Emerging Bets at the Intersection of Technology & Culture, Vol. 2

7/30/2019 Emerging Bets at the Intersection of Technology & Culture, Vol. 2

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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

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AliveCor

DIY Technology

Consumer

Electronics

3D Printing

Health and Wellness

Home

The Internet of

Things

Mobile Accessory

Quantified Self

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

Misfit 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 (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

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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

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

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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

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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

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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:0OFPGUIFmOBMJTUTPG4948

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

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caretaker, to a 911 response.

HealthID:Another product from Verizon,

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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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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

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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:

Twine:

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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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.

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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

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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 face an increasingly

connected and therefore more

uncertain world, and with it, we

all compete in a smaller pool,

full of more demanding and less

attentive consumers. Advertising

can be a powerful driver of growth,but advertising alone cannot

steer a firm to future success.

Thats why weve created a

department of Inventionists a

mix of 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 find

their social mission and work with

the larger advertising force at

Deutsch LA to pursue that mission

through interactive ideas. If youre

a business with an appetite for

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, Vol. 2

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Transcript of Emerging Bets at the Intersection of Technology & Culture, Vol. 2