Emerging Bets at the Intersection of Technology & Culture: Part II

7/30/2019 Emerging Bets at the Intersection of Technology & Culture: Part II

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EMERGING

BETS

VOLUME 02, MAY 2013

AT THE

INTERS

ECTION

OF

TECHNOLOGY&

CULTURE

Deutsch LAPRODUCT OF

For the second year, Deutsch LAs Invention teamjourneyed to CES and SXSWi to wade through

hundreds o new products and services. What ollows is an exploration into the emerging trends

and lessons, culled rom that adventure, that brand marketers can apply to their own businesses.
http://www.deutschinc.com/http://www.deutschinc.com/http://inventioni.st/purpose/http://www.deutschinc.com/http://inventioni.st/http://inventioni.st/purpose/


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CC-BY-NC-ND 3.0 - Deutsch LA 2013

Page 2 of 10Authored by: Bud Caddell, Charlotte Myerberg, and Rachel Mercer

Invention began at Deutsch LA with the mission to solve complex

business problems through means that fall outside the comfortable

mold of advertising deliverables. Our team is charged with developing

disruptive offerings, relationships, and business models for our clients.

With that in mind, we attended two of the leading conferences relevant

to our industry - CES and SXSWi - to examine startups and products

that build on or extend emerging behaviors and technologies.

Startups and burgeoning products represent emerging bets

at the intersection of technology and culture. Any product that

a company produces is inherently a prediction for the future. CES

and SXSWi represent a rare opportunity to view hundreds of those

predictions in a single location, all vying for attention and adoption.

From these bets, weve collected an overall view of rising trends and

what brands and marketers can learn from those trends.

CES, which is typically a conference for major hardware brands,was showcasing more and more startups in the hardware spacethis year. Conversely, SXSW Interactive, which has in the pastbeen the launching pad for applications and software, this year

showcased a number of startups(and brands) emerging inthe hardware space. So why this marked attention and activityamong hardware startups? We have three theories:

More Accessible 3D Printing: 3D printers were oneveryones list of top disruptions this year and weve begunto see a plethora of consumer-grade entrants.

The Internet of Things: The internet is no longercontained to just a smartphone or a computer. Were entering

an era where pretty much any object can turn into a Wi-Fi-enabled, data-sharing, communicating device.

Crowdfunding: The cost of prototyping has decreasedbut the cost of mass production is still high. Thankfully,platforms like Kickstarter and IndieGoGo allow entrepreneursto share ideas with the world and get funding all withoutmeeting a single VC.

About This Report

The Big Trend: The Rise ofthe Hardware Startup

PRODUCTS, STARTUPS,

AND COMPANIES

CONSIDERED FOR THIS

RESEARCH

AEE AliveCor Alice Receptionist

Ant+ Archos AT&T Audi

Audio Tag Better Doctor Brinno

CarbonAudio Care at Hand

Careport Health ChargeCard

Clingo Allsop Concept

Enterprises Connect for a Cause

Cordots CST-01 CTA Digital

Delve Dish Network Drive

N Talk Dropcam ElectNext

Eton EVZDrop FitBit Fitbug

Fleksy Ford Fujilm Garmin

General Motors Generation CQ

Goodnight Lamp Grinbath Guide

Hapilabs Hipstreet Homesnap

Huawei HyperShop iLumi

Solutions InfoActive Ingersoll

Rand Intel INRFOOD iHealth

Jamstik Late Labs Leapfrog

LG Luardi Lynx Labs MakerBot

Makie Labs Marvell Technology

Group MayFonk Medicast

Memoto MeterPlug Mist

Mitsubishi Movea MNML MrArlo Muse MyLearn Nectar

Nexia Neurosky NeuroTrack

Nokia Now Nvidia Oculus Rift

Olloclip PAR Works Pebble

Phone2Action Piston Plotter

Polaroid Panasonic Razer Rest

Devices Reel Genie Revolights

ReWork RollTech Runtastic

Rydeen Parrot Samsung

Sony Speek Splenvid

Sportsbeat Spree StickNFind

Supermechanical Sungale TCL

TedCas Thinkware Thomson Tisa Games Togather ToTo TV

Tractive Travelocity Tucano

Tumi Une Bobine Urban

Hello USPS Valve Verizon

Vision Tech America Wanderu

WatchUp Westinghouse

Zensorium Zoomdata Zoom Tilt

Z Wave

1.

2.

3.
http://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/https://twitter.com/bud_caddellhttps://twitter.com/charrussehttps://twitter.com/rachelmercerhttps://twitter.com/rachelmercerhttps://twitter.com/charrussehttps://twitter.com/bud_caddellhttp://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/


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AliveCor

DIY Technology

Consumer

Electronics

3D Printing

Health and Wellness

Home

The Internet o

Things

Mobile Accessory

Quantifed Sel

Toys and Games

Wearable Technology

Beam Technologies

Bia

Brainbot

Breathometer

Fabule Fabrications

Grippity

Lightup

Molecule Synth

Coco Controller

Flomio

Helio

Makerbot

Ninja Blocks

Double Robotics

Focus

Hiku

Makible

Nomiku

Dropcam

Good Night Lamp

LIFX

Misft Wearables

Formlabs

Leap Motion

Memoto

InteraXon

Makie Labs

Olloclip

Rest Devices

Ouya

Sensus / Canopy

Tagstand

Pebble

Spark

Twine

POWERLeap

Pinnochio

PetHub

StickNFind

U Grok It

2013 HardwareStartup TrendsEmerging hardware startups and the trend

categories they fall into.
http://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/https://twitter.com/bud_caddellhttps://twitter.com/charrussehttps://twitter.com/rachelmercerhttp://alivecor.com/http://beamtoothbrush.com/http://www.bia-sport.com/http://brainbot.me/http://breathometer.com/http://beta.fabule.com/http://grippity.com/http://www.lightup.io/http://moleculesynth.com/http://cococontroller.com/http://www.flomio.com/http://www.ridehelios.com/http://makerbot.com/http://ninjablocks.com/http://www.doublerobotics.com/http://www.foc.us/http://www.hiku.us/http://makible.com/http://www.nomiku.com/https://www.dropcam.com/http://goodnightlamp.com/http://facebook.com/lifxlabshttp://www.misfitwearables.com/http://formlabs.com/http://www.leapmotion.com/http://www.memoto.com/http://www.interaxon.ca/http://makie.me/http://www.olloclip.com/http://restdevices.com/http://www.ouya.tv/http://getsensus.com/http://www.tagstand.com/http://getpebble.com/http://www.sparkdevices.com/http://supermechanical.com/http://powerleap.net/http://pinocc.io/http://pethub.com/http://www.sticknfind.com/product/sticknfindhttp://www.ugrokit.com/https://twitter.com/rachelmercerhttps://twitter.com/charrussehttps://twitter.com/bud_caddellhttp://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/http://www.ugrokit.com/http://supermechanical.com/http://www.tagstand.com/http://www.sticknfind.com/product/sticknfindhttp://www.sparkdevices.com/http://getsensus.com/http://restdevices.com/http://powerleap.net/http://pinocc.io/http://pethub.com/http://getpebble.com/http://www.ouya.tv/http://www.olloclip.com/http://www.nomiku.com/http://ninjablocks.com/http://moleculesynth.com/http://www.misfitwearables.com/http://www.memoto.com/http://makie.me/http://makible.com/http://makerbot.com/http://www.lightup.io/http://facebook.com/lifxlabshttp://www.leapmotion.com/http://www.interaxon.ca/http://www.hiku.us/http://www.ridehelios.com/http://grippity.com/http://goodnightlamp.com/http://formlabs.com/http://www.foc.us/http://www.flomio.com/http://beta.fabule.com/https://www.dropcam.com/http://www.doublerobotics.com/http://cococontroller.com/http://breathometer.com/http://brainbot.me/http://www.bia-sport.com/http://beamtoothbrush.com/http://alivecor.com/


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Key Trends

3D Printing and Maker Culture

2013 might just be the year that Maker Culturegoes mainstream. An outbirth of DIY culture,

Maker Culture stresses the rapid development

of technological leaps of imagination and has

played a signicant role in the tech scene for the

last 5-6 years. With the increase of companies

supplying 3D printers, the decrease of their

overall cost, and the rise of new communities

beyond MAKE magazine, Maker Culture is

attracting disciples outside of the tech eld.

At this years conferences, we also saw how 3Dprinting is impacting diverse industries, with a

major emphasis on health, as many organizations

are looking to the technology to solve pertinent

issues in the space. Moreover, we believe that 3D

printing is poised to disrupt manufacturing as a

whole, as we see companies being built entirely

on the creation of 3D-printed products.

3D Printers and Scanners

Makerbot:One of the rst consumer-friendly

3D printers, the Makerbot Replicator, has been

on the market for a number of years, and is

starting to gain mainstream momentum. Bre

Pettis, founder of Makerbot, gave the opening

keynote at SXSWi this year, and talked about how

the community is using the product in new and

transformative ways. His stories ranged from a

father who made insoles for his daughter so she

could be tall enough for an amusement park ride,

to a pair of doctors in South Africa creating low-

cost prosthetics for children. [Retails at $1,999]

Digitizer:Launched at SXSWi, the Digitizer is

the newest product from Makerbot and received

widespread attention. Think of the tool as a 3D

version of your desk scanner. Now any object

can be copied by using the Digitizer and

Makerbot in tandem. While it hasnt hit markets

yet, it will be interesting to see how it will be used

by the community, and how manufacturers avoid

potential piracy. [Retail TBD]

7

Number of panelsand events aroundhardware at SXSW

in 2012.

24

Number of panels andevents around hard-ware at SXSW this

year, a 350% increaseover last year.

Hardware at SXSW

110

Number of startupswho attended CESin 2012.

154

Number of startupswho attended CES in2013, a 40% increase

over last year

Startups at CES

From 2012 to 2013, theres been a signicant increase in hardware startups at major tech conerences.

.
http://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/https://twitter.com/bud_caddellhttps://twitter.com/charrussehttps://twitter.com/rachelmercerhttp://en.wikipedia.org/wiki/Maker_culturehttp://en.wikipedia.org/wiki/Maker_culturehttp://en.wikipedia.org/wiki/Maker_culturehttp://en.wikipedia.org/wiki/Maker_culturehttp://www.makerbot.com/http://www.makerbot.com/http://store.makerbot.com/digitizer.htmlhttp://store.makerbot.com/digitizer.htmlhttps://twitter.com/rachelmercerhttps://twitter.com/charrussehttps://twitter.com/bud_caddellhttp://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/http://store.makerbot.com/digitizer.htmlhttp://www.makerbot.com/http://en.wikipedia.org/wiki/Maker_culturehttp://en.wikipedia.org/wiki/Maker_culturehttp://en.wikipedia.org/wiki/Maker_culturehttp://en.wikipedia.org/wiki/Maker_culture


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Key Trends (contd)

The CubeX is a new consumer-friendly

competitor to the Makerbot.

CubeX 3D: Makerbot isnt the only product of its

kind on the market. One competitor is the CubeX

3D, which won CNETs Best of CES award. This

high-end printer, aimed at both enthusiasts and

professionals, can print 15% larger objects than

any other printer currently on the market. [Retails

at $2,499]

Startups built on 3D Printing

Makie: A startup from the UK, Makie, createscustom dolls for young girls and a winner of the

SXSW Accelerator competition. Makie allows

customers to choose specic attributes for the

doll they want online and have it produced just

for them. Years ago, a venture like this would

be almost impossible because of time and

resources, but 3D printing makes it easy to make

personalized creations quickly, and at a lower

cost than typical manufacturing processes.

Peeko: From Rest Devices, the Peeko Monitor isthe next-level baby monitor, a onesie for babies

that tracks their breathing, activity, temperature,

and noises. Parents can access this data on their

mobile phone with an accompanying app. Peeko

showcased their product at CES with 3D-printed

(thanks to Makerbot) prototypes for customers to

experience.

Internet of Things

In 2007, the world was wowed when the iPhone

was released, for the rst time ever putting the

power of a computer in our pocket. Moores Lawhas since been chugging away and now storage

and processing power can t into increasingly

smaller and smaller things. As a result, were

starting to see a whole new era of connected

devices, giving our houseplants the ability to

tweet and our glasses the ability to project

location-based information onto our retinas.

This new wave of hardware-based products

launching at major conferences is leading to a

shift in marketing tactics as well. Flashy boothsin conference halls and free T-shirts are one

thing, but hardware startups are looking for more

creative ways of getting the actual product into

peoples hands. Lytro, a light-eld camera that

lets you refocus images after you take them,

rented out their devices to SXSW attendees for

24 hours so they could play with the product in

real-world scenarios.

Google Products

Google Talking Shoes:Last year at SXSW,

everyone was talking about the Nike Fuelband,

a hardware product from Nike that tracks your

everyday movement and helps you visualize

your progress online. This year, Google took

quantied self to a new level, with a prototype

of talking sneakers that tracked activity and

motivated you to keep moving with audible words

of encouragement.
http://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/https://twitter.com/bud_caddellhttps://twitter.com/charrussehttps://twitter.com/rachelmercerhttp://cubify.com/cubex/http://www.makielab.com/http://www.restdevices.com/http://techcrunch.com/2013/03/09/google-shoes/http://techcrunch.com/2013/03/09/google-shoes/https://twitter.com/rachelmercerhttps://twitter.com/charrussehttps://twitter.com/bud_caddellhttp://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/http://techcrunch.com/2013/03/09/google-shoes/http://techcrunch.com/2013/03/09/google-shoes/http://www.restdevices.com/http://www.makielab.com/http://cubify.com/cubex/http://cubify.com/cubex/


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Google Glass:Toward the end of the

conference, Google hosted a demonstration of

Google Glass, essentially a wearable, voice-

controlled smartphone that lives in the lens of

eye glasses. Seeing the presenter and membersof the audience wearing the device felt like a

glimpse into a very distant future.

The Memoto can be clipped on to record all the

moments in your day.

Wearable Technology

Memoto: One of the nalists of SXSW

Accelerator, Memoto, is a tiny, wearable camera

that takes a picture every second. It takes

lifestream to a whole new level. The camera

also serves as a GPS so it can organize photos

by location. By connecting the camera to your

computer, you can browse, search, and share

(quite literally) your life.

Pebble:While were all hearing about the rumors

that Samsung and Apple will soon release smart

watch devices, it turns out that some scrappy

startups beat them to it. The Best in Show award

at CES went to Pebble, an e-ink watch that can

sync with your phone, and is easily customizable

based on the users demand. The watch can be

used for anything from monitoring a golf swing to

controlling a music playlist.

Key Trends (contd)Healthcare Products

Sure Response: A new service from Verizon,

Sure Response is essentially a system that lets

you keep track of an elderly parent, or any lovedone who might need assistance. Users can push

a help button and automatically deliver location

information in the event of an emergency to a set

list of recipients, from your signicant other, to a

caretaker, to a 911 response.

HealthID:Another product from Verizon,

HealthID, is an NFC (near eld communication)-

powered wristband that contains important

personal information that you can have on

you wherever you go. Your medical record,allergy, and pre-existing condition information

can be wirelessly transferred to an emergency

responder from the device.

Canopys Sensus Case lets users add touch

functionality on the back and sides of their

smartphone devices

Smart Device Cases

Sensus:A new product from Canopy, the

Sensus Case adds touchscreen functionality

to the back and right-hand side of your Apple

mobile device. This lets users interact with any

experience on screen without blocking the view

of the screen in a more comfortable and relaxed

position.
http://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/https://twitter.com/bud_caddellhttps://twitter.com/charrussehttps://twitter.com/rachelmercerhttp://www.google.com/glass/start/http://memoto.com/http://memoto.com/http://getpebble.com/http://getpebble.com/http://www.theverge.com/2012/1/11/2700660/verizon-sureresponse-is-a-panic-button-for-the-elderly-hands-onhttp://news.verizonwireless.com/news/2013/CES/health-id-profile.htmlhttp://news.verizonwireless.com/news/2013/CES/health-id-profile.htmlhttp://www.getsensus.com/http://www.getsensus.com/https://twitter.com/rachelmercerhttps://twitter.com/charrussehttps://twitter.com/bud_caddellhttp://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/http://www.getsensus.com/http://www.getsensus.com/http://news.verizonwireless.com/news/2013/CES/health-id-profile.htmlhttp://www.theverge.com/2012/1/11/2700660/verizon-sureresponse-is-a-panic-button-for-the-elderly-hands-onhttp://getpebble.com/http://memoto.com/http://memoto.com/http://www.google.com/glass/start/


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AliveCor:Cases can also provide life-saving

functionality, too. AliveCor is a heart monitor

within an iPhone case that, when grasped,

records an accurate electrocardiogram that issent through app the on their phone.

Crowdfunding

An entrepreneur, garage-based engineer, or

general hobbyists ideas are no longer limited to

their personal network to raise money. With the

popularization of crowdfunding platforms like

Kickstarter and IndieGoGo, product development

is becoming easier than ever.

Tech conferences are often the place where

software startups try to make a lot of noise, woo

investors, and hopefully raise some funding

while theyre there. Learning from this technique,

hardware startups collect some initial interest on

a crowdfunding sites, then use the conferences

as a venue to introduce the product to a much

larger audience. In fact, its more important to

nd a connection with the general consumeror early adopter at these events, since they are

more likely to be the potential investors.

Wearable Tech

Shine: A product from Mist, Shine is a

wearable activity tracker that connects to your

phone. The design is minimal and the feedback

focuses on reaching daily tracking goals. The

waterproof product offers versatility by tracking

steps, bike pedals, and swim strokes.

CST-01:Like Pebble, CST-01 proves that the

watch is hardly a piece of dead technology. The

CST-01 is an e-ink watch being promoted as the

Key Trends (contd)

0

375K

750K

1.125M

1.5M

Robot Dragonfly StickNFind Misfit Shine BugASalt Facewatch Elevation Dock CST-01 Galileo Twine Memoto

1M

Funded on IndieGoGo Funded on Kickstarter Average Initial VC Investment in a Startup

According to BuzzSpark, the average startup in its rst year receives ~$1M in VC unding. Over the lastyear, weve seen crowdunding sites become a nearly equally efective approach or hardware startups

as projects begin to attract press and platorms attract more users.
http://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/https://twitter.com/bud_caddellhttps://twitter.com/rachelmercerhttp://www.alivecor.com/http://www.alivecor.com/http://www.misfitwearables.com/shinehttp://www.misfitwearables.com/shinehttp://www.kickstarter.com/projects/1655017763/cst-01-the-worlds-thinnest-watchhttp://buzzsparks.org/https://twitter.com/rachelmercerhttps://twitter.com/bud_caddellhttp://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/http://buzzsparks.org/http://www.kickstarter.com/projects/1655017763/cst-01-the-worlds-thinnest-watchhttp://www.misfitwearables.com/shinehttp://www.alivecor.com/


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Page 8 of 10Authored by: Bud Caddell,Charlotte Myerberg, and Rachel Mercer

worlds thinnest watch. After raising over $500K

on Kickstarter, it went on to win many of the Best

in Show awards across CES.

The CST-01s E-Ink Display

Product Add-Ons

Olloclip:Focusing on the increasingly-popular

photography space, Olloclip is a 3-in-1 lens that

easily attaches to an iPhone, offering sheye,

wide-angle, and macro options. Olloclip had

a big presence at SXSW, but it wasnt exactlymaking its debut. It started raising money in

2011 on Kickstarter and gained enough ground

to make a big splash at the tech conference this

year.

StickNFind: StickNFind are Bluetooth stickers

that you can put on devices so that you never

lose them. The stickers come with a partnered

iPhone app which serves as a sort of RADAR

for these commonly misplaced items. A smart

simple idea that solves a real consumer unmetneed.

Connecting Digital to Physical

The Meter Plug: Ever since the launch of Nest,

a smart, learning thermostat, tools to make the

home more eicient are becoming increasinglypopular. One product, The Meter Plug, is a smart

outlet plug that pairs with your smartphone to

tell you how much power dierent devices in

your home are using on a regular basis.

Twine:Austin-based company Supermechanical

recently launched Twine, a device that lets you

connect any physical object to the internet. It

is Wi-Fi enabled with a sensor that can detect

movement, temperature, or other changes in your

home and alert you on your mobile phone.

Supermechanicals Twine

Key Trends (contd)
http://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/https://twitter.com/bud_caddellhttps://twitter.com/charrussehttps://twitter.com/rachelmercerhttp://www.olloclip.com/http://www.olloclip.com/http://www.sticknfind.com/http://meterplug.com/http://supermechanical.com/http://supermechanical.com/https://twitter.com/rachelmercerhttps://twitter.com/charrussehttps://twitter.com/bud_caddellhttp://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/http://supermechanical.com/http://supermechanical.com/http://meterplug.com/http://www.sticknfind.com/http://www.olloclip.com/http://centralstandardtiming.com/


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Page 9 of 10Authored by: Bud Caddell,Charlotte Myerberg, and Rachel Mercer

What brands can learnfrom these trends

Tools that Empower More Making

What makes products like Makerbot or Twine

disruptive is that they are extremely user friendly,

giving anyone the tools to make things without a

steep learning curve. Twine doesnt require any

coding skills to implement, allowing anyone to

hack everyday objects and add connectivity.

Brands are accustomed to distributing products

that are feature complete and most large

corporations legally ght those that hack their

products. Were at the beginning of a cultural

expectation that products should be malleable,that the delivery of a product or device is merely

the beginning (nay, an invitation) for consumer

collaboration. Brands are accustomed to inviting

UGC in their marketing, but organizations should

become more comfortable with consumers

augmenting and adapting their products as well.

Products for your Products

Typically, new digital ideas look a lot like

microsites, mobile apps, and social campaigns;

but they dont always have to. And just because

your brand already makes a physical product

(like a car, or a beer bottle) doesnt mean that

your digital ideas couldnt be an object that can

augment the current offering. Companies like

Sensus or Alivecor are examples of physical

products that add digital functionality to the

iPhone, much like an app. In the future, will the

app store evolve into selling hardware products,too?

2012 Present

2.22.2012Nike Fuelband

A bracelet that tracks ausers daily activity, thisdevice interacts with Nike+and steps or activities areconverted into Fuel Points.

8.24.2012Evernote Smart Notebook

Moleskine which pairs withthe Evernote App, makingall sketches and notessearchable, forever.

2.2.2013Oakley AirWave

HUD embedded in Oakleysgoggles which links to userssmartphones and providesmetrics feedback like the FuelBand.

1.09.2013Disney MyMagic+Disney rolls out testing fora wearable bracelet withembedded RFID tags. Thesecan serve as a new ticketing,payment, and trackingsystem within the park.

4.11.2013Heineken Smart BottleHeineken created a beerbottle for Milan Design Weekthat reacts to the drinkersmovements and environment.

6.13.2012Evian SmartdropA prototype magnet andsubscription service that letsfamilies or businesses orderEvian bottled water to theirdoor on the spot.

While the Fuelband takes the lions-share o press when it comes to companies making products, therehas actually been a steady increase o companies creating standalone hardware products and services

that are available directly to the consumer. We cover these regularly over atour blog, Inventioni.st.
http://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/https://twitter.com/bud_caddellhttps://twitter.com/charrussehttps://twitter.com/rachelmercerhttp://inventioni.st/2012/06/nike-fuelband/http://inventioni.st/2012/06/nike-fuelband/http://inventioni.st/2012/06/nike-fuelband/http://inventioni.st/2012/06/nike-fuelband/http://inventioni.st/2012/06/nike-fuelband/http://inventioni.st/2012/06/nike-fuelband/http://inventioni.st/2012/06/nike-fuelband/http://inventioni.st/2012/08/evernote-smart-notebook-by-moleskine/http://inventioni.st/2012/08/evernote-smart-notebook-by-moleskine/http://inventioni.st/2012/08/evernote-smart-notebook-by-moleskine/http://inventioni.st/2012/08/evernote-smart-notebook-by-moleskine/http://inventioni.st/2012/08/evernote-smart-notebook-by-moleskine/http://inventioni.st/2012/08/evernote-smart-notebook-by-moleskine/http://inventioni.st/2012/11/oakley-airwave/http://inventioni.st/2012/11/oakley-airwave/http://inventioni.st/2012/11/oakley-airwave/http://inventioni.st/2012/11/oakley-airwave/http://inventioni.st/2012/11/oakley-airwave/http://inventioni.st/2012/11/oakley-airwave/http://inventioni.st/2012/11/oakley-airwave/http://inventioni.st/2013/01/disney-mymagic/http://inventioni.st/2013/01/disney-mymagic/http://inventioni.st/2013/01/disney-mymagic/http://inventioni.st/2013/01/disney-mymagic/http://inventioni.st/2013/01/disney-mymagic/http://inventioni.st/2013/01/disney-mymagic/http://inventioni.st/2013/01/disney-mymagic/http://inventioni.st/2013/01/disney-mymagic/http://inventioni.st/2013/04/heineken-smart-beer-bottle/http://inventioni.st/2013/04/heineken-smart-beer-bottle/http://inventioni.st/2013/04/heineken-smart-beer-bottle/http://inventioni.st/2013/04/heineken-smart-beer-bottle/http://inventioni.st/2013/04/heineken-smart-beer-bottle/http://inventioni.st/2013/04/heineken-smart-beer-bottle/http://inventioni.st/2012/06/evian-smartdrop/http://inventioni.st/2012/06/evian-smartdrop/http://inventioni.st/2012/06/evian-smartdrop/http://inventioni.st/2012/06/evian-smartdrop/http://inventioni.st/2012/06/evian-smartdrop/http://inventioni.st/2012/06/evian-smartdrop/http://inventioni.st/2012/06/evian-smartdrop/http://inventioni.st/insights/the-list/https://twitter.com/rachelmercerhttps://twitter.com/charrussehttps://twitter.com/bud_caddellhttp://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/http://inventioni.st/insights/the-list/http://inventioni.st/2012/06/nike-fuelband/http://inventioni.st/2012/06/evian-smartdrop/http://inventioni.st/2012/08/evernote-smart-notebook-by-moleskine/http://inventioni.st/2012/11/oakley-airwave/http://inventioni.st/2013/04/heineken-smart-beer-bottle/http://inventioni.st/2013/01/disney-mymagic/


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Page 10 of 10Authored by: Bud Caddell Charlotte Myerberg and Rachel Mercer

What brands can learnfrom these trends (contd)

Experiment in New Spaces

Sometimes the best way for a brand to evolve is to nudge themselves

into new territories that expand their business and their offerings.

Companies like Verizon are taking their expertise in one eld (in their

case, building data and phone networks) and applying it to the health

space. Whether or not their products (Sure Response and HealthID)

become an integral part of their business, it shows that these types of

ventures can open new possibilities.

Smoke Testing as a Marketing Tool

Ideas are cheap. Execution is expensive. Just as startups use a clevervideo on Kickstarter to expose a new idea, were beginning to see

brands like Oreo and Budweiser launch proof-of-concept videos that

test the social waters and validate a new idea. Organizations rarely

get to market with their original idea in-tact, and its time for brands

and marketers to begin to test their assumptions before investing

small fortunes in development.

Hardware Competition

Twenty years ago, monolithic companies like Xerox and IBM suddenly

had to fear garage-based software startups like Apple and Microsoft.

Today, with the advent of cheap 3D printing technologies and micro-

funding, every business model is suddenly ripe for disruption from the

garage-based hardware startup. The next few years will determine

whether the infrastructure and distribution of large companies will

overcome the grassroots funding and novelty of small-scale hardware

developers.

The Innovation of Dead Tech

With rumors swirling that Apple and Samsung are both developingsmart watches, we asked ourselves, Who still wears a watch? Plenty

of people, it turns out. With the rise of the Internet of Things, every

single device is suddenly a candidate for innovation. You may stare

at your toaster and think, Youre just an inefcient circuit, but soon it

could be tweeting and sharing its way to a completely new price point.

MAKING INVENTION WORK

FOR YOU

Disrupt yourself before

someone does it for you.

- Google

We believe that in order to survive,

organizations must myopically

chase their own obsolescence. All

businesses ace an increasingly

connected and thereore more

uncertain world, and with it, we

all compete in a smaller pool,

ull o more demanding and less

attentive consumers. Advertising

can be a powerul driver o growth,but advertising alone cannot

steer a frm to uture success.

Thats why weve created a

department o Inventionists a

mix o researchers, creatives,

technologists, and entrepreneurs

to help our clients experiment with

new tools, products, and business

models.

Our group specializes in

concepting and developing pilot

programs and products thatdisrupt the status quo, ignite

culture, and create business

change. We also help brands fnd

their social mission and work with

the larger advertising orce at

Deutsch LA to pursue that mission

through interactive ideas. I youre

a business with an appetite or

experimentation and marketing

innovation, wed love to partner

with you.

Get in touch.

Bud Caddell

SVP, Invention

[email protected]
http://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/https://twitter.com/bud_caddellhttps://twitter.com/charrussehttps://twitter.com/rachelmercermailto:[email protected]:[email protected]:[email protected]://twitter.com/rachelmercerhttps://twitter.com/charrussehttps://twitter.com/bud_caddellhttp://creativecommons.org/licenses/by-nc-nd/2.0/http://www.deutschinc.com/http://inventioni.st/mailto:[email protected]

Emerging Bets at the Intersection of Technology & Culture: Part II

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