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Orca wants to give boating navigation its ‘iPhone moment’


Orca wants to give boating navigation its ‘iPhone moment’ – TechCrunch

Boating is a hobby steeped in history and tradition — and so is the industry and those that support it. With worldwide connectivity, electric boats, and other technological changes dragging the sector out of old habits, Orca aims to replace the outdated interfaces by which people navigate with a hardware-software combo as slick as any other modern consumer tech.

If you’re a boater, and I know at least some of you are, you’re probably familiar with two different ways of chart-plotting, or tracking your location and route: the one attached to your boat and the one in your pocket.

The one on your boat is clunky and old-fashioned, like the GPS interface on a years-old budget sedan. The one in your pocket is better and faster — but the phone isn’t exactly seaworthy and the app drains your battery with a quickness.

Orca is a Norwegian startup from veterans of the boating and chart-plotters that leapfrogs existing products with a built-from-scratch modern interface.

“The industry hasn’t changed in the last 20 years — you have three players who own 80 percent of the business,” said co-founder and CEO Jorge Sevillano. “For them, it’s very hard to think of how software creates value. All these devices are built on a user interface that’s 10-15 years old; think about a Tomtom, lots of menus, lots of clicks. This business hasn’t had its iPhone moment, where it had to rethink its entire design. So we thought: let’s start with a blank slate and build a new experience.”

CTO and co-founder Kristian Fallro started working on something like this years ago, and his company was acquired by Navico, one of the big players Sevillano refers to. But they didn’t seem to want to move forward with the ideas, and so he and the others formed Orca to pursue them. Their first complete product opened up for pre-orders this week.