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7/30/2019 Emerging Bets at the Intersection of Technology & Culture, Vol. 2
1/10
http://www.deutschinc.com/http://inventioni.st/http://inventioni.st/purpose/7/30/2019 Emerging Bets at the Intersection of Technology & Culture, Vol. 2
2/10
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
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/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 3 of 10Authored by: Bud Caddell, Charlotte Myerberg, and Rachel Mercer
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/7/30/2019 Emerging Bets at the Intersection of Technology & Culture, Vol. 2
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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://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_culture7/30/2019 Emerging Bets at the Intersection of Technology & Culture, Vol. 2
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CC-BY-NC-ND 3.0 - Deutsch LA 2013
Page 5 of 10Authored by: Bud Caddell, Charlotte Myerberg, and Rachel Mercer
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
DVTUPNFSTUPDIPPTFTQFDJmDBUUSJCVUFTGPSUIF
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
BOEQSPDFTTJOHQPXFSDBOmUJOUPJODSFBTJOHMZ
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
QFPQMFTIBOET-ZUSPBMJHIUmFMEDBNFSBUIBU
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/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 6 of 10Authored by: Bud Caddell, Charlotte Myerberg, and Rachel Mercer
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
MJTUPGSFDJQJFOUTGSPNZPVSTJHOJmDBOUPUIFSUPB
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/7/30/2019 Emerging Bets at the Intersection of Technology & Culture, Vol. 2
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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/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 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/7/30/2019 Emerging Bets at the Intersection of Technology & Culture, Vol. 2
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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/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 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
BUZPVSUPBTUFSBOEUIJOLi:PVSFKVTUBOJOFGmDJFOUDJSDVJUwCVUTPPOJU
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.
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
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]