in Europe,” Ennis Above: on course – Renowned PGA pro Rick Smith (right) a lot more advancements.
recalls. “Eventually he decided to form a puts GolfBuddy through its paces “I see it as moving from a stable if somewhat
subsidiary in Europe and tackle the market stale market, especially during a recession, to a
directly, as opposed to through a distributor. market that is showing an enormous potential
He’s looking for a total Europe market share, to grow, all around Europe.”
and I think that if you tried to conquer Europe Ennis’s confidence in the GPS market is based
through distributors alone the proposition on his belief in emerging consumer interest and
becomes a little bit draining in terms of its acceptance. “Just think back five years to how
passion and long-term sustainability.” many people had GPS in their cars, and how
The decision represents a commitment to many have it now. Even in a recession new
Europe that is backed up in other ways. The products and technologies are interesting to
unit is programmed to use French and German people, and in the modern world I believe they
wording as well as English, selected via a drop- feel psychologically pushed to try them out.
down menu, with Spanish and Italian to come. Acceptance is there because of the navigation
Customer service phone lines have been set up in cars, and when the PGA and R&A relaxed the
in Madrid, Milan, Paris, Dortmund, London, rules (in January 2006), and allowed the devices
Stockholm, Amsterdam and Dublin. Units can, to be used in competitions, it opened up the
of course, flit between metres and yards. market.
GolfBuddy’s European subsidiary was formed “But fundamentally, my confidence is based
in December last year, and is based in Dublin. on the value and simplicity of the product. One
“It’s early days, but we are now operational,” of our catchphrases is ‘Just turn it on and play’.
says Ennis. “We are selling units, with retail None of our rivals can boast that.”
teams in place around Europe, call centre lines
are active, warehouses are operating and
product is on the shelves.” Contacting GolfBuddy:
To have someone of Ennis’s experience at the UK Tel: +44 203 318 1768
helm – he has worked in Europe’s golf markets
Ireland: +353 1 484 5651
for 25 years – is a boost for the brand. In taking
Germany: +49 231 1397 4647
on his role with GolfBuddy, there is quite a
Holland: +31 20 808 0960
contrast between this post and Ennis’ previous
France: +33 1 7997 5051
job running MacGregor’s European operations.
Spain: +34 91 187 6421
The MacGregor brand, troubled though it may
Italy: +39 02 4070 8343
be, has a 112-year heritage in golf hardware,
Sweden: +46 8 5250 0172
whereas GolfBuddy has served for five years in
the nascent hi-tech market.
W: www.gpsgolfbuddy.eu
“It’s certainly very different being with a
E: support@gpsgolfbuddy.eu
SGB GOLF MAY 2009 27
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40