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Then again, there are
all sorts of marine-specific electronics that will further evolve along
with GPS. Consider the Automatic Identity System I highlighted last month,
or so-called GPS gyros, or the conning screen (see page 52); they’re
all exciting big-ship developments that could conceivably be scaled down
to yachts. We’re already combining GPS with fuel-flow meters to generate
valuable information like gph and range at current speed, using DSC to
make location part of boat communications, and adopting telematics systems
that call us at home if the anchor’s dragging.
There’s more, but
certainly all this is a recipe for more confusion about how to equip and
use a boat bridge. There is already enough of that. At my most cynical,
I picture two tribes of boaters: those who are intrigued by all the techie
possibilities but uncertain about which way to go, and those who are not
intrigued, still uncertain, and just want to go boating. Then there are
all the could-be-skippers that blanch at the profusion of screens and
buttons and look for the boat show exit. The common thread, whether old
salt or newbie, like it or not, is that these darn electronics have become
important.
There’s probably
no group more keenly aware of this issue than the honchos of the yachting
business, the good folks pouring over sales reports and customer-satisfaction
surveys…which brings us around to the other side of the crystal
ball. There was no earth-shaking boom per se, but perhaps an industry-wide
pause, when Brunswick recently purchased a controlling interest in Navman,
the New Zealand-based firm on a hot growth streak, mostly in marine electronics
but also in auto and personal navigation. As with the prior acquisition
of Northstar by Brunswick, the press release said that business would
go on as usual, but a little digging suggests a bigger story.
Actually, Brunswick
CEO George Buckley, notably trained as an engineer, is straightforward
about his vision for the world’s largest recreational marine company.
The plan is to use technology to deliver yachts whose helms are as manageable
and satisfying as the dashboard of a fine car. That Navman press release
quotes Buckley thusly: “We believe marine electronics, integrated
with boat and engine technologies, will ultimately make boating simpler
and more enjoyable for our customers. The longer-term opportunities provided
by this acquisition are huge.” Combine that last sentence with Buckley’s
recent statement to investors that the Navman purchase only “completes
the first half of our marine electronics needs.” He even suggested
in a trade journal that Brunswick might be able to leverage its coming
innovations in marine electronics into automotive products. It sounds
like he truly means “huge.”
So will the various
Brunswick brand boats really become like cars, completely equipped under
one warranty and one name—lock, stock, and plotter? What’s the
competition going to do? Genmar is already putting the OnStar-like Volvo
Penta Sea Key on almost all of its new boats and has announced something
called Integrated Vessel Systems, which apparently starts with engine
monitoring but could grow to include everything electronic. Will the traditional
aftermarket in dealer and customer-installed electronics shrivel? What
do the “unacquired” electronics companies have up their sleeves?
Ultimately, will boaters get to walk out of the electronics wilderness
and into the light? Oh yeah, and if boating becomes as easy as driving,
should marine-electronics pundits re-evaluate their career options? I’m
not worried; a fascinating story is unfolding, and Bill Gates just announced
that Microsoft is adding a half-billion dollars to its R&D budget.
I’ll be plenty busy.
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